Melissa Sanasie is a seasoned marketing professional based in Toronto, Ontario, Canada. With over 12 years of experience, she has built a career that blends creativity with data-driven strategy. Currently a Marketing Manager at Shopify, Melissa specializes in digital marketing, brand strategy, SEO, content marketing, and performance marketing. She has worked with major brands like RBC and Hudson’s Bay Company, helping them grow their digital presence.
Melissa’s expertise goes beyond running campaigns—she understands how marketing connects people to brands in meaningful ways. She has a strong background in customer acquisition, engagement, and retention, always staying ahead of the latest trends. Passionate about mentorship and industry growth, Melissa speaks at marketing conferences, writes thought leadership pieces, and guides young professionals entering the field.
Outside of marketing, she enjoys traveling, fitness, and exploring Toronto’s food scene. She also participates in mentorship programs that support young women in business and marketing.
What do most people misunderstand about digital marketing?
Many people think digital marketing is just about ads, social media posts, or making things go viral. In reality, it’s a combination of strategy, psychology, and technology. The best campaigns don’t just “sell”—they solve problems, tell stories, and build long-term relationships with customers.
Another big misconception is that success happens overnight. People see viral campaigns and assume they just happened organically. The truth is, behind every great marketing campaign, there’s a lot of research, testing, and iteration. It’s a process of constant learning.
What excites you the most about marketing in 2025?
The pace of change is exciting. AI and automation are transforming how we create and distribute content, but at the same time, customers expect more authenticity from brands. It’s this mix of technology and human connection that I find fascinating.
I’m also excited about how data is becoming more accessible. In the past, deep marketing insights were limited to big companies with big budgets. Now, even small businesses have access to advanced analytics. That levels the playing field, which is something I love about digital marketing.
With AI growing rapidly, do you think traditional marketing skills will become obsolete?
Not at all. If anything, traditional marketing skills—like storytelling, consumer psychology, and branding—are more important than ever. AI can help automate processes and generate content, but it can’t replace human creativity and emotional intelligence.
The best marketers will be the ones who know how to use AI as a tool while still crafting meaningful messages. AI can analyze data faster than any human, but only humans can create brand stories that resonate on a deeper level. The future of marketing isn’t AI vs. humans—it’s AI enhancing what humans already do well.
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How do you balance data-driven decision-making with creativity?
I don’t see them as opposites. Creativity makes marketing memorable, and data makes it effective. The best campaigns are informed by both.
For example, when I worked on a content-driven campaign at Shopify, we used data to see what topics were trending among entrepreneurs. But the way we presented those topics—through storytelling, visuals, and engaging copy—was all creativity.
You can use data to guide your decisions, but creativity is what makes your brand stand out. If you rely too much on data without storytelling, your marketing will feel robotic. If you lean only on creativity without analyzing performance, you’re just guessing.
How do you keep up with changing marketing trends?
I read a lot—industry blogs, case studies, and research reports. I also attend conferences, listen to podcasts, and have conversations with other marketers. Marketing is one of those fields where you can never get too comfortable. If you stop learning, you fall behind.
At Shopify, we constantly test new strategies. That’s one of the best ways to stay ahead—by experimenting and seeing what actually works. There’s a difference between reading about trends and applying them in real-world campaigns.
What advice would you give to someone starting in marketing today?
Get hands-on experience as soon as possible. Marketing is something you learn by doing. Even if you don’t have a job in marketing yet, you can start by creating content, running small campaigns, or analyzing data from free tools like Google Analytics.
Also, build a personal brand. Whether it’s through LinkedIn, a blog, or social media, share what you’re learning. That helps you stand out when applying for jobs.
Lastly, don’t focus only on one skill. The best marketers understand a little bit of everything—SEO, content, social media, paid ads, and analytics. You don’t have to be an expert in all areas, but knowing how they work together makes you more valuable.
What is a marketing failure you learned the most from?
Early in my career, I worked on a campaign that had great visuals and messaging but didn’t perform well. The problem? We didn’t research our audience enough before launching. We assumed we knew what they wanted instead of digging into the data.
That experience taught me never to skip the research phase. Now, before I launch any campaign, I ask: Who is this for? What do they care about? How do they consume content? Assumptions can be dangerous in marketing. Data and research should always back up creative ideas.
How do you approach mentorship in marketing?
I believe in mentorship because I had mentors who helped me. I try to pass that forward by guiding young marketers, whether through formal programs or just being available for advice.
The biggest thing I tell mentees is to be proactive. Ask questions, seek out learning opportunities, and don’t be afraid to take risks. Marketing is always evolving, and the best way to grow is to stay curious.
What’s one marketing trend you think is overhyped?
Chasing virality. A lot of brands focus on trying to “go viral,” but virality is unpredictable. Instead of trying to create a one-hit-wonder, focus on building long-term brand value.
A campaign that gets a million views but doesn’t drive real engagement or conversions isn’t as valuable as one that consistently attracts the right audience over time. Sustainable growth is always better than short-term hype.
What’s one marketing skill people underestimate?
Writing. Strong writing skills make a huge difference in every area of marketing—whether it’s writing ad copy, social media captions, email campaigns, or video scripts.
People think of marketing as visuals and analytics, but words are what persuade and connect with audiences. If you can write well, you have a big advantage.
What’s next for you in your career?
I want to continue growing as a marketing leader while helping businesses create meaningful connections with their audiences. I also want to keep mentoring and contributing to the marketing community.
The future of marketing is going to be an exciting mix of technology, storytelling, and human psychology. I want to stay at the forefront of that evolution.
Final thoughts on what makes a great marketer?
A great marketer is always learning, testing, and adapting. Marketing isn’t just about knowing the latest tools—it’s about understanding people. If you can combine strategy, creativity, and empathy, you’ll always stay ahead.