About Melisa Chang
Melisa Chang Balseca is the Director of Marketing at RoverPass, where she leads brand strategy and growth for one of the outdoor hospitality industry's most trusted booking platforms. With more than 10 years of experience in digital marketing, she specializes in building integrated strategies that connect SEO, SEM, content, e-commerce, and marketing automation into flows that actually move the needle.
Over her career, Melisa has led marketing teams across industries — from retail and e-commerce to SaaS and outdoor hospitality — driving measurable growth, including a 40% lift in digital sales at a previous role. She's known for blending analytical rigor with creative campaign development, merging digital and offline tactics to build brands that stand out in crowded markets.
Beyond her work at RoverPass, Melisa is a digital marketing instructor at EscuelaSM, where she's taught community management and digital strategy since 2021. She's also the host of Calling to Action, a podcast connecting marketing professionals across Latin America.
On the RoverPass blog, Melisa writes about what she knows best: marketing automation, SEO, content strategy, and the practical playbooks that help campground and RV park owners turn more searches into bookings.
Areas of Expertise
Marketing Automation
Designing and optimizing end-to-end marketing flows — from lead capture to lifecycle campaigns — that scale customer engagement without scaling headcount.
SEO & SEM
Building organic and paid search strategies that increase visibility, drive qualified traffic, and convert intent into bookings
E-Commerce & Growth
Leading integrated e-commerce and growth strategies that optimize the full funnel, from acquisition to retention, with a track record of double-digit sales lifts.
Content Strategy
Developing content programs that align SEO, brand, and sales goals — turning blogs, landing pages, and social into compounding growth channels.
Social Media & Brand
Leading social media strategy and community building across platforms to grow audiences and strengthen brand positioning.
All Articles by Melisa Chang(90)
Best Directories to List Your RV Park in
Listing RV parks in the right places is crucial for maximizing exposure, attracting more visitors, and boosting direct reservations. Travelers use these platforms to find and compare campgrounds based on location, amenities, and guest reviews. By using the best directories to list your RV park, camp
Social Media Marketing for Campground & RV Park Owners
Welcome to our comprehensive guide on social media marketing tailored specifically for campground and RV park owners. In today’s digital age, leveraging social media platforms is crucial for attracting and retaining guests, especially the younger generation. In this blog, we’ll walk you through vari
Top 10 RV Park Brokers You Can Trust To Sell or Buy an RV Park
The RV park and campground industry continues to evolve in 2025. While demand for outdoor hospitality remains strong, the landscape has grown significantly more complex. New zoning requirements, environmental regulations, and increased interest from institutional investors have added layers of nuanc
How to Buy an RV Park
Acquiring an RV park presents entrepreneurs with a range of substantial benefits. Beyond the financial gains, the ownership of an RV park offers enduring advantages. By serving as a venue for travelers to forge enduring memories, it instills a sense of satisfaction and integration into the dynamic c
Is Free Campground Reservation Software Too Good to Be True? Here’s What You Need to Know
With camping more popular than ever, over 81.1 million Americans camped in 2024, according to industry data. Campground operators are under growing pressure to meet guest expectations for online bookings. Many travelers now plan and book campsites the same way they book hotels: instantly, on mobile
Identifying RV Park Cap Rates: A Key to Smart Real Estate Investments
It can be profitable to invest in RV parks, but it is essential to understand cap rates to make informed decisions. The capitalization rate (cap rate) is a critical metric that helps investors evaluate an RV park’s profitability, risk level, and market value. The income of RV parks can fluctuate bas
Credentials & Experience
Professional Background
Director of Marketing at RoverPass (2024–Present), leading brand and marketing strategy for the outdoor hospitality industry. Previously Marketing Manager at RoverPass, Head of Digital Marketing at Unity Stores, and an independent Digital Marketing & E-Commerce Consultant. Over 10 years of experience spanning SaaS, retail, and e-commerce, with proven results including a 40% increase in digital sales.
Education
Master's Degree in Digital Marketing, ESIC Business & Marketing School (2020–2022). Bachelor's in Business Administration (Ingeniería en Ciencias Empresariales), Universidad Espíritu Santo — graduated Magna Cum Laude (97.8).
Industry Involvement
Digital Marketing Instructor at EscuelaSM since 2021, teaching community management and digital strategy with certification from the Ministry of Labor. Host of Calling to Action, a podcast connecting marketing professionals across Latin America, available on Spotify
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