Melissa Cummings

Seasoned digital marketing, eCommerce and in-store technology leader with 18 years of experience leading high-performing cross-functional teams at Domino’s, and now at the major growth brand – Tropical Smoothie Cafe. As the VP of Digital Marketing, Melissa has led Loyalty, CRM, Third-Party Delivery and Digital Listings, growing the loyalty database by over 50% in one year and leading the 3-year MarTech strategy toward best-in-class point solutions. She has crafted promotions that have driven some of the highest sales days in Tropical Smoothie’s history and spiked the app to #1 in Food & Beverage. Before Tropical Smoothie, she led digital efforts at Domino’s, overseeing one of the largest loyalty programs in the restaurant industry and managing the eCommerce Testing Team to test and implement some of the largest revenue driving A/B wins in the brand’s history. Melissa also led several store level tech innovations, including the self-driving autonomous vehicle pizza delivery test with Ford and the launch of Domino’s first ordering and check-in kiosks and digital menu boards.