Building an Award Winning Brand
As the North American Product Marketing Manager and Sales & Marketing Manager at GE, I had the privilege of leading sales and marketing efforts for the Canadian business and overseeing North American product marketing. Focusing on strategic business plans and innovative go-to-market strategies, I successfully managed a 7% increase in national sales and improved market share by 15% over three years. Our efforts were recognized internationally, receiving multiple marketing awards for the highly acclaimed Super Blue District campaign.
Additionally, I played a pivotal role in media and event strategies, managing prominent automotive shows such as the Toronto International Auto Show, SEMA, and APEX Shows in Las Vegas, which generated over 3 million impressions annually. By driving product positioning, brand awareness, and in-store purchases through omnichannel experiences, I contributed to GE's overall success and growth.
Creating Rock Leaders
As the Sales & Marketing/Business Development Manager at Holcim Cement, I was pivotal in repositioning St. Lawrence Cement and Dufferin Aggregates division's corporate brand image and product portfolio. I successfully implemented a digital marketing strategy centered around dufferinrockstar.com that included innovative tools and platforms to educate the marketplace on our production, quality, and sustainability value differentiators. Additionally, I spearheaded an integrated advertising campaign and industry events, significantly increasing lead generation. I also managed public relations efforts focused on corporate social responsibility and community initiatives. My contributions led to market growth, improved customer engagement through e-commerce, and enhanced brand perception.
Making Wal-Mart a Paint Destination
As the Business Development Manager at ICI Paints, I drove strategic plans for the Americas for the Walmart account. By developing customer-centric plans and fostering synergy across Business Units, I achieved organic growth within the Americas account portfolio. Managing a sales team and collaborating with a new marketing agency, I played a key role in shaping the North American go-to-market plans.
My contributions included developing strategic marketing plans that significantly improved brand engagement and consumer conversion. I ensured a cohesive brand strategy across multiple channels through integrated marketing approaches like narrowcasting, POP, out-of-section, digital marketing and category management techniques. Additionally, I led the first Canadian consumer market research initiative, yielding valuable insights for effective growth plans using lifecycle marketing and design thinking approaches.
Providing Simply More
As the Director of Marketing at Uponor Ltd., I led a strategic marketing team and drove the development of integrated marketing initiatives. I achieved significant results by developing a Canadian strategic business plan, implementing value-chain analysis, and launching targeted marketing strategies. These include an average annual growth rate of 8% over five years, improved customer targeting within key communities, generated over 2 million impressions annually, and drove 8% AAGR in sales. I also led the development of impactful tradeshow and experiential strategies, resulting in a 28% increase in lead generation and the identification of 3000+ new leads over five years. Furthermore, we identified new product opportunities through market research initiatives and successfully launched first-to-market technologies in the North American market. Additionally, I led the Canadian Hydronics Council Marketing Committee's campaign, resulting in a 25% improvement in audience engagement.
Creating Connected Solutions
As the Director of Marketing at United Technologies, I led strategic planning, brand management, product marketing, marketing communications, and digital efforts. Working across divisions such as Chubb, Automated Logic, and Carrier, I pivotally drove the brand evolution. Notable achievements include developing and executing end-to-end strategic plans for renowned clients in the Infrastructure/Financial/Telco portfolio, securing contract renewals and driving substantial growth. I also spearheaded comprehensive Go-to-Market (GTM) programs, resulting in significant incremental sales and market differentiation in key growth verticals. I optimized customer engagement by leading organization-wide digital marketing strategies, introducing innovative Monthly Recurring Revenue (MRR) initiatives, and developing cutting-edge Smart home/building solutions. Through my role at United Technologies, I demonstrated a strong track record of driving growth, leveraging emerging technologies, and delivering transformative marketing strategies.
Delivering a Global Brand Experience
As the Director of Global Marketing at CSA Group, a global leader in Testing, Inspection, and Certification, I led a team of 20 marketers across multiple business units to build and elevate the CSA Group brand. With a focus on strategic planning, new service launches, brand equity enhancement, and experiential marketing, I played a key role in driving profitable growth and achieving double-digit sales growth across our $300 million global business. By deploying a global content management strategy and implementing a comprehensive experiential marketing program, I successfully improved brand consistency, increased campaign conversions, and generated impressive leads.
Inspiring Trend Research
As the Chief Marketing Officer at Trend Hunter, one of the world's largest trend research and planning organizations, I was responsible for developing a technology-enabled marketing strategy to elevate the brand and enhance the customer experience. By implementing cutting-edge marketing tactics and techniques, including creative digital/social media campaigns and experiential marketing, I achieved a remarkable 20% increase in brand awareness. Additionally, I spearheaded the development of a qualitative research program, leveraging insights from clients, employees, and industry stakeholders to expand the service offerings by 10% in the first year. Collaborating with sales leadership, I created innovative strategies and frameworks, resulting in a 12% improvement in Sales Qualified Leads. Finally, I delivered Futurism keynote presentations, positioning Trend Hunter as a thought leader in consumer experience management.
Reshaping Brands
D&A Group Services
D&A Collections evolved to D&A Group Services. Contact me for the case study.
Groove Industries
HD Prefab evolved to Groove Industries. Contact me for the case study.
Women In Construction
Evolving the brand from start-up to scale-up. Contact me for the case study.
Registered Nurses Association of Ontario (RNAO)
Registered Nurses eLearning redesign. Contact me for the case study.