Career Profile
Digital Marketing:
Social Media Marketing * Search Engine Optimization * Community Building * Web Analytics
Communications:
Public Relations * Strategic Marketing * Word of Mouth Evangelist * Product Management
Job Experience:
Marketing Communications Manager Cuisinart
2007–Present
Initiated and managed innovative word of mouth marketing campaign aimed at building brand loyalty with Canadian moms. Campaign received media attention in Marketing Magazine, Strategy, Sponsorship Report, and a 4-page spread in Chatelaine. The online component consistently ranked as the number one sponsored page based on click-through from member e-mails and overall site for unique visits.
Managed the brands online presence through an innovative and brand consistent, two-year, e-marketing plan. Delivered a revised website on a minimal budget that reflects the brand messages and has received accolades from customers for usability. Developed two new sections with increased content including helpful articles, recipes, and interactive shopping lists. The addition of these sections as well as initial changes to site for Search Engine Optimization purposes have helped increase traffic to the site year-over-year by more than 1500% and search traffic by 900%.
Built online brand community to encourage two-way dialogue with current and potential customers. Cuisinart Community features included the ability to share Recipes, Cooking Tips, Product Reviews and local events with other members of the social network. Brand Ambassadors involved in the project are also able to write articles. Objectives of community project: provide another avenue for customer feedback, boost traffic to site, encourage trial and sale of products through customer reviews and word of mouth.
Monitored and analyzed corporate websites as well as external websites and social networks for brand mentions. Created a simple two –page monthly report to monitor monthly stats and brand mentions to help measure success of marketing campaigns, website modifications, online and search advertising, and promotions and contests. The concise and easy to read report made the analysis comprehensive for the entire marketing and sales team, and kept everyone up-to-date on online initiatives.
Worked with Public Relations agency to promote products to traditional and online media. Through media events, press kits and releases and innovative “Lunch n’ Learns” increased earned media reach by 165% in 2007 over 2006.
Category Manager Cuisinart
2006–2007
Launched a new product category, from conception of marketing plan to execution, where key consideration was the competitive nature of the category. Product launch included: sales collateral, advertising, PR, and product micro-site. The launch event for National Buyers and media personnel resulted in over 15 immediate media mentions, and support for product at all National Accounts. Developed a Nation-wide incentive program for a major retailer to encourage product knowledge and sales. This generated a 330% increase in sales during the six-week period, and is being repeated during Q4. This integrated marketing approach allowed us to surpass our original objectives and reach 15% market share ($) in one year.
Worked with Creative Departments in Canada, US and overseas factories to complete artwork for product categories including product boxes, instruction booklets and recipe books. Maintained a 100% completion for on-time production.
Provided input to Marketing Director on product line-ups for relevant categories, taking into consideration pricing strategy, distribution of products, and brand objectives. Worked with Marketing Director to negotiate pricing from manufacturers as well as maintaining production schedule for Canadian market.
Supported the sales force by presenting new products during Line Reviews, communicating product changes in a timely manner, and creating sales and promotional material.
Marketing Coordinator Harlequin Enterprises Ltd.
2004–2006
Managed the creation of a quarterly sales catalogue from initial copywriting to final printing. Produced processes and templates that allowed the project to be completed in 20% less time than previously, and allowed a new team member to take over the project the following quarter with ease.
Contributed to the development of the retail marketing plans and assisted in implementation through creation of in-book material, creative copy for sales collateral and mass-market advertising.
Researched competitive packaging and retail marketing strategies. Submitted ideas and assessments on product packaging, advertisements, and catalogues through formal and informal presentations to department leaders.
Within a company-wide multifaceted team helped to develop a strategy for marketing a new brand, including the formation of logo, sales strategy, and promotional ideas for launching the product line.
Account Manager Special Markets HarperCollins Canada
2001–2004
Created and delivered a communication strategy that cultivated solid relationships through direct personal selling, development of quality print communications, trade shows and sales promotions. Reactivated over 100 dormant accounts and increased overall sales by 20%.
Conceptualized and developed a new catalogue to market existing product lines to a specific channel of clients. The catalogue was well received by the retailers, who cited greatly improved efficiency in the buying process.
Forecasted and analyzed quarterly sales to retail clients based on marketing and promotions, past purchases, and market trends.
Successful sales and marketing to gift, toy, specialty, national accounts and corporate clients across Canada. Key accounts including, Toys R Us, Club Monaco, and William Sonoma.
Education:
Bachelor of Arts, Communication Carleton University 1995–1999
E-Marketing Certificate CMA 2007–2008
Marketing Management Certificate Ryerson University 2002–2005
Book Publishing Certificate Centennial College 2000–2001
Design and Publishing for the Web Centennial College 2000
Computer Skills:
Google Analytics · Wordpress · Photoshop · Basic HTML · QuarkXpress · Microsoft Office
Activities:
* Blog at www.MEGOAgain
* Active on social networks: Twitter, Facebook, LinkedIn, Flickr, FriendFeed and LivingSocial
