PRESIDENT, 2015 - PRESENT
MELISSA MCNALLY CONSULTING, New York, NY
Advise C-suite leaders on brand positioning, digital transformation, and audience engagement strategies that drive revenue growth and strengthen organizational visibility across fashion, beauty, and lifestyle sectors.

• Developed integrated marketing strategies and brand positioning frameworks for luxury clients, including Jack Vartanian jewelry and Chris Collins fragrances, helping expand market reach and strengthen brand equity.

• Designed and led executive training workshops for global luxury brands, including Baccarat.

• Created a marketing and communications toolkit for L'Oréal salons, providing scalable campaigns, seasonal messaging, and brand guidelines for more than 1,000 locations.

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SENIOR DIRECTOR OF MARKETING, THE AMERICAS, 2012 - 2015
HUGO BOSS, New York, NY
Led brand strategy and integrated marketing initiatives for the Americas, ensuring consistent brand storytelling across retail, digital, media, and experiential channels while strengthening brand visibility and market position.

• Developed integrated marketing campaigns that balanced global consistency with local relevance.

• Cultivated strategic partnerships across internal teams and external stakeholders to enhance brand presentation and drive business growth.

• Built new CRM system and leveraged analytics and customer segmentation strategies to drive targeted marketing initiatives, growing the top customer segment by 116% and doubling the CRM database within six months.

• Led high-profile brand activations and flagship events, generating global media visibility and strengthening brand reputation across fashion, media, and cultural industries.

• Created and hosted the annual Americas Retail Conference, overseeing conference planning, team development initiatives, recognition programs, and all attendee events.

• Created a global training toolkit implemented across 100+ countries, supporting 2,500+ employees in 14 languages.

• Managed global internship program, designing educational and inspirational experiences.

DIRECTOR OF RETAIL MARKETING, THE AMERICAS, 2010 - 2012
HUGO BOSS, New York, NY
Oversaw retail marketing for 57 full-price stores and 26 factory outlet stores, enhancing brand presence through digital, creative, and in-store experiences.

• Led creative direction and end-to-end execution of seasonal campaigns, integrating direct mail, digital advertising, social media, and customer experience to drive engagement and sales.•    

• Conducted and analyzed focus groups nationwide, translating consumer insights into actionable marketing strategies.

• Led cross-functional marketing teams across the Americas and managed multimillion-dollar campaigns and media budgets.

• Built and led high-performing marketing teams across global organizations.

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SENIOR DIRECTOR OF MARKETING, 2004 - 2008
RALPH LAUREN, New York, NY
Directed marketing strategy for Polo Ralph Lauren, with a focus on wholesale and e-commerce growth.

• Built wholesale e-commerce channel to $40M+ in sales within three years.•    

• Managed a $10M advertising budget and cross-functional marketing teams.

• Led development of seasonal campaign strategies, including creative direction, customer messaging, activations, in-store signage, and retail events.

• Managed agency partnerships, creative teams, and external vendors.

• Directed nationwide college pop-up retail activation, elevating brand visibility and engagement for Polo Jeans Company.

• Established global e-commerce guidelines for digital creative and storytelling.

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DIRECTOR OF RETAIL MARKETING, 2000- 2004
RALPH LAUREN, New York, NY
Oversaw retail marketing programs across multiple brand categories, including Polo Ralph Lauren, Polo Sport, Polo Golf, and Polo Ralph Lauren Bodywear.

• Drove industry change by transitioning from co-op funded department store catalog campaigns to brand-owned direct mail strategies, strengthening message control and consistency.•  

• Developed customer journey campaigns, from direct mail to in-store messaging.

• Consulted across Lauren, Polo Jeans Company, RL Children's Wear, Fragrance, and Eyewear categories, ensuring consistent brand execution.

• Initiated and executed seasonal key item strategy, generating $2.2M in wholesale volume and increasing item sell-through +45%. 

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