Melanie Plyler

I'm a performance marketing strategist with nearly 6 years of experience in the field. I just started a new position this month at Backhouse Agency as a performance marketing manager, after spending over 3 years at Dentsu. My expertise is in developing media strategies aligned with clients' business objectives - not just campaign execution, but being the lead with clients and platforms, setting KPIs, optimizing towards efficiency, and making sure our marketing efforts contribute to a client's sustainable growth. I'm very into the analytical side with that approach, staying up to date with key trends and driving long-term value, not just short-term growth. I have a passion for strategy and storytelling, creating an intersection of both the strategy and the data side to make sure I'm exceeding expectations. My background spans digital marketing, paid social, paid media, Google Ads, brand growth, influencer marketing, social media management, and live experiences. I've worked across a wide variety of industries, always focused on building scalable campaigns that drive measurable revenue while focusing on brand positioning. On a typical day, I'm checking in on campaigns and teams, making sure we're staying ahead of deliverables, reporting on performance, identifying key optimizations to enhance results, and contributing to product updates. I might be developing a strategy or jumping on a pitch to present to a new client, or working on incremental campaigns. I serve as the lead between the client and the teams, making sure we're all on track and that the data is client-friendly, being able to tell the story of what works and what doesn't.