1. Resume
Monika R. (Robinson) Melsha
mrobin9668@aol.com
http://www.linkedin.com/pub/monika-melsha/a/40b/485  http://twitter.com/mrobin032009
SENIOR-LEVEL MARKETING PROFESSIONAL
 Dynamic marketing talent with progressive history of delivering results through hands-on
management of teams and projects that have contributed to overall organizational success.
 Have achieved substantial savings through strategic analysis and development of innovative plans
to optimize resources.
 Record of expertly managing all aspects of vendor relations, including negotiations and
communications.
 Recognized for confident leadership of major change initiatives, and for the ability to instill loyalty
and produce results.
 Calm under Stress, Exhibits Collaboration, Strategic Vision and Flexibility, while Adaptable.
CORE COMPETENCIES
Change Management Project Management Problem Solving /Researching
Options
Strategic Planning Vendor Management & Service-Level Agreements
Negotiations
Brainstorming/Innovation Relationship Executive Reporting
Building/Management
Implementation Microsoft Office & Project Team Leadership & Development
Administrative Interpretation Decision Making Resolving Conflict
EMPLOYMENT HISTORY
HSBC Card & Retail Services, Minnetonka, MN 2000 – 2009
(Formerly of METRIS COMPANIES) Global banking and financial services organization. HSBC acquired
Metris Companies in Dec. of 2005.
2007 – 2009 Senior Manager – Vendor Relations (HSBC)
Scope: Directed communication with, and negotiated service agreements for, creative and print
production vendors. Gathered key research & presented action plans to executive management.
Conducted cost benefit analysis and projected timelines/schedules to gain buy-in on
recommendations.
 Changed management structure. Driven by a merger and need to complete integration process,
existing “management by a print production broker and multiple vendors” approach was ripe for
streamlining. Led team through successful transition to a single source Printer/Lettershop setup.
Savings to the Core Portfolio are projected to be in the millions.
 Reduced vendor relationships. Challenged to consolidate vendor relationships to the benefit of
corporate purchasing. Contributed to the transition plan, presented and sold concept to senior
management, then led the transition within 12 weeks. This resulted in $21M savings.
2005 – 2007 Senior Marketing Manager/Marketing Manager, Originations & Portfolio (HSBC)
Scope: For Legacy Metris portfolios, oversaw team of 9 direct reports and contractors, as well as
creative development, print and lettershop vendors, for pre-selected and invitation-to-apply English
direct mail acquisitions campaigns and account management programs. Served as liaison to campaign
management, marketing operations, compliance, risk, CRM and legal teams for creative routings and

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new copy, as well as spearheaded the development of terms and conditions. Oversaw compilation of
OCC compliance documentation for credit card marketing direct mail campaigns.
 Gained competitive edge. The number of “winning packages” in the “creative toolbox” was
shrinking. Introduced flexible “in-line” print production. Sold to management. Negotiated
pricing. Developed formats and templates. The approach began winning during trials. This grew
responses and provided a competitive edge for several years.
 Productivity improvement. Charged with increasing frequency and volume of direct mail waves.
Drove improvements to existing creative processes, including new timelines & service level
agreements with external vendors. Gained a 300% increase in pieces per month mailed within 90
days, also providing for a dramatic increase in creative testing.
 Cost reduction. To reach goals year over year, initiated cost reduction efforts. Collaborated with
internal and external business partners to deliver significant reductions in mail costs, resulting in
$.9M in print production savings in last half of 2006, and nearly $2M in 2007.
 Market tests. Faced with considerable negative downstream resistance to support a dramatic
increase in volumes of new creative testing. Overcame resistance and drove improvements to
existing creative processes. Awarded HSBC Achievement Shares for outstanding performance and
contributions for 2006. Concurrently, increased monthly mail pieces by 300%.
2003 - 2005 Senior Marketing Manager – Originations, Portfolio & Fulfillment/Plastics (Metris)
Scope: Led team of 5 direct reports, as well as creative development and print production vendors.
Focus was pre-selected and invitation-to-apply English & Bi-Lingual direct mail acquisitions campaigns
and account management programs including direct mail, re-price/CIT initiatives, statement inserts &
check programs (all portfolios.) Other roles included internal consulting on creative routings, new
copy, development of terms and conditions, and OCC regulatory compliance.
 Job Swap. Chosen for a job swap from Portfolio Management to Account Originations. This
allowed for the opportunity to implement practices developed on the Job Portfolio side, increase
core business knowledge and improve project management skills. Further, had a more dramatic
impact on the P&L, and later, got the whole job of both.
 Cost reduction. Challenged to reduce unit costs in an environment of increasing vendor pricing.
Launched the re-design of core creatives & reduced the amount of paper required in the total
package. Streamlined the creative versioning process which reduced opportunity for error. Within
2 years, pre-press and ancillary fees decreased cost-per-piece by an average of 50%.
 Resource utilization. To do more with less, engaged in Testing Committee & Prescreen strategy
meetings. Drove process changes and helped to change the team’s thinking to allow for
implementation across a broader range of campaigns. The business made better decisions about
resource allocation while maintaining both creativity and quality.
2001 – 2003 Senior Marketing Manager – Portfolio & Fulfillment/Plastics (Metris)
 Negotiation. Challenged with reducing costs for Print Management & Creative Agency fees.
Negotiated $475K cost savings over a 3 year period. Implemented ongoing campaign versioning
tracking mechanisms to maintain the savings opportunity and to allow for more effective
utilization of creative dollars.
 Improved check programs. Check programs lacked focus. Completed and gained approval for an
RFP for a check program, involving a vendor change, which delivered $250K annualized savings,
within 3 months.
2000-2001 Marketing Manager/Marketing Analyst– Portfolio (Metris)
Scope: Managed the creative development and print production vendors, for account management
English & Bi-Lingual direct mail, statement inserts, re-price/CIT initiatives & check programs (all
portfolios.) Served as liaison to program management, marketing operations, compliance, and legal
teams for creative routings and new copy, as well as development of terms and conditions. Flawlessly
migrated three major English check programs.
 Process simplification. Existing process for executing the print production for highly versioned
Initiatives carried a high risk for error. Within a 60 day project cycle, developed a simplified &

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template-based copy development & routing review execution process. This reduced project
complexity and revision timeframes and reduced the length of time for copy review.
Carlson Marketing Group, Plymouth, MN 1997 – 2000
Marketing division of Carlson Companies, a global group of integrated companies providing hotel,
marketing, restaurant and travel services
Operations Administrator – Loyalty Division – Hallmark Account
Scope: Provided all phases of customer/operations support for quarterly Hallmark Gold Crown points-
based loyalty program (20M member database). Served as liaison between Account Services and IT
teams for programming changes and maintenance. Provided print documentation/member data to
vendors, and prepared confirmation estimates for Account Services. Earned stellar reputation for
managing multiple (20+) projects, while serving as a key support on diverse issues, from technology to
decision-making.
 Project turnaround. Took ownership of a critical, but faltering high profile project. Worked
closely with client and fulfillment vendors for several months to ensure quality and accuracy and
sound financial reviews. Client was able to better assess its financial liability and received
improved on-going campaign feedback.
 Customer service. Customer needed better control of financial obligations related to outstanding
points. Ensured quality and accuracy of transmissions for reward certificate tracking project
(accounting). Company better knew their outstanding liability during a major transition of
fulfillment vendors.
RBI Beauty Industries, Inc. 1996 – 1997
National Education Director and Sales Representative
PrimeNet Marketing Services 1994 – 1996
Account Manager
American Research Corporation 1993 – 1994
Executive Assistant to the President
EDUCATION
Bachelor of Arts in Marketing Management (English Minor) - University of St. Thomas, St. Paul, MN
TRAINING
Negotiating With Vendors and Suppliers Seminar (Skillpath) • Managing Multiple Locations Seminar (Skillpath) •
Direct Mail BootCamp • The InsideOut Advantage • Effective Presentations • Effective Presentation Skills • TDF
Theory and Application • Coaching to Empower Others • Managing Change • Maintaining a Positive Workplace •
MasterCard University • 7 Habits of Highly Effective People • 7 Habits - Coaching For Excellence Workshop •
Building Trust • Project Management Framework • DiSC Profile Seminar
RECOGNITION
Recognized for successful efforts and achievements with a 1st Quarter 2005 Appreciation Award.
Awarded Metris Companies 3Q 2001 Appreciation Award and annual 2001 CEO Excellence Award for extraordinary
work ethic and for achievements in reducing expenses while preserving quality.
Earned 2nd promotion and corporate designation “High Potential – Frontline Leader” after only 14 months with the
company.

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Honored with 26 Applause/Bravo awards by peers and senior management, including:
“Begin With the End in Mind” project – saved $200K+ by purging inactive customers from database.
“Think Win-Win” – key member of consulting task team that validated efficiency and cost-effectiveness of projects
to Andersen Consulting auditors.
“Seek First to Understand, Then to be Understood” – contributed, under strict deadline, to file re-segmenting
process critical to achieving top results for Hallmark mailing initiative.
PERSONAL BLOG
http://nightlightjourneys.blogspot.com/
Refer to the “My NPC Profile” page on my personal blog to find additional information about my National
Physique Committee of the USA work & volunteer experience.
VOLUNTEERING
2006 – Present: Cook for Kids/ St. Mary of the Lake – for Crisis Nursery of Greater Minneapolis
Past Years: Metris Uptown Art Fair • Joe Schmit’s Grand Party – Celebrity Fundraiser for Big Brothers/Big Sisters
• Metris Shot at College @ Dayton’s Challenge Celebrity Golf Tournament