HELLO
My Name is Melissa Galland
I am a passionate advocate for the building industry with over two decades of marketing experience, both in-house and as a consultant. I've earned a reputation for driving impactful results by prioritizing a holistic approach that blends experience strategy, data-driven insights, and a touch of creativity.
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My approach goes beyond traditional marketing, focusing on comprehensive solutions to enhance the brand experience and drive meaningful results. I'm dedicated to continuous improvement and embody the motto "do and be better" in all aspects of my work and life.
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I'm also committed to fostering industry change and actively engaging in leadership roles to support that goal. I serve as the Building Futures Foundation Executive Board secretary, Vice-Chair of NAHB's DEI Committee, and an advisor for the Professional Women in Building Council. These roles reflect my dedication to building a better community around us.
LOOKING FOR MY NEW HOME
Despite some entrepreneurial success, I genuinely miss being part of an in-house team. I am eager to bring my years of experience leading marketing, communications, online sales, and customer experience strategies to a new home!
I want to work with a company that appreciates more than traditional marketing expertise. I have consistently exceeded my role's expectations throughout my career to drive results and revenue. In this visual work history, I will share highlights from my experience that have helped drive meaningful results.
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Please take a moment to explore, and feel free to contact me if you'd like to learn more!
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melissa@doandbe.agency | 360-448-8575
GROWTH STRATEGY
In previous roles, I have successfully developed and implemented comprehensive marketing and brand growth strategies that align closely with overarching business goals and values.
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For example, I led a multimillion-dollar marketing strategy across the Western United States, where I crafted and executed initiatives that enhanced brand visibility and drove measurable growth. I established marketing initiatives that enhanced growth by leveraging a results-driven brand experience strategy. My strategic approach combines data-driven insights with creative solutions to ensure our growth efforts support and advance the company’s broader objectives.
BRANDING & DESIGN
I bring extensive experience in branding and design to the table.
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In addition to running a full-service agency where I lead various branding and design projects, I previously implemented a comprehensive rebranding strategy in an in-house role. This initiative included a complete website redesign, the development of updated brand guidelines, and the creation of refreshed marketing collateral.
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To ensure brand consistency that supports strategic objectives, I conduct regular brand audits, which include analyzing website and sales data, performing competitor analyses, and reviewing automated messaging and customer surveys.
SALES & REVENUE
In my decades as a home builder marketing leader, I have supported new home sales efforts by analyzing market trends, buyer preferences, and competitive data to inform sales strategies that align with growth objectives. For example, I led and coached an online sales team through a new follow-up process with aggressive goals, achieving a 24% conversion rate from high-quality SQLs.
I have also led and partnered closely with sales to create effective collateral, training materials, and programs. This experience has equipped me with the skills to support the overall sales performance and drive growth in alignment within the company.
SERVANT LEADER
I am an empathetic and passionate leader of a results-driven brand experience strategy that thrives on building happy and high-performing teams. I have managed marketing, online sales, product development, and customer care teams in my in-house roles. This experience deepened my commitment to servant leadership and mentorship and the importance of both positive and constructive feedback in fostering growth.
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Additionally, I am skilled in all facets of the employee lifecycle, from onboarding and performance planning to conducting purposeful 1-on-1s and celebrating achievements through recognition programs.
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And if you are wondering, yes, I attempted to be blond for a while.
MARKET RESEARCH
Over the years, I have conducted comprehensive market research and analysis to stay informed of industry trends, ensuring that marketing strategies are proactive and industry-leading.
My knowledge of home buyer behavior, emerging technologies, and industry trends, which I gain from copious research and attending industry events, drives continuous improvement in brand performance.​
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Additionally, my experience as an “industry expert” speaking at events such as the Home Builder Marketing Summit, Women in Residential Construction Conference, and BIAW Annual Meeting (to name a few) could help further elevate the builder brand by showcasing our thought leadership and commitment to innovation.
BRAND EXPERIENCE
For the most impactful marketing results, I deploy a comprehensive brand experience strategy that shapes all interactions with the brand, from the first online ad or even a job posting to the alignment of what we build for our target customer. To do this, cross-departmental partnerships and internal buy-in are required.
Through Forrester, I obtained a CX certification to help guide the process. Results varied from changes in marketing messaging to creating a customer communications and appreciation workflow. This workflow provided targeted messaging and, at times, gifts at the points of our process that had the lowest customer satisfaction.
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In addition, we developed a comprehensive guide that helped to eliminate surprises at closing.
CUSTOMER EXPERIENCE
Based on customer reviews and social proof, it was evident that Adair Homes needed to improve the warranty follow-through process. With limited staffing, I made the decision to start optimizing the process from within the marketing department. What started as a simple online form and a spreadsheet evolved into a massive audit of our customer journey and, eventually, the launch of a dedicated Customer Care department. The process changes, accompanied by some strategic marketing, resulted in a 33% increase in referral sales.
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Despite the fiscal success, one of the highlights for me was when the Customer Care Manager I hired and mentored received a culture award
CULTURE CHAMPION
I am incredibly proud of my work as a culture champion, especially during my tenure at Adair Homes. The origins were rooted in marketing performance data, and it quickly became a passion.
I partnered closely with HR and other department leaders to implement internal communications strategies, launch Adair University, document best practices in a knowledge hub, create a platform for employee recognition programs, and plan engaging team member events.
I am excited to learn how this personal passion may benefit employee experience for the next organization I work with.
A Brief Scroll Break for Some
SHAMELESS SELF PROMOTION
"In addition to being a consummate professional with a first-rate marketing and sales mind, Melissa is one of the most genuine, sincere people that I know. She is fiercely loyal, puts her full self into every project, and is inherently positive. There are very few guarantees in life, but hiring Melissa Galland is one of them."
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—Matt Whitehead, Sales Leader at Adair Homes
PRODUCT & EXPANSION
With access to extensive marketing insights, it was a natural progression for me to engage in product development. At Adair Homes, I contributed these insights as a product development team member.
Leveraging my marketing expertise, I also spearheaded the revitalization of our design center experience. Additionally, I was a key player on the expansion team as we entered new markets. I was excited to step out of my day-to-day marketing role to manage the build-out and remodel of our design centers.
Our enhancements, combined with targeted product marketing efforts, resulted in an 11% increase in ARPU.
Despite the fiscal success, one of the highlights for me was when the Customer Care Manager I hired and mentored received a culture award
CREATIVE SOLUTIONS
As a home builder marketing leader, I have developed and managed marketing budgets, focusing on creative solutions that optimize resource allocation across all channels to maximize ROI.
Keeping the marketing personas in mind, I created content for highly converting inbound and content marketing strategies, ensuring that resources were effectively utilized to drive engagement and sales.
Additionally, I developed community branding, signage, and various marketing collateral needed to support new home sales and events. This comprehensive approach ensured that both budget management and collateral development were strategically aligned to achieve optimal results.
NATIONAL ACHIEVEMENT
At Adair Homes, I am especially proud of my contribution to securing a National Home Quality Award in 2021. This multi-year project required cross-departmental collaboration, revising internal processes, implementing new tools, and enhancing operational efficiencies. I led the application process, including compiling detailed documentation and coordinating with department leaders. As part of the application process, I organized all necessary information into binders and meticulously prepared our team for the subsequent interviews.
Ultimately, our dedicated work was recognized with a Bronze award, marking a significant achievement and demonstrating our commitment to excellence in home quality.
THANK YOU
For Browsing My Professional Highlights
Thank you for taking the time to review my visual work history. I hope these examples demonstrate how my background aligns with leadership roles in marketing, customer experience, and online sales within the home building industry. I am genuinely excited about the opportunity to contribute to a forward-thinking team and foster a positive company culture.
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I'm looking forward to connecting with you soon to learn more about your needs and how I can help drive success.
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With love and gratitude,
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Melissa Galland
360-448-8575
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