Melissa Barker

Melissa Barker

Senior Manager Marketing Operations, Act-On Software, Inc.

To survive in business, one must be tuned into what consumers are saying and what competitors are doing. To thrive, however, requires going beyond just seeking feedback from the audience. Businesses must engage and interact with consumers to better understand their needs and influence perceptions. Creating, maintaining and empowering a community of brand advocates is the true power of marketing.

I love deadlines and a fast paced environment. Marketing may be seen as a soft science but I think numbers have to be used, metrics are key and proving ROI is critical.

Melissa Barker

LinkedIn Profile

@Melissa_Barker

Twitter Handle

Professional Profile

  • Experienced in campaign analysis and reporting
  • Ability to envision a business process
  • Adept at workflow process and development
  • Strong project and time management skills
  • Accomplished social media marketing strategist, with emphasis on measurement
  • Experienced at creating strategic touch points at each phase of customer purchase cycle
  • Professional writer and public speaker, with effective communication skills

Professional Experience

  • Senior Manager Marketing Operations
    2016-Present

    Act-On Software, Inc.

    Marketing Reporting & Analytics
    • Identified and selected KPIs for BDEP (brand, demand, expand, and product marketing)
    • Negotiated purchase and implemented Bizible for multi-touch attribution
    • Trained marketing team on multi-touch vs first touch attribution models
    • Defined channels and sub-channel groupings to measure and optimize performance
    • Created dashboards for every team within marketing

    Management: 3 direct reports, responsible for
    • SFDC Database and List Management
    • SFDC Data Cleanliness Operations
    • Automated Programs
    • Email & Deliverability
    • Reporting

    Demand Generation
    • Contributed to re-defining and implementing a new demand funnel
    • Project planning and rollout for new lead scoring methodology
    • Put together Q3 demand generation forecast (using Bizible attribution)

    Sales Enablement
    • Lead project to purchase TAM (total addressable market) from Data.com and load 200,000 Accounts into Salesforce
    • Created dashboards for sales leadership and rolled out to sales

    Salesforce Data Clean Up
    • Lead data clean-up project to standardize Industry, Persona, and Revenue fields
    • Project planning and issue identification to clean up customer and partner data

    Speaking
    • I❤Marketing Roadshow (breakouts & MainStage) session: Marketing Analytics
    • Deep dive into best practices for selecting KPIs
    • How to measure marketing performance

  • Digital Marketing Consultant & Speaker
    2012-2016

    Consulting Work

    Jive Software - Customer Marketing [Dec 2015 - Nov 2016]

    Regional Marketing Consultant
    • Email marketing, editor and writer for regional marketing team

    Customer Marketing Consultant
    • Assumed role of senior customer marketing manager
    • Developed, managed, and oversaw email marketing campaigns for existing customers
    • Coordinate all customer communications
    • Managed customer webinars, resulting in the highest registrations in two years

    Puppet - Social Media Strategy Consulting and Training [May 2015 - Apr 2016]

    • Developed strategy for communicating rebrand from "Puppet Labs" to "Puppet" on social media, internally, and engagement strategies. Results (1 month after): 1M+ confirmed reach, 6K+ engagement, 1K+ new followers, 27:1 sentiment
    • Conducted digital SWOT analysis and recommendations for existing social efforts
    • Developed social campaigns for PuppetConf, DevOps Survey, and other intiatives
    • Developed training material on social media and policy

    Lumen Learning - Gates NextGen Open Source Courseware Grant

    Course: Principles of Marketing [Jan 2015 - Jan 2017]
    • Developed marketing plan and course assignments
    • Ongoing evaluation and revision of course materials
    • Piloted Waymaker, the NextGen Courseware

    Speaking Engagements

    2014

    • NWPGRT (Northwest Planned Giving Roundtable) Session - Topic: Driving Awareness
    • NACM (National Association of Credit Management) Session - Topic: Building Your Brand
    • NWPGRT (Northwest Planned Giving Roundtable) Keynote - Topic: Branding on LinkedIn
    • AMA (American Heart Association) Session - Topic: Reputation Management

    2013

    • ITEXPO Session - Topic: What Your Marketing Team Needs to Know About Social Media
    tmmTV Panel - Topic: Driving Business with Social Media
    • InnoTech Oregon Sessions - Judge: PSU's Digital Marketing Strategy Final Presentations
    • University of Oregon Keynote - Topic: Building Your Brand Online
    KGW Segment: [Live] Social Media Pitfalls (July 30)
    KGW Segment: [Live] Your Online Reputation (May 16)
    • KGW Segment: Cleaning Up Online Profiles (May 15)
    • KGW Segment: Social Media Policy Issue (April 26)
    • Washington State University - Topic: Building Your Brand with LinkedIn

    2012

    Innovation in Motion - Topic: Community Management
    • InnoTech Oregon - Topic: Developing Social Media Strategy
    • InnoTech Oregon Sessions - Judge: PSU's Digital Marketing Strategy Final Presentations
    How to Use Social Media to Land a Job - KGW News November 19, 2012
    • Washington State University - Topic: Building Your Brand with LinkedIn
    Panel presentation at InnoTech Oregon 2012 about Social Media

    Social Media Marketing Instructor
    2010-Present

    Spokane Falls Community College

    Developed the first accredited Social Media Marketing Certificate in the state of Washington. Currently teaching the following online courses:

    • MMGT 125 Social Media Marketing
    • MMGT 126 Search Engine Marketing
    • MMGT 128 Social Media Marketing Campaign
    • MMGT 211 Marketing

    Textbook Author
    2009-Present

    Cengage Learning

    Social Media Marketing: A Strategic Approach, 2nd Edition, Cengage Learning, 2017
    Internet Research - Illustrrated, 7th Edition, Cengage Learning, 2014
    Social Media Marketing: A Strategic Approach, 1st Edition, Cengage Learning, 2012
    Internet Research - Illustrated, 6th Edition, Cengage Learning, 2011
    Internet Research - Illustrated, 5th Edition, Cengage Learning, 2010

    Social Media Strategist
    2013-2015

    Oregon Public Broadcasting

    • Developed and delivered companywide social media trainings
    • Authored weekly internal social media best practices blog on Confluence
    • Responsible for social media campaigns for all local productions
    • Developed a social media campaign for OPB's investigative series (Class of 2025), reaching 500,000+ in Oregon
    • Created digital campaign for the Art Beat Exhibition, reaching 500,000+
    • Project managed crowd funding campaign for opbmusic's concert series (Stagepass), exceeding PBS matching requirements

    Social Media Manager
    2012-2013

    Jive Software

    • Responsible for social media strategy, content, and measurement (paid and organic) promotion across LinkedIn, SlideShare, YouTube, Facebook, Twitter, and Instagram
    • Delivered social media trainings to executives and sales team quarterly
    • Organized and managed social media activities and integration at the annual user conference (JiveWorld 2013)
    • Project managed and authored content for the corporate blog (Jive Talks)
    • Organized and facilitated quarterly customer webinars
    • Produced Jive's Office Hero YouTube video series as part of a customer engagement campaign
    • Managed social media agency (Spredfast) relationship

    Social Media Marketing Strategist
    2011-2012

    Integra

    • Developed social media marketing strategies for brand building
    • Measured effectiveness and connected customers to service team with Radian6
    • Trained marketing and sales in using social media to build a better user experience and influence purchasess
    • Negotiated and managed relationship with SEO consultant (Isite Design)

    Director of Communications

    2011 instore

    • Developed and implemented strategic communications initiatives
    • Oversaw public relations, advertising, and promotion efforts
    • Developed and managed digital brand building activities
    • Created communication procedures and corporate employee policies

    Social Media Marketing Strategist
    2010-2011

    Siber Systems

    • Developed social media marketing campaigns to evangelize RoboForm and GoodSync through Facebook, LinkedIn, Twitter, and YouTube, resulting in a 759% increase (from 7,839 to 67,384 in 10 months)
    • Authored articles, blogs, and other promotional materials
    • Managed the Reseller and Affiliate Programs for RoboForm and GoodSync

    Policy Debate Coach
    2008-2010

    Gonzaga Preparatory School

    • Taught debate fundamentals and how to build strategic cases
    • Led the team to win the 2009 Conway Gonzaga High School Debate Tournament

    Social Media Intern
    2009-2010

    Virtual Private Library

    • Created media releases, company backgrounder, and other print materials
    • Produced a promotional video for Virtual Private Library and Deep Web

    Education

    Willamette University, MBA
    2016
    Gonzaga University, B.A., Public Relations, Marketing
    2010

    Volunteer Work

    Digital Strategy Task Force Member
    2014-Present

    American Heart Association

    • Train communications directors on social media best practices
    • Review and evaluate current affiliate digital plans and promotions
    • Increase volunteer engagement on social media

    Communications Director
    2012-2014

    Portland Female Executives

    • Developed promotional strategies for PDXfX to increase event attendance
    • Recruited and helped coordinate with committee members

    Social Media Assocate Editor
    2012-2014

    Thoroughly Modern Marketing

    • Edited and reviewed content produced about digital strategy
    • Authored content on social media marketing strategy

Textbooks

Social Media Marketing: A Strategic Approach

Jive Software Blog Posts

Keynote Presentation

Keynote presentation at Portland Female Executives June 19th, 2012 Event:

Videos

Panel participant on #tmmTV: Panel participant at Innovation in Motion: Interviewed by KGW News (NBC Affliate) Channel 8, Portland, Oregon: Panel presentation at InnoTech Oregon 2012 about Social Media: Produced and directed YouTube videos for Jive Software social media campaign:
  • Harlem Shake (Jive Edition), February 14, 2013
  • Jive Welcomes Producteev and Meetings.io, November 5, 2012
  • Jive's Office Hero: Strategic Sales Enablement (Gia Lyons, Senior Strategic Advisor), September 20, 2012
  • Jive's Office Hero: Human Resources Made Easy (Sussy Dunn, Director of Human Resources), August 31, 2012
  • Jive's Office Hero: A Developer's Dream (Jussi Heikkola, IT Application Developer), August 20, 2012
  • Jive's Office Hero: Support Superstar (Benjamin Walker, Software Engineer), August 10, 2012
  • Jive's Office Hero: Support Superstar (Elizabeth Brigham, Product Marketing Manager), August 15, 2012
Wrote, directed, narrated, and produced a video about the Virtual Private Library Web site:

Articles

Blog

Social Media Marketing Resources

Quoted In

How to Use the New Google Analytics Social Reporting Tool, by Lisa Payton, Social Media Examiner, June 12, 2012

Brochure Sample

Entrepreneurial Resources Workshop

Company Backgrounder Example

Backgrounder - Virtual Private Library

Media Release Samples

Melissa Barker

LinkedIn Profile

@Melissa_Barker

Twitter Handle

© Melissa Barker 2016