Queen's University

Richard Ivey School of Business

University of Alberta

Manager, Marketing at Edmonton International Airport

As the Director, Marketing, Communications & Loyalty, I am accountable for leading the development and implementation of a cohesive and integrated corporate-wide strategy and approach to marketing, brand and external communications. Innovation is key to leading complex and diverse marketing and communications departments while also leading and maintaining a renewed loyalty strategy and program. Community Investment is an enabler to our communications, marketing and social programs at YEG.
• Overseeing effective and consistent marketing and communications to customers and team members that align with YEG’s brand voice and reflect our values.
• Directing YEG’s internal and external narrative, including ensuring an organizational view to support corporate key messages and guide YEG’s brand story.
• Providing recommendations and strategic advice to executives and directors on overall brand perception and responsible functions, including media issues, social media, and marketing, communications, and loyalty.
• Continually seeking new opportunities and ways to enhance and transform marketing, communications and loyalty functions and processes at YEG.
• Stewarding YEG’s story and public dialogue through external communications while managing YEG’s reputation through strong media relations and issues management.
• Directing the development and delivery of an enhanced digital and social media strategy; ensuring effective measurements are in place to increase YEG’s presence and use of social and digital media; and ensuring alignment of social and digital content with broader campaigns.
• Direct the implementation of the Community Investment strategy.
• Develop and direct the loyalty program with a focus on driving non-aeronautical revenues and enhancing the passenger experience.

Edmonton International Airport (YEG)

Director, Corporate Communications, Marketing and Loyalty

-Create and recommend the marketing and development plan for YEG rewards, including but not limited to an annual marketing and communications plan, program and partner development, lifecycle revenue management, segment development and management, customer journey mapping opportunity development and new revenue development. 
-Overall management of the YEG rewards program including new program development and implementation, transition of existing members, ongoing program growth (from a member, program and partner perspective) and execution of ongoing campaigns within the platform. Ongoing campaigns will include offer development, communications tactics and system programming.  
-Collaborate with internal and external stakeholders including communications, customer experience, air service, parking, concessions, cargo, real estate and our airline partners to deliver on expectations and revenue targets
-Serve as the subject matter expert for development and implementation and to influence the new commercial revenue program loyalty platform core infrastructure including earnings, redemption options and key partner participation and integration.
-Creation and recommendation of a dedicated program plan with revenue projections, member growth targets, partner growth targets and a campaign and communications plan for program transition and growth.

Loyalty Program Manager

-Creating, managing and executing strategies and tactics to support a proprietary rewards solution to drive retention, loyalty and grow EIA expenditures while learning more about key passenger segments
-Supporting marketing initiatives including partnerships and offers that drive more passengers to EIA, including new flights
-Developing strategies and tactical marketing plans to increase non aeronautical revenues through concessions, retail, parking and hotel partnerships and offers
-Supporting marketing needs for International Inbound growth
-Being a brand ambassador and creating a brand experience in all aspects executed by marketing
-Enjoying the best view I have ever had in my career!

Manager, Marketing

-Develop integrated, targeted marketing campaigns for MasterCard products in collaboration with partners in Retail Financial Services, Business and Agriculture and Alberta Intelligence and Innovation to leverage card services as a customer acquisition tool.
-Project manage the successful implementation of all go-to-market activities with engagement of stakeholders from across the enterprise including measurement and analysis against objectives and budget
-Work with the Centre of Creative Excellence and external agencies to deliver innovative and effective customer communications and messaging that supports the ATB brand
-Work closely with key partners to evolve customer attributes, segmentation, and analytics for improved acquisition results
-Deliver communications support for initiatives to support the business:  Projects, process and general information requirements
-Leading a team of marketing professionals to execute on marketing tactical initiatives; Successfully relaunched the retail card services portfolio in April 2012 with significant competitive improvements to the portfolio and a new value proposition; Sales results at the end of August exceeded total annual results from the previous year
-Implemented improvements to online acquisition process to improve application success rates 
-Relaunched Platinum MasterCard to the World platform including new plastic and collateral; redesigned key card product designs for a more attractive and contemporary design and theme unique to Alberta.  
-Planning, developing and executing quarterly cross sell campaigns to existing ATB customers to increase penetration for Card Services – significant results exceeding objectives for both retail and business campaigns
-Managing internal communications messaging across ATB; ensuring consistent, simple, yet effective messages reach our intended audiences
-Planning, developing and executing campaigns to grow and retain existing MasterCard relationships

ATB Financial

Senior Marketing Manager

•	Develop integrated marketing campaigns in collaboration with partners in Retail Financial Services and Alberta Intelligence that leverage customer attributes and segmentation
•	Project manage the successful implementation of all go-to-market activities with active engagement of stakeholders from across the enterprise including final measurement and analysis against objectives and budget
•	Work with the internal creative agency and external agencies to deliver innovative and effective campaigns and  communications and messaging that supports the ATB brand
Achievements: 
•	Created Spring 2009 Cross Sell and Upsell Campaign featuring six direct mails leveraging models and segmentation to test a travel contest offer.  Key products stimulated incremental sales and all campaigns (with the exception of one) stimulated secondary product sales.
•	Created Skip a Mortgage Payment campaign (summer 2009):  exceeded targets of 6% by 2%.
•	Created ATB Alberta Growth Note campaign (August 2009) including in branch merchandising, atb.com, ATBOnline messaging, print, direct mail and IVR messaging:  Sold out in 7 business days over exceeding minimum 30 day campaign expectations
•	Created Fall Investment (October 2009):  Leveraged predictive models to target highest propensity cross and upsell customers to grow FDD sales and to lock in and retain high value Springboard Savings Account customers: Exceeded unit targets by 150% and revenue targets by over $40M (total $67.5M)
•	Created Spring Campaign to acquire new mortgage customers with chequing, HELOC and Loan Protection and deepen relationships with renewing ATB mortgage customers. Created innovative Mortgage Experience Car with earned media and exposure  (April 2010)

Marketing Manager

•	Managed awareness and traffic generation for new branches in Edmonton and Calgary 
•	Assist branches in campaign development and execution within Edmonton and Calgary, including regional initiatives
Achievements: 
•	Supported marketing plans and successful launches for 3 new branches (Westwinds, the Grange, the Meadows)
•	Created new branch opening tool kit and marketing process
•	Created Marketing Zone:  an integrated intranet tool to assist and streamline branch support for campaigns and marketing communications across ATB

Emerging Markets Manager

•	Managed overall marketing, retention and stimulation campaigns for long distance, local and calling features.
•	Managed market launch of new core services enhancements including campaign management and front line readiness
•	Developed segment plans to target customers with an end to end integrated program (offer development, campaign management, channel development, and sales training) to increase and retain revenue.
•	Worked closely with key stakeholders to ensure successful promotion of new services and offers including Pricing, Product Development, Sales Channels, and Communications. 
Achievements: 
•	Developed training and market launch for Long Distance Revolution and Home Connections bundles
•	Developed segmentation approach for movers, post secondary students, young families, ethnic and seniors to capitalize on revenue opportunities and control churn
•	Supported market launch activities for key core services:  TELUS Digital Phone, Fun Greetings and wireless number portability

TELUS

Manager, Core Services and Segments,Product Marketing, Consumer Solutions

•	Managed primary contact between Long Distance Product Marketing and Front Line Sales Channels
•	Created and implemented new Long Distance Winback and Retention offers, plans, and campaigns
•	Trained front line staff on products, sales tools and use of specialized winback and retention offers
Achievements: 
•	Created offers for successful mass and targeted advertising campaigns for long distance
•	Updated training for front lines including development and implementation of an e-learning course 
•	Significantly decreased controllable billing adjustments against long distance

Consumer Long Distance Product Manager, Consumer Solutions

•	Created overall market segment plans, channel coverage models and tactical marketing plans to deliver services and programs to realize revenue, profitability and customer satisfaction objectives for Bell’s small and medium business markets in western Canada
•	Developed and managed all take to market campaign activities across functional teams (product marketing, planning, communications, operations, training and internal and external sales)
•	Conducted research and interpreted findings to direct marketing activities

Bell

Small Medium Enterprise Market Manager

Business Local Access Product Manager, Marketing, Bell, August 2000 to April 2001
•	Developed and delivered local access products and services to meet customer specific needs
•	Created product plans to include life cycle analysis, strategies and tactical marketing plans
Achievements:
•	Successfully launched Intelligent Lines local access services as Bell’s first standard service offering

Business Local Access Product Manager

Created and implemented the first TELUS bundle involving local, enhanced calling features, long distance and internet portfolios (TELUS Yak Pak)
Managed cross functional team including strategy, local competition, market management, regulatory, billing, provisioning and sales channels; Yak Pak achieved $12M of revenue in the first year, implemented on time and on budget
Led Competitive Response Bundling Team for successful response to local services and unlimited long distance offer by Sprint in 1999

Loyalty Programs and High Value Customer Market Manager, Customer Care, TELUS Residential Marketing

Bundling Manager

Managed team to provide sales support for all channels (Retail, Call Centres and Telemarketing)  
Created advertising and sales materials, facilitated training and launch activities, and developed and implemented promotions and incentives to improve overall sales performance; Aligned sales and marketing efforts through improved communications, tools and measurement
Aligned sales compensation and weighting criteria with Marketing priorities
Successfully implemented all long distance, Reward, and Win back programs

ED TEL

Distribution Support Manager

Developed, negotiated and managed the ED TEL and AGT Sales Agency relationship including compensation and commission 
Coordinated implementation of AGT Toll Services including Affinity Groups and Hello! Phone Pass Cards; Negotiated a mutually beneficial agreement with agreed to sales targets and financial support
Sales targets met by sales channels with provided channel management support and training

Cindy Barclay