About

Creative Leader | Production Leadership | Performance Marketing & Growth | Innovative Storytelling & Engaging Content | SVOD & OTT Platforms

Creative Leadership: Expertise in leading digital marketing and production while working for some of the best gaming, entertainment and toy companies including Zynga, Fingerprint Digital, Mattel, Leapfrog and MGA Entertainment

Strategic Partnerships: Spearheaded very successful digital marketing initiatives that drive conversion in conjunction with developing front-end and back-end content solutions for partners like Verizon, Samsung, Pocket.Watch, Sylvan Learning, AAAS, Dreamworks Animations Television, Disney, Warner Brothers, Cartoon Network and Corus Entertainment.

Digital Marketing: Fufilled KPI’s and OKR’s on multi-channel campaigns in Performance and Organic Marketing, Go-to-Market, Cross Promotion, Website, BD Sizzles and Promotional Product Videos and Demos.

Immersive Content Development: Performed end-to-end development, from concept to lauch on games, videos, playables, interactive e-books, edutainment content, virtual worlds, SVOD & OTT platforms, and back-end content management systems with SDK integration.

Premium Branded IP: Oversaw and managed licensed and propriety IP on brands like Game of Thrones, Words with Friends, Wizard of OZ, Harry Potter, Wonka, Zynga Poker, Star Wars, Ryan’s World, Trolls the Beat Goes On!, Spirit Riding Free, She-Ra and the Princesses of Power, Highlights for Children, Franklin the Turtle, Monster High, Ever After High, Polly Pocket, Bratz and more.

Portfolio

Below are a few of the projects Melanie has oversaw and directed production on. For more information please see her LinkedIn profile.

Zynga: Directed production for multi-channel campaigns in UA, ASO, GTM, LCM, VIP and Social for multiple iconic licensed and propriety mobile games. Managed up to 10 licensed and proprietary IP simultaneously – Star Wars, Farmville, Zynga Poker, Words with Friends, Wizard of OZ, Game of Thrones, Hit it Rich, CRS2, CSR3, Harry Potter. Led cross-promotion on UA campaign for the movie Wonka.

Sandbox Kids, Fingerprint Digital Inc: Led production, scripting and storyboarding of BD Sizzle video, website and social media campaign for company launch in 2021.

Kidomi, Fingerprint Digital Inc: Led production, scripting and storyboarding on Kidomi promotional videos, managed the social media roadmap, wrote and produced DIY videos and content, and monthly laptop and tablet giveaways campaigns to help families and increase UA and improve LTV.

Ryan’s Lab, Ryan’s World, pocket.watch: Managed partnership, contract and led production on subscription app with videos, quizzes, experiments, puzzles, memory match, with rewards and daily return mechanisms (avatar collection and creature creator). Developed in Unity for iOS and Android. Led development of CMS for asset hosting with AWS.

Sing with Poppy, Trolls the Beat Goes On!, DreamWorks Animation Television: Managed partnership, contracts and led production on free-to-play karaoke style app with Trolls branded IP, music and videos from the Netflix Original Series. Developed in Unity on Android for Samsung Kids and Kidomi.

Trick Challenge, Spirit Riding Free, DreamWorks Animation Television: Managed partnership, contracts and led production on free-to-play 3D motion control game developed in Unity. Kids learn to practice and perform horse tricks with Spirit and Lucky. Developed in Unity on iOS and Android.

Gems of Etheria, She-Ra and the Princesses of Power, DreamWorks Animation Television: Managed partnership, contracts and led production on free-to-play match-3 style game with She-Ra and the Princesses of Power branded IP, music, and show video clips. Choose your side then battle in 7 different environments across 50 levels. Included bonus secret language decoder puzzle. Developed in Unity on iOS and Android.

Wild & Seek AR, Verizon: Managed partnership, contracts and led production on phase 2 development of augmented reality app developed in Unity. Kids are immersed in photo realism of the African Savanna, North American Forest and Prehistoric Mesozoic environments to discover wild animals, hunt for treasures and take quizzes.

Classify It, AAAS: Managed partnership, contracts and led production on educational app with the American Association for the Advancement for Science. Three modes with 30 levels of animal classification with creature card collection.

Critter Cruise for Sylvan Play, Sylvan Learning: Managed partnership, contract and led production on award-winning runner and quiz game for grades 1 – 4. Kids explored over 50 different famous North American roadside attractions, while getting quizzed in math and language arts at each stop. Developed for iOS and Android for Sylvan Play.

Sylvan Play, Sylvan Learning: Managed partnership, development from concept through launch, and live ops on custom platform for kids grades 1 – 4 hosting a series of Sylvan certified and approved math, language arts and science games for Sylvan Learning’s mobile learning network. Developed for iOS and Android.

Samsung Kids, Samsung: Managed platform and content onboarding for Samsung Kids, an award winning fun-learning service for families. Samsung Kids was available on Google Play, Galaxy apps and pre-loaded on Samsung tablets. Samsung Kids hosted thousands of games, books and videos with premium brands – Toca Boca, Dr. Panda, Peppa Pig, My Little Pony, Spirit Riding Free, She-Ra and the Princesses of Power, Trolls The Beat Goes On! Managed partnership, digital marketing roadmap and content production. Produced website, videos, giveaways and managed social media channel. Implemented campaigns to increase channel followers, reach and engagement.

Highlights Every Day, Highlights for Children: Managed content pipeline, and led production on over 100 video, games, e-books and puzzles from concept to launch on subscription platform app for kids.

Monster High, Mattel: Strategic planning of annual integrated digital marketing communications and web and mobile content plan across 23 markets. Expanded YOY reach on Monster High by 66% to 42.9MM and increased visits by 69% to 82MM

Polly Pocket, Mattel: Strategic planning of annual integrated digital marketing communications and web and mobile content plan across 23 markets. Implemented Gamification on Polly Pocket across top 7 markets resulting in a 30% increase in frequency of visits and developed the 3-year global strategy to redefine the brand.

Ever After High, Mattel: Led global digital strategy and execution to launch Ever After High. The doll brand was first released in 2013 only digitally with a creative and strategic campaign leveraging new web technologies at the time. The initial brand website was developed using Parallax and HTML5 for web, mobile and tablet. Campaign strategy involved multi-channel digital cross promotion with its sister brand, Monster High.

LeapWorld, Leapfrog Enterprises: Led global development and production of $5M children’s virtual world LeapWorld, for ages 4 – 8, with digital content connected to Leapster Explorer, Tag, Leapster2, and LeapPad learning systems.

Be-Bratz.com, MGA Entertainment: Led development from concept through launch of $2.5M Bratz virtual world tied to the Be-Bratz doll theme.

Glennie Fairy: A World of Many Colors: Published and authored an award-winning inspiring children’s book for ages 4+. A delightful poetic picture book sharing the important message of diversity inclusion.