Yelp
Marketing and Community Manager - Melbourne
2014 - 2015
Community & Events
+ Marketing and content
Australian market
Yelp is one of San Francisco’s most successful tech startups, with an online city guide and app powered by millions of community reviews. When they had a presence in Australia, I worked remotely to manage Yelp’s community of users in Melbourne.
On the copywriting side, I wrote over 650 reviews for local businesses and attractions, created blog posts from key events, managed communication with our community of users, and curated a weekly newsletter to promote venues and events across Melbourne.
Another key aspect of my role was developing partnerships with local venues and brands to organise events, hosting anywhere from 20 – 200 people.
This included spearheading brand activations for Yelp, such as a partnership with Yo-Chi Frozen Yoghurt for a series of winter events. These events saw fantastic exposure for the business across all social media platforms, with one event even going viral on Facebook with nearly 14,000 registered attendees. We had more than 600 people lining the streets of Carlton in the middle of winter for frozen yoghurt! For Yelp, app downloads increased by an average of 120% during the promotion and up to 500% on event nights.
Lani Pauli, Marketing & Community Manager, Yelp
“She has a natural talent for seeing the bigger picture, problem solving and creative ideation...Her considerate approach and authenticity means she is easily able to build strong relationships and continue to nurture them in a meaningful way.”
Beckie Mitchell, Marketing Manager, Art Series Hotels
“Art Series Hotel Group worked on a number of different activations with Yelp with Melanie at the helm. Melanie's dedication to all of the projects ensured we as the sponsor got the most out of each. We would work with Melanie again in a heartbeat.”
Find Your Crowd.
Content that drives web traffic, creates foot traffic. Let’s chat about copywriting for websites, event management, and customer loyalty programs.