Leading with Data and Creativity: An Interview with Melissa Sanasie

In today’s marketing world, where data-driven insights meet the art of storytelling, few professionals embody this fusion quite like Melissa Sanasie.

From her early days crafting seasonal campaigns at Hudson’s Bay Company to spearheading high-impact strategies at Shopify, Sanasie has navigated the evolving marketing landscape with sharp instinct and a clear sense of purpose.

In this exclusive Business Matters interview, she opens up about the lessons learned across sectors—from retail and banking to tech—offering a blueprint for marketers looking to blend creativity with measurable results. With a commitment to mentorship, a passion for performance metrics, and a firm belief in the power of content-led engagement, Sanasie is not only shaping brand narratives but also inspiring the next generation of marketing leaders.

Q: Melissa, let’s start at the beginning. What first sparked your interest in marketing?

Melissa Sanasie: It actually began during my teenage years. I was always fascinated by the way brands communicated with people—not just the ads, but how they built trust and stayed consistent across different platforms. When I got to Ryerson University (now Toronto Metropolitan University), marketing felt like the right fit. I liked the blend of psychology, storytelling, and business. During uni, I interned at a couple of Toronto-based marketing agencies, which gave me hands-on experience and really solidified that this was the field for me.

Q: After graduating, your early career began at Hudson’s Bay Company. What did you take away from that experience?

Melissa Sanasie: HBC was where I learned the nuts and bolts of retail marketing. It was fast-paced—campaigns for every season, a lot of moving parts. I was part of the team that helped launch their first influencer collaboration campaign. At the time, influencer marketing was just beginning to find its footing in Canada. That project taught me how important adaptability is. One minute you’re writing a social media brief, the next you’re negotiating with talent or reviewing creative assets. It was a great foundation.

Q: From there, you moved into banking with RBC. That’s quite a shift. What was that transition like?

Melissa Sanasie: Definitely different, but it gave me a broader understanding of marketing beyond retail. At RBC, the focus was more on building long-term customer relationships and trust. I worked on paid search, display, social media, and even led a few personalisation initiatives. One project I remember clearly was an A/B testing strategy we implemented for landing pages. We improved conversion rates by 30%. That’s where I really began leaning into data and performance metrics—realising you could measure almost everything and continuously optimise.

Q: You’ve been at Shopify since 2021. What has your role there involved?

Melissa Sanasie: As a Marketing Manager at Shopify, I’m responsible for customer acquisition, engagement, and retention. It’s a full-funnel approach, so I’m looking at organic traffic through SEO and content, running performance marketing campaigns, and also developing our email strategy. We ran a content-driven campaign last year that boosted organic traffic by 60%. That was a big win. I also led a social media engagement strategy that helped increase our following by 40% while improving sentiment. It’s rewarding when you see the numbers align with the strategy.

Q: What are some of the biggest shifts you’ve seen in marketing over the past decade?

Melissa Sanasie: The most obvious one is how much more data-driven everything has become. When I started out, marketing was still a bit more siloed—you had your creatives, your analysts, your brand team. Now it’s all integrated. You have to be comfortable interpreting data and then translating that into actionable ideas. Another shift is how important content has become, not just for awareness but for trust. People don’t want to be sold to. They want to feel informed and understood. That’s where brand storytelling and thought leadership have become key.

Q: You’ve also been active in mentorship and thought leadership. Why is that important to you?

Melissa Sanasie: I didn’t have a formal mentor early in my career, and I really think it would have helped. Now that I’ve got more experience, I want to be that support system for others—especially young women coming into the field. I’ve mentored through local programmes and spoken at events like Social Media Week Toronto. One thing I always say is: don’t be afraid to ask questions, even the basic ones. That’s how you learn.

Q: What tools or platforms have you found most valuable in your work?

Melissa Sanasie: For SEO and content strategy, I use SEMrush and Google Search Console regularly. For campaign tracking and reporting, Google Analytics and HubSpot have been reliable. At Shopify, we also use Salesforce for CRM and Marketo for automation. It’s not just about the tools, though—it’s about knowing how to ask the right questions and being curious about what the data is telling you.

Q: How do you stay up to date with marketing trends?

Melissa Sanasie: I read a lot—industry blogs, LinkedIn articles, case studies. I also try to attend local panels or webinars whenever possible. Honestly, just talking to other marketers helps too. You learn a lot just by hearing how others are solving problems. I’m a big believer in ongoing learning. That’s why I’ve earned certifications from Google, HubSpot, and even the University of Toronto. The industry’s always changing, and you have to evolve with it.

Q: What’s something you’re proud of that people might not know about you?

Melissa Sanasie: I’m really proud of balancing career growth with staying true to my values. I’ve always wanted to work in places where I could do meaningful work, but also be a good mentor, a team player, and someone who uplifts others. Professionally, that might look like optimising a campaign or hitting KPIs, but personally, it’s also about being kind and consistent. I think both matter.

Q: Any advice for someone just starting out in marketing today?

Melissa Sanasie: Start where you are. Take internships, even if they’re small. Learn the basics—writing good copy, understanding audience segments, reading campaign reports. And don’t wait to be perfect. Try things, experiment, fail, and learn. If you’re curious and willing to grow, you’ll find your niche.