WHAT I BRING TO THE TABLE
PROFITABLE MANAGEMENT OF $5MM MULTI-CLIENT PORTFOLIO
Independently led multi-client portfolio reporting directly to COO.
Negotiated Annual SOW maintaining revenue YOY in face of shrinking marketing budgets.
Successfully won multiple pitches across Lay's, Doritos and Quaker.
Developed Integrated Process that resulted in increased efficiencies and improved resource management.
Developed simplifi
Independently led multi-client portfolio reporting directly to COO.
Negotiated Annual SOW maintaining revenue YOY in face of shrinking marketing budgets.
Successfully won multiple pitches across Lay's, Doritos and Quaker.
Developed Integrated Process that resulted in increased efficiencies and improved resource management.
Developed simplified project model in face of increasing competition from low cost agencies.
Held regular Finance Team connects to manage hours usage and resourcing.
A PROVEN ABILITY TO BUILD STRONG CLIENT RELATIONSHIPS
Maintained 93%-95% Top 2 Box on PFC Agency Reviews.
"Mel Ball continues to be best in class in pushing our team (both agency + PFC) to think long-term about the business.”
“Mel Ball continues to be PFC’s strongest thought partner in my opinion.”
EXPERIENCE DELIVERING EXECUTIVE LEVEL SATISFACTION
Maintenance of open channel discussions with CMO and Sr. Directors to understand priorities, discuss agency performance.
Delivery of Account Plans identifying opportunities for growth and outlining plans to rectify client and agency concerns.
Developed Annual Plans including experience leading planning workshops to identify and prioritize objectives + outline spend.
HIGHLY STRATEGIC MIND THAT ACTS WITH PURPOSE
“Melanie led a diverse range of client businesses while we worked together at BBDO. She is one of the most strategic account leads I've worked with. She becomes an expert on the client business and is able to lead the agency to deliver the best work to meet their needs.“
- Paul Reilly, Former COO BBDO Canada
"Mel is an incredible account l
“Melanie led a diverse range of client businesses while we worked together at BBDO. She is one of the most strategic account leads I've worked with. She becomes an expert on the client business and is able to lead the agency to deliver the best work to meet their needs.“
- Paul Reilly, Former COO BBDO Canada
"Mel is an incredible account lead who has a strong strategic sense & an innate ability to understand the needs of the brand & enhance the creative output by truly working with and listening to the client.....Her support in the upfront strategic thinking aspect of each project ensured that the needs of the client and the strategic purpose of each project were clearly articulated to the creative team, allowing for consistently strong work.”
- Adam Day, Director of Marketing & Sales Strategy - Foodservice at PepsiCo
EXPERIENCE DEVELOPING ORIGINAL POSITIONINGS
Developed two positionings for Quaker Canada resulting in original 360 integrated campaigns.
Guided and co-authored positioning development across brands such as Campbell's Chunky, Lay's and Doritos.
EXPERIENCE SELLING IN AWARD WINNING WORK TO RISK ADVERSE CLIENTS
Extensive experience selling in 'never been done before' ideas through strong ability to tie back to business goals, delivering insight into how target wishes to interact with brands and forging client relationships built on honesty and trust.
SEASONED LEADER OF HIGH PROFILE, HIGH INVESTMENT CAMPAIGNS
Extensive experience leading fully integrated campaigns with multiple streams of work and high level approvals.
IAT lead including media, PR, in-store and celebrity agencies.
EXTENSIVE EXPERIENCE LEADING GLOBAL ACCOUNTS
Maintained regular touchpoints with the global team.
Authored points of view on relevance in the Canadian market.
Ensured Canadian needs were met strategically and executionally.
Developed adaptation process model to drive efficiencies.
INVESTED MENTOR
Led team of 10.
Collaboratively built team manifesto outlining how we wanted our account team to be known within and outside the agency.
Identified opportunities to shine, committed to regular 1w1s and delivered annual performance reviews with clear development plans.
Managed difficult discussions with support, guidance and honesty.
INVESTMENT IN AGENCY LIFE
Member of team developing Account Management training program in response to concerns raised regarding a lack of skill development resources.