Allstate Canada

Digital Marketing Manager

Lead the execution of Regional field marketing efforts, including developing market-level plans that support Allstate's brand priorities. Built strong team collaboration and relationship-building skills partnering with Sales and Service to define local marketing programs and tools.  Drove traffic and sales by leveraging digital, social, email, print, and local events.  Report to the Director of Marketing and direct a team of nine Regional Marketing Leads and Specialists.

Own the strategy and execution of marketing plans that create national and regional/Local opportunities, build relationships, and impact revenue growth.
Work cross-functionally with sales, product and digital marketing, customer experience and many others to execute region-specific marketing plans
Partner with the strategic alliance's team to develop marketing plans for each partnership to increase awareness and drive revenue opportunities
Work closely with digital marketing to understand targeting strategies for each Region
Think creatively and generate ideas on how to build a robust, unique regional marketing campaign
Partner with sales and broader marketing counterparts to develop and deliver high-touch marketing programs that support local insurance products and initiatives
Create, execute, and monitor a comprehensive follow-up strategy for each campaign and event (integrated and leverage national campaigns)
Support the regional sales leads on logistics and execution for virtual and in-person event programs such as trade shows
Work with the analytics and data team to manage measurement of program impacts through the marketing dashboard

Field Marketing Manager

Staples Canada

Oversaw strategic growth for the Marketing and Loyalty programs of online and in-store efforts for an office supply chain. Executed profitable traffic and sales by leveraging email, print, shopping portals onsite, social, loyalty programs and local store events. Reported to the VP of Marketing and directed a team of seven Marketing Managers and Specialists.

Drove online and in-store traffic by managing the email and marketing automation programs
Spearheaded cross-functional team partnerships to assess campaign performance and improve marketing and branding strategies
Developed the year over year promotional calendar that monitored any potential sales variances
Created direct print campaigns (inserts and theme planning with merchandising, circulation, testing strategies, and post analysis presentations) that drove profitable sales
Demonstrated leadership, providing marketing direction to the Small Business Customer Program, focusing on driving leads, sales and improving average order value
Drove loyalty programs: Air Miles, Private label Credit Card and Teacher Appreciation campaigns. Supported the design and development of effective promotional offers and communication campaigns. 
Managed budgets and translated business requirements and customer needs into successful actionable marketing strategies
Developed and oversaw annual marketing budget, conducting monthly/quarterly reviews to ensure accurate forecasting

Senior Manager, Marketing Programs

American Express

Envisioned and implemented strategic marketing campaigns to maximize engagement of the Digital Multi-Active metric, consisting of email address/marketing opt-in, paperless, Alerts and Site Active (including Mobile) for a multinational financial company which increases year over year results by 45%.

Developed and executed the redesign of the americanexpress.ca website, online services platform, and dashboards which increased the customer engagement
Product lead for the Canadian market on online digital capabilities including mobile. Drove results to top 5 in early tenure among International market
Partnered/consulted with business portfolio owners/global and technical teams on digital strategies to increase and improve the digital customer experience with a focus on maintaining a strong legal and compliance relationship
Developed strategy on penetration of the mobile online banking apps which included social media assets
Executed dashboards/one pagers to track digital performance of online services, mobile and digital journeys. Leveraged digital reporting and customer feedback to develop insightful, customer-driven analytics

Senior Marketing Manager - Customer Digital Enablement

Rogers Communications

Directed marketing operations for a communications and media company, driving retention and revenue growth for the small business segment.

Executed marketing strategy development and implementation (digital, mobile, channel and direct mail) for up-sell and education/awareness retention programs, improving early life churn by 30%
Forged strategic partnerships with cross-functional channels (telemarketing, inbound call centre and rogers.com) by streamlining outbound telemarketing KPIs, obtaining agent feedback, creating engaging incentive contests, and developing awareness campaigns
Triggered increased user engagement through execution of innovative programs such as Connected for Business, Rogers Business Magazine, Business Series iPhone App, as well as mobile videos and interactive mobile communications
Reduced service cancellation by successfully creating and implementing 90-day customer lifecycle curriculum consisting of 8 programs e-learning series: starting up guide, outbound call, quick tips, reference points, case study, welcome email, and first bill guide
Produced Connected for Business Magazine – Informed client base of new products by developing ‘Pearl Custom Publishing Award’ winning magazine increasing product usage and adaptation

Marketing Manager, Customer Base Management

Bell canada

Directed a team of 5 managers towards the achievement of increased proactive programs and saving opportunities within the Sympatico customer base
Developed digital automated contract renewal curriculum which drove renewal rates and reduced cancels
Created marketing plans, resulting in proactive and reactive churn improvements
Achieved the highest Sympatico customer retention rates on record
Reduced high risk cancellations through proactive, targeted marketing programs
Guided cross-functional teams through the implementation phases of a ground-breaking churn strategy
Utilized analytical skills to evaluate team performance throughout strategic marketing processes
Corresponded with various advertising agencies to develop channel campaigns
Executed database marketing and data mining techniques, resulting in improved client retention

Associate Director, Consumer Retention

High-performing marketing professional with achievement developing and directing strategic national and regional marketing initiatives in dynamic and competitive environments. Intuitive leader with acute business acumen and expertise in channel development and market penetration. Excels at aligning core business, revenue, and growth goals to enhance ROI. Solid history of success in marketing, leading a team, cost control and reduction, budget administration, acquisition and retention, key account development, performance/direct response marketing, and partner/brand/promotions marketing.

Areas of Expertise:
- Strategic Planning & Implementation 
- Innovative Marketing Strategy 
- B2B/B2C/ Retail Marketing 
- Customer Engagement Campaigns
- Revenue Growth
- Performance Optimization 
- CRM & Loyalty 
- Data Mining/Data Driven Outcome
- Team Building & Leadership
- Employee Engagement & Development
- Budget Management


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