Melissa Adams
SVP, Advertising @City National Bank
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WORK HISTORY
SVP, Advertising @City National Bank
San Francisco, CA, US
Responsible for the development and execution of the company’s integrated marketing and media strategy across all paid and owned channels including social to drive brand awareness as well as to support key growth initiatives for all lines of business • Partner closely with the head of user experience to ensure all digital touch points and platforms are planned optimized • Partner with marketing technology lead to ensure investment in Adobe maximizes ROI • Manage external advertising agency of record and advertising budget of $12M • Counsels senior marketing management in digital advertising, brand strategy and measurement • Establishes KPIs and measurement plans to drive improvements in-market media performance • Coordinates and directs in-house and external creative services to develop new campaigns
EDUCATION
Georgetown University
Master of Business Administration (M.B.A.), Business Administration and Management, General
Cal State San Bernardino
B.A., Economics
ABOUT MELISSA ADAMS
20 years of experience growing some of the world\'s best known brands. Analytic, consumer-centric and integrated marketing mindset. Deep knowledge and expertise about all things digital. Hands-on experience handling large marketing investments. Driven to deliver outstanding business results to brands via strategic vision, strong leadership, and commitment to excellence. Experienced working in highly regulated industries. Georgetown MBA. Brand Advertising Brand Strategy Digital media expertise Web Marketing (Content, SEO, UX) Advertising Technology Content marketing Marketing Optimization Social and digital strategy Analytics, marketing ROI Team leadership & motivation
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