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.

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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

2035-2035

Role & Company Name

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2021-2023

TJP LABS INC.

(MARKETING MANAGER - GLOBAL)

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

Brand Management: Delivered 125% growth within 8 months and a $200 million dollar exit by leading the value proposition development, brand positioning and launch execution of a global brand “LIX,” including brand architecture, guidelines, IMC development, campaign materials and in-store execution.
Brand Development: Led brand development, marketing strategy and go-to-market planning of a new caffeine-based better-for-you energy brand, devising brand strategy, brand guidelines, campaign calendar, and digital assets for upcoming launch in 2024.
B2C 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: Delivered 15% growth in B2B demand by refreshed the corporate company brand and sales materials, relaunching the website and positioning TJP Labs as a global thought leader within global harm reduction manufacturing,
Relationship Management: Managed the creative production of contract manufactured brands including ZEO (Zest Brands), Mojo (E Alternative Solutions), Ignite, NIC-S, MYLE
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.
Budget Management: Led budget management for the brand portfolio including preparation and management of budgets, fostering efficient resource allocation, and driving cost-effective campaigns.
Team Leadership: Led cross-functional teams including finance, supply chain, growth, performance, research and sales for quarterly marketing planning, board deck development and investor presentations.
PR & Media Relations: Key contact and lead for all PR efforts including writing and releasing press releases, interviews, trade show appearances, facility tours, conferences, and keynote sessions.

(Skills used: B2B & B2C Marketing, New Brand Development, Digital Marketing, Trade Marketing, PR)

2035-2035

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.

(Skills used: HubSpot marketing cloud, email marketing, inbound marketing, customer service)

2035-2035

SENIOR BRAND MANAGER

(HEAD OF BRANDS, MEDIA AND EXPERIENTIAL MARKETING)

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

Brand Management: Increased brand awareness by 11% and grew customer base by 2.9 million in 6 months, employing campaigns for awareness and preference building, acquisition, and cross-selling.

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 stakeholders including digital, public relations, government regulations, finance, and sales.
Partnerships: Lead co-branding and partnership marketing initiatives with leading sports teams and handset manufacturers.

Budget Management: Optimized marketing spending, saving $255,000 across media channels while tracking market trends and program effectiveness.

(Skills used: Marketing Communications, Advertising, Digital Marketing, Activations, MS Excel, MS PowerPoint, MS office applications)