Wilfrid Laurier University

Director, Digital Marketing at Staples Canada

Staples Canada

Senior Director, Integrated Marketing

Senior Director, Digital Marketing, Email, Media, and Loyalty

Director, Digital Marketing

Responsible for digital marketing strategic planning and program execution for women’s and cosmetics departments. Oversaw all steps in campaign life-cycles from start to completion --
(1) Development of campaign strategy and briefing  internal creative and media buying departments to ensure objectives are achieved. 
(2) Continuous monitoring of campaigns in order to optimize tactics based on ongoing results. Quick data-based decision making to maximize program KPIs and conversions  
(3) Formulation of post-campaign reporting and analysis including presentation to key stakeholders.
 
Developed co-op program to drive endemic brand-funded marketing programs. Established a new revenue stream through the creation of an e-commerce site media program featuring display banners throughout the site and email. Partnered closely with brands to create strategies that achieved mutual goals while maintaining individual brand identities. Tapped into brand media budgets through custom marketing programs utilizing proprietary customer data on external digital channels.

Hudson's Bay Company

Senior Manager, Digital Marketing - Cosmetics and Apparel

Main responsibilities included driving traffic, conversion and revenue through the Hudson’s Bay mobile site and SMS program.

Oversaw content creation for the mobile site to communicate key marketing messages and promotions.

Tracked key metrics and optimized content daily to ensure sales targets were achieved.

Developed yearly strategies to drive SMS subscriber acquisition and increased site visits. 

Created matching program to track SMS subscribers through other digital channels. Subscribers were then sent targeted messages based on past purchase behaviour leading to conversion increases of over 40%.

Influenced complementary channels like email and search to tailor outbound marketing for the mobile audience.

Provided thought leadership to senior management team through the collection and distribution of industry data and insights.

Senior Manager, Mobile Marketing

I am the marketing lead for Yahoo! Canada Mobile products. I am responsible for developing yearly marketing strategies, executing multiple campaigns and analyzing post-campaign results. I develop marketing tactics that cover multiple communication platforms; mobile, online, print, event and social media. In every campaign, I focus on implementing highly trackable solutions in order follow user behaviour,determine ROI and possible future applications. 

Concurrently, I manage the Yahoo! suite of mobile web browsing products. This includes the mobile versions of Search, Frontpage, and media properties such as News, Sports and Finance. A key focus area of my role is determining local product requirements and communicating those requirements to product development and engineering teams. I work cross-functionally with multiple internal  groups in order to provide the best possible user experience for the Canadian audience.

A large portion of my role involves working with Canadian carriers to increase distribution and adoption of Y! Mobile products. I recently lead the implementation of a large search integration project with a major Canadian carrier. As a result, Yahoo! Canada now has search partnerships that cover over 70% of the mobile subscriber base.

Yahoo!

Mobile Marketing and Product Manager

Maritz

Production Coordinator

Megan Blackburn