Arlene Blumer Email & Phone Number

Montreal, Canada Area

-Execute PR & copywriting for a number of agency's clients and agency itself-Develop programs, plans and materials for on-going PR activity as needed-Identify and manage media lists-Continue to build relationships with key influencers and personalities

-Executed 2015 plan, developed 2016 brand strategy and evaluated consumer research and insights.-Developed/managed annual spending, sales forecast and achieved targets.-Oversaw the development of new brand website, loyalty program, newsletter and digital assets.-Directed creative, media and promotional agencies.-Coordinated CRM programs and experimental initiatives.-Collaborate with key functional areas (sales, category management, logistics, customer service) in order to… Show more -Executed 2015 plan, developed 2016 brand strategy and evaluated consumer research and insights.-Developed/managed annual spending, sales forecast and achieved targets.-Oversaw the development of new brand website, loyalty program, newsletter and digital assets.-Directed creative, media and promotional agencies.-Coordinated CRM programs and experimental initiatives.-Collaborate with key functional areas (sales, category management, logistics, customer service) in order to deliver projects in a timely manner.-Successfully transferred Hydrasense brand to the Toronto office. Show less

-Developed and launched a new radio campaign which grew transfer student enrolment by 15%.-Reduced marketing spending by 20% and yielded higher returns.-Spearheaded a new look,architecture and content for Academy and College website.-Prepared 2015-16 Enrolment and Retention Marketing Plan.-Reduced marketing spending by 20% and yielded higher returns.-Created "New Parent Welcome Plan" to foster commitment of client/applicant.-Conducted in-depth consumer market analysis… Show more -Developed and launched a new radio campaign which grew transfer student enrolment by 15%.-Reduced marketing spending by 20% and yielded higher returns.-Spearheaded a new look,architecture and content for Academy and College website.-Prepared 2015-16 Enrolment and Retention Marketing Plan.-Reduced marketing spending by 20% and yielded higher returns.-Created "New Parent Welcome Plan" to foster commitment of client/applicant.-Conducted in-depth consumer market analysis to disclose untapped client segments.-Managed media pertaining to student enrolment via print, radio, website and digital applications.-Wrote weekly newsletter to parents & staff and Facebook content. Show less

-Active member of the administration team, involved in all facets of running the school and participating in the QAA board & other committees.-Developed marketing and communications strategies, created/deployed public relations and marketing materials and participated in consumer shows.-Prepared and disseminated material to the media such as press releases and student success stories.-Managed communications with internal and external stakeholders including students, parents, staff… Show more -Active member of the administration team, involved in all facets of running the school and participating in the QAA board & other committees.-Developed marketing and communications strategies, created/deployed public relations and marketing materials and participated in consumer shows.-Prepared and disseminated material to the media such as press releases and student success stories.-Managed communications with internal and external stakeholders including students, parents, staff, QAA Foundation,Parent's Association, Alumnae Association and alumnae.-Developed and launched the first integrated print and online marketing campaigns to enhance brand visibility and enrolment.-Coordinated all public relations and school promotions activities via web, digital and traditional media.-Oversaw and wrote content for quarterly newsletter.-Led major events such as Open House, Convocation & Clara Hughes's visit.-Established strong business relationships with marketing suppliers and procured best quality material at best prices-Successfully increased student enrolment 37%. - Rebranded Academy with updated logo, refreshed “look” and “modern” feel.-Launched and managed new website, including design, text, architecture and CMS.-Improved communication with parents by launching/managing simplified portal.•Introduced and directed the FAST System to facilitate better financial aid decisions. Show less

-Served as an independent consultant specializing in Marketing, Communications and Strategic Planning.-Successfully supported the launch of several new businesses as well as increased the profitability of a diverse range of products and services.-Projects included updating/ revising logo, packaging, website development, new product launches, business planning and training programs.- Key clients list were: CuiBase (OTC skincare), Groupe Innova (Spa & Organic Skincare products)… Show more -Served as an independent consultant specializing in Marketing, Communications and Strategic Planning.-Successfully supported the launch of several new businesses as well as increased the profitability of a diverse range of products and services.-Projects included updating/ revising logo, packaging, website development, new product launches, business planning and training programs.- Key clients list were: CuiBase (OTC skincare), Groupe Innova (Spa & Organic Skincare products), Annie Young Cosmetics (Make-up artists), Real Bagel en Gros (Foodservice), Le Biftheque (restaurant relaunch), Best Foods, Eli Lilly, Selina Altro & associates (lawyers). Show less

• Rebranded product from Canus to Caprina, overhauling the marketing and branding strategy.• Formed marketing and trade marketing annual plans, including developing and implementing integrated media campaigns, internet strategies, and driving a website redesign.• Planned sampling and coupon programs as well as consumer shows and in-store demonstrations.• Launched social media campaigns; created a fan club, Facebook page, and blog to increase brand awareness.• Set up & managed… Show more • Rebranded product from Canus to Caprina, overhauling the marketing and branding strategy.• Formed marketing and trade marketing annual plans, including developing and implementing integrated media campaigns, internet strategies, and driving a website redesign.• Planned sampling and coupon programs as well as consumer shows and in-store demonstrations.• Launched social media campaigns; created a fan club, Facebook page, and blog to increase brand awareness.• Set up & managed the company’s first marketing budget; analyzed spend and created executive reports.• Built beauty editor outreach programs and press releases, supplying key brand information to editors, journalists and bloggers.• Introduced A.C Nielson data, utilizing the information for analyzing product performance as well as developing new products/markets.• Prepared pricing analysis and product line rationalization, thereby increasing profitability by 5%.• Created a tactical plan to capitalize on the H1N1 frenzy, promoting antibacterial soaps.• Reviewed and responded to consumer letters and managed monthly website updates.• Oversaw media buyer, advertising agency as well as creative department and sales analysis Show less

• Served simultaneously as a Brand Manager and PR Manager for a major healthcare portfolio & Communications/PR manager for strategic product initiatives, a previously non-existent department within the company.Communications Manager, Nivea, Elastoplast Bandages & Eucerin • Acted as spokesperson for all company products; developed the public relations’ function and managed an outside agency in designing and implementing successful communications strategies.• Developed key… Show more • Served simultaneously as a Brand Manager and PR Manager for a major healthcare portfolio & Communications/PR manager for strategic product initiatives, a previously non-existent department within the company.Communications Manager, Nivea, Elastoplast Bandages & Eucerin • Acted as spokesperson for all company products; developed the public relations’ function and managed an outside agency in designing and implementing successful communications strategies.• Developed key relationships with beauty & health editors; oversaw press kits, releases, and PR shoots.• Created annual media plans, product launch presentations and coordinated media outreach events.• Prepared and presented the corporate position on issues and concerns. Show less

• Served simultaneously as a Brand Manager for a major healthcare portfolio & Communications/PR manager for strategic product initiatives, a previously non-existent department within the company.Brand Manager, Eucerin • Spearheaded a national re-launch of a dermatological skin care product line (Eucerin), shifting the focus from a Dermo cosmetic product to an over-the-counter product.• Implemented a variety of marketing tools, including the creation of new artwork, the… Show more • Served simultaneously as a Brand Manager for a major healthcare portfolio & Communications/PR manager for strategic product initiatives, a previously non-existent department within the company.Brand Manager, Eucerin • Spearheaded a national re-launch of a dermatological skin care product line (Eucerin), shifting the focus from a Dermo cosmetic product to an over-the-counter product.• Implemented a variety of marketing tools, including the creation of new artwork, the development of an updated website, internet advertising, patient brochures and a doctor detailing sheet.• Developed a targeted outreach program, educating pediatricians, dermatologists, pharmacists, general practitioners, and nurses on the uses and benefits of the Eucerin product.• Trained and managed medical and retail sales representatives on product usage through one-on-one mentoring, classes and an informative manual.• Managed an outside advertising agency and all creative artwork.• Prepared and managed annual budgets, developing sales forecasts and analyzing Nielsen results. Show less

• Served simultaneously as a Brand Manager for a major healthcare portfolio & Communications/PR manager for strategic product initiatives, a previously non-existent department within the companyBrand Manager, Labello/Nivea Lip Care• Managed the national re-launch of a lip care product line, leveraging the Nivea name to reverse a negative sales trend and increased sales by 20%• Developed and executed a transition plan that included updated artwork, the integration of three new… Show more • Served simultaneously as a Brand Manager for a major healthcare portfolio & Communications/PR manager for strategic product initiatives, a previously non-existent department within the companyBrand Manager, Labello/Nivea Lip Care• Managed the national re-launch of a lip care product line, leveraging the Nivea name to reverse a negative sales trend and increased sales by 20%• Developed and executed a transition plan that included updated artwork, the integration of three new sub-products within the line, a new brand website and an aggressive marketing program.• Collaborated with international marketing and packaging teams to reinvigorate product appearance.• Prepared launch presentations, sales materials and training tools to assist sales group. Show less

Montreal, Canada Area

-Successfully transitioned Neutrogena business from Groupe Marcelle to Johnson & Johnson.-Increased sales 25%.-Launched an effective media campaign which strengthened brand awareness and purchase intent.-Introduced 6 new products within the targeted timeline and budget.-Developed and managed a medical program which targeted over 2000 physicians, residents and pharmacists.

Bachelor Of Arts, Economics/Industrial Relations

Masters Of Business Administration, Marketing Managment

Graduated with an MBA from Concordia