Jeff Melton: 40 Under 40 2015

SVP, global technology and platforms, MSLGroup

Before clients knew they wanted data, Jeff Melton was weighing, measuring, and figuring out where their dollars should go back in 2006 as a young analyst at 360i.

Since then he’s risen through the ranks into senior management, leading teams of more than 60 people, before the age of 30, all while innovating in one of the industry’s hottest areas: measurement.

A "standout achiever," Melton’s efforts have directly impacted the bottom line of the organizations he’s worked at, as well as those of their clients.

Tasked with developing the measurement capabilities at Mr. Youth, a hot digital shop now known as MRY, Melton quickly shifted the way global clients plan, track, and model their marketing mix to harness the power of established and emerging channels.

He grew a small Olympics assignment into the agency’s largest client, with 3,500% revenue growth in two years. He was responsible for a third of agency business and achieved some of the best margins in Publicis Groupe with a string of new business wins, as well as services and products.

For those with firsthand experience working with him, it’s no surprise.

"Leadership radiates from this guy’s pores," says Stephanie Agresta, who worked with Melton while serving as global director of social media and digital at MSLGroup, which she departed in June.

As MSL’s SVP of global technology and platforms, Melton leads the firm’s global expansion and integration of digital technology, including further development of proprietary tools and creating new business opportunities based on technology. The agency’s global digital analytics capability also reports to him. He helped launch its employee impact influencer offering and is developing additional service offerings.

"He has played a significant role in envisioning and then creating the new and the next: new tools, divisions, capabilities and revenue streams," adds Agresta.

He’s also regularly quoted by industry publications from his roles as expert and speaker for numerous panels and conferences, including the Social Media Insider Summit and Social Media Week, as well as internally.

"The fact is, he is a proven winner," adds Agresta. "When Jeff is on the team, he increases its chances of winning."

- As the first member of 360i’s social media department, he built out services and attracted clients such as Kraft to the fledgling practice

- The former Georgia high school president also served as college swim team captain at the State University of New York at New Paltz

- Melton is an active member of Publicis’ LGBT group Égalité, NYC Pride, and is a mentor through MSL’s Grow! Program

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