Melissa Goidel is Chief Revenue Officer at Refinery29 where she is responsible for the company’s global monetization strategy, including all advertising, mobile and video products and sales, and event and trade marketing.
A digital sales veteran with over 20 years experience at the intersection of technology, media and marketing, Melissa’s unique “prosumer” approach has helped critically scale Refinery29’s commercial content efforts, recasting the way the company packages and communicates media innovation to trade and marketing audiences. During her tenure, the award-winning media company has doubled core revenue and expanded three-fold. In June 2014, Melissa launched Refinery29’s Her Brain On Digital, an immersive multimedia research activation to share proprietary insights on millennial women with over 250 marketers, part of a broader strategy to develop content solutions rooted in creative advertising, experiential events and sought-after research.
Before joining Refinery29 in March 2013, Melissa co-founded Brand.net, a global ad-targeting platform serving cutting-edge, futures trade display advertising for the consumer packaged goods industry. In this role, Melissa drove the company’s growth strategy and oversaw all client and publisher relationships. Melissa was selected as the only executive to remain with the company from pre-funding and inception and successfully lead the company’s post-sale integration during its sale to Valassis in 2012.
Prior to founding Brand.net, Melissa was Group Vice President of People, Entertainment Weekly and InStyle Digital, where she spearheaded Time Inc.’s first cross-brand packaging efforts at a critical point in company’s digital evolution. In this role, Melissa oversaw the ideation and execution of all frontline advertising programs and print integrations, ultimately to resulting in the formation of Time Inc.’s Style and Entertainment Group.
Melissa also served as Regional Vice President of Sales at Yahoo!, where she successfully built a platform to allow emerging digital entities like Amazon to compete with traditional businesses, created the single largest client category, Yahoo! Finance, by developing full funnel solutions for financial services companies.
An active member of the advertising community, Melissa served on the board of Advertising Women of New York (AWNY) for over 10 years. She currently is a board member of the group’s charitable arm, THE AWNY FOUNDATION, for which she conceived and launched the organization’s scholarship program for women in 2012.
Melissa graduated from the University of Maryland College Park with a bachelor’s degree in Broadcast Journalism. She is based in New York City and resides in New Jersey with her husband and three sons.