Melissa Marchionna

Social Media, Digital Marketing, Influencer Relations | Consultant

November 2020-present

• Lead social media for the PA, MA, TX and CA Conferences for Women - a collective of nonprofit, nonpartisan events which host over 50,000 professionals annually. Collaborate with speakers on social media engagement, including: Indra Nooyi, Jane Goodall, Stacey Abrams, Glennon Doyle, Adam Grant, Malcolm Gladwell, and dozens more.

• Influencer campaigns for retailers and CPG brands – ideation, casting, collaboration, execution and reporting. Trending back-to-school TikTok campaign garnered 4 billion+ video views. NDA

• Developed social media strategy for one of the largest retailers in the world (Instagram, Pinterest, YouTube, TikTok, Twitter, Facebook). NDA

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MAJOR LEAGUE SOCCER | Senior Director, Social Media

May 2016-November 2020

• Directed a social media team of five full-time editors focused on enterprise social strategy, content creation, live event executions, media partnerships, media training, and social listening/data analysis.

• Developed and implemented data-driven strategy with such successes as a 1 billion increase in social impressions and a 35% increase in engagement YoY (2019 vs. 2018).

• Led digital owned/operated channel strategies for launch of key MLS initiatives, including MLS UNITES to Vote, MLS NEXT, Campeones Cup and Leagues Cup.

• Spearheaded athlete advocacy program, empowering MLS, eMLS (gaming) and MLS NEXT (elite youth development) with engaging content to grow their brands while supporting League goals.

• Deployed launch campaign that resulted in 15,000 pieces of branded digital content created in collaboration with athletes and influencers.

• Launched partnerships with both Facebook (2017, first-ever sports league) and Twitter (2018) for live-streaming regular season games.

• Oversaw executive social media strategy/execution for Commissioner Don Garber (@thesoccerdon)

• Honors: Fast Company’s Most Innovative Companies: 2nd in Social Media Sector (2019); Sports Business Journal “Best in Sports Social Media” (2018 - Winner, 2017 - Finalist); Shorty Awards “Best in Instagram Stories” (2017 - Winner and Audience Honor)

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NEW YORK JETS | Senior Manager, Digital Programming

August 2014-May 2016 

• Implementing a multi-stage social media strategy. Among immediate successes: Facebook clicks to website quadrupled & post impressions 

  double within two weeks; achieved 40,000+ “like” growth in one week.

• Created digital inventory system to fulfill cross-departmental business objectives while keeping in line with NFL-recommended best practices.

• Distribute comprehensive digital weekly report to 15 executives and 

  producers. Compile data from Omniture/Adobe Social, Chartbeat and Facebook/Twitter analytics.

• Assist in hiring, training and daily management of full-time and seasonal employees.

 

PITTSBURGH PENGUINS | Manager of New Media

August 2011-August 2014

• Directed strategy for 10+ Penguins social media channels, coordinating with team of 10+ social media producers.

• Negotiated contracts and managed key vendor relationships for digital platforms: social media (Buddy Media, Shoutlet), mobile (YinzCam, LoyalTree, Songwhale), and web (Omniture, Google Analytics).

• Managed PensPoints fan rewards program, the first fully mobile fan 

  loyalty program in professional sports with over 90,000 registered users.

• Created opportunities for corporate partner integration with PensPoints.

• Accounted for nearly $3 million in attributed revenue. Platform received top honor for sponsorship innovation at the 2014 SEAT Conference.

• Tracked 4 million PensPoints activities of 24,500 unique fans at Penguins home games during 2013-14 season. Created profiles offering 360 degree view of fan for eventual inclusion in CRM.

• Organized and executed mobile marketing efforts to database of 240,000 subscribers, including FedEx Pens Predictor game (40,000+ players per game).

• Developed digital promotional concepts for sponsors and broadcast 

  partners; oversaw lifecycle of projects from implementation to recap.

• Coordinated fan engagement opportunities around key NHL events, 

  including the 2014 Stadium Series, 2012 Draft, and Stanley Cup Playoffs.

 

SEATTLE MARINERS | Social Media Coordinator (Seasonal)

March 2011-August 2011

• Grew/maintained Mariners Facebook and Twitter pages. Fostered a sense of community among fans of the team. From April 2011 through August 2011, Mariners Facebook page grew by 80,000 “likes” (25% growth).

• Developed interactive fan/player video content for Mariners.com and the MLB YouTube channel.

• Marketed various events during each homestand, including giveaways, marquee series and social media promotions/tweetups. Assisted in the planning and execution of special events.

• Acted as a liaison between MLB Advanced Media and Mariners to ensure that all MLBAM requirements are met, while advocating for the interests of the team and its stakeholders.

• Submitted weekly reports to Vice President/Director of Marketing documenting social media growth, interactions and revenues.​