Director - Customer Experience Strategy, Operations & Planning

• Apr 2022 - Present

-Develop and execute the overall customer experience (CX) strategic vision to support 1600+ licensed retailers in Ontario.-Set and achieve CX organizational goals aimed at enhancing the overall experience of licensed retailers with OCS.-Collaborate with insights teams to develop research plans and validate customer data, ensuring alignment with the overall CX vision and ongoing activities.-Achieve significant growth in licensed retailer sentiment scores, delivering the first positive growth (+2.7pts vs PY) in 5 years during fiscal year 21/22.-Successfully launch multiple CX initiatives within the first 12 months to enhance the order and delivery experience for licensed retailers.-Assume ownership of all CX data and analytics, including business reporting, dashboards, and digital data reporting specifically using Google Analytics.-Collaborate with digital teams to optimize the B2B portal strategy, ensuring the delivery of an optimal customer experience.-Lead and manage a team of 7, responsible for CX data and analytics, planning and process, and administrative capabilities. Show less

Director - Sales

• May 2021 - Apr 2022

-Accountable for delivering a $255MM sales revenue portfolio through private retail partnerships for the OCS retail store network.-Led and developed a team of District Sales Managers to design and achieve KPIs, and excel in the store partnerships vertical.-Collaborated with senior leaders across all cross-functional verticals, including Category Management, -Supply Chain, Logistics, Marketing, Communications, and Legal, to deliver fiscal plan results of +17.5% total revenue and +5.3% net revenue growth YTD ('21).-Developed and implemented a 1-year and 3-year strategic direction for the sales team, driving revenue, margin, sell-through, and retail onboarding goals for the organization.-Responsible for managing the forecasting process and communicating updates to senior leadership, including conducting monthly business reviews with the Senior Leadership Team.-Successfully led the team to onboard and train over 1500 stores within 14 months in the wholesale network. Show less

Director, Sales - Eastern Canada

• Sep 2020 - May 2021

-Spearheaded Eastern Canada sales for the company and successfully led wholesale government board relationships during the sales cycle for Ontario and Atlantic regions. -Headed a team of 10+ sales managers and introduced a new structure and growth plan to align with retail store expansion and revenue objectives for fiscal 2020/21. -Achieved +4% revenue growth and 2% distribution growth in Ontario, surpassing the industry growth of 3% in H1, 2021. Grew Atlantic provinces' revenue by +11% and distribution by 23%, exceeding the industry growth of 6% in H1, 2021. -Accountable for executing the sales cycle of 400 current stores, with plans to grow to 1400+ private retail stores in 2021 in Ontario, including wholesale board relationships. This entails in-market execution, training and development, and KPI monitoring. -Responsible for cross-functional leadership and integration with demand planning, marketing, product development, and sales intelligence functions to achieve overall KPI targets and meet customer expectations. -Devised a joint business planning process to help define partnership strategy and drive collaboration with RKA/NKA/KI customers that deliver on consumer drivers to increase revenue, market share, and margin KPI objectives. -Develop and deliver ongoing business analysis, competitive intelligence, and team personal development reporting to leadership. Show less

Director, Customer Marketing & Sales Operations

• Jul 2019 - Sep 2020

-Led the creation of trade marketing and sales operations at Tilray by recruiting and managing a 5-person team within the first 6 months. Developed a national structure, full customer strategy, and set -KPIs for sales teams to ensure flawless execution. -Developed and implemented integrated cross-functional processes in collaboration with the sales team to drive visibility, learning and development, and conversion in all national and regional retail and digital channels. -Spearheaded the development of a promotional efficiency process to determine customer programming ROI through depletion and net sales tracking, and devised actions for improving effectiveness with the goal to increase Net sales by 3.5% -Worked closely with sales and brand senior leadership, as well as all national KA & KI customers and government boards, to establish a customer-focused approach to trade development, including pricing, marketing program development, and category synergies. -Accountable for managing an $8.6MM P&L. -Designed all sales operations processes to improve efficiency and execution in the field, and to build customer base and acquisition. -Achieved first-ever positive revenue growth result vs. target for Tilray in Q1 2020 (+4.5% vs. target). -Responsible for developing and executing all in-person and virtual trade shows and events for Tilray to deliver exceptional customer experiences. Show less

Director of Channel & Customer Marketing - Canada

• Sep 2016 - Jul 2019

-Developed and planned all trade and sales programming for all provinces across the country to drive profitable volume and deliver on net sales growth, resulting in a +4.5% net sales growth and +1.4% vs industry in 2018. -Owned the $14MM trade marketing P&L and led a team of 6 trade managers with full development plans and personal growth objectives. -Owned the national development of all POSM for on-trade and retail accounts, creating tools that drive consumer influence and disrupt the path to purchase in all channels. -Delivered consumer-focused shopper marketing research insights through a full 360 shopper study in 2018, enabling Campari to better understand the consumer journey and deliver consumer-focused strategies in both retail and on-trade. -Set execution platform and expectations for trade and sales teams based on facts and insights to better execute plans and POSM, resulting in executions that produced results. -Developed integration and communication platforms with all regional sales teams to communicate to all liquor boards nationally as well as private retailers. -Built and executed retail innovation launch plans for Forty Creek and Appleton, which saw an increase of distribution for both brand of 15+% -Developed a promotional efficiency dashboard for Campari Canada to assess promotional efficiency across the country. -Restructured and developed a new streamlined tasting program strategy focused on cost efficiencies as well as consumer engagement and conversion in-store, resulting in increased engagements by 11% and conversion by 13% in 2018. Show less

Senior Manager - Trade Marketing, Urban Specialty Sales - Canada

• Jun 2015 - Sep 2016

-Responsible for developing overall strategy for the trade marketing department for short and long term planning-Focused on Urban center's across Canada and high end on trade accounts-Bringing to life unique and innovative solutions and programs for customers across the country that differentiate our premium brands from others in the category-First year - delivered +13% volume growth in executed accounts nationally -Launched breakthrough trade programs - Bud N Burgers, Corona beachhead program, Modelo innovation launch, Stella Artois customized visibility program Show less

Senior Manager - Brand Activation - Budweiser

• Nov 2012 - Jun 2015

**2011 @ 2013 Top Performer of the Year – Canada – Marketing***-Managing strategic planning and implementation of new global campaigns for Budweiser Red Lights (+1.7 pts P4W LDA - 24) and Budweiser Made for Music (+0.80 share pts) in 2014-Accountable for 16+ million dollar marketing budget -Recipient of 2014 POPAI Shopper Marketing Award “Best Innovation" – Budweiser Made For Music -Responsible for managing strategic planning and implementations or 1 and 3 year plans-Leading development of new shopper mission BTL strategy for the business-Lead agency RFP & on boarding for new BTL agency in 2013-Lead and integrate digital & social media activations below the line to deliver reach & brand health measurements for Budweiser -Leading strategic value add innovation plan to drive an incremental $1.6MM in profit & positive ROI results over the two years for the Budweiser -Lead all XM on trade events for Budweiser Nationally – Calgary Stampede, 3 NHL hockey teams, NXNE, NFL etc. -Developed innovation launches and over achieved growth targets for Budweiser Shot in 2013 (+0.21sp) and Budweiser Crown (+0.13sp). -Roll out and negotiation of several national partnership programs with Tier 1 partners to drive volume and share growth - Pepsi-co, Vancouver Canucks, Hockey Night in Canada, NHLPA, McCain, Maple Leaf, New Era etc Show less

National Trade Marketing Manager - Bud Light & Bud Light Lime

• May 2011 - Nov 2012

-Managed trade launch of Bud Light Lime in Canada to deliver share growth by +1.1sp-Assist in Development of 1 and 3 year plans and rollout to senior management and alignment with brand marketing teams. -Lead all agency partners from on/off trade to experiential on briefing and development of all Bud Light plans-Lead cross functional procurement plan to deliver +3.7MM over 2 years in savings through marketing sourcing strategy

Assistant Brand Marketing Manager - Kokanee, Labatt Blue & Value brands

• Apr 2009 - May 2011

****2008 Top Performer of the Year - Canada*****-Lead roll out of Kokanee Ranger Live or Die campaign to deliver record brand awareness increase of +3.1pts over 3 months-Ownership of 12MM dollar national brand budget across 7 different brands-Lead agency team on development of strategic marketing programs and campaigns from brief to execution. -Ownership of revenue, market share and equity driving marketing programs and campaigns to deliver ROI and business results-Developed Kokanee first digital marketing strategy, including face book launch which delivered +150,000 fans in 4 months-Extensive background in customer and consumer research methods to help deliver ROI Show less

Assistant Customer Marketing Manager - Ontario

• Jan 2007 - May 2009

-Lead and Ownership of all Beer Store programming. Managing all guidelines and submissions for all TBS and LCBO marketing programs. Make recommendations and decisions on all customer focused programming based on activity calendar. And ensuring on time execution.-Develop all CM planning grids and On Premise programming communication tools-Building and communicating all Brand and TBS program Post Mortems

Advertising Planning Analyst

• 2006 - 2007

-Develop and execute weekly flyer program, drive incremental sales as well as delivering on the promotional sales plan.-Run weekly and monthly advertising presentations at a Director, VP and Dealer level on financials and recommendations for the flyer program

Seasonal Planning Analyst

• 2003 - 2006