Melanie Mathieu Raffa

WORK HISTORY

EDUCATION

SKILLS

ABOUT MELANIE MATHIEU RAFFA

I’m a passionate marketer with 10+ years of experience in digital marketing, customer lifecycle design, digital innovation consulting, and event execution across SaaS, financial services, insurance, and tech. My digital journey began in 2016, leading strategy, campaigns, and content for Strategy Institute’s Digital Marketing for Financial Services conference series. I then joined Aviva Canada’s Digital Consultancy, supporting 1,300 insurance brokers nationwide. There, I conducted digital audits, advised on marketing and sales strategy, facilitated vendor partnerships, and built out a national program of in‑person and virtual workshops and webinars. A stint at innovation‑focused Hackworks followed, where I helped enterprise and nonprofit clients design programs that sparked internal culture change and innovation. I later returned to Aviva to keep advancing brokers’ digital capabilities—deepening expertise in SEO, SEM, content strategy, email marketing and automation, and analytics. Since 2021, I’ve been with Copper CRM, now as Senior Customer Marketing Manager. I own the full customer lifecycle—from pre‑purchase and free‑trial to onboarding, product adoption, and growth. My day‑to‑day includes building personalized in-app experiences, designing lifecycle marketing campaigns, and managing customer engagement programs that drive product usage and long-term value. I also lead our customer webinars, oversee case studies and referrals, and identify and nurture customer advocates. As a people leader, I mentor and manage a direct report and cross-functional collaborators. In addition to the skills mentioned above, I’m well versed in CRM administration, pipeline and project management funnel design, calendar, inbox and task management, slide-deck design and reporting. Beyond work, I’m a mom and avid hiker. I’m always on the lookout for a good podcast—feel free to send recommendations or connect to chat more!