Melissa Latchford
La Mirada, CA

Hands-on marketing professional with extensive B2B experience developing, implementing and analyzing internal and external marketing programs designed to align with the company’s brand values and mission.  

WORK EXPERIENCE | December 2019- Present
Marketing Manager, Enterprise
September 2020- present
    • Manage in-house marketing team to lead planning and development of design, content, advertisements and public image, ensuring that brand values are clearly and effectively communicated across all marketing channels
    • Develop and maintain the company’s detailed marketing plan targeting both buyers and sellers
    • Develop the marketing budget and ensure on-track spending and revenue
    • Pivoted primary marketing strategy toward diversifying and increasing digital marketing in place of tradeshows during the pandemic
    • Manage agency relationships for SEO, Paid Search/Remarketing, Video and other teams
    • Introduced webinars to educate current clients as part of a retention plan, then expanded webinars to aid in lead generation and nurturing
    • Establish KPIs for marketing team, measuring and tracking campaign success and to guide implementation of new iterative strategies
    • Develop new internal marketing opportunities for the platform including expanded storefront services, new display ad space and cross-selling options for sellers
    • Lead collaboration with UX/UI team to redesign the e-commerce platform into a more modern, user-friendly environment geared to attract new clients and increase client retention
    • Ensure the smooth launch of new service platforms and software by developing UAT criteria for front-end and back-end users
    • Determine marketing objectives by working with internal sales teams as well as by identifying competitors via market research
    • Oversee the publication of industry-related articles to garner media attention to the company
    • Create and manage all product marketing launch plans, including timeline, content creation, rollout sequences and any necessary third-party partners
    • Named the Top Contributor for the company in 2018 and 2020
    • Marketing efforts led to an over 43% increase in sales revenue (2019-2020)
Marketing Manager, Seller Development
January 2020- September 2020
    • Created sales retention strategy, including agendas for kickoff calls and touchpoint seller sales reviews
    • Analyzed program pricing to strategically position and launch new programs to funnel business toward signature offerings.
    • Host pipeline meetings with the business development team to assess direction and efficiency of work
    • Created company-wide content standards for e-commerce listings, ensuring consistent website look and feel.
    • Launched marketing opportunities including sponsored search and email marketing options
    • Devised KPIs and set goals for the seller business development team
    • Produced e-mail strategy, wrote copy targeting several segments of current and prospect seller base
    • Evaluate and revise seller programs and pricing as necessary to meet departmental budgets and client expectations.
    • Introduced sales enablement pieces to the department to align sales and marketing messaging
E-Commerce Marketing Specialist
December 2017- December 2019
    • Built new e-commerce seller department, including introduction of CRM, workflows, SOPs, guides and marketing materials with little oversight from management. Trained sales team and coached new department manager.
    • Created digital and print marketing campaigns for clients/sellers on the e-commerce platform
    • Trained clients to use the backend e-commerce portal via live demo trainings
    • Initiated and implemented display ad functionality on website
    • Authored report templates and generated attractive monthly reports for internal and external clients
    • Wrote and edited copy for listings, emails, sales sheets and monthly e-newsletter
    • Marketing strategy resulted in increased seller accounts (December 2018- April 2021) by 134%
IRL Coaching | March 2017- present
    • Creates all digital marketing- website, landing pages, list management, logos, graphics, collateral etc.
    • Set up e-commerce and course catalog back-end via WordPress
    • Manages social media including Facebook, Twitter and Instagram
    • Uses advertising platforms such as Facebook Ads Manager and Google AdWords
    • Developed signature 13-week 1:1 coaching/mentoring programs and topical group hybrid programs
    • Engages Facebook Community including through Live, delegating tasks to moderators when necessary
Spectrum Reach (Formerly Time Warner Cable Media)| November 2009- February 2017
Compliance Coordinator (Finance | Marketing | Political Advertising)
    • Managed all hospitality and entertainment trade/barter contract compliance enterprise-wide
    • Coordinated client entertainment tickets for the greater Los Angeles area, including hospitality coordination
    • Devised and executed roll-out plan for hospitality ticket database launch enterprise-wide
    • Managed a team of contractors
    • Oversaw all political advertising documentation enterprise-wide, ensuring compliance with FCC and FEC regulations
Time Warner Cable Media | April 2007- November 2009
Regional Media Sales Coordinator
    • Developed research-based cable television advertising campaigns for large barter accounts such as USC, Staples Center, Los Angeles Angels of Anaheim and Los Angeles Dodgers
    • Developed and maintained new online entertainment ticket database in QuickBase, including workflow design, as well as created training documentation for all parties involved
    • Created persuasive slide decks and marketing research pieces


    • Digital Marketing: Google Ad Manager, Facebook Ad Manager, Adwords Express, Active Campaign, Mailchimp, HootSuite, RecurPost, Later, OptimizePress
    • Project Management: Asana, Trello, Airtable, Milanote
    • Creative and Web: WordPress, Canva, Elementor for WordPress, HTML, Magento,
    • Administrative: Microsoft Office 365, Google Analytics, NetSuite, QuickBase



    • DoubleClick for Publishers Certificate | Google | December 2017
    • Digital Media Sales Certification | IAB | August 2015- August 2019


Fullerton College | Fullerton, CA | Studied: Business Administration