Melanie McInally
Summary
ECOMMERCE & SOCIAL MEDIA MARKETING MANAGER 14 years' experience in E-Commerce, Digital and Social Media Management and Marketing. Design-focused product and branding specialist with 30+ years' experience in progressive global and national roles. Entrepreneurial leader passionate about retail, strategy, performance, metrics, process and profitability. Creates a culture of change and innovation by demonstrating curiosity, analyzing opportunities and leading by example. Migrates teams to technology and operating solutions that drive quality, efficiency and ROI.
Overview
26
26
years of professional experience
Work History
Website Manager
O'Brien's Clothing Co
04.2021 - Current
- Manage O'Brien's Clothing website; manage a team of 3, drive sales online and customer experience
- Meet eCommerce monthly online sales targets
- Self-motivated, with a strong sense of personal responsibility.
- Oversee timely logistic operations of online orders
- Liaise with web developer and marketing company; work within marketing budgets to achieve highest ROAS
- Generate ideas to grow sales and increase customer database
- Work with suppliers to increase sales online with marketing and content for website
- Build strong relationships with customers and help with enquiries
- Create content for regular E-newsletters and blogs for the website; create, manage and strategise for social media.
Ecommerce Executive
Wardrobe Fashion
12.2017 - 03.2021
- Strategic planning to increase national sales of fashion brands in the E-commerce store
- Work with the 'brick' stores
- Generate new ideas for growth
- Meet ecommerce monthly online sales targets
- Oversee timely logistic operations of online orders
- Manage a team of 3
- Liaise with web developer and marketing company; work within marketing budgets to achieve highest ROAS
- SEO, Google Analytics and social media
- Manage the Shopify store platform
- Produce daily fashion e-newsletters, co-ordinate photoshoots, handle customer sales and inquiries
- Website development
- Liaise with suppliers
- Developed Social Media Policy
- Write Social Media content & blogs
- Schedule and publish SM posts and engage with social media feedback.
Social Media Consultant & Administrative Coordinator
One2ten Australia Pty Ltd
04.2016 - 01.2019
- Developed Social Media Policy
- Write Social Media content & blogs
- Schedule and publish SM posts and engage with social media feedback
- Office administration of bookkeeping, invoice payments, MYOB accounting, handling of BAS Statements, shipping and logistics.
- Identified social media trends and developments to influence PR strategies.
Creative Director & Co-Founder
Sono Vaso Maternity Ltd
01.2007 - 01.2015
- Co-Founder of maternity wear brand based in Hong Kong and exporting to retailers in Europe, USA, China and Australia
- Created and managed brand image and identity
- Directed apparel design and development, sampling, sourcing, production, shipping and logistics
- Managed website creation, SMO, SMM and online content writing
- Photo-shoot and video planning and marketing material execution
- Organised tradeshow exhibitions.
Category Product Director
Nike Hong Kong Ltd
01.2002 - 01.2004
- Direct seasonal design of collections of Menswear Performance and Sportswear Categories for Asia Pacific region
- Managed regional brand identity with wholesalers and retailers
- Participate in strategic planning meetings for future growth, process improvement, global sourcing
- Present at global sales and marketing meetings for regional Asia Pacific buyers
- Managed team of 20 staff
- Financial responsibility of US$150M.
- Oversaw product design and roadmap and coordinated aspects of development and rollout.
- Conceptualized long-range product roadmaps and strategically designed according to market data and research.
Senior Director of Apparel Development
Foot Locker Sourcing Inc
01.1998 - 01.2002
- Participate in strategic planning meetings and give ideas for future growth and process improvement
- Directed Private Label seasonal collections of menswear, womenswear, childrenswear sporting apparel and accessories
- Directed brand management throughout Asia Pacific region
- Regional supply chain management, develop best practices in sourcing strategies and initiate procurement
- Managed team of 30 staff in product development and negotiated prices and production with factories and vendors
- Financial responsibility of US$200M.
- Drove strategic improvements to enhance operational and organizational efficiencies.
Education
Skills
- Website & Online Store Management – Shopify, Cin7, Retail Express
- ENewsletters (Vision6, Mailchimp), Blog Writing
- Content Production
- SEO - Google Analytics & Adwords
- Social Media Optimisation SMO, Social Media Marketing SMM – Facebook Ads, Instagram Ads
- Social Media Policy, Social Media Performance Reports
- Social Media Scheduling - Buffer & Hootsuite
- Online Content Writer - Instagram, Facebook, Twitter, LinkedIn, Pinterest
- Bookkeeping – MYOB Essentials
- Strategic Planning & Brand Management
- Apparel Design, Development & Commercialisation
- Apparel Production, Sourcing & Logistics
- Sales & Marketing Presentations, Trade Show Exhibitions & Client Liaison
- Fashion Show Production, Photoshoot, Video Styling & Editing, Event Planning
- Graphic Design, Mac – Adobe Photoshop, Illustrator, Canva
- Microsoft Office – Word, Excel, PowerPoint
- Wholesale, Retail & Ecommerce
- Brand Development
- Market Positioning
- Competitive Analysis
- Art Direction & Visual Merchandising
- Product Creation & Launch Planning
- Commercialization
- Sourcing & Supply Chain Management
- Social Media Marketing
- Customer Analytics & Insight
- Operational Excellence
- Website Administration
Leadership Roles
- Pentland Brands Ltd, Hong Kong, Design Manager, 1995-1997
- Sitco HK Ltd, Hong Kong, Design Manager, 1994-1995
- Beach Mountain International Designs Ltd, Hong Kong, Design Manager, 1992-1993
- Cactus Navajo Designs Australia Pty Ltd, Perth, Managing Director, 1989-1992
- Justknits Pty Ltd, Perth, Retail Manager, 1988-1992
Volunteer Role
ADOPTIVE FAMILIES OF HONG KONG (AFHK), HONG KONG, 01/2015, 12/2015, Marketing & Social Media Coordinator, Steering Committee Member, Developed and implemented the Social Media Policy. Wrote the Social Media content, schedule and publish SM posts. Marketing and Event Planning of annual fund-raising events. Produced marketing video for website and promotional usage.
Success Record
Delivered consistent and sustainable results across fashion ecommerce platforms in Australia and steered successful apparel design, development and sourcing initiatives in world-class organizations in Hong Kong while cultivating a culture of creativity and innovation balanced by metrics and quantifiable results.Envisioned new strategies for O'Brien's Clothing Co ecommerce platform, doubling online sales within 12 months.Developed marketing policy & customer VIP loyalty program at Wardrobe Fashion, growing database by 50%.Managed regional brand identity and product development at Nike HK, with financial responsibility of US$150M.Led product innovation and developed best practices at Footlocker Sourcing, resulting in increased margins of US$200M business.Created & launched maternity wear brand Sono Vaso and exported to retailers in USA, Australia, Europe & China.
Timeline
Website Manager
O'Brien's Clothing Co
04.2021 - Current
Ecommerce Executive
Wardrobe Fashion
12.2017 - 03.2021
Social Media Consultant & Administrative Coordinator
One2ten Australia Pty Ltd
04.2016 - 01.2019
Creative Director & Co-Founder
Sono Vaso Maternity Ltd
01.2007 - 01.2015
Category Product Director
Nike Hong Kong Ltd
01.2002 - 01.2004
Senior Director of Apparel Development
Foot Locker Sourcing Inc
01.1998 - 01.2002