Experience

Master

• Canada
• Wholesale
• 500 - 600 Employee

• Director of Marketing & Customer Experience

  • Jul 2022 - Present

• Director of Customer Experience

  • Dec 2021 - Jul 2022



Wolseley Canada Inc.

• Canada
• Wholesale
• 700 & Above Employee

• Sr. Manager, Customer Insights & Experience

  • Jun 2017 - Dec 2021

  My work takes the voice of the customer and ensures their opinions are heard within the entire company, from the front line sales associates to the President. I focus on gathering valuable customer insights and using that data, along with transactional and behavioural data, to build creative business strategies that put the customer front and centre in strategic decision making. I have extensive experience writing, distributing and analyzing surveys, utilize Net Promoter Score and Customer Satisfaction score to measure loyalty and satisfaction, and assisted in developing an RFM model to help understand customer behaviour and churn rates. Show less



Ferguson

• United States
• Wholesale
• 700 & Above Employee

• Customer Experience Manager

  • Oct 2016 - Jun 2017

  •In charge of the Customer Experience Department managing a team of three focusing on enhancing the overall Customer Experience at Ferguson through needs-based segmentation and customer intelligence.•Developed a comprehensive training plan for Segmentation national roll-out and implemented training and adoption of the Segmentation theories in Florida.•Manage both the training and communication plans for the national roll-out of Segmentation.•Assisted in the development of a holistic customer report incorporating all customer transactional data, price matrix utilization, churn status, and customer segment to help Sales Managers meet KSIs.•Currently managing the implementation of a cloud based vehicle to deliver the customer report to the sales teams nationally allowing for dashboards, visualizations, security, and easy access and delivery of key customer data. •Developing key goals and initiatives for the Customer Experience department ensuring our goals align with Ferguson’s overarching goals •Coaching and developing the skills of each department associate to ensure they meet not only their own personal career goals, but the department goals too. Show less

• Project Manager - Customer and Market Analytics

  • May 2015 - Sep 2016

  •Developed, implemented and managed the ethnographic Customer Segmentation pilot study and increased sales with 18 “challenging” customers by $1M in a year using proprietary needs-based customer segmentation theories.•Developed sales strategies by customer segment to increase revenue, gross profit, and lower cost to serve based upon the pilot study.•Fully developed comprehensive customer journeys by customer segment focusing on moments of truth, pain points and strategies to improve the total customer experience at Ferguson.•Created training documents, videos, training aids, and marketing collateral for Segmentation.•Assisted in the development of a national roll-out strategy to implement Customer Segmentation.•Conducted customer in-person interviews nationally. Show less

• Customer Insights Analyst IV

  • Apr 2014 - Apr 2015

  •Instrumental in the development of Ferguson’s needs-based Customer Segmentation initiative and predictive model.•Created and coordinated qualitative and quantitative research studies – customer intercepts, in-depth interviews, associate shadowing, online surveys and associate interviews - following best practices in research design and documentation.•Performed location fieldwork and conducted qualitative interviews to learn more about the unattached consumer. Analyzed all data and presented the findings to upper management.•Assisted in the development and design of the customer segmentation strategy that complies with all current business objectives.•Developed a clear understanding of Ferguson’s hierarchal structure by creating a customer journey map from the associates perspective and comparing that to the customers’ perception to analyze gaps in those perceptions in order to improve the customer experience, profitability and share of wallet.•Managed and conducted strategic research projects to support Ferguson’s key strategic initiatives Show less

• Market Research Analyst

  • Sep 2013 - Mar 2014

  •Identified market demand and customer prospects with a focus on organic geographic growth as well as identifying potential greenfield locations for branches.•Analyzed market data to create market planning reports for GMs and senior management.•In-depth knowledge of market research tools and databases.•Confidently communicated market research insights to influence business decisions at all organizational levels.•Conducted data analyses, brainstorming sessions, qualitative interviews and moderated research meetings.•Supported strategic plans of the company by providing research information Show less



Ferguson

• United States
• Wholesale
• 700 & Above Employee

• Market Research Analyst

  • Mar 2005 - Nov 2006

  •Analyzed market data to create market planning reports for GMs and senior management for potential new locations. •Evaluated economic statistics to create custom reports for upper management that summarized market relevant information. •Created a market research scorecard that became a standard template within all departments in the Marketing department. •Liaised with vendors/consultants to perform primary research, support loyalty programmes, and extend secondary research sources to provide additional statistics to support the Marketing department. •Interviewed, trained, and supervised four market research interns. Show less



Cherry Bekaert

• United States
• Accounting
• 700 & Above Employee

• Marketing Analyst

  • Jun 2004 - Mar 2005

  DESCRIPTION: In a position created especially for my skills, I successfully reorganized the whole marketing strategy of the industry group working with the Director of Government Services. EXPERIENCE: Expertly analyzed request for proposals and created technically sound and aesthetically pleasing propositions for potential clients. •Created a marketing strategy to broaden the brand image of the industry group, which included developing the target market for new products and services, creating all copy and images for marketing collateral, and designing a direct marketing campaign (mail and e-mail) to complement the Firm's exhibiting schedule. •Developed and maintained databases of current and prospective clients. •Analyzed advertising opportunities and created an advertising campaign to maximize budgetary requirements and target market exposure. •Participated in strategic planning meetings with partners and upper management to brainstorm the industry group's goals for the next fiscal year. •Developed a marketing budget for the Government Services Group. •Managed all aspects of trade exhibitions, which included all marketing materials, organization, and promoting the company as a firm representative at the trade shows. Show less



Cherry Bekaert

• United States
• Accounting
• 700 & Above Employee

• Marketing Coordinator

  • May 2003 - Aug 2003

  Orchestrated business-to-business marketing efforts for roll out of new automated government financial report writer, including creating databases, contact management, mail merge, designing RFP, and web page design. June 2003 Employee of the Month. Researched and selected target government conferences/exhibitions to promote new product. Conferences attended: GFOA Orchestrated business-to-business marketing efforts for roll out of new automated government financial report writer, including creating databases, contact management, mail merge, designing RFP, and web page design. June 2003 Employee of the Month. Researched and selected target government conferences/exhibitions to promote new product. Conferences attended: GFOA



Grafton Middle School

• Teaching Assistant

  • Aug 1999 - Mar 2001

  Provided extra tutorial for 12 emotionally disturbed children, and aided their integration back into mainstream classes through carefully monitoring their behavior and teaching the students organizational skills. Formatted and modified teaching plans in compliance with the SOLs. Coordinated teaching plans for the following year. Provided extra tutorial for 12 emotionally disturbed children, and aided their integration back into mainstream classes through carefully monitoring their behavior and teaching the students organizational skills. Formatted and modified teaching plans in compliance with the SOLs. Coordinated teaching plans for the following year.



U.S

• Recreation Technician

  • Mar 1999 - Aug 1999

  Prepared monthly reports for over 50 patients' participation in social activities, and successfully encouraged the participation of normally unwilling patients. Organized and supervised bi-monthly excursions to malls/grocery stores to keep patients in touch with community. Trained 3 new Recreation Technicians. Prepared monthly reports for over 50 patients' participation in social activities, and successfully encouraged the participation of normally unwilling patients. Organized and supervised bi-monthly excursions to malls/grocery stores to keep patients in touch with community. Trained 3 new Recreation Technicians.



Self-Employed

• Self-Employeed Vocalist

  • Apr 1991 - Jul 1998

  Negotiated extremely competitive contracts in Europe, Caribbean, and Middle East with hotels managers and agents, and successfully managed the musical group throughout each contract. (Group size varied from 2-5 people). Developed new entertainment activities for each contract and mediated any conflicts. Negotiated extremely competitive contracts in Europe, Caribbean, and Middle East with hotels managers and agents, and successfully managed the musical group throughout each contract. (Group size varied from 2-5 people). Developed new entertainment activities for each contract and mediated any conflicts.