Experience

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  Canadian Hearing Services

  • Toronto, Ontario, Canada

  • Vice President, Brand & Digital Marketing

    • Sep 2022 - Present
    • Toronto, Ontario, Canada

    Member of the executive management team reporting to the CEO, transforming brand and reputation, people and culture and the corporate vision by leading the marketing, branding, digital, communications and fundraising strategy and teams. Canadian Hearing Services (CHS) is the country’s leading provider of hearing health professional programs, services and products that enable Deaf and hard of hearing Canadians to overcome barriers to participation. It is the largest organization of its kind in North America. Building on its 80+-year history following a remarkable and ambitious transformation, CHS has become a modern, progressive, and professional organization, well-positioned for growth, and fully executing growth strategies both nationally and internationally. Early achievements: Building a marketing, communications and fundraising vision and team and stewarding the brand to increase visibility, revenue, and national expansion. Implementation of new CRM software and marketing and digital automation.

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  Mickelson Consulting

  • Toronto, Ontario, Canada

  • Marketing Advisory on B2B & B2C Clients.

    • Feb 2022 - Sep 2022
    • Toronto, Ontario, Canada

    About: I fill the gaps companies face within their marketing department. I act as an interim CMO or Senior Marketing Strategist and can work on a project basis, or with your existing team to implement your strategic and tactical plan without any delays. I am experienced with all the traditional and digital tactics in both B2B and consumer marketing.

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  De Havilland Aircraft of Canada Limited

  • Toronto, Canada Area

  • Vice President, Marketing, Branding and Communications

    • Sep 2019 - Feb 2022
    • Toronto, Canada Area

    Member of the executive management team reporting to the CEO, transforming corporate brand and reputation, people and culture and the corporate vision by leading the marketing, branding, digital, advertising, and corporate communications strategy across the Longview group of companies which employs 2,500 employees across Canada and Global. Responsible for leading the transformation of Longview's new Marketing and Communications function through a disciplined and strategic approach. Strengthen and repositioned the De Havilland Aircraft of Canada iconic brand under new banner through consistent messaging, creative platform, and world-class brand positioning. Oversight over marketing and digital transformational initiatives and leading the strategy, execution and marketing and communication teams to support and align to Longview and it's seven business units including De Havilland Aircraft of Canada and Viking Air Limited.

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  KPMG

  • Head of Global Marketing & Communications, Industrial Manufacturing, Aerospace & Industry 4.0

    • May 2014 - Sep 2019

    Led global marketing, communications, business development, account-based marketing and engagement efforts in a $2.B sector. Drove sustainable growth in core business and expanded practice in new advisory service areas. Focus included strategy, thought leadership, digital strategies, ESG and events. Managed high-performing marketing and global implementation teams for end-to-end execution to 150 member firms.- Launched the firm’s global marketing focus on Industry 4.0 solutions program and managed all output, resulting in a generated $30M for the business. Plan included developing external brand awareness and capabilities, GTM plan, messaging, digital strategy with a focus on CRM and customer acquisition, digital and social media paid advertising, earned and owned media and creation of digital assets and content. Campaigns achieved exceptional digital and customer growth and brand awareness results compared to other global sector marketing campaigns at KPMG.- Created five editions of the flagship Global Manufacturing Outlook thought leadership campaign. Considered a ‘best practice’ and the top 4 out of 50 performing global campaigns. Recognized for consistently achieving the highest quality of content, client and country engagement, social and digital metrics. - Strategist client account-based marketing actions and content supporting crucial issues such as ESG, cyber security, AI, robotics, digital supply chains, big data. Presented two best practices on developing thought leadership and digital-first marketing campaigns to 100 marketers and communicators. - Led strategy and execution for all global events such as air and car shows, client events, sponsored industry events and conferences such as the 2018 Farnborough International Airshow in London. Included communications plan, booth branding, PR, messaging leading up to the event, on-site logistics and coordination with member firms, on-site presentation, media interviews and client events.

  • Senior Manager, Program Delivery, Global Marketing

    • Apr 2009 - May 2014

    Strategic consultant and project manager on global marketing integrated campaigns; worked with the Head of Delivery to build in-house shared agency services model and monitoring for quality and performance. - Designed marketing programs that strengthened global brand awareness, country adoption and achieve profitably goals. - Produced KPMG's high-profile research based, thought leadership multi-channel campaigns such as ESG report, Global Automotive Executive, Global Manufacturing Outlook, Metals and Aerospace & Defense Outlook reports, Frontiers in Finance and Reaction Magazines, Consumer Executive Survey report and marquee events such as Consumer Goods Forum and Tax Summits. - Stewarded the KPMG brand for two global Masterbrand rollouts and acted as brand ambassador on all creative development and messaging.- Managed on-shore and off-shore agencies, writers, digital designers, research firms and cross-functional teams of digital, social media, events and research teams to deliver high-quality, impactful, and cost-effective and result-oriented campaigns on time.- Coached two high performing managers, developing their strengths and improving employee engagement - Launched the Frontiers in Finance campaign with successful country customization pilot resulting in 18 countries and 9 Financial Services accounts adopting. Provided best practices, improved quality, and reduced production costs by 40%.

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  The Home Depot Canada

  • Toronto, Canada Area

  • National Marketing and Promotions Manager

    • Dec 2005 - 2008
    • Toronto, Canada Area

    Managed HD's national marketing strategies, promotional calendar and e-commerce/CRM integration and customer and retail events to drive brand awareness, customer acquisition, in-store traffic and supporting the retail merchandising business objectives of driving growth across all store products. Managed $3M budget. - Led cross-functional teams of internal stakeholders and agencies to create powerful brand-enhancing marketing strategies delivered through digital/CRM, mass print, catalogues, broadcast, media placement, homedepot.ca, direct marketing, public relations and call center integration. - Developed a national promotion program to improve in-store advertising and reduced costs. Plan included design of promotional elements for all store departments, tracking metrics and store execution. Gained senior leadership buy-in and led cross-functional teams of operations, marketing and agencies to roll out plan in 2008.- Re-launched ‘You Can Do It’ workshops which included digital web and traditional advertising, partnering with retail vendors to create relevant content such as the ‘Eco Options’ seminars and creating in-store events such as the ‘Girls Night Out’.- Developed national in-store coupon promotions program that increased operational efficiencies and 3% revenue: Designed strategy, improved gift card processes, analyzed offers and implemented coupon barcodes.

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  TELUS Communications

  • Toronto, Canada Area

  • Team Leader: Senior Manager, Corporate Sponsorships, Event Marketing and Community Investments

    • Aug 2004 - Oct 2005
    • Toronto, Canada Area

    Built a strong sponsorship portfolio of sports, arts and cause properties and activation strategy to support brand recognition and drive consumer and business interest and purchase behaviors towards one of the top brands in Canada. Managed a team of 4 senior high performing members and $30 million budget. Developed the marketing strategies, led the end-to-end program management, evaluated partnership opportunities, negotiated contracts and set targets and measured KPIs and results. Major sponsorships partnerships included: Maple Leafs Sports and Entertainment, Blue Mountain Intrawest, TELUS Skins (PGA golf event), Ottawa Renegades (CFL), Canadian Soccer Association and National Arts Centre.- Pioneered and led the inaugural Ontario TELUS President’s Invitational charity golf event that raised $120K. Gained leadership buy-in, managed all elements such as advertising, charitable activities, selling sponsorship packages, client hosting, media and on-site logistics. Recognized by sales and high valued customers as the best premium customer event in TELUS’ history contributing to stronger relationships and increased business. - Generated positive media coverage and supported TELUS’ goal of being Canada’s Premiere Corporate Citizen by co-leading media events in which TELUS donated $10 million to the Ontario Science Centre and $2 million to the TELUS Studio at the Canadian Film Centre.

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  American Express

  • Toronto, Canada Area

  • Marketing Manager, Corporate Card Marketing and Membership Loyalty Rewards

    • 2002 - 2004
    • Toronto, Canada Area

    Developed Corporate AMEX Charge Card marketing strategies to drive customer engagement, brand preference and sales growth on products and services for the mid-market segment. Marketing strategy included new product development, CRM, direct marketing, digital strategies, card enhancements, advertising campaigns and client events. Managed Consumer Card Customer Loyalty Membership Rewards program.- Developed a Corporate Telecommunications strategy that included negotiating with major telecommunications companies as partners for a consumer loyalty contest promotion and launching a B2B sales solutions product to enterprise and large businesses. The result was a $20 million increase in corporate card revenue and a stronger value proposition to major accounts.- Launched a successful Membership Rewards ‘Welcome Aeroplan’ campaign through online advertising, direct mail, promotions and call center integration resulting in a 4% increased customer base and 8% redemption rate.

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  Yum! Brands

  • Toronto, Canada Area

  • National Brand Manager, Pizza Hut Canada (part of Pepsico)

    • 2000 - 2002
    • Toronto, Canada Area

    Led $20M marketing strategies in support Pizza Hut’s $100 million brand in Canada. Managed brand development, P&L, co-partnership programs and launched products from concept to market including consumer, pricing and product testing/analysis and developing brand communication plans for local Canadian market. Developed campaigns delivered through original TV and radio advertising, in-store POP, promotions and persuasive store sell-in materials.- Exceeded sales growth by 5% YTD, market share targets and received ‘Marketing Service’ award for the successful ‘Twisted Crust’ and ‘Insider’ new pizza product launches. Sold financial and marketing strategy to senior committee, led cross-functional teams and projects from market research, operations, R&D, advertising, performance tracking and post analysis stages.- Increased sales volume for key Molson and Pepsi supplier accounts by 7%, achieved a customer satisfaction rating of 90% and positive senior management and retail feedback by developing the first national ‘Brisk’ and ‘Summer Canadian’ retail promotions.

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  Bell Canada

  • Toronto, Canada Area

  • Sponsorship and Event Marketing Manager

    • 1997 - 2000
    • Toronto, Canada Area

    Developed the marketing strategy, lead creative and implementation of activation plans for Bell's sponsorship of high profile Toronto International Film Festival (TIFF) and NHL (Toronto Maple Leafs, Air Canada Center) and OHL and Minor hockey properties. Awards received: 'Most Innovative Marketers', Strategy Magazine and 'Best Website of the Year', National post for Bell's Film Festival marketing integrated marketing campaigns.Accountable for a $30M budget, developed innovative and impactful integrated marketing and communications plans to support brand recognition and drive consumer and business interest in BCE products and services. Acted as a sponsorship /property advisor to provide strategic counsel and support to BELL business units and functions on how best to leverage proprieties to meet their business objectives.

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  Ogilvy

  • Toronto, Canada Area

  • Creative Coordinator

    • 1993 - 1996
    • Toronto, Canada Area

    Managed client creative projects and account managed for Unilever, Jaguar, Midas, Dove and Kraft.