Mélanie Desharnais
Prevost,QC
Summary
Experienced digital marketing manager with over 20 years' experience in developing and executing successful digital marketing strategies. Recognized for ability to lead high-performance teams, delivering exceptional results in website redesign, customer journey optimization and marketing automation. Excel in platform optimization, SEO, SEM, AB testing and data analysis, focusing on customer-centric approaches that drive sales growth and improve brand visibility. Reliable [Job Title] known for providing stable, consistent leadership through full development lifecycles. Serves as calming presence and decisive knowledge base for development personnel during stressful design tasks. Proven leader of successful digital product development efforts through coordinated inter-team collaboration and expert guidance.
Overview
28
28
years of professional experience
2
2
Certification
2
2
Languages
Work History
DIGITAL PRODUCT MANAGER, MARKETING
Belron Canada Inc.
06.2021 - Current
- Define new digital customer journey for lebeau.ca and speedyglass.ca, working with IT and marketing teams to create seamless experience
- Lead redesign and optimization of websites, resulting in improved UX/UI and customer satisfaction
- Implement GA4, create standardized KPIs and improve data-driven decision-making
- Managed cross-functional teams to deliver high-quality digital products on time and within budget.
- Developed digital media conversion strategy with new agency, resulting in increased conversion rates
- Managed marketing automation projects with Salesforce, contributing to significant operational efficiency.
- Led user testing initiatives, gathering valuable feedback for informed decision-making in product iterations.
MANAGER DIGITAL STRATEGIES (Quebec & Ontario)
Metro Inc.
06.2019 - 06.2021
- Oversee evolution of digital platforms for key grocery and pharmacy brands, ensuring consistent customer experience across brands
- Establish annual digital business plan aligned with brand strategy and loyalty programs
- Creation of technology strategy to unify digital platforms and increase operational efficiency.
- Managed and motivated employees to be productive and engaged in work.
MANAGER, DIGITAL MARKETING AND COMM.
Intelerad Medical Systems
12.2017 - 01.2019
- Develop integrated digital marketing strategies to increase the number of qualified leads, resulting in a 23% increase in appointments for key industry events
- Personalize marketing communications based on customer segments to improve engagement and conversion
- Implemented content strategies and optimized key performance indicators for digital campaigns.
- Accomplished multiple tasks within established timeframes.
DIGITAL MARKETING MANAGER
McKesson Canada
06.2016 - 11.2017
- Established a new digital marketing team and led the redesign and optimization of the five retail banners' websites, improving customer experience and conversion rates
- Collaborate with brand managers and agencies to ensure consistent messaging across digital platforms
- Developed and implemented successful digital marketing campaigns to drive customer engagement and increase brand awareness.
- Optimized content strategy across multiple channels to support search engine rankings, brand recognition, and user engagement goals.
Education
Digital Analytics Award of Achievement -
UBC Continuing Studies
07.2010
Bachelor's Degree - Public Communication
Laval University
Quebec City05.1996
Skills
- Digital strategy development
- Website redesign and optimization (UX/UI)
- Customer journey mapping
- SEO, SEM and paid media optimization
- Data analysis (Google Analytics 4)
- Marketing automation (Salesforce)
- Team leadership and collaboration
- Cross-functional project management
- Data-driven decision-making
- Design thinking
Certification
- Google Analytics 4
- Successfully redesigning and upgrading a website
Desired Position
Director of Digital Marketing
Social Involvement
- RDVeCommerce Conference, Speaker on “lead generation strategies”, 2024-03-19
- Volunteer work: Numérique au Féminin - Event, 2024-09-16-17
Languages
English
Native or Bilingual
French
Native or Bilingual
Timeline
DIGITAL PRODUCT MANAGER, MARKETING
Belron Canada Inc.
06.2021 - Current
MANAGER DIGITAL STRATEGIES (Quebec & Ontario)
Metro Inc.
06.2019 - 06.2021
MANAGER, DIGITAL MARKETING AND COMM.
Intelerad Medical Systems
12.2017 - 01.2019
DIGITAL MARKETING MANAGER
McKesson Canada
06.2016 - 11.2017
Digital Analytics Award of Achievement -
UBC Continuing Studies
Bachelor's Degree - Public Communication
Laval University
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