Independent Singer/Songwriter

• Head Songwriter, Lead Vocalist, Multi-instrumentalist
• Other Key Responsibilities: Procurement and Financial Management, Creative Design, Packaging Development, Distribution, Public Relations Planning, Media Buying
• Releases: LP Illusions of Loneliness (2009), Weightless Blood (Single 2011), EP Weightless Blood (2012), Illusions of Loneliness Remix (Single, 2012), Nightshade (single, 2014), LP Samsara (2016), LP Chaotic Wonder (2018), The Origin (Single, 2020), EP Shakti (2022)
• Top 10 Finalist in CBC Searchlight 2019
• Semi-Finalist in the Unsigned Only Global Competition 2019
• www.ranichatoorgoon.bandcamp.com

Writer, Lyricist, Vocalist

Canadian Physiotherapy Association

Lead architect of communications and design strategy across all media channels for the association in achievement of its strategic vision. Leveraging data-informed insights to refine channel mix and content strategy, charged with development of a strategic, story-driven narrative across media channels spanning the spectrum (OESP). 

Head storyteller for the association, determining how to craft a narrative thread throughout the association's multiple areas of operations (events, executive communications, business development, advertising, advocacy, membership, public relations) in a compelling but cohesive manner. Accountable for deepening and growing engagement across owned channels through tracking, monitoring and analyzing performance results and making real-time adjustments to channel strategies to maximize ROI. 

Champion of creative design principles that elevate equity, contemporize the brand and effectively drive awareness of the impact of the physiotherapy profession while also informing and infuencing key stakeholders.

• Reimagined/restructured marketing department to better serve strategic plan including identification of necessary competencies and skills, development of job descriptions and recruitment of candidates, doubling department size.
• Championed association’s first creative, campaign, channel and design strategy through the development of the 2024 National Physiotherapy Month campaign, “Physiotherapy is for everyone”.
• Led association-wide process optimization by implementing project management software and developing services briefs for internal stakeholders and external suppliers.
• Developed department operational plans and successfully increased MarCom budget by 33% to support growth of marketing and communications discipline within the association.

Chief Marketing & Communications Officer

The T1 Agency

Led strategic distillation of consumer and brand insights to weave into campaign strategies and development of a multi-channel connection and communications campaign for clients such as Nissan, Ontario Lottery and Gaming Corporation, Mattel (Canada and US) and LG Electronics.

Key Highlights
• Spearhead agency’s experiential strategy, assessing evaluation approach and negotiating strategic partnerships for key accounts.
• Established and led the agency’s first Diversity and Inclusion Committee, a team of employees with a mission to critically review internal processes, analyze and impact campaign strategies and creative outputs to be more culturally relevant and inclusive.
• Managed and led the digital, PR, social media and influencer marketing team, securing AOR status for the Dairy Farmers of Manitoba and leading social media and influencer strategies for OLG, Barbie US and Nissan Canada.
• Led “You Can Be Anything, Barbie” content strategy for Mattel USA, leveraging strategic insights to build engaging digital content series and working with Walmart US licensing and merchandising team to develop a multi-faceted activation strategy that drove almost 520 million media impressions and yielded over 500% lift in merch sales at Walmarts across the US.
• Negotiated integrated partnership with 2019 Canadian Auto show to celebrate Hot Wheels’ 50th Anniversary, garnering 146M+ impressions, $32K in incremental sales, and one of the longest Mastertrack builds ever – campaign won Best in Class and Gold at the Sponsorship Marketing Awards (Events & Festivals), Silver at Canadian Marketing Awards and the Global Marketing Agencies Association Awards.
• Championed Nissan Kickoff Project, developing a fully integrated marketing campaign, including channel and communications planning, media and CFL partnership integration, digital content production, etc., increasing Purchase Consideration and Brand Sentiment by 2.5 and 2.7 times respectively.

Senior Director, Connections Planning (Formerly Director Strategy)

The Coca-Cola Company

Led strategic evolution and creative ideation of brand experiences across 11 countries in North West Europe & Nordics. Developed multi-sensory brand experiences linked to key brand values to grow emotional connection with consumers and recruit new users on streets, in stores and at music festivals across Europe.

Key Highlights:
• Share a Coke 2013 & 2014: Developed brand experiences centered on personalisation of Coca-Cola packs in ‘real’ and ‘virtual’ channels to engage consumers
to Share a Coke. With results exceeding plan and driving growth on the core brands for the first time in years, the program was then
implemented in Canada, USA, Mexico, Brazil, Spain, Portugal, South Africa and Turkey.
• Coke & Meals: in-store activations celebrating the occasion of every day family meals which resulted in +25ppt in household penetration and yielded 39% coupon redemption rate.
• Music Festivals Activations in NWEN: adaptation of a brand experience to engage +100K consumers at 20+ key music festivals in Benelux, France and GB.
• Sprite: with the launch of Sprite with Stevia, a targeted and taste-driven experience to encourage trial and recruitment reaching over 1MM consumers in Benelux.
• Coca-Cola Light/Diet Coke: in partnership with Marc Jacobs, bring the fashion, fun and glamour to consumers with an activation that included product experiences, giveaways and opportunities to interact in unique ways with the Marc Jacobs assets.

Experiential Marketing Manager, North West Europe & Nordics

Direct creative brand development across all channels and mediums for Coca-Cola ™ brands and lead execution of initiatives that build brand equity externally and strengthen internal employee engagement.

• where will happiness strike next?: a Coca-Cola creative concept that surprises consumers with moments of happiness. Led second global deployment of the Happiness Trucks, supported concept evolution, piloting future ideas (Smile Back) and pioneered new ones (Happiness Plane, Happiness Ski Lounge). Business Insider listed Happiness plane as one of Coke's top 10 videos.
• what can your Coca-Cola become?: Led Global platform that encouraged teens to use energy from drinking Coca-Cola for creative expression. Produced digital short “Cap Dancing” which aired online and in cinemas, garnering 5MM+ media impressions, 330K+ views.
• MuchMusic/Coca-Cola Covers: Partnering with Much Music, led execution of fully integrated marketing program encompassing media, experiential, digital, social media and in-store, encouraging teens to cover popular songs for a chance to win a coveted MuchMusic Video Award. Results: 1,200 unique consumer-created videos, 52 hours of content (3X plan), 330K unique visits to program website,  2MM+ social media impressions, 6MM+ media impressions. Brand Love scores +8.1% vs YAG. Gold medal winner at the Atomic Brand Integration Awards.
• Social Media Strategy Creation: Led development of social media strategy including process for social media integration into IMC development and framework for maintaining an “always on” conversation with consumers on social media. When budget constraints made it impossible to engage an agency to manage online content creation/deployment, expanded role responsibilities to include writing/deploying content for all social media channels and liaising with IMC managers to ensure integration during campaign development. Yielded 300% increase in the number of fans/followers.

Creative Strategy & Execution Manager, Coke TM

Lead commercialisation of product innovations for Coca-Cola™ brands from formulation to creation of integrated marketing campaigns that support product launch

• Social Responsibility: Led development of calorie declaration identity system and the refresh of all CSD packaging, ensuring Coca-Cola Canada was the first beverage company to responsibly declare calorie information on-pack
• Package/Format Commercialisation: Coca-Cola “mini” can, a portion-control pack (222mL). Spear-headed development of full-year marketing plan including creation of unique PR kit, key influencer PR plan, commercialization of display innovation (orders +42% vs plan) and snacking partnerships.
• Vancouver Olympic Package Commercialisation: Led cross functional team (US Supply Chain, CAD sales/marketing/supply chain) in commercializing limited edition Olympic Torch Relay bottle, as well as creation of unique in-store support materials. Achieved 100% volume target. 
• Limited Edition Pack Commercialisation: Supported commercialization of “Gold-Medal” can, commemorating Canada’s two gold hockey medals at Vancouver 2010 Games. Completed in 4 weeks with pack on shelf in week following win.
• Brand Standards Creative Champion: Led turnover of all sustaining point-of-sale materials in Vancouver/Richmond/Whistler in 6 weeks by customising creative personally and working closely with Bottler/procurement/field sales/print suppliers to ensure materials were printed, shipped and installed in time for the Vancouver 2010 Olympic Games - recognized as excellence in activation by the CEO of The Coca-Cola Company.
• Asset Partnership: Supported execution of Coca-Cola Zero Fans First Game in partnership with Toronto Maple Leafs. Developed creative for in/out of arena, coordinated provision of samples, training of staff, supported PR to execute media opportunities. Program delivered 10MM+ media impressions, 30K+ samples. Considered a best-in-class for delivering integrated asset and experiential programs.

Product & Package Development Manager

Kraft Foods, Canada

Support development and lead execution of integrated marketing programs across Jell-O Dessert categories (Refrigerated, Shelf-Stable, Dry Powder), managing a marketing budget of $3.5MM CAD.

•  Shopper Marketing: Spear-headed execution of nation-wide in-store sampling and advertising program (store selection, POS development, budget requirements) and relaunched a tactical Jell-O merchandising program to support seasonal summer SKUs
• Product Innovations: Commercialized product innovations in the dry powdered desserts (DPD) category and the refrigerated ready-to-eat desserts category (Rice and Dulce de leche Pudding Snacks, Cherry Pomegranate Gelatin)
• Packaging Redesign: Led packaging redesign across Jell-O refrigerated and dry powdered desserts categories as production was relocated from Canada to the USA.
• Budget Management: Tracked marketing programs to ensure budget compliance and optimized to reallocate funds to new projects.
• Volume forecasting/tracking/analysis: Led analysis of monthly consumption data from AC Nielsen and developed monthly share/consumption forecasts for all Jell-O categories
• Creative brief development: Responsible for drafting creative briefs for design agencies and ensuring strategic execution in creative development.

Associate Brand Manager, Jell-O

Supported strategic execution of Kraft’s seasonal print publication, what’s cooking (Canada), qu’est-ce qui mijote (French Canada), food & family (US) and comida y familia (Spanish US).

Associate Brand Manager, CRM

Driven, adept, and innovative storyteller with 18+ years experience in marketing global power brands. Refined expertise in brand strategy, and development of omni-channel campaigns. A collaborative team leader with exceptional interpersonal communication, organisational, analytical, and multi-tasking skills and a refined managerial acumen.

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