Melissa Hefner

Melissa Hefner has a diverse work experience spanning different roles and companies. Melissa currently works at PMG as a Measurement & Insights: Analytics Senior Lead, where they were promoted from Analytics Lead. In this role, they lead and mentors the Measurement and Insights team, designs strategic measurement frameworks, and collaborates cross-functionally for improved automation and organizational efficiency. Melissa also accelerates business growth for Fortune 500 national retail brands by creating robust test and learn plans focused on improving media performance.

Prior to PMG, Melissa worked at Goodway Group as a Data Insights Analyst, where they activated the use of big data sets to support business growth. Melissa also launched new internal analytics products and facilitated SQL/measurement training to promote data literacy throughout the organization. Earlier at Goodway Group, Melissa served as the Digital Strategy Director, where they boosted new client acquisition by evolving digital media and measurement strategies and drove media planning, buying, and activation.

Melissa's work experience also includes roles at Laughlin Constable as a Digital Media Supervisor, where they led a team and implemented integrated digital campaigns. Melissa also expanded the online media department's revenue through digital media expertise. Prior to that, Melissa worked as a Senior Online Media Strategist and an Online Media Strategist at Laughlin Constable.

Before their time at Laughlin Constable, Melissa worked at Radiant 1 as an Account Executive and New Media Strategist, and at See3 Communications as a Freelance Marketing and Social Media professional and as a Marketing and Social Media Intern. Melissa also gained experience as a Street Team and Promotion Intern at The Metro.

Overall, Melissa Hefner has demonstrated a strong background in analytics, measurement, digital media, and strategy throughout their career.

Melissa Hefner's education history includes attending General Assembly in 2019 for Data Analytics. Prior to that, they obtained a Bachelor of Arts degree in Advertising from The Art Institutes from 2005 to 2008. Melissa has also acquired various certifications, such as the Amazon Marketing Cloud Certification in 2023, Python and Machine Learning from General Assembly in 2021, and The Complete SQL Cootbamp from Udemy in 2020. Other certifications include Learn SQL from CodeAcademy in 2020, AIARE - Avalanche Rescue in 2019, AIARE 1 in 2016, and Edge Academy Certified: Marketing Foundations from The Trade Desk in 2016. Melissa has obtained several marketing-related certifications from Google, Microsoft, and DoubleClick, spanning from 2013 to 2015. Additionally, they hold certifications in first aid and wilderness/remote location first aid from Desert Mountain Medicine in 2021.