Director, New Business & Digital Strategies
As Jaffe’s law firm Digital Marketing Strategist, Melanie helps improve clients’ online visibility. Whether it’s a law firm website, a social media channel or an email marketing program, a firm’s digital presence dictates how potential and existing clients find and interact with the firm’s brand online. By combining content marketing, SEO tactics, email campaigns and social media strategies, she develops an integrated digital marketing formula best suited to each client to provide exponential impact.
With a strong background in Google Analytics and other online measurement tools, Melanie begins from the ground up, determining goals and key performance indicators, or KPIs. Custom reporting allows her to work with clients to track the success of initiatives and adjust tactics where appropriate. With detailed analytical reports, she helps law firm marketers develop the deliverables they need for senior management buy-in and the insight for ongoing and future marketing initiatives.
"A Tale of Two Law Firms: How to Build a Custom Content Marketing Program"
Legal Marketing Association International – Webinar,
Legal Marketing Association – LMA Philadelphia Conference, 2016; St. Louis Chapter, 2016
"Understanding Analytics: turning Statistics into Strategy"
Legal Marketing Association – Chicago Chapter, 2012; Indianapolis Chapter, 2012
I’m a part thrillseeker and part homebody who values quality time with close friends and family. My technophile side allows me to simplify my life so I have more time to play. Even though I have multiple devices, I still like to read from a “real” book instead of a tablet. Gym memberships don’t work for me – I’d rather be outside where exercise isn’t contrived and my dog can tag along. Powder days are the best thing on the planet, especially on bluebird-sky days.