Melissa Rodriguez

Melissa Rodriguez is Director of Social Discovery at BuzzFeed, where she leads the paid social team and helps shape how branded content shows up across platforms. She manages performance analysis, data insights, and distribution for BuzzFeed’s paid campaigns, overseeing how campaign data is leveraged to inform creative decisions, optimize results, and build stronger partnerships with advertisers.

Partnering closely with editorial, Melissa helps translate what’s working organically into paid strategy, using editorial insights alongside paid performance data to guide creative decisions. A core focus of her work is protecting and amplifying BuzzFeed’s distinct voice in paid environments, ensuring branded content feels native, culturally fluent, and aligned with what audiences already expect from the brand. Her goal is to keep that voice front and center while navigating shifting algorithms, audience behavior, and advertiser objectives.