Hi! - I'm Melissa Conn
"I build scalable marketing systems that drive qualified demand."
How I Do it
I connect business goals to a practical growth strategy, then build the systems to support it—attribution, reporting, lifecycle alignment, and a consistent optimization cadence. The result is marketing that’s measurable, scalable, and easier for teams to execute.
Director-level Marketing Leadership • Healthcare + Hospitality • Demand Gen + Analytics
Strategy
Growth + funnel strategy aligning targeting, messaging and data
Budget Management
Managed up to $5,000,000 budget while maintaining ROI
Leadership
Team leader + builder (mentored and grown teams up to 15)
Projects
These projects show how I turn marketing into a measurable growth engine—from attribution and reporting to demand generation and performance optimization.
Healthcare Growth
Multi-State Medical Group — Scalable Patient Acquisition + Attribution
I optimized Google Ads for a multi-state primary care group serving Medicare patients (65+), focusing on lead growth and cost control. Over 2024, we rebuilt campaign structure, improved landing pages, and tightened tracking to connect spend to real patient growth. Results: +120% form fills (3,378 to 7,444), +271% new patients (164 → 609), and 60% reduced cost per patient while scaling spend from $2.3M to $3.4M.
Hospitality Funnels
Jeeves Vacation Rentals — Brand Awareness + Funnel Tracking
Ahead of a brand refresh + new website launch, I built a full-funnel marketing plan and tracking system to grow awareness and measure impact through to revenue. Over 6 months on a $5K/mo budget, we increased site visitors 60%, generated 534 leads, and drove 424 bookings totaling $1.66M in revenue.
Local Promotion
Local Music Venues — Hyper-Local Growth on a Micro Budget
For two live music venues on the same city block, I built a hyper-local marketing system using social, email, and reputation management to increase event attendance and new guest acquisition. With a $500 spend on two national-band campaigns, we generated $84,565 in online ticket sales. Ongoing monthly campaigns on $200/month supported steady growth, including +5.6% average month-over-month in-house ticket sales, +3,000 email subscribers, and a 54% increase in Facebook subscribers.
Qualified Lead Scale
Regenerative Medicine — CPL Reduction + Lead Scale (Paid Search)
For a regenerative medicine provider with 5 clinics nationwide, I rebuilt paid search and landing page experience to reduce cost per qualified lead while scaling volume. In a 2-month testing cycle on a $50K/month budget, we lowered cost per qualified lead from $849 to $145 (82% decrease) and increased qualified leads from 65 to 95/month (46% increase)—while maintaining lead flow and improving conversion efficiency.
Promotions
Cyber Monday Flash Sale — Multi-Resort Campaign
I ran a 24-hour Cyber Monday sale (Nov 27, 2017) across a multi-resort portfolio—each resort with its own branded offer, landing flow, and countdown build-up—while protecting a required 10:1 marketing ratio. Using teaser emails, on-site popups, social, and Google Ads, the sale generated $139,261.81 in website revenue on $1,305.84 ad spend (≈106.6:1 ROI, calculated from resort reporting).
