Melissa Hefner
About Melissa Hefner
Melissa Hefner serves as the Senior Lead Analytics & Measurement at PMG, where she has developed an internal knowledge hub to enhance measurement practices. With a background in data analytics and extensive experience in media strategy, she has significantly improved team performance and data management processes.
Work at PMG
Melissa Hefner currently serves as the Senior Lead Analytics & Measurement at PMG, a position she has held since 2023. In this role, she has spearheaded the creation of an internal knowledge hub aimed at democratizing advanced measurement knowledge. This hub includes best practices, educational resources, and templates designed to enhance the capabilities of the Measurement and Insights team.
Education and Expertise
Melissa studied Data Analytics at General Assembly in 2019. She also holds a Bachelor of Arts in Advertising from The Art Institutes, where she studied from 2005 to 2008. Her educational background provides a strong foundation for her expertise in analytics and measurement within digital media.
Background
Melissa has a diverse professional background in analytics and digital media. She worked at Goodway Group as a Data Insights Analyst from 2019 to 2021 and held various roles at Laughlin Constable, including Digital Media Supervisor and Online Media Strategist. Her experience spans over a decade in the digital marketing and analytics sectors.
Achievements
In her previous roles, Melissa implemented a training program for a media team of over 75 employees, which enhanced their ability to link media planning to measurement planning. This initiative resulted in a 40% increase in advanced analytics opportunities year-over-year. Additionally, she collaborated with teams to develop new processes that reduced errors by 15% and saved analysts 10 hours per week.