CV

Professional Summary

I'm an experienced marketing manager with 10+ years of global experience delivering recurring B2C & B2B brand revenue and market share growth across North America (Canada & USA), Middle East and South Asia, through end-to-end project management, strategic thinking, innovative storytelling, and impactful omni-channel campaigns. Specialized in managing teams and processes to deliver business results across CPG, telecom, retail and health & wellness industries in agile fast paced startup environments and larger matrix organizations.

Download Full CV

Skills

Brand Development P&L Management Campaign Management Brandi Architecture Social Media Experiential Events Integrated Marketing Planning Digital Initiatives PR & Media Relations Trade Marketing

Influencer Marketing Go-to-Market Strategy Budget Management

Work Experience

2023-2024

NEVCORE INNOVATIONS

HEAD OF GLOBAL MARKETING

(New CPG startup focused on delivering harm reduction products in North American and MENA Markets)

• Consumer & Competitor Research for New Startup: Conducted market and competitor analysis and led research to understand consumer habits and competitive landscape in North America and MENA Markets.
• Brand Portfolio Development: Leading the development of a new brand portfolio and innovation pipeline for global market launch in Q2 2024.
• Web, Social, Creative & Experiential Agency Management: Negotiated, hired, and now training global agency partners to develop end-to-end consumer engagement strategies across web, mobile and in-store experience delivery.
• Events & Trade Shows: Designed booths and represented the organization at Total Product Expo (TPE) Vegas, Champs Vegas, WVS Dubai, WVE Russia and WVE South Africa tradeshows and lined up distributor networks for brand launch.
• Trade Marketing, Merchandising Planning & Execution: Developed merchandising units and point of sale material, to be deployed at multiple store formats and locations.
• Digital Marketing & Ecommerce: Led the development of a global B2B and B2C store front including loyalty program and subscriptions to increase customer purchase convenience and conversions across global markets.

2021-2023

TJP LABS INC.

MARKETING MANAGER - GLOBAL

(North America’s leading CPG manufacturer of modern oral pouches and e-liquids.)

Startup Brand Launch and Exit: Launched and grew a new product brand in the USA, achieving 125% growth within 8 months, leading to a $200 Million acquisition by ITG Group in June 2023.
Brand Positioning & Go-To-Market Strategy: Led brand development, marketing strategy and go-to-market planning of a new caffeine-based better-for-you energy brand LF*GO! for the upcoming launch in 2024.
B2C Marketing – E-Commerce & Digital Marketing: Achieved 2nd largest market share in 12 months and increased revenue by 20%, through a complete brand refresh including a new ecommerce store, email marketing and in-store channel activations.
B2B Marketing Website: Delivered 15% growth in B2B demand by refreshing the corporate company brand and sales materials, relaunching the website and positioning TJP Labs as a global thought leader within global harm reduction manufacturing.
Budget Management: Led $1 million budget management for the brand portfolio including preparation and management of budgets, fostering efficient resource allocation, and driving cost-effective campaigns.
Creative & Experiential Marketing Agency Management: Managed multiple agencies and partners (internal and external), and third-party print and trade marketing merchandising vendors across Canada, USA, and China, ensuring on-time delivery of marketing campaigns across ambassadors, in-store, POS, creative, digital, and retail executions.
PR & Media Relations: Led all PR efforts including writing and releasing press releases, interviews, trade show appearances, facility tours, conferences, and keynote sessions.

2021-2022

CLUTCH CANADA INC.

BUSINESS DEVELOPMENT MANAGER

(Canada’s leading online car retailer.)

Business Development: As part of the BDC launch team, leveraged my in-depth knowledge of the customer journey to enhance customer service, online chat, social media channels and phone-based interactions.
Customer Experience: Monitored and addressed daily inquiries, while optimizing response times through the creation of FAQs and canned responses for customer and marketing support.

2019-2021

SENIOR BRAND MANAGER

HEAD OF BRANDS, MEDIA AND EXPERIENTIAL MARKETING

(Global top twenty telecom operator with operations in sixteen countries worldwide.)

Award Winning Brand Leadership: Won 2x Effie Awards and 1x Eventex awards for successfully increasing brand awareness by 11% and grew customer base by 2.9 million, employing brand awareness & acquisitions campaigns.
Integrated Marketing Planning: Developed annual integrated brand marketing plan across the brand portfolio (pay as you go, enterprise and financial services), managing budgets and executing within timelines in partnership with external partners (creative, media, digital, merchandising) and internal & external stakeholders.
Brand Partnerships & Marketing Budget Optimization: Led co-branding and partnership marketing initiatives with leading sports teams and handset manufacturers and optimized marketing spending, saving $255,000 across media channels.