MELISSA GOSLING

Marketing Leader

(214) 675-6700   |  melissagoslingmarketing@gmail.com   |  https://www.linkedin.com/in/melissagosling/    |  melissagosling.com

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OVERVIEW

Executive marketing and growth leader specializing in scaling marketing organizations and connecting strategy to revenue growth. Led teams up to 30 and multimillion-dollar budgets across growth-stage and enterprise organizations. Combines strategic vision with operational rigor to scale brands, modernize marketing organizations, and improve ROI across digital and physical channels. Repeatedly hired to build or rebuild marketing functions and scale them to measurable growth. 

 

Strategy & Leadership

• Brand & Growth Strategy

• Go-to-Market & Integrated Campaigns

• Executive Messaging & Stakeholder Alignment

• Cross-Functional Leadership

• Agency & Partner Management

• Budget & Investment Strategy

• Public Relations & Communications

 

Growth, Digital & Operations

• Performance Marketing (SEM, Paid Social, SEO, Affiliate)

• Customer Lifecycle & CRM (Email, SMS, Subscription)

• Omnichannel & E-commerce Strategy

• Audience Segmentation & Personalization

• Conversion Optimization & Funnel Strategy

• Marketing Operations & Process Design

• Analytics, Dashboards & ROI Measurement

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​​​​​​​​SELECTED ACHIEVEMENTS

• Managerial Excellence: Honored with Chairman’s Award – JCPenney’s Highest Award for managerial excellence for leadership demonstrated in a pilot omnichannel project team that combined three core businesses (brick and mortar, e-commerce & catalog) into a single enterprise.

• Growth & Performance Marketing: Increased web traffic by 75% and revenue by 25% YOY through SEM, PPC, SEO, affiliate, and social strategies while maintaining ROAS above 4. 

• Organizational Optimization & Design: Collaborated with HR and C-Suite to successfully implement a comprehensive team reorganization for the marketing/creative organization, resulting in a 50% reduction of SG&A costs and improved efficiency to align with the company's digital-first needs.

 

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PROFESSIONAL EXPERIENCE

SENIOR DIRECTOR, MARKETING STRATEGY & OPERATIONS (MAY 2023 – Present)

INTERIM CHIEF MARKETING, COMMUNICATIONS, AND DIGITAL OFFICER (AUG 2024 – MAR 2025)

CRYSTAL BRIDGES MUSEUM OF AMERICAN ART & THE MOMENTARY | MAY 2023 – Present

Recruited as the senior strategic and operational partner to the Chief Marketing Officer to build and scale marketing strategy and brand performance for a multi-site organization with multimillion-dollar marketing investments.

• Led integrated, persona-driven go-to-market strategies for flagship exhibitions and experiences, delivering record-breaking results, including the largest indoor exhibition in museum history (Exquisite Creatures) and the #4 most visited exhibition overall (KAWS: Family), with 40% of visitors under age 25 and expanded audience diversity.

• Designed and implemented an enterprise customer segmentation and persona framework adopted across marketing, programming, and guest experience teams to drive acquisition, retention, and lifetime value.

• Launched high-performing membership and subscription acquisition campaigns that exceeded targets by 49% through funnel optimization, targeting, and creative testing.

• Rebuilt marketing intake, workflow, and project management operations, enabling a 200%+ increase in program volume without additional headcount while improving speed to market and execution quality.

• Managed a multimillion-dollar marketing budget using performance dashboards and ROI analysis to optimize channel mix and align spend with growth and revenue priorities.

• Partnered with senior leadership on brand and crisis communications during a major operational disruption (2024 tornado), protecting customer trust, brand equity, and revenue continuity.

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VICE PRESIDENT, CONSUMER MARKETING

A+E NETWORKS | SEPTEMBER 2021 – MAY 2023 (Contract Role)

Served as VP, Digital Audience Development during maternity coverage, later extended three times to lead consumer marketing for The HISTORY Channel, Special Projects, and Marketing Operations across a global entertainment portfolio.

• Drove 22% viewership growth for HISTORY’s top-rated show using audience insights, content strategy, and cross-channel campaign planning.

• Modernized the consumer email and lifecycle program, improving CTR by 34% through refreshed creative, segmentation, and content workflows.

• Developed and led a national diversity-focused recruitment campaign, increasing BIPOC candidates by 44% and female candidates by 58%.

• Built performance measurement frameworks to guide media investment, improve channel efficiency, and strengthen audience engagement.

 

VICE PRESIDENT OF MARKETING

REBECCA PAGE, LTD. | NOVEMBER 2020 – SEPTEMBER 2021 (CONTRACT ROLE)

Hired to formalize and operationalize the company’s first structured marketing organization, bringing structure, strategy, and operational rigor to a global creative education and digital content business serving an international craft community.

• Developed new product bundles and pricing strategies, driving a 220% increase in average order value (AOV) and strengthening long-term customer value.

• Led end-to-end lifecycle strategy across email, social, paid, and community channels, resulting in 16% year-over-year audience growth and deeper community engagement.

• Managed and scaled a global marketing team of seven employees across four continents, ensuring consistent brand voice, content standards, and audience messaging.

 

VICE PRESIDENT OF MARKETING

CLI STUDIOS, INC. | DECEMBER 2019 – SEPTEMBER 2020

Recruited as the company’s first Marketing Leader to establish a full marketing function and expand the brand beyond dance education for a global B2B SaaS and DTC platform serving studios, schools, and dancers in 150+ countries. Built company’s marketing function from the ground up.

• Doubled monthly recurring revenue (MRR) by launching a new direct-to-consumer product and repositioning the brand for broader appeal during COVID-19.

• Developed high-impact partnerships with major music labels, creating viral video campaigns that generated more than +6 million views and expanded national reach.

• Grew the brand’s digital footprint by 375% on Instagram, strengthening public visibility and community engagement.

 

SENIOR DIRECTOR, DIGITAL MARKETING, CREATIVE, & CRM
BALFOUR | JANUARY 2018 – DECEMBER 2019Recruited to modernize and rebuild a 100+ year-old legacy company losing market share by building a scalable e-commerce and growth marketing engine for a $350M+ Class Ring, Yearbook, and Graduation Products business serving students and families across 130,000+ schools nationwide. Led the marketing, creative, and CRM organizations of 16 employees.

• Built and led the company’s first formal growth marketing organization, integrating DTC strategy, KPI governance, and cross-channel execution, driving 25% YOY revenue growth.

• Expanded the email audience from 10,000 to 500,000+, resulting in a 766% increase in attributable revenue while maintaining strong engagement.

• Strengthened brand presence across 400+ campuses by developing coordinated omnichannel programs that delivered 100%+ YOY growth in the college segment.

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HEAD OF MARKETING

HerRoom.com/HisRoom.com (dba Andra Group) | AUGUST 2016 – NOVEMBER 2017

Brought in to relocate and reconstruct the marketing organization for a $70M+ luxury lingerie e-commerce business operating herroom.com and hisroom.com and to prepare company for potential sale.

• Increased marketplace channel performance by 20% YOY across Amazon, Walmart, and eBay through improved content, merchandising, and partner alignment.

• Improved affiliate program effectiveness, boosting contribution by 15% while reducing acquisition costs.

• Led the relocation and rebuilding of the marketing organization, redesigning infrastructure, workflows, and team structure to support business transformation and future growth.

 

VICE PRESIDENT OF MARKETING | ARTERIORS HOME | MAY 2015 – AUGUST 2016

DIRECTOR OF MARKETING | BSN SPORTS | MAY 2012 – MAY 2015

SR. MERCHANDISE MARKETING MANAGER – FOOTWEAR | JCPENNEY | MARCH 2007 – MAY 2012

DIRECTOR OF MARKETING | JACUZZI WHIRLPOOL BATH | MARCH 2004 – MARCH 2007

ACCOUNT EXECUTIVE | FIRM DE+CO | MARCH 2003 – MARCH 2004

SR. MARKETING COORDINATOR | TOTO USA | AUGUST 2000 – MARCH 2003

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EDUCATION

BACHELOR OF ARTS | Mars Hill University

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AWARDS & RECOGNITIONS

Chairman’s Award | JCPenney

Gold Award Girl Scout | Girl Scouts of Gulf Coast Florida

Girl Scout Volunteer | Troop Leader, Camp Program Manager, Service Unit Manager, National Delegate

President’s Bell Ring – Social Media Growth | Arteriors Home

James Cash Penney Award for Volunteerism (4x) | JCPenney

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TRAINING & CERTIFICATIONS

High Performance Leadership Workshop – HPWP, Inc.

Content Marketing Certification – HubSpot

Retail Education Certificate – ShopTalk

 

SKILLS - TECHNICAL

Adobe Creative Suite

Klaviyo/Mailchimp/Bronto/Iterable/Taxi/Prospect2

Trello/Jira/Basecamp/Monday/Airtable/Smartsheet

Google Analytics & Tag Manager

WordPress/Shopify

Google Data Studio

Microsoft Office including Sharepoint​

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