Vice President at Folio Investing
Washington D.C. Metro Area
- Current
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- Vice President at Folio Investing
- Past
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- Vice President at AOL
- Senior Marketing Manager at Network Solutions
- Marketing Manager/Event Planner at International Union of Operating Engineers
- Education
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- George Mason University
- Recommended
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2 people have recommended Melanie - Connections
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408
connections
- Industry
- Internet
- Websites
Melanie Mitchell’s Summary
Melanie Mitchell is a results-oriented leader with proven success at building and leading world-class marketing and technical teams in large technology companies. She has over 9 years of experience in web site promotion (over 7 years exp in search/online marketing) and is a results-oriented leader with proven success at building and leading world-class marketing and technical teams for large technology companies. She has worked for numerous major sites across several industries, including travel, finance, entertainment, ecommerce, news and sports.
Melanie was recruited by AOL in 2004 because of her strong business acumen and ability to execute a wide range of marketing strategies designed to establish market presence, both domestic and international, and increase revenues and profitability. One of her roles was to develop strategy, lay the foundation for success (processes, procedures, tracking technology, reporting) and manage the team tasked with increasing AOL.com's business via paid (SEM) and organic (SEO) search when AOL changed their business model from ISP to free Web portal.
Prior to AOL, Melanie worked at Network Solutions for over four years; managing direct response marketing campaigns through online, SEM, SEO and strategic alliances for both Network Solutions and NameSecure.com. She has also consulted for media agencies, having planned, executed and managed their search marketing campaigns.
In early 2007, Melanie was named one of the "top in-house SEO's" by Natural Search Blog (http://www.naturalsearchblog.com/archives/2007/02/27/some-top-in-house-seos/). She is an Advisory Board Member for WebmasterWorld Pubcon (http://www.pubcon.com/advisory.htm), a speaker at Search Engine Strategies (SES), Pubcon, Search Marketing Expo (SMX), AdTech, WebGuild’s Searchnomics, PRSA, and for such noted roundtables as Business Wire and the National Women's Business Center as well as a contributing writer to Search Engine Watch (http://searchenginewatch.com/).
Melanie Mitchell’s Specialties:
Direct response interactive marketing, search engine optimization (SEO), search engine marketing (SEM), online marketing, mobile marketing, widget development & promotion, social media marketing and working with the blogosphere to promote products/content, managing large budgets, marketing strategy, domestic and international marketing.
Melanie Mitchell’s Experience
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Vice President
Folio Investing
(Financial Services industry)
June 2008 — Present (7 months)
Accountable and responsible for all marketing efforts such as SEO, SEM, Online/Display, PR, Video, Email and Offline marketing to acquire customers, traffic and publicity
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Vice President
AOL
(Internet industry)
September 2004 — February 2008 (3 years 6 months)
- Accountable for developing & executing AOL’s organic search (SEO) & paid search (SEM) strategy to promote free web content among the 70+ channels, brands & products
- Accountable for $60M-$80M SEM budget. Centralized mgmt & execution to take a holistic, strategic look at how we are invest our mktg dollars as a company to generate highest return
- Defined org structure to build a successful large scale/cross-departmental SEO program that included implementing consistent metrics, developing SEO standards, best practices & training documentation, developed & implemented SEO certification testing company-wide to test SEO competency & created tactical execution plan to accomplish company goals
- International implementation of programs
- Managed SEO cross functional team w/150+ people across the organization
- Consistently tested new media such as mobile marketing, widget development & promotion, social media marketing & working with the blogosphere to promote products/content -
Senior Marketing Manager
Network Solutions
(Privately Held; 501-1000 employees; Internet industry)
June 2000 — September 2004 (4 years 4 months)
- Developed and managed B2B/B2C marketing efforts for new acquisition (annual budget:$10M). All time ROI highs under my mgmt (200+% 2002-03; 100+% 2003-04)
- Increased natural search rankings by 80% in 10 mo plus doubled online cvr through successful implementation of a SEO program
- Cut online spending 45% by streamlining SEM - increased revenue by 60%, more than doubled the ROI and CVR, while maintaining sales rate
- Responsible for online media planning/execution, analyzing success, optimization and reporting across retail and wholesale channels for online acquisitions, up-sell, e-mail and biz dev totaling over $500M/yr
- Defined strategies/wrote business requirements to support marketing initiatives such as a long-term search engine positioning strategy, sales tracking, and establishing marketing campaigns on the company’s Web site
- Worked with multiple agencies and vendors simultaneously to reach ROI goals as well as aggressive deadlines to accommodate speed to market -
Marketing Manager/Event Planner
International Union of Operating Engineers
(Political Organization industry)
February 1998 — June 2000 (2 years 5 months)
- Responsible for all financial/accounting transactions of NJATC (National Joint Apprenticeship Training Committee) including payments, billing and recording transactions
- Served as administrator of non-profit NJATC to help state provincial and local affiliates implement training programs and procure all needed resources
- Created and implemented a new accounting system (Quick Books) for org
- Set-up and implemented a program database to facilitate registration, print badges, track attendees, and organize A/V equipment for speakers at all conferences. Cost savings per meeting over $15K
- Designed conference registration docs and official conference notices. Cost savings per meeting over $10K
- Coordinated all arrangements for official banquets, cocktail receptions, and ancillary social functions, including decor, food, beverages and entertainment
Melanie Mitchell’s Education
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George Mason University
Bachelor of Science, Marketing, 1990 — 1994
Additional Information
Melanie Mitchell’s Websites:
Melanie Mitchell’s Groups:
Board Member: WebMasterWorld Pubcon Advisory Committee
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LinkedSEO -
Google Group -
Search Engine Land -
PubCon
Melanie Mitchell’s Honors:
2005 AOL.com Recognition Program – AOL, Inc.
2003 Distinguished Achievement Award – Network Solutions, LLC
2002 THRIVE Winner – VeriSign, Inc.
