Experience

BAM Strategy

• Canada
• Advertising Services
• 100 - 200 Employee

• CRM Strategy Lead

  • Oct 2023 - Present



Klick Health

• Director, Marketing and CRM Strategy

  • Oct 2020 - Oct 2023

  Toronto, Ontario, Canada Strategy leader responsible to develop and implement cross channel connected customer strategies and marketing programs for clients that influence consumer & HCP behaviour at key points in their journey which positively impact success KPI’s. • Developed and implemented new cross channel adherence patient journeys for clients that drove a 24% increase in adherence, adding on average, 38 days on therapy. Leverage dynamic modular content to reduce the amount of touch points required… Show more Strategy leader responsible to develop and implement cross channel connected customer strategies and marketing programs for clients that influence consumer & HCP behaviour at key points in their journey which positively impact success KPI’s. • Developed and implemented new cross channel adherence patient journeys for clients that drove a 24% increase in adherence, adding on average, 38 days on therapy. Leverage dynamic modular content to reduce the amount of touch points required while still maintaining personalized, segmented journeys. • Transformed an existing multi-channel program to a true omni-channel program by connecting all the channels to deliver a more personalized customer experience. Included supporting the field sales teams to help them have more relevant, personal discussions with HCPs. • Created and implemented strategy for HCP conference to help drive CRM registrations (lead generations). Included was email invites, including segmentation, registration forms and QR codes driving to registration page, and follow up communication tactics to help drive brand awareness and increase new prescriptions. • Partner with the technology implementation team to ensure program feasibility and solution plan to deliver dynamic personalization driving the next best message and next best action. Show less



Air Canada Inc.

• Senior Manager, CRM Strategy and Marketing Optimization

  • 2019 - 2020

  Toronto, Ontario, Canada Responsible for developing and implementing Air Canada’s data-driven contact strategy to deliver a personal 1:1 customer communication experience. Accountable for creating the foundation for a “Next Best Action” strategy that is based on data and feeds an omni-channel marketing approach to drive revenue and relevancy. • Developed a new two-tier (campaign type tier and marketing group) website campaign prioritization model for AirCanada.com to validate most important campaigns were seen… Show more Responsible for developing and implementing Air Canada’s data-driven contact strategy to deliver a personal 1:1 customer communication experience. Accountable for creating the foundation for a “Next Best Action” strategy that is based on data and feeds an omni-channel marketing approach to drive revenue and relevancy. • Developed a new two-tier (campaign type tier and marketing group) website campaign prioritization model for AirCanada.com to validate most important campaigns were seen by customers/members. • Defined and communicated end-to-end marketing process, accounting for both planned and more urgent/tactical marketing communications. Included amalgamating 7 individual calendars into a single-view calendar, channel and resource alignment strategy, post campaign analysis reviews for shared learning opportunities. • Developed criteria for contact strategy, including customer engagement & life cycle stage, suppression rules, partner contractual commitments and contact rules for each member or member segment. • Defined the channel guidelines for SMS and Push. Show less



Aimia Inc (Aeroplan Loyalty)

• Senior Manager, CRM Optimization

  • 2016 - 2019

  Toronto, Canada Area Responsible for developing and implementing Aeroplan’s CRM strategies, transforming to an insight-driven, interaction-based Omni-channel marketing and operating model. Oversight of the CRM Ecosystem technology roadmap and integration with digital platforms, leveraging emerging technology platforms, big-data strategies and machine learning to shift towards an optimized real-time delivery environment to drive revenue and cost savings. • Optimized several zones on the website and in the… Show more Responsible for developing and implementing Aeroplan’s CRM strategies, transforming to an insight-driven, interaction-based Omni-channel marketing and operating model. Oversight of the CRM Ecosystem technology roadmap and integration with digital platforms, leveraging emerging technology platforms, big-data strategies and machine learning to shift towards an optimized real-time delivery environment to drive revenue and cost savings. • Optimized several zones on the website and in the mobile app. • Increased conversions while reducing the impressions by improving targeting/segmentation. • Created and implemented Customer Relationship strategy from a manual non-reoccurring approach to an automated first, trigger-based mandate designed to maximize business outcomes while minimizing time to market. • Created governance strategy around the new marketing platforms. Improved data validation for cost control purposed. Built campaign process and management, channel/zone request process and reporting requirements. • Created and implemented priority scoring model which is tied to corporate objectives, including customer satisfaction (NPS score) and member relevancy. • Created change management strategy which included communications (frequency and vehicles), training & documentation and reporting. • Contribute to the design of the new marketing platforms (where to launch, data utilization, etc.). Show less



Rogers Consumer Publishing and Digital Media Group

• Senior Marketing Manager

  • 2012 - 2016

  Lead the strategy and execution of all marketing and retention activities for the multi-title Rogers Reader’s Advantage and Fido Magazine programs within Rogers Publishing. The main objectives are to drive sales (circulation levels) and revenue, reduce churn and enhance the customer experience in an increasingly evolving industry. • Developed and executed marketing plans, leveraging data analysis to optimize campaigns. • Successfully launched a new magazine continuous service program to… Show more Lead the strategy and execution of all marketing and retention activities for the multi-title Rogers Reader’s Advantage and Fido Magazine programs within Rogers Publishing. The main objectives are to drive sales (circulation levels) and revenue, reduce churn and enhance the customer experience in an increasingly evolving industry. • Developed and executed marketing plans, leveraging data analysis to optimize campaigns. • Successfully launched a new magazine continuous service program to the Fido customer base in 2013. Included in this was the development of a new Fido Magazine Program website, marketing materials, onboarding process, and customer service functionality. • Developed and implemented new RRA Website re-design strategy (new items include product pages, power reviews, mobile responsiveness) to help drive conversion rates and improve customer experience. • Sourced and launched new marketing channels to increase sales and generate traffic to the website. Channels include inbound and outbound call centers, social media (Facebook, Twitter, Google+ and Redboard), eNewsletters, online invoice messaging, banners on RCI websites (AnyplaceTV, Connected.ca) and sponsored program renewals. • Create post campaign reviews and analysis, weekly and monthly reports and present to Senior Management. • Create yearly marketing strategy plans to achieve sales targets and manage the expense flow for the brands. • Managed the Publishing accountability (contract agreement, AAM Approval, redemption site, etc.) for the Rogers and Fido Customer Appreciation programs. Received a Marketing Connected Team award for the Rogers CAP program. • Collaborate with the Rogers Communications Branding teams, art and production teams/agencies and Operations to implement the Rogers Corporate branding into the RRA marketing campaigns/materials. Show less



Rogers Communications

• Canada
• Telecommunications
• 700 & Above Employee

• Manager, CRM Marketing Strategy and Development

  • 2006 - 2012

  Lead the overall CRM strategy and projects for Rogers Communications to help strengthen the customer relationship, drive sales and revenue and reduce churn in an increasingly competitive and complex market place. • Achieved membership to the 2010 Rogers Circle of Champions for displaying sales and marketing excellence. • Implemented strategies in the marketing tech stack that were positive revenue generators for the company. • Successfully managed the launch of the SmartLink (CRM… Show more Lead the overall CRM strategy and projects for Rogers Communications to help strengthen the customer relationship, drive sales and revenue and reduce churn in an increasingly competitive and complex market place. • Achieved membership to the 2010 Rogers Circle of Champions for displaying sales and marketing excellence. • Implemented strategies in the marketing tech stack that were positive revenue generators for the company. • Successfully managed the launch of the SmartLink (CRM tool) in the Business Support Service Center, Rogers Retention and FIDO call center channels. • Collaborated with Sales, Marketing and the Care channel to manage the sales strategy within the inbound Care and Consumer Inside Sales channels that aligned to corporate targets. • Drafted Project Scope (working with different business and Finance groups), Business Requirement Document and aligned with IT and external vendor (CGI) to create the Systems Solution Document for both the SmartLink Retention project in 2009/10, (launched successfully in Sept of 2010) and the SmartLink Expansion project, launched in October of 2011. • Developed 2011 CRM Strategy which includes Base Products, increased targets, monthly offer reviews with the different groups involved (i.e. Retention, sales, service), expansion, etc. • Led the strategy to increase the utilization of the tool within the Care channel by aligning the offer strategy with the center targets, having bi-weekly meetings and site visits with the centers (end users), incentive plans, feedback process and bi-weekly governance meetings with each group (I.E. consumer, business, Fido, Prepaid). Show less