Surrey, British Columbia, Canada
18+ year career in digital & non-digital marketing, strategic planning, channel management and operational management in multiple, diverse industries. Have worked on more than 500 projects that ranged in size from small business startup product launches to national B2B and B2C marketing campaigns and sales performance programs that enabled a national corporation achieve $8+B annual operating revenues. Managed teams of 30+ with budgets $3+M. Specialties: Strategic Planning Marketing Strategy/ Tactical Management Brand Development and Management Digital Marketing Channel Managment Social Media & Content Marketing Email Marketing CRM – Customer Relationship Management Non-digital marketing – publications, brochures, collateral, direct mail Events management Stakeholder Management Performance Management B2B/B2C/Public Sector Operational Managment Budget Management
• Comprehensive/on demand Marketing and Business consulting services • Services include: comprehensive marketing planning & implementation, brand development, social media optimization, email marketing, website design/management business consulting
• Planned and delivered all elements of end-to-end marketing plans for 7 seasons for 3 (street & mall) retail locations in BC and Alberta, using traditional and digital channels and other elements of the marketing mix • Developed and managed the company’s own brand. Also collaborated with suppliers of over 30 brands to promote their brands • Organized and worked with photographers, models and other service providers in 7 season’s fashion photoshoots and used this plus artwork provided by suppliers to develop content for defined advertising/promo channels for specific seasons: o Print (magazines, newspapers, brochures, cards) o Digital (website, paid digital, social media, text) o Events (single brand, multi brand, multi-company, community) o Weekly email (one/store) o Direct Mail (customized and drop) o In store display and collateral o Contests & sponsorships • Managed the corporation’s 10,000+ customer loyalty program
• Small Businesses represent 98% of all businesses in British Columbia • Planned & managed the activities of the Roundtable, chaired by the Minister of Economic Development and 20 BC business leaders, which addressed key issues & opportunities for BC small businesses. The board also engaged with the SB community as well as government and non-government entities that served them throughout the province each year. Examples: All BC municipalities Retail Council of Canada All BC chambers of commerce BC Restaurant & Food Services Canadian Homebuilders Assoc. Aboriginal Indian Bands Junior Achievement of BC Cdn. Federation of Independent Businesses • Key responsibilities: o Planned, organized regular Roundtable Board Meetings with members and required subject matter experts from other ministries or external entities o Collaborated with required experts to prepare content for meetings/events, documented action items from the meetings and followed up to ensure achievement of the items, including design and launch of new programs o Planned & coordinated annual face to face engagements with small business operators throughout BC. www.smallbusinessroundtable has summaries o Collaborated with committee members to produce the Annual SBR Report to Government (2008. 2009, 2010, 2011) o Coordinated the Annual BC Small Business Month – month long calendar of events, corresponding press releases, release of publications o Updated and produced publications e.g. Starting a Small Business Guide • Personally led efforts to collaborate, develop and acquire approvals for new programs: o The first Annual Open for Business Award recognizing the most small business friendly municipality in BC . o 1st Aboriginal SBR Consultation and subsequent ones until 2012 o Launched the initial use of social media to support SBR Secretariat activities
• My core Enterprise Marketing team maintained 2 key integration and control capabilities that enabled Canada’s 2nd largest telecommunication provider, which offered the full suite of wireline, data, wireless and hardware products and services, to operate seamlessly as one enterprise across many subsidiaries, divisions and regions. Most TELUS internal and external reporting systems depended on my team’s day to day efforts to maintain data integrity of essential marketing information. E.G. billing • 75 employees (30 permanent + 45 capital projects staff), located across Canada • total budget (expense + capital project) > $3m • My department was also responsible for assigning the annual sales goals for most of the enterprises subsidiaries and sales channels together with the actual vs plan performance analysis & reporting throughout the year
• Member of the leading edge senior marketing team that developed Canada’s 1st telecom bundling strategy. Result: turnaround of $1 billion from declining market share to share growth plus double digit % gains in emerging product lines • My distribution channel marketing team’s role was not only to provide channel expertise to the other areas of marketing on how the different channels can be optimized but we also had the responsibility of developing and assigning annual goals to each channel, performing corresponding analysis and reporting, managing incentive programs for all TELUS customer contact channels. Examples: o Corporate assigned sales channels o Business and Consumer inbound and outbound call centre channels o Business and Consumer Customer service channels o Retail and third party channels • In addition, during this time of disruption due to many company mergers and expansion from Western Canada to Central Canada, my responsibilities were expanded to include operational and change management for the following departments: o Business Sales Support o Business Customer Contract Management o Sales Incentive Management for all Business and Consumer Channels o Sales Performance Reporting and Analysis o Campaign Management