Laura Armstrong

Director, Creative Events at Diamond Marketing Group
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us****@****om
(386) 825-5501
Location
CA
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5.0

/5.0
/ Based on 16 ratings
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Allison Thompson

Laura was an amazing manager that made a point to listen to my ideas and concerns, and provided mentorship that surpassed just critiquing my day-to-day work. She was an advocate for my suggestions and empowered me within my role. During a turbulent year (2020), we worked together to transition several in-person events to digital. During this time, Laura went above and beyond to educate herself and her teammates on how to use Google’s internal event software platforms to ensure Mint remained a valuable partner to Google. The programs and events we managed in 2020, were not only successful, but surpassed the client’s expectations in terms of attendee experience and data collection. It was also noted by our Creative Director that my overall work and confidence improved while under Laura’s leadership.

Marty Fortier

I had the pleasure of being Laura’s direct supervisor while working at The Mint Agency. Laura is a strong team player that led her fellow teammates with empathy and mentorship during turbulent times. During 2020, she consistently demonstrated a wiliness to learn and adapt all of her in-person programming to digital. Not only did she go the extra-mile to learn all the necessary software platforms needed to execute digital events for Google, but also held workshop sessions and 1-on-1 training for her team members to teach these platforms and new skills. By doing so she ensured a smooth and seamless transition for Google’s in-person programming and events to digital. Additionally, Laura is a dedicated to her clients. This was demonstrated in her clear and thoughtful communication, attention to detail, data research and reporting, and ability to look ahead and catch problems or obscurities before they arise. Laura’s team members spoke highly of her and her work ethic, leadership, and joyful personality. She has the ability to create a space where team members felt comfortable to ask questions, discuss issues, and left these conversations feeling heard and valued.

Ann Rosenfield, MBA, CFRE

Laura is creative, smart and innovative. She has a remarkable ability to take an event and make it special in a way that is both strategic and fun. She is hard-working and persistent. It was a pleasure to work with her and I would welcome the chance to work with her again.

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Credentials

  • Create A Brand Strategy
    LinkedIn
    Aug, 2019
    - Nov, 2024

Experience

  • Diamond
    • Canada
    • Advertising Services
    • 100 - 200 Employee
    • Director, Creative Events
      • Jun 2021 - Present

      As the Director, Creative Events, I specialize in overseeing the execution of virtual and in-person events for high-profile clients such as TD Canada Trust and theScore. • Events Department Director & Team Manager • Virtual events specialist with marketing strategies and data analytics • Centre of Excellence for Event strategy and marketing • Manage budgets above $2M, with business development acquisition goals • Manage large-scale high-net-worth, TD Bank events across Canada. • Variety of events from conferences, social, to private (both virtually and in-person)

  • Dirty Blonde
    • Canada
    • Manufacturing
    • Owner and Operator
      • Oct 2018 - Present

      Dirty Blonde is the only tinted dry shampoo on the market that allows you to choose your shade and scent for a completely personalized experience. As the owner and operator of Dirty Blonde, I create and distribute the product across North America, as well as manage the e-commerce website and social media platforms. Dirty Blonde is the only tinted dry shampoo on the market that allows you to choose your shade and scent for a completely personalized experience. As the owner and operator of Dirty Blonde, I create and distribute the product across North America, as well as manage the e-commerce website and social media platforms.

  • Mint
    • Canada
    • Advertising Services
    • 1 - 100 Employee
    • Senior Account Manager, Google Team
      • 2019 - 2021

      As a Senior Account Manager at The Mint Agency, I specialized in executing digital events and programs for Google. Achievements and Highlights Include: - Successfully pivoted Google’s in-person events to virtual events throughout 2020 while also maintaining strong attendee numbers and steady CRM growth - Reviewed and analyzed multiple data points to understand the UX experience of attendees, to which these learnings were then applied to Google’s digital events in 2021, resulting in higher attendance and longer viewership watch-times - Maintained a proactive attitude toward problem-solving and lead with empathy during a turbulent year for team members, clients, and partners My responsibilities included overseeing the strategy and workflow of a dynamic team, where I leveraged a consistent approach to relationship building, recognition, and communication to generate continuously improving performances. I also design and deliver multiple interactive training sessions for my team, on various software platforms, operational procedures, and customer service. My day-to-day included overseeing research, finalizing contracts, setting up and maintaining software platforms, manage attendee communications and registrations, logistics, and overall technical productions. Additionally, I oversee the creation of post-mortem reports and budget reconciliation.

  • Simon Pure Marketing Inc.
    • Canada
    • Advertising Services
    • 1 - 100 Employee
    • Senior Account Manager
      • 2018 - 2019

      As a Senior Account Manager at Simon Pure Marketing, I specialized in executing multi-city experiential marketing events across Canada for a portfolio of high-profile clients that included, Walt Disney Canada, Subway, Veritas Communications, and Strategic Objectives. My responsibilities included managing event preparation and delivery from sourcing venues, finalizing contracts, conducting briefings with all vendors and staff prior to events, managing the on-site team, logistics, and overall technical production of the event I also created and managed concept decks, playbooks, work-back schedules, training manuals, post-campaign reports, and budgets. In addition to my day-to-day tasks, I maintained consistent communication and developed relationships with clients, stakeholders, and key decision-makers.

  • FrontStream
    • United States
    • Software Development
    • 1 - 100 Employee
    • Corporate Event Manager
      • 2015 - 2018

      As the Corporate Events Manager, I was responsible for leading FrontStream's annual event strategy with an end goal of lead generation and building brand awareness. My role included working with stakeholders in Marketing, Sales, Account Management, and Executives to develop and execute tradeshow booths, activations, conference sponsorships, and FrontStream's multi-city client and prospect-facing event series. I monitored all event campaigns and gave quarterly event ROI and lead generation reports to executives and stakeholders. Event-related responsibilities include: - Develop and implement an annual events plan and budget with a focus on building FrontStream’s brand and lead generation - Lead the strategy on event topic design, city selection, venue selection, and vendor selection for our multi-city client and prospect-facing event series - Oversee all event marketing, communications, and lead execution and provide feedback to teams with registration updates, as well as event ROI and performance reporting. - Track event ROI, leads generated, opportunities created, and deals won/revenue generated through Pardot and SalesForce. - Manage all contract negotiations for tradeshows, activations, sponsorships and with third-party suppliers - Define signage and messaging in collaboration with Sales and Marketing - Define and drive all promotional activities/giveaways at conferences - Manage staffing and provide direction for all conferences, activations, and multi-city events - Manage budgets for all events, logistics of materials, shipping, and staff for each event - Develop new event ideas that drive partner sponsorship and allow FrontStream to capitalize on market opportunities. Non-event responsibilities include: - Co-hosted the FrontStream podcast ‘Asking for More’ by researching and booking relevant guests, as well as working with external vendors to edit and market each episode. - Lead the social committee in the Toronto office

  • Choice Hotels Canada
    • Canada
    • Hospitality
    • 1 - 100 Employee
    • Foundation Program Manager
      • 2012 - 2016

      I drove fundraising activities taking place at a corporate level, national level, and by over 300 hotels across Canada. I developed and implemented creative concepts and campaigns to rally support across all franchisees, hotel and corporate associates. I developed marketing and campaign materials and assisted in the oversight of website development and maintenance. I also maintained the tracking of inflows and disbursements to the Foundation, including fundraising and corporate contribution activities. I was the main contact person for all communications, questions and inquiries directed to the Foundation. Highlights Include: Four successful national fundraising campaigns Project Manager of CHC Foundation’s first and second annual Charity Golf Tournament Implemented Blackbaud's TeamRaiser fundraising software to be utilized by our hotels across Canada. Created the content for all Foundation communications that are deployed through IMN software Tracked and archive all fundraising activity done corporately, nationally, and at the hotel level Created strategic plans to grow awareness and annual fundraising total Tools used and utilized: Blackbaud TeamRaiser Software IMN (email marketing solutions)

  • Sky's the Limit
    • Canada
    • Renewable Energy Semiconductor Manufacturing
    • 1 - 100 Employee
    • Project Manager
      • Feb 2013 - Feb 2014

      Sky’s the Limit Youth Organization provides refurbished laptops to marginalized youth in Canada. I organized the laptop group deliveries that took place across Canada in the Spring and Fall. I reviewed group laptop applications from across Canada, approved and planned the delivery of all laptop donations that fit in accordance with Sky’s The Limit’s mission and overall goals of the organization. I created a partnership with the Humber Fundraising Graduate Program. I then took on the role of ‘Fundraising Event Mentor’ to a group of students in the Fundraising Program were a group of executed a fundraising event under my supervision. In addition to my main objectives as the project manager, I also updated all social media outlets and website with relevant material, and I designed and wrote the content of the monthly e-newsletters that were received by over 1400 subscribers. Highlights include: Oversaw the role of the Junior Project Coordinator Mentored Fundraising Intern Processed and reviewed group laptop applications from across Canada Planned fundraising strategy to fund all approved group laptop applications Planned and orchestrated distributions of all laptops across Canada Created a partnership with the Humber Fundraising Graduate Program and mentored students who hosted our annual fundraising eventCreated e-newsletters sent monthly to all donors Tools used and utilized:SalesforceMail Chimp HooteSuite

    • Resource Development Officer
      • Aug 2012 - Feb 2013

      Sky’s the Limit Youth Organization provides refurbished laptops to marginalized youth in Canada. As the resource development officer, I managed the fundraising efforts of Sky's The Limit (both financial and in-kind). I oversaw the written solicitations, research of prospective donors, and grant submissions. I developed new donor recognition levels; a stronger donor stewardship and cultivation plans, and created an office mindset that focused on gaining more monthly donors through campaigns, events and social media. I attended board meetings where I recorded the minutes, and presented new policies for review and gave fundraising strategy updates when necessary. Highlights include: Prospect Research Creating direct mail pieces Created and executed a holiday campaign to ‘Delete the Digital Divide’Created strategic donor cultivation and stewardship plansRecorded minutes at board meetings Drafted policiesCreated, distributed, and archived tax receipts Tools used and utilized:Sales ForceMail Chimp HooteSuite Social media outlets: Facebook, Twitter, and Linkedin

  • Amnesty International Canada
    • Canada
    • Non-profit Organizations
    • 1 - 100 Employee
    • Fundraising Internship
      • Jun 2012 - Aug 2012

      Amnesty International unites people from all over the world to fight for human rights using their signature tactics: Research, Action and Advocacy. “Our vision is of a world in which every person – regardless of race, religion, ethnicity, sexual orientation or gender identity.” My role was to spearhead Amnesty International’s ‘Partner's of Conscience’ monthly giving partnership program, for small independent business owners in the Toronto area. Highlights include: • Prospect research • Designing an accusation mail-out to be sent to over 500 independently owned businesses • Cold Calling these business • Perused media outlets to get PR coverage of the new partnership program • Cold Calling lapsed donors to update their mailing and/or credit card info in Raiser’s Edge Tools used and utilized: Raiser’s Edge

  • Global Youth Volunteer Network
    • Civic and Social Organizations
    • 1 - 100 Employee
    • Team Leader
      • Oct 2009 - May 2011

      Lead a Team of Toronto students to volunteer in various areas around Kenya for one month. Worked closely with women and children infected with HIV, and build mud hunts for those in need. Lead a Team of Toronto students to volunteer in various areas around Kenya for one month. Worked closely with women and children infected with HIV, and build mud hunts for those in need.

  • Global Youth Volunteer Network
    • Civic and Social Organizations
    • 1 - 100 Employee
    • Internship
      • Oct 2008 - May 2009

      Was an intern for a team of students being lead around Peru to volunteer for one month. Working closely with a community in the slums infected with dangue fever. Was an intern for a team of students being lead around Peru to volunteer for one month. Working closely with a community in the slums infected with dangue fever.

Education

  • Wilfrid Laurier University
    English
  • Humber College
    Post Grad, Fundraising and Event Management
    2011 - 2012
  • Ryerson University
    Business Management Certificate Program
  • University of Toronto
    Project Management Certificate, Project Management
    2014 - 2015
  • South Secondary

Community

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