Member of the agency’s senior leadership teamHelp develop the agency’s profile as a leading direct response agency and increasebusiness revenue through sales of creative productsOversee and manage the creative planning process including strategic planning anddevelopment to deliver effective campaigns which meet and exceed clients’ needs andensure profitability for the agencyManage partnerships with leading international freelancers (design and copy teams) andnetwork of suppliersProvide support to and assist in upskilling and development of Account Managers andAccount Coordinators with regards to creative processes and projectsWork with leading non-profit organizations in Canada such as the Canadian Red Cross, UNICEF Canada, CAMH, Médecins sans Frontières/Doctors without Borders, Heart and Stroke Foundation etc.

Drive both the strategic and creative marketing efforts for the Birks Brand (product & retail) and lead the development and execution of a cohesive marketing communication plan for Birks brand in North America and international markets in both Birks retail stores and wholesale locationsResponsible for brand development through a clearly defined strategy, which unites creative brand direction, traditional marketing, visual merchandising, events, as well working closely with the PR Director and the Director Digital Marketing & Ecommerce to position the brand in the eyes of the consumer and ensure a cohesive branding and messaging strategy across all channels in an effort to support business growth and enhance brand equity and awareness (traditional marketing, social and web channels and in-store) Management of a multi-million dollar marketing budget for Birks Brand in North America and international marketsCollaborate closely with Merchandising, Product Development, Retail and Store Operations for key product launches throughout the year Oversee brand events and third-party advertising initiatives with key luxury brand partnersSupport retail operations throughout the year with timely communications to support key selling periods and help drive traffic and salesWork with key agency partners for special projects including the 1879 by Birks lifestyle magazine

Worked in close collaboration with Chief Marketing and Merchandising Officer on the development and re-launch of the Birks product brand including development of new branding strategy and manifesto, product design strategy and collection development and re-vamp of visual merchandising and in-store experience including store re-designKey contributor to development of 5-year strategic plan for marketingOversaw annual media plan and manage multi-million dollar marketing budget for Birks brand Led and executed consumer research initiatives for expansion into Chinese marketLed and oversaw marketing sponsorship of the 2010 Winter Games in Vancouver including licensing and athlete endorsements/partnerships

Lead and oversee key branding initiatives to build brand awareness in North America and in EuropeOversee the annual media plan, advertising spend and marketing budgetSupport all key retail events with necessary marketing materialsWork with merchandising team to support new product launches & develop integrated marketing plan for roll-outOversee annual catalogues and development of collateral materialWork with advertising agency on branding campaignSupport Birks sponsorship of the 2010 Winter Games in VancouverSupport & develop marketing plan for international expansion (US, Italy, Dubai)

- Oversaw key branding initiatives, international media relations, corporate communications, strategic marketing and communication plans for international markets (outside of North America)- Oversaw and coordinated the development of all marketing, communications and advertising materials for all product lines with external agencies and supplier (for Sea-Doo watercraft & sport boats, Can-Am all-terrain vehicles(ATVs), Evinrude and Johnson outboard engines)- Oversaw web strategy for international markets- Creation and development of clothing line-up and accessories for international markets- Event management with virtual and direct teams and external agencies(product launches, dealer meetings, photo shoots etc)- Coordinating development of international program for dealer signage, retail store environment and in-store merchandising