Colleen Mellor

About Colleen Mellor

With 6+ years of retail and e-commerce experience, I translate consumer behavior into targeted strategies that turn consumer insights into e-commerce and retail media wins. I have a proven track record of orchestrating and implementing key projects that boost team and company productivity, and I thrive in the fast-paced, dynamic atmosphere of e-commerce, adapting quickly to ever-changing client and market needs.

Experience

1. Retail Media Specialist

   The Bluebird Group

   Feb 2025 — Present

   I lead, develop, and support innovative omni-retail marketing strategies for our clients and their brands. This position requires a strategic and storytelling mindset, crafting compelling narratives that resonate with our clients\' target audiences, while also possessing a deep knowledge of retailer\'s native platforms (Amazon, Walmart, Target, Home Depot, etc.). I work as a part of a team of dynamic media planners and buyers to deliver advertising strategies that stand out in a large and ever-changing digital marketplace. This includes defining goals that fit into overall advertising strategies and KPIs, working across self-serve PPC and DSP campaigns, retailer-managed media buys, and marketing calendars, as well as negotiating for retailer-managed media buys, pricing, and media placement scheduling with retailers. For my clients, I drive platform, ad type and budget strategy recommendations across retailers, communicate up to date media opportunities and said impact on overall media strategy, while also conducting strategy meetings to relay key learnings across our Bluebird team. Internally, I support the development and implementation of new team processes, aligning them with the company\'s strategic goals, while collaborating cross-functionally to implement large scale process changes and evaluating their impact on the overall business performance. This role requires the ability to story tell and articulate 360 degree marketing roadmap by using multiple sets of data such as category data, competitor analysis, owned sales, owned advertising performance data, and more. I understand all aspects of digital advertising inclusive of, but not limited to, digital, social, retail, search and how to drive brand awareness and drive conversions.

Education

• University of Arkansas

  Bachelor's degree, Marketing/Marketing Management, General

  2015 — 2019