Melissa Brest

I turn performance data into creative strategy that drives growth. I build and own data-backed creative briefs for global GTM launches, promotional offers, and always-on campaigns, guiding both internal and external teams toward work that performs. I sit at the intersection of creative, media, and performance, partnering closely with creative and media agencies, managing key relationships, and continuously optimizing creative based on real-time insights. Core focus areas: **Performance-driven creative strategy & optimization **Data-informed creative briefing for GTM and BAU initiatives **Cross-functional collaboration with media, marketing, and product teams **Creative and media partner management **Scaling high-performing creative globally

• Led strategic customer success initiatives for the Procter & Gamble portfolio, ensuring high satisfaction, retention, and marketing efficiency across 15+ brands. • Designed and facilitated cross-platform creative testing programs, optimizing creative performance across TikTok, Meta, Snapchat, and other platforms. • Directed two content creator influencer activations, guiding concepting, building influencer brief, client management, and post-production optimization tailored for each social platform. • Partnered with platform partners to drive $250K+ in program usage. • Produced branded creative adhering strictly to each client’s style guide, ensuring consistency in tone, look, and feel. Clients: Old Spice, Olay, Gillette, Pantene, Tide, Downy, Bounce, Safeguard, Native, Secret, Unstopables, P&G Good Everyday, Cascade, Dawn, EC-30, Hair Labs, Pampers

Re-engaged by VidMob on a contract basis post-layoff to provide strategic guidance, fill critical gaps, and support key clients during a transitional period. • Led visual content creation and optimization for Coca-Cola, Novartis, and Pfizer, aligning creative with brand identity and category-level business goals. • Built and executed data-driven learning agendas, leveraging A/B testing to achieve up to 3x ROI and 4x lead rates. • Partnered with influencer and UGC teams to refine shoot briefs for testimonial video content. • Produced creative aligned with brand style guides to ensure consistency across channels and campaigns.

Strategically productized & optimized VidMob's service offering, maximizing client impact & efficiency. Integrated key learnings into product development to enhance overall service quality & enabled client-facing teams to communicate them effectively.

Championed a client-centric approach at VidMob, creating an environment where the customer experience is king, tangible metrics measure success, and my team was excited and motivated to show up for their clients every day. Additional Clients: American Family, Colgate-Palmolive, Ulta, NFL, Walgreens, ABI, Marriott, and SMB Brands

As one of the first Strategists at VidMob, I operated at the nexus of creative strategy, analytics, and client relations, defining the company’s strategic analytics offering and catering to diverse client needs across industries. Clients: L’Oreal Brands, Express, Estee Lauder Brands, Adidas, J&J Brands, Sony Pictures, Intuit, Hiscox.

Directed the New York division team of 20 Video Strategists responsible for providing YouTube and Facebook content/platform strategy, analytics, and optimization for 25+ Fortune 100-500 clients. Successfully cultivate relationships with key clients, including C-suite, stakeholders, and agency partners, to craft our go-to-market messaging. • Developed strategic data-driven content plans for brands based on company KPIs & goals. • Continuously hit revenue goals through account retention and new business totaling $3.5M annually. • Expanded team size by 35% and decreased employee turnover.

Managed 50% of the New York team including 7 Video Strategists and Coordinators. Additional fiduciaries remained consistent with Director of Video Strategy.

Promoted to manage larger, top tier clients. Advised clients on digital video production strategy and formulated content based on research, data analysis, platform best practices, and client KPI goals. Analyzed and improved content strategies over time by creating in-depth reporting, goal projections, and forward-thinking insights. Worked closely with in-house departments to incorporate paid media and influencer programs into client’s cross-platform strategy. • Clients included: Bravo, Oxygen, Syfy, USA Networks, Glamour, GQ, Wired, British Vogue, and British GQ.

Successfully retained and renewed all clients. Additional fiduciaries remained consistent with Senior Social Video Strategist role. • Clients included: Bravo, Oxygen, Watch What Happens Live, Syfy, USA Networks, and the Ad Council.

Successfully managed full cycle video production responsibilities from ideation to execution and delivery. Collaborated closely with brand clients and agency partners to create digital content strategies for video development and implementation into broader eco-system. Ensured all initiatives were delivered on time and within budget. Supervised the localization of video content through the coordination of translations, voice-overs, and editing. Consulted with clients to define and develop an effective branded video content strategy proposal. • Produced 10 series and 163 videos including 5 which were global series localized in multiple countries. • Collaborated with the CEO and engineers to create a new content distribution product for clients. • Directed an internal team to streamline all strategy, creative, and SEO/SEM/SMO optimization work. • Clients (CPG focus) included: Pampers, Covergirl, Gillette, LG, Pantene, SK-II, ESET, Nobilo Wines, and Olay.

Supported Account Director on all aspects of video production and distribution projects. Collaborated with and supported producers, production crew, editors, and clients on set as well as during pre- and post-production. Managed the distribution of content to various publishing partners. • Assumed responsibility of video production after two months at company. • Clients (CPG focus) included: Pampers, LG, Dial, Whole Foods, SK-II, ESET, Iams, and Tide.

•Contracted to develop new business and manager existing accounts for this Advertising and Web Design/Development Agency •Sought out new business opportunities and RFPs for prospective clients in the hospitality, nightlife, and fitness industries •Managed the website design/development, SEO, email marketing, social media, and web advertisements for Crunch Gyms, Publics Hotels, Jean-Georges, and the NoMad Hotel

•Worked under Chris Lenz, VP of Video and Content Productions for Sony’s internal Advertising Agency, Arcade

-Worked under Owner/Creative Directors Christopher Herrmann and Joseph Lorino. -Assisted in lighting, equipment, props, staging, set up/break down, and catering on set. Learned the different methods of shooting indoor and outdoor locations.

-Assistant to Erwin Gorostiza, VP Director of the Creative Group -Coordinated travels and meetings, managed expenses, audited project funds and budgets, and corresponded messages for the -Creative Art and Design Group.

Worked under the direction of Chris Lenz, VP of Video and Content Production for Sony’s internal Advertising Agency, Arcade