Experience

Retail Council of Canada

• Canada
• Non-profit Organizations
• 1 - 100 Employee

• Director of Marketing Technology and Content

  • Jan 2023 - Present

  Leading the development of strategies and processes to streamline marketing communications planning and optimize the effectiveness of campaign execution. Managing and aligning teams around the adoption of marketing platforms. Identifying insights from channel analytics and then collaborating cross functionally to develop compelling content for RCC membership and retail community. Leading the development of strategies and processes to streamline marketing communications planning and optimize the effectiveness of campaign execution. Managing and aligning teams around the adoption of marketing platforms. Identifying insights from channel analytics and then collaborating cross functionally to develop compelling content for RCC membership and retail community.



Freelance

• Marketing Communications Consultant

  • Jul 2022 - Present

  Provide expertise and consultation to clients on all aspects of omnichannel marketing strategy and execution, including: - Delivering actionable insights and strategic recommendations on digital advertising and social media tactics - Evaluating effectiveness of digital marketing activities and programs and recommending solutions to improve performance or processes. - Attending discovery meetings with external vendors to analyze their value and possible integration into existing business workflow - Identifying new business opportunities and developing growth marketing strategies through digital channels, interactive journeys, dynamic content, and database management - Collaborating with cross-functional business partners to provide expertise on marketing automation and impacts to business lines



Henry's

• Canada
• Retail
• 200 - 300 Employee

• Director of Marketing

  • Feb 2020 - Apr 2022

  Ownership of planning and budgeting for Henry’s Camera integrated marketing roadmap, including always-on promotional, go-to-market, and customer growth strategies.Collaborative leadership and mentorship of marketing team. Voice of the customer across internal cross-functional teams, 20+ retail locations and external partners.Directed significant transition with paid search and social programs, addressing Facebook marketing challenges and the importance of channel diversity.Launched outreach and partnership strategies with content creator community.

• Marketing Manager

  • Aug 2016 - Feb 2020

  Managed the strategic overhaul of peak season campaigning across traditional and digital channels by adopting richer audience channel selection in the specialty digital imaging space.Created overall strategy and operational processes to drive new business in the professional video, podcast and content creator consumer segments.Developed grand opening marketing/media plans for retail footprint expansion in shopping malls and big box real estate across Canada.



Lozeau

• Canada
• Retail
• 1 - 100 Employee

• Marketing Lead

  • Sep 2019 - Apr 2022

  Drove visibility and understanding of how Lozeau brand roadmap and marketing priorities aligns to the overall Henry's Camera business. Worked alongside multiple cross-functional stakeholders to reflect Lozeau customer needs within existing operational processes, budgets and planning. Collaborated with external research and insights teams to leverage local audience and competitive insights for marketing planning and campaigning. Drove visibility and understanding of how Lozeau brand roadmap and marketing priorities aligns to the overall Henry's Camera business. Worked alongside multiple cross-functional stakeholders to reflect Lozeau customer needs within existing operational processes, budgets and planning. Collaborated with external research and insights teams to leverage local audience and competitive insights for marketing planning and campaigning.



Retail Council of Canada

• Canada
• Non-profit Organizations
• 1 - 100 Employee

• Senior Manager, Marketing & Communications

  • Jan 2012 - Jul 2016

  Fostered cross-functional work with membership, education and advocacy teams to build multi-channel marketing strategies grounded in RCC’s brand pillars and key competencies. Managed internal marketing communications team. Hired and negotiated contracts for external vendors in graphic design, web development, print production, video editing and social media roles. Prioritized CRM segmentation strategies and lifecycle email marketing to optimize newsletter publications and member communications, and to drive growth of events and awards programs.



McArthur & Company Publishing Ltd.

• Director, Publicity & Marketing

  • Mar 2009 - Dec 2011

  Guided all media inquiries and advanced opportunities for positive coverage of author and book titles across a variety of national and regional media outlets. Authored grant proposals, budgets and final narrative reports for the Ontario Media Development Corporation, the Ontario Arts Council and Canada Council for the Arts. Guided all media inquiries and advanced opportunities for positive coverage of author and book titles across a variety of national and regional media outlets. Authored grant proposals, budgets and final narrative reports for the Ontario Media Development Corporation, the Ontario Arts Council and Canada Council for the Arts.



Canadian Council of Grocery Distributors

• Event Coordinator

  • Jul 2006 - Mar 2009

  Oversaw all pre-event and on-site logistical details for 5 annual regional and national conferences, including programming and speaker management, vendor sourcing, and on-site AV management. Resolved any issues that occured during events, escalating problems as required. Conducted post-event evaluation, analysis and provided go-forward recommendations. Oversaw all pre-event and on-site logistical details for 5 annual regional and national conferences, including programming and speaker management, vendor sourcing, and on-site AV management. Resolved any issues that occured during events, escalating problems as required. Conducted post-event evaluation, analysis and provided go-forward recommendations.