Allison Lau Email & Phone Number

Toronto, Ontario, Canada

• Manage annual, quarterly, and monthly business strategy and execution plans supported with clear goals required to maximize the performance of the subscription revenue model• Oversee country EBITDA, CAGR, P&L management, operational strategy, forecasting, impact analysis, vendor strategy, supply chain management, and capacity planning• Develop, implement, and manage national e-Commerce strategies, ensuring overall alignment with corporate growth objectives including outlining… Show more • Manage annual, quarterly, and monthly business strategy and execution plans supported with clear goals required to maximize the performance of the subscription revenue model• Oversee country EBITDA, CAGR, P&L management, operational strategy, forecasting, impact analysis, vendor strategy, supply chain management, and capacity planning• Develop, implement, and manage national e-Commerce strategies, ensuring overall alignment with corporate growth objectives including outlining expectations for product sales, gross margin, and pricing• Ongoing people management, coaching, training, development planning, performance management, and appraisals of teamsKey Highlights:• Managed full $50MM P&L and 200K customers for Canada, sustainably growing the subscription side of the business by +56% and the DNA business by +5% after two consecutive years of stagnation• Successfully led profitable growth by penetrating Quebec through strategic partnerships• Implemented tracked supply chain management solution to address poor DNA customer experiences and improve online reviews• Transformed Digital Performance Media effectiveness by re-assessing ROI and profitability metrics for conversion to move beyond demand capture to accelerate growth• Managed Amazon retail channels for the UK, Canada, and Australia for DNA generating significant net new growth Show less

Toronto, Ontario, Canada

• Developed marketing strategy and execution plans that effectively reflected redirect of business goals to Family History subscription revenue model• Oversaw country website traffic, ROAS, CPA, CPC, conversion rates, and other critical marketing KPIs that reflected the overall health of the business• Creative and brand strategy management, briefing clear and comprehensive redirect to turn around brand traffic to site, and ensuring the correct agencies were in place• Ongoing… Show more • Developed marketing strategy and execution plans that effectively reflected redirect of business goals to Family History subscription revenue model• Oversaw country website traffic, ROAS, CPA, CPC, conversion rates, and other critical marketing KPIs that reflected the overall health of the business• Creative and brand strategy management, briefing clear and comprehensive redirect to turn around brand traffic to site, and ensuring the correct agencies were in place• Ongoing recruitment and people management of local marketing team to ensure individuals received coaching and tools necessary to be high performingKey Highlights:• Managed ~$16MM marketing investment for Canada and redirected strategy and tactics by realigning to best-ROI tactics• Re-directed marketing investment approach to reflect media consumption habits of Canadians by region and demographics• Leadership and inspiration for net new local marketing team focused on empowering through ruthlessly transparent prioritization balanced with effort to return assessment Show less

Toronto, Canada Area

• Created and executed refreshed corporate brand strategy against renewed corporate strategies/priorities, in collaboration with cross-functional teams to capture younger demographics for online and retail sales• Prioritized insights from market research and competitive analysis, defined market positioning to maximize revenue through brand positioning, resulting in the creation of customer segmentation and penetration plans• Steered change management process by providing… Show more • Created and executed refreshed corporate brand strategy against renewed corporate strategies/priorities, in collaboration with cross-functional teams to capture younger demographics for online and retail sales• Prioritized insights from market research and competitive analysis, defined market positioning to maximize revenue through brand positioning, resulting in the creation of customer segmentation and penetration plans• Steered change management process by providing cross-functional plans, transformative leadership coaching, as well as creating and implementing internal communication plans that reached every department and level of the organization• Performed insights gathering and analysis, customer journey mapping, traditional & digital brand strategy, communications planning/messaging strategy, and measurement strategyKey Highlights:• Revamped product messaging and campaign management for online casino and lottery channels to drive new customer acquisition for under-35-year-olds to re-stimulate growth in under-penetrated market• Briefed market research that provided insightful customer segmentation for products and portfolios, prioritizing the most important consumer motivations while creating actionable business plans to win the hearts and minds of Gen-Z and Millennials Show less

Toronto, Canada Area

• Provided strategic consultancy for market research, analysis, framework creation, prioritization, and program management on a wide variety of large-scale enterprise-wide marketing initiatives• Managed Brand P&Ls through executing operational strategy and tactics to achieve market share, revenue, and profit targets• Managed relationships with external agencies and vendors to create long-term success through the creation of two-way, transparent, and objective feedback process for the… Show more • Provided strategic consultancy for market research, analysis, framework creation, prioritization, and program management on a wide variety of large-scale enterprise-wide marketing initiatives• Managed Brand P&Ls through executing operational strategy and tactics to achieve market share, revenue, and profit targets• Managed relationships with external agencies and vendors to create long-term success through the creation of two-way, transparent, and objective feedback process for the entire marketing organization• Mentored, trained, and inspired a team of marketing professionals by effectively coaching, clarifying, and providing supportKey Highlights:• Created persuasive ROI performance narratives for the Board of Directors that consistently led to increased funding when there were significant declines in marketing spend throughout the rest of the organization• Led annual marketing communications planning process, elevating storytelling quality to a point where templates developed were adopted enterprise-wide• Built and implemented financial analysis systems to track and optimize performance reporting for a complex $50MM operating budget across North America, resulting in the most consistently increased marketing budgets throughout the bank• Built measurement tools to provide maximum efficiencies in fee-based compensation model for managing external agencies for effective fee negotiations Show less

Toronto, Canada Area

• Built and managed a high-performing marketing team by providing coaching to ensure individuals were set up for the achievement of performance and professional development goals• Identified under-penetrated segments to create strategic and sustainable growth; managed key client advisory boards, prioritizing and ensuring relevant feedback was integrated into CX development and optimizations• Provided holistic P&L reporting that determined long-term portfolio balance, often providing… Show more • Built and managed a high-performing marketing team by providing coaching to ensure individuals were set up for the achievement of performance and professional development goals• Identified under-penetrated segments to create strategic and sustainable growth; managed key client advisory boards, prioritizing and ensuring relevant feedback was integrated into CX development and optimizations• Provided holistic P&L reporting that determined long-term portfolio balance, often providing difficult recommendations regarding the retirement of unprofitable products• Built process and rigor to both short- and long-term portfolio revenues, materially improving direct and content marketing performance through live-time results analysis and optimizations achieved through A/B testing to drive e-commerce sales Show less

Toronto, Canada Area

Made highly technical and complex content marketing digestible to target markets at Financial Institutions (B2B). Through cross-functional collaboration, fulfilled full-funnel KPIs through executional excellence.Elevated the team's function by creating industry-worthy content, thought leadership communication projects with the executive team, and championing our customer stories and experiences.

Toronto, Canada Area

Planned and executed integrated digital and content B2B marketing for extremely technical audience, across civil, building, mechanical engineering, and architecture.Increased acquisition and performance by working with technical experts to create industry-relevant thought leadership across the digital funnel.

Shizuoka, Japan

Taught mechanical engineering, CAD, patent lawyers, mold and tool designers, and machine design employees English as a Second Language

Thornhill, Ontario, Canada

Securing aviation insurance presents unique challenges. I ensured policy documents were accurate, with a keen eye for detail. My sole focus was on ensuring customers received the best coverage possible for their aircrafts in Ontario.

Kingston, Ontario, Canada

Marketing and Communications management that effectively increased international enrollment at Queen's University's for-profit English as a Second Language program. Implemented analytics to help better target and redirect the program's recruitment approach.

Bachelor Of Arts Honours, English Language And Literature, General

Activities and Societies: • Recipient of Work Study Bursary Award 2000 – 2003 • Marketing Coordinator and volunteer at Queen’s University.

Post-Graduate Certificate, Marketing

Activities and Societies: • Foundations in digital marketing, competitive intelligence, public relations, market research, and social.