Melissa Slaght - Marketing Manager, Michigan Air Products

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Work Background

Michigan Air ProductsMarketing Manager

Sep. 2022Troy, Michigan, United StatesDrive strategic growth in commercial HVAC sales, with a focus on the healthcare and education markets, by conducting comprehensive market research, crafting and executing targeted marketing strategies, and leveraging industry organizations for networking and business development. Cultivate strong relationships with over 40 manufacturers, working closely with their regional sales and marketing teams to align product group initiatives with overarching corporate goals, driving revenue growth. Serve as a key member of the leadership team, collaborating with cross-functional departments to synchronize marketing efforts with broader business objectives, ensuring seamless execution across the organization. Work closely with the leadership team to provide consistent direction and support across regional offices, assisting in the integration of one sales office into the headquarters office to streamline operations and enhance cohesion. Recruit top industry talent and mentor new employees, fostering a culture of continuous learning and professional development. Spearhead the design and implementation of an effective customer journey, encompassing the creation of promotional and educational content, the orchestration of large-scale events, and the development of systems for sales teams to enhance brand recognition. Negotiate strategically with service providers and manufacturers to optimize partnerships and drive business success.

Powell Marketing Manager

May. 2021 - Sep. 2022St Louis, Michigan, United StatesDeveloped and executed comprehensive corporate marketing and sales strategies, seamlessly integrating digital and traditional methods to enhance product and service awareness. Leveraged strategic content development, digital marketing, trade shows, and PR outreach to significantly elevate brand recognition and market presence. Led the sales team by creating and implementing processes that drove sales growth, including spearheading a companywide CRM implementation, training staff, and ensuring consistent adoption to streamline sales operations. Contributed to the leadership team by developing, evaluating, and executing strategic growth initiatives. This included launching new products, acquiring industry service providers, strengthening the rep network for commodity safety valves, and optimizing business processes, all while aligning with ROI objectives to maximize impact. Designed and optimized sales processes for both inside and outside sales teams, leading efforts in lead nurturing, account development, and pipeline management, which resulted in enhanced sales efficiency and effectiveness. Boosted company visibility and reputation within the chemical industry by actively engaging with influential organizations such as the NACD Membership Committee, Michigan Chemistry Council, and Women in Chemicals. Established strategic industry relationships and positioned the company as a thought leader.

Central Michigan UniversityDigital Strategist

Jul. 2020 - May. 2021Mount Pleasant, Michigan, United StatesWorked with more than 20 institutional clients to build, maintain, and enhance web properties that reflect CMU's brand and follow best practices for digital communications while driving admission of prospective students. Met with clients to plan the strategy for new web pages to ensure that each page has a clear audience, purpose, owner, and review cycle. Created training materials and trained institutional clients in digital best practices via weekly training workshops, while personally guiding them through the migration process to a custom Sitefinity web platform.

Simon Property GroupDirector of Marketing and Business Development

Nov. 2018 - Jul. 2020Birch Run, MichiganIdentified, created and sold revenue opportunities through strategic positioning of mall assets, media assets, and mall programming in order to achieve the financial sales goals of the property Developed and implemented retailer intensification strategies. Promoted platform program opportunities to retailers, securing retailer offers to enhance programming Flawlessly executed all national and/or regional SBV programs and initiatives at the field level Created annual marketing budgets based on retailer dues, allocating mandatory expenses, discretionary expenses and media expenses as appropriate to support platform programming, Simon initiatives and brand messaging in order to achieve center objectives. Responsible for monthly forecasting and maximizing marketing dollars by analyzing ROI Developed and executed an annual marketing plan which strategically utilized all platform programs, supported the corporate marketing objectives and positively impacted the center’s core financial objectives EBIDTA, SBV income, leasing, sales, overage rent, traffic and market share Coordinated shopping center visual merchandising, signage and advertising programs Maintained effective media relations by fielding media calls and preparing responses Focused on exponentially driving growth of social media channels, including fan base for Facebook and Twitter (social connections), as well as an increase in data collection, SMS and Email (subscribers), for the specific business unit for which you have direct responsibility Oversaw management and budget of Guest Services including the hiring and training of the Guest Services Manager, assistance in hiring Guest Services Associates and monitoring job performance of all Guest Services staff Participated in Manager on Duty rotation, staff meetings and other relevant management responsibilities as a critical member of the mall management team at each center

Highway and Heavy PartsMarketing Strategy Manager

Jul. 2016 - Nov. 2018Coleman, MIContent Creation • Oversee team content creation activities, including the creation of marketing materials, and website content such as blogs, product/category/landing pages. Monitoring team progress and address variances as they occur. Digital Marketing • Research, design, input, and edit web page content to increase SEO rank, inform customers, and increase conversion rate. • Monthly website analysis and report creation for domain authority, conversion rate, average order value, bounce rate, acquisition cost, and cart abandonment. • Develop and deploy weekly email marketing campaigns. Use KPIs to monitor the impact of the campaigns and adjust the strategy as necessary. • Create an online video community to enhance brand-recognition while providing SEO Value. • Manage social media presence, including posting daily and developing product/specialty campaigns for increased brand exposure, engagement, and conversion. Direct Marketing • Develop messaging, concept, and design of marketing materials including mailing materials, brochures, and email/fax templates. Database Management • Assist with the development of the HHP knowledge base within the Netsuite platform via weekly pricing updates, general database management, and other projects as needed. Collaboration/Leadership • Assist with the development and implementation of a strategic marketing plan for target customers, and manage the productivity of all marketing projects. Monitor, review, and report on all marketing activities and results. • Determine and manage the marketing budget and deliver marketing activities within agreed budget. Report on return on investment and key performance metrics. • Ensure all marketing activities are directed towards the HHP Marketing/Strategic plan. Monitor team activities and projects by reviewing team project planning documents and processes to ensure all information is complete and up to date. Oversee project KPIs and collaborate with changes as needed.

Garber Automotive GroupDigital Content Strategist

Apr. 2015 - Jul. 2016Saginaw, Michigan AreaMarketing and Branding • Conducted regular analyses to determine inter-company opportunities as well as those in local markets • Consistently developed overarching brand identity in conjunction with developing unique selling propositions Search Engine Optimization Research/ Digital Analytics • Continually critiqued current stance in online marketing presence, and set benchmarks for future performance • Maintained a current understanding of marketing developments including digital marketing updates Content Creation • Created a variety of customized and engaging Automotive content, including blog articles, website landing pages, email, video, and PR content based on the intended message of the piece • Optimized and localize content for maximum visibility

Kelly ServicesDuty Optimization Technician

Oct. 2013 - Apr. 2015Midland, MI on Assignment with Dow Chemical• Maximized savings to the Dow Chemical Company through a thorough understanding of international trade compliance as it relates to Free Trade Agreement qualification guidelines and the sourcing of raw and finished materials to provide accurate duty calculations • Facilitated requests, qualifications, and distribution of certificates surrounding the annual renewal of Free Trade Agreements including requests from day to day business transactions • Utilized NEA and SAP to facilitate Rohm and Haas and Dow Chemical Free Trade Agreement functions • Exhibited integrity and safety standards required by the Dow Chemical Company Key Accomplishments: • Created education standards for NAFTA, US-Korea, DRCAFTA, US- Australia, and US-Colombia Free Trade Agreements • Oversaw US-Korea, DRCAFTA, US- Australia, and US-Colombia Free Trade Agreements for all Dow and Rohm and Haas Products

rue21Store Manager

Feb. 2013 - Oct. 2013• Exemplified superior customer service to drive sales and KPIs • Oversaw all store operations including sales, inventory management, financial reporting, and employee relations • Minimized shrink in store and within district by training and educating employees in shrink awareness and resolving internal shrink quickly • Hired, on-boarded, and developed employees • Coordinated the financial relationship between employees and the company by making arrangements for payments regarding expense reports, back payments, prorated payments, and benefit time. • Assisted in operations in others stores, traveling between stores as needed. Key Accomplishments: • Took the store from a 3.74% shrink to 1.35% shrink • Promoted three sales associates to management, and one manager to a higher volume store • Developed staff from other stores, provided training specific to shrink control • Won several sales contests including fragrance sales, and denim sales

Ace of DiamondsMarketing and Public Relations Coordinator

Nov. 2011 - Feb. 2013Mt. Pleasant, MI• Streamlined existing marketing efforts to maximize name recognition via radio, print, television, and social media advertising outlets • Executed market research to support store events and promotions • Planned and actualized store events, community outreach projects, and downtown development activities • Created and obtained store and personal sales goals and analyzed store sales Key Accomplishments: • Increased usage of financing options, thereby increasing sales • Facilitated team training of various financing options • Created a cloud-based storage option to track store operations • Attended an IJO Jewelry conference in Minneapolis, July 2012

CoachSales Associate

May. 2009 - Jul. 2011• Continually exceeded sales goals • Collected and interpreted store Key Performance Indicators • Assisted in product merchandising • Made product recommendations