Experience

Herzig Eye Institute

• Canada
• Medical Practices
• 1 - 100 Employee

• Senior Manager, Digital Marketing & Business Development

  • Oct 2021 - Present

  Initially hired as a marketing manager, I was promoted to senior manager by the CEO with a mandate to lead the B2B and B2C digital marketing functions as a member of the organization’s senior leadership team. In this position, I managed a team of three direct reports to design and execute several marketing and business development campaigns, leveraging various tactics, including: digital marketing (SEO/SEM), social media, webinars, and in-person events. With a limited budget, I was challenged to devise and implement patient-focused campaigns across multiple consumer audiences to strengthen brand awareness and drive patient acquisition.► Spearheaded introduction of a lead management process that enabled tracking lead-to-conversion rates, creating a platform for directing the marketing budget to maximize ROI.► Instrumental in delivering a 55% period-over-period (6-month) increase in qualified leads, through content marketing, search engine optimization (SEO) and digital marketing best practices.► Fuelled a 60% uptick in customer referrals by engaging doctor participation in 30+ educational events.► Crafted messages that appealed to the unique needs of various target audiences, and devised effective marketing strategies.► Elevated consumer awareness of the company as a center of excellence for laser vision correction and refractive cataract surgery through clear communication of improved level of care and outcomes.► Tracked lead generation performance against fiscal year targets that enabled data driven decision making by the Senior Leadership Team on marketing/business development efforts. Show less

• Marketing/Business Development Manager

  • Oct 2017 - Oct 2021



Edelman

• United States
• Public Relations and Communications Services
• 700 & Above Employee

• Manager, Insights & Analytics

  • Jun 2016 - Sep 2017

  Brought on board to initiate the use of research data and analytics at all levels of the agency through training and education. Conducted primary market research, analyzed results, and presented recommendations to clients. Performed social media monitoring and secondary research to guide client projects and RFPs. Drafted client proposals with an eye toward profitable growth by accurately accounting for timelines, resource expenditures, and budgets during the development process. ► Surpassed revenue target by 20% by collaborating with other departments to develop communications marketing campaigns for consumer goods, financial services, healthcare, and not-for-profit clients. ► Developed a new Google survey methodology for creating keyword-rich, high-quality content that secured an additional $50K client spend. ► Played a pivotal role in driving client satisfaction, retention, and new business by managing research projects, ensuring insight-driven results were delivered on time and within budget. Show less



Dig Insights

• Canada
• Market Research
• 100 - 200 Employee

• Research Manager

  • May 2015 - Jan 2016

  Joined the company as a start-up, reporting to the Market Research Director, and working closely with one of the four founding partners. Developed and maintained client relationships by effectively managing primary research projects that incorporated advanced research techniques, and insight-driven report writing.► Promoted from research analyst to research manager in 1.5 years based on high-quality analysis and report writing of multiple research projects, administered simultaneously.► Embraced added responsibility of managing the company’s social media presence, resulting in a 500% increase in followers. Show less

• Market Research Analyst

  • Jan 2014 - May 2015



Wrigley

• United States
• Manufacturing
• 700 & Above Employee

• Sales Finance Analyst

  • Aug 2013 - Dec 2013

  Joined the organization to fill in the end of a maternity contract. Reporting to Manager, Sales Finance, I reviewed accruals, customer profit/loss analysis, and audited trade spending to ensure data and reporting integrity. Additionally, I analyzed Nielsen data in support of category management teams. ► Played a key role in managing trade spend/budget for key accounts, and achievement of fiscal year budget targets. Joined the organization to fill in the end of a maternity contract. Reporting to Manager, Sales Finance, I reviewed accruals, customer profit/loss analysis, and audited trade spending to ensure data and reporting integrity. Additionally, I analyzed Nielsen data in support of category management teams. ► Played a key role in managing trade spend/budget for key accounts, and achievement of fiscal year budget targets.



Smith School of Business at Queen's University

• Canada
• Higher Education
• 400 - 500 Employee

• Research & Teaching Assistant

  • Sep 2012 - May 2013



Montana Steele Strategic Marketing

• Canada
• Advertising Services
• 1 - 100 Employee

• Marketing Associate

  • May 2011 - Sep 2012