Generating ‘Top-of-Mind’ Brand Awareness with Groupon

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Brands that rely on the events industry have had a difficult last couple of years. So, how can they regain traction now that events are making a robust comeback? This is priority number one for Melanie Hellenga, VP of Brand and Performance Marketing at Groupon. Melanie joins us to discuss the creative approaches her team has used to transform the brand and how data is being leveraged to raise “top-of-mind” awareness for the deals and discount platform.

Tune in to learn:

  • Melanie’s role in Groupon’s brand transition (3:33)
  • The role of data in Groupon’s marketing (14:56)
  • Melanie’s philosophy on balancing growth with velocity (21:34)
  • The story behind Groupon’s big game campaign with Rob Gronkowski (31:00)


About the Guest:

BIO: Senior Executive | Change Agent | Strategy & Vision Leader | Global Brand Builder | Innovator

Experienced Executive with over 20 + years of demonstrated history working in the marketing and advertising industry. 

As SVP Group Management Director of FCB Chicago, Melanie ran the fastest growing beer brand in America, Michelob ULTRA, as well as Blue Bunny, Chilly Cow and Gibson’s Restaurant Group. 

 With both corporate and agency experience, she has been successful in building brands, bringing a new approach to marketing, driving sales, product innovation, strategy and creative development, people management as well as the ability to deliver in any environment regardless of industry, category or company.

Brands worked on to date:

Anheuser-Busch (Michelob ULTRA, Bud Light, Bud Light Lime, Lime-A-Ritas, Mixxtails), Aramark, Gibsons Restaurant Group, Sharpie, PaperMate, Expo, Kraft Foods (DiGiorno, California Pizza Kitchen, BTN, A1), Beam Suntory (Skinnygirl Cocktails, Hornitos, Sauza, Cruzan, Effen, DeKuyper), John Deer, Hampton Hotels, Little Caesars, Sunoco, Boeing, Pro Golf of America and Gerber Baby products.

Skilled in Marketing, Advertising, Integrated Marketing, Brand Management, Brand Architecture, Digital/Social Media, Customer Insight, Experiential Marketing, Team Development, Client Partnerships, Financial Management, Strategic Planning, Innovation, New Business Acquisition, Celebrity Management, Sponsorships/Partnerships, Marketing Research, and PR.”

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Episode 382