Mel is a published thought leader in Digital Change & Digital Leadership. Mel led Disney Channel’s Marketing for Emerging Markets and was a representative on the Digital Strategy Team before taking on the role of CMO at a learning company to create a strategic marketing function and drive their digital change efforts. She also became involved with the New Zealand Innovation Awards, working together with Bearingpoint and the New Zealand State Services Commission to successfully uncover and recognise technology and innovation throughout the country.
Mel then co-started the first experiential agency in New Zealand. That was where omni-channel really kicked in - field marketing and experiential marketing leveraging the new digital age - that’s how she first got into digital. Working for many of the top 50 New Zealand corporations including Telecom New Zealand (launching 3G to the corporate world as well as the very first smartphone), Meridien Energy, Microsoft, The Rugby Union, TUI (Allied Domeq) to name just a few clients.
Mel was also on the management team for the Wellington Fashion Festival which was a partnership with the local authority and worked to engage all local retailers associated with fashion and beauty - organising a two month long festival segmented by city quarter and working with fashion colleges and new talent to international labels and NZ fashion icons.
Mel worked with Telecom New Zealand (our client) and Wellington City Council and the Tourism office for Wellington to create a digital and experiential experience for the Diwali festival, which in New Zealand is a key date in the calendar.
Mel relocated to the UK in July 2007. Working as the Marketing Director and Sales Director for RPM Limited (The UK’s no. 1 Experiential Marketing Agency), Mel worked with TFL on an initiative to bring the idea of a healthy lifestyle into the recreational lives of citizens through digital and experience.
Currently, Mel is a founding partner at Adapt2Digital where her mission is to share experiences and help both individuals and clients benefit from the power of digital focus. She provides digital advisory to Executive Teams and Boards as well as a commitment to one2one mentoring to help build the digital leaders of the future.