Alumni Spotlight: Melissa Feeney
Q&A with FSF AlumnA, Melissa Feeney, Director of Data Science at Roller Rabbit
1. How would you describe your personal style in three words?
Classic, elegant, and functional
2. What is the biggest lesson you have learned, through your experience with FSF?
Never underestimate the power of your network!
3. The future of fashion is _____.
At the intersection of technology and commerce.
4. Who or what has had the biggest influence on your career journey so far?
There have been countless mentors and peers throughout my career who have each had tremendous impacts on me, many of whom I have met through the FSF. I am incredibly grateful to all of them!
Early in my undergraduate studies at Lehigh University, I took a marketing analytics course that unexpectedly ignited my passion for data science. We were tasked with analyzing Amazon product reviews, and at the time, I didn't realize we were using some rudimentary Natural Language Processing (NLP) techniques. As someone who relies heavily on product reviews before making a purchase, the ability to extract meaningful insights from text data using math and statistics was a revelation to me. It completely opened my eyes to the potential of this field and sparked a fascination that has driven me ever since.
Beyond shaping my career, this analytical approach also deepened my love for fashion. I became increasingly interested in how data drives trends, consumer behavior, and personalization within the industry. Years later, that initial spark led me to pursue a Master’s degree in Data Science at Columbia University, where my thesis research brought me full circle—using Large Language Models and NLP to analyze online customer product reviews. The connection between data and fashion continues to inspire me, reinforcing how technology can enhance creativity, innovation, and consumer experiences in the industry.
5. Can you tell us about a project you’ve worked on recently that you’re particularly proud of?
More broadly, I'm incredibly proud of the work I've done in establishing the data science function at Roller Rabbit from the ground up as the new head and Director of Data Science. Joining a company without an existing data team was both a challenge and an opportunity—it allowed me to shape the function exactly as I envisioned, focusing on high-impact, long-term initiatives. My mandate was broad: integrate data science into the company's strategy and operations, empower data-driven decision-making across departments, and ultimately drive business growth.
One of my first major undertakings was building the data infrastructure necessary to support data science work. At my previous company, PVH, a data warehouse was already established. At Roller Rabbit, I had to create it from scratch – a foundational step that was essential before any meaningful analyses could be done. With that in place, I've been able to develop key tools, including recurring monthly customer dashboards to track performance, understand customer behavior, and identify areas for improvement. I've also applied machine learning techniques to analyze customer segmentation, measure media efficacy, and assess product performance.
A project I’m particularly proud of is an internal web application I engineered using Large Language Models (LLMs) to analyze customer feedback on returned products. This tool provides valuable insights that I hope can inform product development and design, helping the company better understand and address customer needs.
Beyond the technical work, what excites me most is the tangible impact these initiatives have had on the business in a short amount of time. Building this function from the ground up has allowed me to leverage my experience in data engineering, analytics, and strategy in new and meaningful ways. I’m excited to continue refining and expanding this foundation, driving innovation, and contributing to Roller Rabbit’s strategic vision.
6. What role do you see mentorship playing in the fashion industry’s future, and how has it impacted your career?
Mentorship is invaluable in sustaining our industry’s future. Personally, I wouldn't be where I am today without the guidance and support of several key mentors who have generously shared their wisdom and experience with me. I consider them my personal 'board of directors,' offering invaluable advice on everything from navigating industry challenges to honing my vision.
When seeking a mentor, I've always looked for individuals whose careers and values I admire – those who occupy the positions or embody the qualities I aspire to. But mentorship isn't a one-way street. I believe deeply in 'paying it forward' by mentoring the next generation of fashion talent. Whether through formal programs or informal, organic connections, I find immense fulfillment in nurturing and empowering the next wave of talent. It's a responsibility I take seriously, and it's my way of contributing to the vibrant future of the fashion industry.
7. Any upcoming projects you’d like to plug?
In March 2025, I'll be participating in the Lehigh University Soaring Together Women's Summit, a celebration of the 50th anniversary of women being admitted to the university. I'm honored to have been invited to join a panel discussion focused on the topic of artificial intelligence. This is a significant milestone for Lehigh, and I'm thrilled to be a part of it.
For a personal challenge over the past few years, I've been using machine learning and deep learning algorithms to predict the outcomes of March Madness games and build my brackets. It's an interesting application of my data science skills, and as a former college swimmer, it's a fun way to engage with the tournament.