Experience

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  LG2

  • Canada
  • Business Consulting and Services
  • 400 - 500 Employee

  • Senior Director, Strategy

    • Oct 2022 - Present

  • Director, Strategy

    • Jun 2018 - Nov 2022

• 

  Interbrand

  • United States
  • Advertising Services
  • 700 & Above Employee

  • Associate Director, Strategy

    • Jun 2016 - Jun 2018

  • Senior Consultant, Strategy

    • Jul 2014 - Jun 2016

    Developed purpose and positioning for global organizations, which informed both customer and employee communication programs and guided brand performance metrics for ongoing measurement. Partnered with verbal team leads to develop messaging platforms for both B2B and B2C organization with diverse target segments, which resulted in improved relevance and consistency of communications across channels.Led research, including stakeholder interviews and quantitative surveys, which resulted in the development of market segmentation, positioning and launch strategies. Created new brand portfolio structure, which informed new sales process and brand training across all levels of the organization.

• 

  Watt International

  • Toronto, Canada Area

  • Client Manager & Strategist

    • 2013 - 2014
    • Toronto, Canada Area

    Developed strategic direction for clients based on analysis of industry best practices, proprietary client data and in-field research, identifying areas of opportunity and directing design and program executions.Led key day-to-day client relationships to ensure stakeholder buy-in and alignment of deliverables to strategic direction, resulting in long-term engagements and increasing new project frequency.Managed business development from prospecting through to pitch presentation and strategic design brief creation, resulting in an increase of over $200K in incremental revenue.

• 

  JWT

  • Toronto, Canada

  • Account Executive

    • 2011 - 2012
    • Toronto, Canada

    Managed client relationships to ensure alignment of expectations and timeliness of key deliverables, developing a profitable, long-term partnership and enhancing agency credibility.Developed strategic framework with a planning team of two for a national apparel brand, which leveraged emerging market trends and increased category specific sales.Analyzed competitive in-market activity to report changing trends, strategic directions and new creative approaches, enhancing market awareness and directing campaign-wide communication focus.Partnered with creative teams to build cohesive campaigns across media channels including, digital, print, radio and TV, with high breakthrough and attribution rates, enhancing brand awareness and increasing sales of targeted merchandise. Managed financial reporting of a $50 million budget to ensure available project funds and maintain accuracy of balance of year forecasts, presenting allocations to senior clients on a monthly basis.

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  Sears Canada

  • Toronto, Canada

  • Buying Business Associate

    • 2010 - 2011
    • Toronto, Canada

    Collaborated with a team of four to develop and launch a private label product line, which in its first year outperformed national brand assortments and helped build customer loyalty.Managed the departmental implementation of the women’s swim and activewear e-commerce site, which increased category sales and streamlined operational processes.Analyzed sales performance, identifying trending styles and variances to projected forecasts to ensure budgetary efficiencies and inventory availability.

• 

  Club Monaco

  • New York

  • Assistant Merchandiser

    • 2008 - 2009
    • New York

    Created a new business plan and marketing strategy to identify inherent risks and opportunities for improvement at the tiered store level; recommended changes to the assortment were implemented by senior management to adapt the merchandise buy.Researched and presented analytics and recommendations for sales growth opportunities to a company-wide audience; insights were leveraged by CEO throughout the line development and line adoption process.Facilitated weekly cross-functional team meetings to enhance visibility across departments, ensuring milestone deadlines were successfully met and product approvals were rendered.