Susan Findlater

Susan Findlater Consulting

What is a Fractional CMO? Picture this: an experienced marketing leader who steps in as an outsourced, part-time Chief Marketing Officer (CMO) for businesses, offering expertise and strategic guidance for a defined number of hours weekly. Fractional CMOs are particularly beneficial for start-ups and early-stage businesses that do not yet require a full-time senior marketing leader (due to size, scale or financial reasons).
Having observed the challenges faced by FinTech startups, I am drawn and inspired by the thought of helping founders navigate the ins and outs of marketing. My role as a Fractional CMO is uniquely crafted to each client, but extends to include: building marketing plans, defining marketing strategies, advising on future resource needs and hiring a marketing team to execute, clarifying positioning, defining a target audience, optimizing channel mix and always, regardless of client, driving sales and meaningful growth. As a Fractional CMO, I offer my expertise to startups at a fraction of the cost of a full-time marketing leader, while providing access to a seasoned marketing professional with a track record of growing and scaling businesses, all without requiring a permanent, long-term commitment.


With nearly a decade of experience in Financial Services, including my most recent role as Head of Marketing - Canada at @ClearScore , Director, Digital Marketing at @Fairstone Bank of Canada and a specialized project underway for @HomeEquity Bank, I bring specialized knowledge in lending, consumer finance, marketplaces, app marketing, strategic partnerships, acquisition, and performance marketing to startups.

Fractional CMO

Vexxit

Vexxit: Canada's online legal and accounting marketplace.

A shocking stat shared by National Magazine, the official periodical of the Canadian Bar Association, found that 78% of those Canadians with legal problems go unassisted by lawyers. An additional 41% of people who try to engage with a lawyer only got part of their problems addressed and solved for. Access to justice hasn't come in the right form for Canadians - and for far too long.

Vexxit set out to change this, making lawyers and accountants more accessible (financially, emotionally and physically) through our online legal and account marketplace.

We’ve simplified the process of connecting Canadians with trusted legal and accounting professionals. Through our online marketplace we’ve done the work for Canadians, vetting the professionals and getting cost certainty on their behalf. With fixed-prices stated upfront, our customers know exactly how much they’re paying.

And it all starts with a consultation. Canadians can get trustworthy advice, and personalized guidance along the way, getting matched with a Vexxit Professional in as little as 3 minutes.

How great and game-changing is that? For individuals and small-businesses?

HomeEquity Bank

Contract position to help grow the Wealth Marketing division at HomeEquity Bank.

Contract: Manager, Wealth Marketing

ClearScore

ClearScore's vision is to help everyone, no matter what their circumstances, achieve greater financial wellbeing. We've started this journey by giving everybody access to their credit score and report for free, forever.

By combining a brand which people trust, a product which is beautiful to use, amazing technology and deep analytics, we deliver a unique experience that helps people take control of their financial future.

Head of Marketing - Canada

Fairstone Bank

Reporting directly to the CMO, I am responsible for managing and leading the digital marketing team at Fairstone, including a mix of program managers, specialists and analysts.  Key responsibilities include driving growth for our digital marketing channel, comprising of new customer acquisition, increasing current customer retention, and improving the customer experience across multiple digital programs. Accountable for providing leadership, guidance, and support for our talented team of digital marketers, including creating and identifying opportunities for internal recognition and growth.

Other key responsibilities include:
•Directing team in implementing digital marketing programs and projects that support marketing objectives for volume, revenue, profit, and customer satisfaction
•Owning channel reporting  and interpretation of program metrics to assess and improve channel performance against goals (ROI and KPIs)
•Leading evaluation of emerging technologies and provide thought leadership and perspective for adoption
•Collaborating with the Digital Office, Technology, and other cross-functional teams to develop and prioritize projects and initiatives
•Managing department budgeting, staffing, and short-term resource allocation
•Managing vendor onboarding, invoicing, payments, compliance, and annual reviews

Director, Digital Marketing

Responsibilities include:
-Developing, leading and executing strategies across all major digital acquisition channels for the company, managing expansive budget, across over 240+ branches nationally. Key contributor to bottom-line financial success of the company, with acquisition channels making up a larger portion of new business for the company. 
Managed channels include:
o	Paid search
o	Social advertising
o	Programmatic media/display advertising
o	Affiliate/partnership relations
-Responsible for developing clearly defined digital marketing plans and roadmaps, while driving execution through collaboration with the entire marketing team, including branding team, direct marketing team, and analytics team
-Maintain and expand relationships with key external partners, growing affiliate/partner marketing program 1360% since taking over program in 2015 
-Vendor management for digital partners, including international vendors.

Manager - Digital Strategy, Analytics & Acquisition

Stepped into the role of VP, Digital Marketing (during search for replacement), for 5 months. Reported directly to CMO and helped manage a team of 3 digital marketers. Took on responsibilities of VP while concurrently performing responsibilities as Digital Marketing Manager. Attended Fairstone Annual Business Planning meeting representing the marketing team. Responsible for monthly digital marketing dashboard and reports dispersed to senior leadership members.

Interim VP, Digital Marketing

Digital Marketing Manager

CitiFinancial

CitiFinancial Canada Inc.

Responsible for managing robust, national Search Engine Marketing (SEM) programs. Responsible for providing leadership on budget recommendations, new campaign opportunities, and optimization techniques to grow channel.

Development of leads and executes Search Engine Optimization (SEO) programs by working directly with vendor, IT and content manager.
 
Responsible for tracking, reporting and analysis of all website activities using analytic tools including Adobe Omniture and Google Analytics. 

Lead for affiliate marketing program, developing new strategies for acquisition and expansion of this program. 

Applies marketing knowledge, while contributing to the development of new techniques and tools for the improvement of processes and workflow for SEM, SEO and analytics. 

Assists with customer segmentation initiatives and development of campaigns for multiple target audiences.

Media Sonar Technologies

Media Sonar is the leader for Social Media Intelligence platforms purpose built for public safety. The solution allows law enforcement agencies to mine aggregated location-based social media data from a multitude of networks as part of a proactive investigation process for monitoring criminal activity, managing crisis scenarios and mitigating risk.

At Media Sonar, I worked to build both traditional and digital marketing strategies to help introduce an extremely useful, high-level software platform to the public safety industry, working to attract the interest of law enforcement agencies and public safety organizations across North America. My collaborative personality type made working in a team setting with me very easy, which helped establish and build strong work relationships with co-workers. I also exhibit high levels of organizational skills each and every day in my position as Marketing Coordinator. 

Check out the company's website at: http://www.mediasonar.com/

Marketing Coordinator

Mosaic Sales Solutions

As a Brand Ambassador for Mosaic Sales Solutions I acquired new customers while expanding consumer awareness of new products by applying strategic brand awareness and up-selling techniques for new products launched by Labatt and Diageo brands and other Fortune 500 companies. 

In this position, I exceeded weekly sales targets on a consistent basis by demonstrating commitment to my position, in-depth product knowledge, and properly portraying product value to customers.

Marketing Brand Ambassador/ Advertising Field Specialist

Ontario's Fun Connection

It's clear social media is here to stay- over 75% of corporations utilize some aspect of social media interactions to build consumer-business relationships. As a Social Media Strategist, it was my role to build and maintain a strong presence and relationship online with past, current, and future customers. Being a Social Media Strategist involves proactive and innovative skills in order to excel. This position involved great creativity to create marketing strategies that would differentiate the company from other similar styled organizations. 

In this position I wore many hats and was multi-disciplinary. I had to be willing to take risks, while also leading multi-faceted, cross-departmental efforts.

Social Media Strategist

Head of Marketing | Experienced Marketer - Fintech, Financial Services, Start-Ups | Strategy, Growth, Analytics | Public Speaking | Consulting | Business Development

Strategic Marketing and Communications Leader with 10+ years of experience in the private sector, specializing in marketing, corporate communications, and public relations. Proven ability to lead creative and effective brand and communication strategies that drive brand visibility, foster community engagement, and enhance organizational reputation. Adept at managing media relations and developing comprehensive marketing strategies across digital and traditional platforms.

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