MARKETING MANAGER, NELSON                                                                               2010 – 2017

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Established new sales, marketing, and corporate social strategies to grow brand presence and market share. Managed the strategic marketing plans, tactical marketing efforts, and new product launches of an extensive portfolio exceeding 1,000 print and SaaS SKUs.   

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Nominated for 2013, 2014, 2015, 2016 Nelson Employee of the Year

Awarded 2013, 2014 & 2016 Marketing Manager of the Year

• Launched a new flagship print/digital product to the market using a multi-channel marketing strategy, including experiential, email, print, and content marketing to gain market leading 46% share in 6 months.

• Created a new product positioning strategy, with a focus on emotional customer benefits to differentiate Nelson products in an extremely competitive market, leading to market share growth of 3%

• Led a cross-functional team in the creation of a B2B account growth strategy, resulting in an 8% net revenue increase from participating customers.

• Managed the development of an innovative sales and presentation approach which incorporated brand messaging, and enhanced product positioning to align sales and marketing efforts and build further brand equity.

• Established the inaugural Nelson Civic Leadership Scholarship program to grow Nelson corporate social responsibility awareness, which expanded brand equity with consumers.  Exceeded first year enrollment goal by 225%.

MARKETING MANAGER, MAPLE LODGE FARMS                                                      2009 – 2010

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Created, executed and oversaw the strategic marketing efforts for all Maple Lodge Farms branded, customer branded and food service products.  Led brand development, designed customer specific marketing programs, created sales presentations, liaised with new product development, and conducted market research to grow the business.

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• Developed a comprehensive price optimization strategy to align net pricing across all business categories, resulting in an 8% growth in year-over-year net revenue. 

• Created the Canadian experiential event marketing strategy with a focus on product trials at store level and at-large festivals, resulting in improved brand equity.

• Enhanced web presence by spearheading the launch of the new www.MapleLodgeFarms.com website including the design of site strategy and creative copywriting.  Increased web traffic and time spent on the website by more than 35% by implementing online consumer promotions.

• Designed new Back-to-School in-store trade marketing programs by partnering with Dell computers resulting in year-over-year sales improvements of 13% at key accounts.

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ASSISTANT MARKETING MANAGER, MAPLE LEAF FOODS                                    2007 – 2009

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Directed the marketing strategy for a portfolio of 13 regional and national brands.  Led cross-functional teams, including manufacturing, procurement, supply-chain, category management, and sales to develop and successfully introduce new products to the marketplace.  

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• Collaborated in rapid, four-month recovery of over 40% market share following listeria product recall through managing a nationwide, month-long cross-promotion with Canada Bread, bringing positive consumer focus back to the deli category.

• Initiated and led a project to simplify an extensive product portfolio through consolidation of product formulas across brands, and rationalization of over 30 SKUs that were not driving profitability, leading to numerous efficiencies, including 12% raw material cost savings.

• Supported the successful development of new re-sealable packaging in the Deli category, resulting in an increase in category volume share of 1.8% according to Nielsen.

• Developed a re-branding strategy for the Schneiders 1890 Heritage Brand, and oversaw new packaging and pricing strategies that contributed to a 4% lift to average monthly gross sales..

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MARKETING MANAGER, PRIMUS TELECOMMUNICATIONS                                  2006 – 2007

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Led the marketing strategy and implementation plan for the Canadian Home Phone Service.  Redefined and repositioned the Primus Home Phone Brand from a value brand to one focused on innovation.  Oversaw the tactical implementation of new customer relationship and retention programs, resulting in a stable consumer base, in a declining market. 

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• Managed the new product launch (Telemarketing Guard), and created a new organizational brand strategy focused on innovation, resulting in an average monthly gross sales increase of 3% over the previous year.

• Increased customer base by 6% year-over-year through direct marketing promotional campaigns focused on free product feature trials to new customers.

• Reduced monthly customer churn by 22% by creating new loyalty promotions focusing on long-term customers, mitigating losses to the service revenue stream.

• Optimized direct marketing campaigns to target best potential new consumers based on expansive consumer demographic studies, providing a 16% response rate improvement.