About melianthe

  • Industry MarketingMediaAdvertisingTelevisionJournalismDigital
  • Sector Acquisition MarketingAudience DevelopmentConsumer MarketingGrowth MarketingIntegrated MarketingSocial Media
  • Preferred Job Title DirectorVice President

Summary

Strategic executive with proven leadership in digital marketing for news and television brands.  Evangelist of emerging marketing platforms, tools and strategic practices.

Core Competencies:

  • Social Media Strategy & Delivery
  • Client Advising & Advocacy
  • Content Strategy & Development
  • Audience Targeting & Acquisition
  • Search Marketing & SEO
  • Account & Team Management
  • Consumer Insights & Analytics Email Marketing & CRM
  • Product Development & Testing

Experience

  • 2018 - 2019
    iQuanti

    Director, Paid Social Strategy

    • Headed paid social practice for digital marketing firm focused on data-driven performance marketing for Fortune 500 clients in financial services and publishing. • Delivered strong global paywall subscription revenue from social for key client Bloomberg News; drove dramatic audience growth for Bloomberg’s social-first news brand TicToc and achieved 150% of followers goal. • Developed social best practices agency-wide, from pitches through reporting; trained and coached paid social staff in US and India. Established strong partnerships with leading social media platforms.

  • 2017 - 2019
    GroupM

    Director, Paid Social

    • Led paid social team for Bayer client portfolio of 15 brands, providing strategy, planning and execution of campaigns for a portfolio of healthcare brands with $20MM+ paid social budget. • Provided guidance and recommendations to clients and creative agencies; partnered with social platform liaisons. • Demonstrated ROI and brand lift through intensive analysis and reporting, resulting in 40% YOY budget increase.

  • 2017 - 2017
    GroupM

    Director, Audience Search, Product Development & Technology

    • Managed pilot program using proprietary audience targeting data for paid search campaigns for key clients. • Delivered campaigns at 50% below CPL goal; proved 7x higher propensity to convert than standard search.

  • 2012 - 2017
    SourceMedia

    Director, Digital Audience Development

    • Spearheaded social, search, and analytics digital-first transformation of news/magazine brands (American Banker, Financial Planning, Accounting Today et al.) and professional events at B2B publisher. • Developed and executed strategy to drive audience engagement and subscription revenue growth. • Grew social traffic from 2% to 10% of overall sessions by defining organic and paid social strategy, establishing brands’ social presence, implementing new tools and reporting, and evangelizing best practices to staff. • Created search strategy, from SEO technical/performance audits to paid subscription/registration campaigns, resulting in an overall 70% increase of organic search pageviews and 4x conversion rates.

  • 2006 - 2011
    AMC Networks (formerly Rainbow Media)

    Director, Digital, IFC (Independent Film Channel)

    • Transformed IFC’s online presence into a Webby award-winning indie film, TV and culture site with original news, web series, user content and entertaining promotion for IFC’s original programming. • Managed team, budget and operations, defined product strategy and led projects from discovery through post-launch reporting and improvements. • Increased online audience by 800%, utilizing paid search, SEO, email, social, display advertising, partnerships, and content strategy driven by user research and data analysis.

  • 2001 - 2006
    Fry, Inc.

    Account Director

    • Senior client partner for NY office of Ann Arbor-based agency providing web design, development and hosting. • Built long-lasting relationships and led engagements implementing pioneering e-commerce and branding solutions for clients including Godiva, Waterford Wedgwood, Graco, FAO Schwarz, Coach and Bergdorf Goodman.

  • 2011
    MK Consulting

    Strategic Marketing Consulting

    Independent consulting services involving digital marketing and website strategy for clients including small businesses and agencies.

  • 2019
    UpJaunt

    Head of Marketing

    Leading marketing strategy and execution for early stage travel app startup.

  • 2019
    Melianthe Kines Consulting

    Strategic Marketing Consultant

    Providing digital marketing consulting for clients including start-ups, small businesses and agencies. Services including social media strategy and execution, search engine optimization, content strategy, website development, web analytics and research.

Education

  • Columbia University Graduate School of Journalism

    MS, Journalism

    Concentration: Broadcast Journalism. John M. Patterson Prize for best documentary.

  • University of Pennsylvania

    BA, magna cum laude

    Major: International Relations (honors). Minor: French. Dean’s List. Reid Hall Program, Paris.