Scaling Melissa in America: Lessons in Authenticity and Community

📍New York, NY

Scaling a beloved brand outside its home market is one of the hardest challenges in retail. Jessica Alsing, Chief Digital Officer at Grendene Global Brands, has proven it can be done, and at remarkable scale. Under her leadership, Melissa achieved 12x growth in the United States, turning a Brazilian cultural icon into a brand with a cult following abroad. For Alsing, the key wasn’t just selling shoes, but translating Melissa’s heritage of art, design, and collaboration into a story that resonates with American consumers.

Breaking into the U.S. market required a sharp focus on authenticity and community. Melissa didn’t rely on heavy celebrity endorsements or a copy-and-paste marketing playbook. Instead, Alsing and her team built loyalty and ambassador programs that empowered fans to share their love for the brand, turning consumers into advocates. Combined with bold collaborations that rivaled fashion’s biggest names, this approach positioned Melissa as a brand that was not only distinctive but also deeply connected to its community.