Melinda Bauer

Omnichannel Retail Marketing Strategy Manager at Ahold Delhaize USA

Led omnichannel retail marketing strategy for Ahold Delhaize USA's regional grocery brands (Food Lion, Stop & Shop, The Giant Company, Giant Food, Hannaford) and CPG vendor retail media efforts; developed comprehensive shopper marketing strategies; increased e-commerce basket size; improved customer retention; delivered quarterly performance reviews and insights; collaborated with internal teams and external partners to drive growth.

Social & Digital Media Manager at Auntie Anne's North America

Managed seasonal LTO campaigns and multi-channel advertising to grow online orders and brand awareness; collaborated with CPg vendors to create retail media strategies; launched online ordering and third-party delivery; optimized campaigns based on consumer insights; delivered ROI growth and increased online sales.

Associate Manager, Digital Operations & Advancement at The Hershey Company

Supported global marketers' digital initiatives; allocated digital budgets; used data insights to improve project outcomes; led innovation and testing initiatives; coordinated with internal stakeholders and external providers to deliver digital marketing training and education; launched online ordering integration; ensured timely KPI delivery.

Omnichannel Retail Marketing Strategy Manager at Ahold Delhaize USA

Led omnichannel retail marketing initiatives for Ahold Delhaize USA's regional brands (Food Lion, Stop & Shop, The Giant Company, Giant Food, Hannaford) and CP G vendors' retail media and shopper marketing. Collaborated with vendors to create retail media strategies, achieving on average ROAS 20% greater than benchmarks. Developed a comprehensive shopper marketing strategy increasing e-commerce basket size by 10% in 4 months via targeted promotions. Drove integrated retail and shopper campaigns to deliver maximum reach with efficient CPM, growing brand awareness and trial. Transformed customer order history into a customer retention strategy that reduced customer lapsing by 34%. Conducted quarterly reviews and recommended optimizations based on campaign performance, category sales, and market share.

Social and Digital Media Manager at Focus Brands – Auntie Anne's (North America)

Led the digital and social media branding strategy from start to execution for Auntie Anne's North America. Executed seasonal LTO campaigns with sales and operations, achieving an average 75% sell-through. Monitored trends in established and emerging social platforms to build brand affinity and drive incremental sales. Implemented geo-targeted advertising to reach customers within 0.25 miles of locations, delivering a ROI of $6.0. Managed multichannel campaigns that increased online store sales by 13% YoY using paid search, social, and display channels. Partnered with operations and franchise owners to launch online ordering and third-party delivery. Briefed media agencies to align marketing strategies, improving clarity and reducing revisions. Collaborated with internal stakeholders and external providers to create digital marketing training and educational events to accelerate integrated marketing knowledge.