Extreme Reach - Female Executive of the Year
Company: Extreme Reach, Neeedham, MA
Entry Submitted By: Clarity PR
Company Description: Extreme Reach offers the only enterprise technology designed distinctly to bring together the TV and Video ad workflow and all aspects of Talent & Rights management in a single, easy-to-use cloud platform. One platform and one process make brand advertising easier, and analytics more insightful, with the assurance of rights compliance wherever ads play.
Nomination Category: Individual Awards Categories
Nomination Sub Category: Female Executive of the Year – Business Products –11 to 2,500 Employees
Nomination Title: Melinda McLaughlin, CMO
Describe for the judges the activities and accomplishments of the nominated executive since the beginning of July last year (up to 525 words): Text Redacted For Publication
Melinda McLaughlin, CMO of Extreme Reach, is a shining example of a true renaissance businesswoman. Through an approach that combines a scientific focus on metrics, respect for the art of marketing and a creative energy that inspires her team, Melinda is an outstanding example of what a 21st century businesswoman can be.
In one year, Melinda has done so much for Extreme Reach that the company is nearly unrecognizable. She launched new products, pioneered an educational campaign targeting the ad industry, spearheaded a complete company rebrand AND energized 800 employees to reinvigorate the company’s distinct culture.
For the metrics – in Q4 of 2016 Melinda led the charge to communicate Extreme Reach’s new industry-first solution, a streaming model for advertising asset management. A key player in the product development and the architect of the go-to-market plan, Melinda’s efforts drove internal alignment, sales training and ultimately, business momentum. In just 7 months since launch, 21 advertisers have adopted the new solution and the company has “streamed” over 25 million video ads from their ad cloud.
In January 2017, Melinda put her creative stake in the ground, as the mind behind Extreme Reach’s “Stream On” B2B ad campaign, designed to educate the advertising world on how the streaming concept sets a new standard for the industry. Among many elements, the campaign, strategically timed to heavy-up around coverage of the Super Bowl, included a video ad series (shot in a real stream!) and an ebook that was front and center of the company’s content marketing efforts. Melinda’s vision was directly responsible for a significant uptick in social media following, video views, web visits and ebook downloads.
Additionally, Melinda’s infectious enthuasiam, energy and passion have had an influence on company culture that is immeasurable but unmistakable. With the head of HR, Melinda teaches a class on culture as part of the company’s internal development program. She has energized the workplace with an emphasis on creativity and forward thinking, anchored by a collaborative approach that is inclusive and transparent.
Shortly after joining the company in 2016, Melinda led a complete company rebrand, spearheading an employee-centric approach that empowered the team to feed into key decisions. She’s made a practice of sharing plans for marketing initiatives in advance to enable the team to give feedback.
Melinda’s energy isn’t just benefiting Extreme Reach. She has done pro bono consulting for the Women’s Venture Fund, a nonprofit that helps women in urban communities start businesses. She frequently mentors individuals who are embarking on careers in marketing.
For younger women who question whether it’s possible to “have it all,” Melinda’s example provides a resounding “Yes.” Even with her professional achievements and philanthropic activities, Melinda has maintained a steadfast focus on family. Her greatest secret to success is that she is a diehard early person—often starting her day before the sun rises—so she gets the most out of her favorite time to think creatively and gets home with plenty of time for her favorite role as wife and mom to three.
Provide a brief biography of the nominated executive (up to 125 words):
As Chief Marketing Officer, Melinda spearheads all aspects of the company's global marketing and communications in addition to driving market research, product development strategy and sales enablement. Melinda's career spans of the massive evolution of the ad industry over the last 25+ years, spending 15 years on the ad agency side and a decade at A+E Networks. Most recently she was CMO of Tremor Video, a Video Advertising Technology company for brand marketing. The geek in Melinda sees a spectacular future for brand marketing as TV and Video advertising rapidly converge in a content everywhere world.