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.