Melanie Eidson

Executive team member leading all marketing; Brand, Product, Demand & Campaigns, Events, Digital, Ops for all B2B and B2B2C customers and prospects. - Set up measurable marketing programs for the first time at the company; upgraded and modernized MarTech stack, set up lead flow and reporting capabilities using SFDC and Tableau dashboards. - Build first-ever quarterly/monthly/always-on campaigns structure for digital demand gen and quadrupled physical events presence resulting in marketing contribution of ~70% net-new pipeline for B2B sales team. - Led marketing launch for first-of-its kind commercial partnership with The American Cancer Society; created $50M in pipeline over a 6 month period prior to product launch. - Launched 5 new products in 1.5 years – including all messaging and product positioning, multi-channel pipeline creation, and end-user enrollment and engagement marketing programs.

- Led marketing for Industries for AWS globally (Industrials & Manufacturing, CPG, Energy, Financial Services, Healthcare Life Sciences, Telecom, Aerospace & Satellite, Automotive, Hi-Tech, Media & Entertainment) and Strategic Accounts (large billing Enterprise customers with $100M - $1B ARR). - Drove strategy, goal-setting and pipeline supporting a $14.5+BN business across 11 senior sales leaders and over 1,500 sales reps globaly. - Led a 75+ globally dispersed marketing team with direct ownership of multi-million dollar budget, growing approximately 43% YoY. Built team from the ground up – joined as an individual contributor in 2016 with $500K budget. - Drove cross-functional impact through globally distributed teams, expanding both budget and reach in support of key stakeholder’s priorities. Worked with teams like: Geo & Regional Field Marketing in APJ, EMEA and AMER, AWS Brand Marketing, Global Executive Programs, Corporate Events, and Customer References. - Responsible for marketing to customers going through digital transformations and disrupting their industry. - Drove omnichannel marketing programs across functions including: field events, demand gen & campaigns, industry partner marketing, exec & account-based marketing, and advocacy. - Experienced and respected ‘leader of leaders’ (well above average scores as manager, and manager-of managers). - Promoted twice over six years from Senior Marketing Manager - Global Accounts, to Head of Field Marketing - Global Verticals, to Director of Industry Marketing & Strategic Accounts.

- Developed and owned Coupons’ international roadmap: launched Coupons program in five countries in 2015 supporting desktop and mobile experiences. Project included global stakeholder buy-in, cross-functional alignment with international tax, legal, finance, accounting, product, and marketing teams, launch strategy for coupon inventory and selection, merchandising, and overall business impact. - Led roadmap for international launches with dedicated dev team. - Launched Coupons Customer Facing features, highlights include mobile cart - resulting in +3% coupon clips, $5M+ annualized product sales, and $400K+ annualized fee revenue and Coupon badge in Search, resulting in +8% increase in detail page coupon clips.

- Hired, trained and led a team of experienced field marketing managers. - Owned vision, strategy, launch, and management of the Amazon Student Brand Ambassador Program: a scalable, nationwide customer acquisition marketing project that hired college students to promote the Amazon Student Prime program. Comprehensive online and offline marketing program that included events, OOH, and social media. - Successful pilot season, +364% growth in university coverage and budget, gained VP enthusiasm and support to expand the program each year. Drove an average of 14% annual incremental Amazon Student sign ups at each university. - Built the Amazon On Campus Field Event program from the ground up, a project to increase awareness and generate Amazon Student membership by hosting large-scale events on college campuses. Owned every aspect of project from ideation and strategy, funding requests, managing seven figure budget, legal and tax approval, marketing agency selection and management, staffing, training, and reporting.

Ran the Amazon Student textbook buyback program for major universities across the United States.

Completed a highly-competitive two year leadership training program with GE Capital. Areas of concentration in: marketing, sales, and risk management.