MELISSA NARAVAL

(858) 229-9498 ● www.linkedin.com/in/melissa-naraval ● melissa.naraval@outlook.com

Proven marketing executive with experience across all disciplines of marketing.  Demonstrated success increasing sales and profit in a variety of industries with private and public companies, ranging from startup to $1B+ in revenue.  Areas of expertise include data and financial analysis, Ecommerce, direct marketing, digital transformation, and designing technology solutions in both B2B and DTC environments.

 

EXPERTISE

● Profitable Growth – Ecommerce, Branding, Omni-channel GTM strategy, Pricing, Product Development

● Quantitative Analysis – P&L Ownership, Budgeting, Attribution, LTV, ROAS, Marketing Mix, Forecasting

● Campaign Optimization – Digital advertising, SEM, SEO, Display, Email, Affiliate, Social, Google Analytics, Conversion Rate Optimization, Direct Mail

 

PROFESSIONAL EXPERIENCE

National Pen Company                                                                                                                          2011 – 2023

Owned by Cimpress plc (Nasdaq: CMPR), National Pen is a provider of promotional products in 23 countries.

Chief Marketing Officer, Pens.com                                                                                            2021 – 2023

Senior Vice President, Global Ecommerce                                                                               2018 – 2021

Director/Vice President, North America Ecommerce                                                           2011 – 2018

● Full P&L responsibility for the Pens.com business unit with oversight of Product Development, Pricing, Merchandising, Creative and Branding, Platform Optimization, Digital and Offline Marketing

● Achieved record revenue and EBITDA in FY22 through channel optimization, product line expansion, brand development and price testing

● Collaborated cross-functionally to drive the digital transformation of legacy operations and processes

● Partnered with Technology to build a global web platform to support all marketing activities and optimize the online shopping experience for SMBs in 23 markets

● Led brand strategy development and repositioning to build awareness of Pens.com across all promotional product categories

● Expanded product selection in key categories to increase share of wallet and attract new customers

● Scaled digital marketing programs, resulting in double digit growth of online revenue and profit each year

● Reversed historical downward trends for all web KPIs, including traffic, conversion rate, AOV, new customers, and ROAS

● Analyzed attribution and LTV to optimize marketing mix to acquire high-value customers

● Developed a CRM strategy to increase retention and engagement of top customer segments

● Revamped pricing strategy to increase gross margin and AOV while maintaining conversion rates

Road Runner Sports                                                                                                                               2006 – 2010

Road Runner Sports is a privately-held retailer of fitness gear and apparel in the US.

Director, Online Marketing/Senior Marketing Manager

● Held full P&L responsibility for ecommerce business unit and directed all digital marketing efforts, including SEO, SEM, affiliate marketing, email, display, retargeting and Amazon marketplace

● Grew ecommerce sales by 59% in a five-year period, exceeding profit targets each year

● Successfully implemented online campaigns to drive in-store visits and retail sales

● Revamped web acquisition strategy which resulted in a 53% increase in new customers at a reduced CAC

● Collaborated with stakeholders to improve funnel performance, producing a 65% increase in site conversion

Capital One Auto Finance (formerly Peoplefirst.com)                                                                  2003 – 2006

A division of Capital One Financial (NYSE: COF), Capital One Auto Finance is an American online lender that transformed the auto loan process with its “Blank Check” product through acquisition of financial technology startup, Peoplefirst.com.

Director, Partner Development

● Generated over $1B in loan originations per year through SEM, display, affiliate marketing, and co-branded marketing partnerships with top tier companies, including Costco, Kelley Blue Book and Lending Tree

● Led cross-functional teams to implement large-scale partner initiatives, including the creation of a co-branded loan process and customized call center queues

● Planned and executed integrated marketing programs, including print and online advertisements, direct mail, and email campaigns, which drove over 200K loan applications per year

OKbridge, Inc.                                                                                                                                          2002 – 2003

Founded in 1990, OKbridge was the first subscription-based online bridge club.

Director of Marketing

● Developed and executed a marketing strategy to increase subscriptions and member engagement

● Grew subscriber base to over 18,000 members in an increasingly competitive market

● Redesigned the web site, sign-up process, and member contact strategy which increased revenue by 30%

● Launched a customer acquisition strategy and email reactivation program that grew subscriptions by 18%

FTD LLC (Proflowers.com Brand)                                                                                                        1999 – 2001

FTD is an online retailer of floral gifts. The company acquired Proflowers.com, that disrupted the online gifting market in the late 1990’s by offering flowers shipped direct from the grower.

Manager, Strategic Partnerships

● Member of the Proflowers.com startup marketing team that achieved early success through low-cost customer acquisition and relentless testing of new online marketing channels

● Implemented marketing programs, including direct mail, credit card inserts, email, online advertising, and point-of-sale promotion, which achieved revenue and profitability goals

● Secured and managed affiliate relationships with over 40 online retailers

● Managed the company’s first private label floral operation for Sears Roebuck

 

AWARDS

● Honored as a Finalist for San Diego Business Journal Business Women of the Year 2019

● National Pen was selected as a finalist for the US Search Award for Best SEO Campaign in 2014

● Recognized as Road Runner Sports Employee of the Year in 2010

● Received Capital One Award of Excellence for improving efficiency of partner management processes in 2005

 

EDUCATION

M.B.A., Marketing and Technology, University of Maryland, Smith School of Business – College Park, MD

B.A. Economics, Washington & Lee University – Lexington, VA