Melissa Lopez

At Drinkun, I developed strategic go-to-market roadmap and launched paid media channels. I built these channels from the ground up, collaborating closely with the creative team to ensure successful channel launches. I analyze the brand’s identity and values to ensure that the brands messaging and targeting align with our desired market. My primary focus was on positioning Drinkun as a local alcohol delivery brand that serves and resonates with the local community.

Managed multiple channels including Google SEM, UAC, PLA, Bing SEM and PLA, Facebook, Snapchat, Pinterest, CTV (Roku), Podcasting, and Affiliate. Conducted in-depth analysis of channel data to uncover insights and optimizations, always asking and identifying the underlying reasons behind user behavior and conversion patterns. This involved understanding the diverse types of user behavior that lead to various queries and conversions. Effectively communicated a data-backed narrative of performance and trends, providing clear and concise explanations of channel performance during regular updates. Focused on achieving target metrics within each channel, and adeptly articulated the strategies and actions that led to these achievements. Led tests and demonstrated optimization strategies within each channel, analyzing trends, current performance, and average metrics of different campaign types. Identified top-performing campaigns and those needing improvement, while also managing the overall spend breakdown across various campaign types. Owned and iterated on channel roadmaps, building upon these plans for further tests and learnings. Identified and leveraged key factors to create actionable plans for achieving business objectives.

Worked on various client accounts managing and optimizing SEM (Google + Bing) accounts. Clients included; autos, retail, medical industry, higher education, hospitality and restaurants. Worked on some social media (Facebook)