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MELISSA MACTAVISH

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Visionary Marketing Strategist | Culture Engineer | Digital Growth Architect

713-791-4351 | melissamact@proton.me | Portfolio: melissamacportfolioprivate.com

 

Visionary Marketing Strategist

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Decades of experience leading viral, cross platform campaigns for global artists, brands, and social causes. Skilled in fan and artist behavior, retention, and growth, brand voice, storytelling, content virality, and digital strategy. Proven success transforming niche talent into mainstream sensations, activating global fanbases, and engineering culture shifting moments from Grammy winning tracks to humanitarian digital movements.

 

Core Competencies

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  • Viral & Cultural Marketing
     

  • Brand Voice Development & Storytelling
     

  • Social Media Strategy & Growth
     

  • Fan Behavior, Retention & Engagement
     

  • Digital Advertising FB/IG/Twitter Ads
     

  • Influencer & Fan Community Activation
     

  • Cross-Team Creative Direction
     

  • Press & Publicity Coordination
     

  • Crisis Management & High Stakes Decision Making
     

  • Content Creation
     

  • Email Marketing, Analytics, Algorithms, Engagement Metrics
     

 

Experience Highlights

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Borgore

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  • Engineered the viral launch of “Decisions” featuring Miley Cyrus, creating a breadcrumb campaign across 50M+ fans, culminating in the #16 most viral YouTube video in 24 hours.
     

  • Transformed Borgore from niche dubstep producer to mainstage festival headliner through fan-first social media voice and viral campaign design.
     

Borgore & Miley Cyrus Rebrand

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  • Participated in rebranding Miley Cyrus from Hannah Montana; engineered viral campaigns and fan engagement.
     

Adventure Club

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  • Tracks: Crave You, Gold ft. Yuna, Wonder, Youth, Need Your Heart ft. Kai, Calling All Heroes album and tour.
     

  • Juno nomination for Album of the Year and Best New Artist.
     

  • AEG Presents Adventure Club at Red Rocks x2; Adventure Club at Coachella x2.
     

  • Grew fan base from 300K to millions; over 2 billion plays across platforms.
     

  • Salvaged first major tour from a potential career ending mistake.
     

Cedric Gervais Lana Del Rey vs. Cedric Gervais Summertime Sadness

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  • Grammy Award 56th Annual Grammy Awards for Best Remix Non Classical
     

  • Nominated for Song of the Year at iHeart Music Awards
     

  • Billboard Magazine Top Game Changing Track of 2013 & 2014
     

  • Top 75 most streamed songs globally
     

  • Grew SoundCloud from 5K fans to millions
     

  • Howard Jones “Things Can Only Get Better” remix Spinnin’ Records
     

#ForceForDaniel Daniel Fleetwood

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  • Grassroots global campaign granting a terminally ill fan an early screening of Star Wars: The Force Awakens.
     

  • Rallied millions, including a Presidential candidate, Howard Stern, and original Star Wars cast.
     

  • Trended globally; Disney executives flew a private screening to Houston.
     

  • Press coverage: CNN, ABC, Fox, MTV, People, Time Magazine, ETV, to name a few. Brand Support from Firehouse Subs, Reddit, RedBull and many others.
     

Disco Donnie Presents/SFX

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  • Social media advisor and communications strategist for Disco Donnie’s personal channels.
     

  • Analyzed SFX ticket links to uncover scalper bypass issues; discovered first run tickets being redirected to Songkick at inflated rates.
     

Jesse James / West Coast Choppers

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  • Rebrand, crisis PR during public divorce from “America’s favorite sweetheart” Sandra Bullock and subsequent breakup with Kat Von D.
     

  • He was canceled and dubbed “America’s most hated man”; restored media presence over two years.
     

Lance Armstrong / Lance Herbstrong

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  • Crisis PR, Reggae Fest, Livestrong & F*CK Cancer campaigns.
     

  • Wrote Lance’s first reaction to being ousted for doping on Tour de France.
     

 

Artists Worked With (to name a few)

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Borgore, Miley Cyrus, Adventure Club, Cedric Gervais, Lana Del Rey, DJ Bl3ND, High Rankin, Z Trip feat. Nas, Macy Gray “Bang Bang”, Usher Climax Herve Remixes, Adam Harrison Big Boi “Big Grams”, Peter De Stefano Porno for Pyros, Junker Design, Excision, Crizzly “Put It Down” remix, Plant Music

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Agencies / Clients

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Disco Donnie Presents, AM Only, Melt Agency, WME, Hope Music Group, Polydor, Universal, Sony Music, Red Light Management, C3 Presents, Spinnin’ Records, The Windish Agency, DJ Mag

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Platforms & Fan Tools Managed

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Beatport, Facebook, MySpace, Twitter, Instagram, Last.fm, TikTok, SoundCloud, Spotify, Bandsintown, Splurgy, Next Big Sound

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Awards & Accolades

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  • Grammy Award Best Remix Non Classical 56th Annual Grammy Awards
     

  • iHeart Music Awards Song of the Year Nomination
     

  • Billboard Magazine Top Game Changing Track of 2013 & 2014
     

  • Countless Diamond & Platinum Records globally
     

  • Countless #1 hits on fan driven charts on HypeM
     

  • #16 Most Viral YouTube Video
     

Industry Quotes

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  • Steve Satterthwaite, Red Light Management: Melissa is the best in the world at what she does. We’ve tried for years to find others with her skills. It’s just not possible.
     

  • Liz Moy, Reverb Nation: When I read things like Forbes ‘The Brilliance Of Miley Cyrus’ I remember what a badass you are. You were integral to the complete rebranding of a celebrity. I truly look up to you as a person and digital professional.
     

  • Marcus Dowling, USA Today/Nashville Times: “Melissa single handedly pushed music forward over a span of five years with her work with Miley Cyrus/Borgore, Adventure Club, and Lana Del Rey & Cedric Gervais ‘Summertime Sadness’.”
     

  • Leighton James, Adventure Club: “She’s a genius. Even the Acts of God can’t stop her.”
     

Travel & Global Perspective

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Managed campaigns across time zones and cultures.

Female solo backpacker with a global perspective and cultural fluency: Germany, Czech Republic, Malaysia, Singapore, Thailand, UK, Vietnam, Japan, Netherlands, Australia, Malta, Italy, to name a few. Locals upgraded me from tourist to traveler.

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I’m on my second passport because the first one is full.

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References available upon request.

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