About
About Melissa Boix
28 years in B2B media
I began my career in foodservice media and have spent 28 years in the category. That time has built direct working relationships with publishers and media reps across the industry, a detailed understanding of how this audience takes in information, and long experience planning against narrow audiences and budgets that had to prove their return.
What was once print and industry events now includes search, programmatic, paid social, and lead generation. Much of that experience has come from taking approaches proven in B2C and making them work in a B2B environment, where the audience is a fraction of the size and the tolerance for waste is much lower.
A partnership approach
I work as a partner to the brand and to the publishers on the other side of the agreement. A media buy should be sound for everyone involved, and I look for added value on every negotiation where the channel allows for it. Publisher partnerships have room for that. Auction-based channels like search, programmatic, and paid social work differently, and part of my job is being clear with you about which is which and what each one can realistically deliver.
Working alongside creative
Media works best when it is developed alongside the creative and content teams rather than after their work is finished. My role there is to understand the message and then build a plan that shows it to its best advantage, in the formats and placements where it will perform. Working that way also tends to surface new ideas for how the media itself can work.
From a colleague
“I've had the pleasure of working with Melissa Boix for nearly 14 years, and she remains one of the most strategic, savvy marketers I've partnered with in the foodservice space. Melissa supports several of my largest accounts, and her ability to translate complex marketing objectives into actionable, high-impact programs has made her an invaluable asset to every initiative we've tackled together. Melissa brings a calm confidence to every conversation—she listens carefully, responds with insight, and consistently delivers smart, brand-right solutions. Her deep understanding of the industry, paired with her agency background, gives her a unique edge in navigating both creative campaigns and the operational sides of foodservice marketing. Over the years, we've built a trusted professional relationship that's grown into a genuine friendship, grounded in a shared commitment to family, loyalty, and showing up for the people we work with. Melissa is someone I know I can count on—no fluff, just real follow-through. Any brand or team lucky enough to have her in their corner is better for it.”