Charlene Barrett Email & Phone Number

Canada

Edmonton, Alberta, Canada

• Lead sales and marketing for Edmonton communities, overseeing lot sales and builder relations.• Manage inventory, including forecasting volumes, market segmentation shaping current and future production.• Direct community marketing strategies building on community value proposition and driving sales. • Lead strategic direction of community customer experience, including HOAs. • Conduct and utilize market analysis to understand competition, pricing and positioning to drive business objectives.• Collaborate with Edmonton development and housing team to align sales, marketing, and community experience efforts for optimal results.• Support acquisitions and sell down activities.• Forster a positive culture and team environment within the Edmonton region. • Advise SVP on key strategies, trends, and strategic opportunities

Edmonton, Alberta, Canada

• Spearheaded the development and implementation of Brookfield Alberta’s Customer for Life Strategy.• Managed the operational Customer Experience (CX) and Customer Care (CC) Teams.• Led the strategic development of Brookfield Alberta’s post-possession experience, which included the myHome Certified Maintenance program.• Took a collaborative leadership role in North America, driving enhancements to Brookfield’s customer journey.• Drove operational excellence within CX and CC by cultivating exceptional leadership and high-performing teams. • A key thought leader influencing culture and processes across departments to improve customer excellence.• Collaborated with Alberta homes leadership team to ensure bottom-line profitability and exceed business plan targets.• Provided oversight and direction of product development initiatives, ensuring the customer voice and market insights was represented.

Edmonton, Alberta, Canada

• Worked with SVP Edmonton Homes to strategically positioned Edmonton for short and long-term success.o 2021 CHBA-ER Large Volume Builder of the Year• Played a key role in annual business planning, including product development, segmentation, land positioning and competitive strategy.• Collaborated with the General Manager to customize sales and marketing programs to achieve or surpass annual targets.• Focused on sales team performance via training, setting clear priorities.• Developed strategic marketing and promotional strategies to drive business results and enhance customer satisfaction.o Change leader, gaining consensus from internal and external builders to implement innovative sales village for Chappelle Gardens.• Drove strategic priorities and projects across internal departments, product development, customer experience, sales and marketing.• Worked with Senior Leadership to ensure divisions competitiveness by identifying and analyzing new business opportunities, managing revenue, assessing risk, maintaining land continuity, conducting market analysis and research, and developing future initiative.• Offered guidance in product development, including design, style and finish to exceed current and future market expectations.

Edmonton, Canada Area

Edmonton, Canada Area

• Directed pre-construction housing operations, including production, design and development for single family and multi-family homes.• Developed housing product that met the needs and desires of target market, which could be produced efficiently and profitably with high perceived value to the customer.• Aligning various departments to accomplish divisional tasks, requirements and goals.• Process improvement and change management of the pre-construction cycle.• Budget forecasting, anchors, burdens, standard model pricing and matrix.• Market research and pricing analysis for proper product segmentation and positioning.

• Led the strategic development, implementation and measurement of marketing communications and operational strategies for new and existing communities and home development projects across Edmonton to meet sales and business goals/objectives. • Develop and nurture key relationships with builder partners and ensure alignment and participation in annual partnership marketing programs.• Key contributing member of the senior management team, collaborate and advise executive, and key stakeholders on marketing communications initiatives and strategies in alignment to achieve sales and operational goals/objectives.• Key strategic partner with VP of Marketing Communications to lead, developed and execute Brookfield’s Alberta brand and associated tools, including gaining executive buy-in and launching it internally and externally.• Integral team member in developing Alberta’s five year marketing and communications business plan, customer experience and digital strategy.• Develop and oversee stakeholder engagement and sponsorship programs.• Coach, develop and provide leadership to a team of seven employees.• Oversee Alberta’s corporate marketing communications budget ($4M) and Edmonton’s marketing operational budget ($6M).Accomplishments: • Grew lead generation in key challenged communities by 30% in first half of 2017, in a challenged economic market, exceeding quarterly sales targets by 41%. • Launch of new brand in market, substantially improved people’s impressions of Brookfield from 31% positive to 70% and increased awareness by 10 points in one year.• Developed and implemented social strategy that has contributed to 234% growth in social engagement through all social channels.

Edmonton, Canada Area

• Responsible for the development and implementation of strategic briefs and integrated tactical plans that assured successful launches and ongoing performance of homes and community development projects. • Leveraged consumer insights, competitive research and consultation/collaboration with internal subject matter experts to create insightful and integrated strategic project briefs and tactical plans (including Research, PR, Internal Communications, Digital, Advertising, Point of Sale).• Provided day-to-day oversight to the marketing team and vendors to ensure advertising creative and promotional activities are brand-appropriate and consumer focused.• Oversaw Point-of-Sale Strategy: collateral, directional signage, show home and sales centre design. • Developed and reported on ROI metrics associated to each projects key performance indicators (i.e. awareness, reach, traffic and sales) to assure successful launch and sustained performance of projects to meet business objectives.Accomplishments: • Gained executive buy-in on launching social media and strategy for the local market. Saw over 143,000 impressions within one month of launch of social channels. • Successfully implemented marketing re-organizational structure where team members were set with clear team roles, accountabilities and responsibilities to meet business objectives, resulting in zero voluntary staff turnover.

Edmonton

• Managed marketing and operational budget of over $1 million. Supervised and lead a team of three (marketing coordinator, graphic designer, marketing administrator).• Oversaw and managed the operations for opening, closing and maintaining show homes (33 total) and presentation centres (9 total).• Developed, implemented and measured marketing and communication strategies to drive traffic to sales centres and promotion of all projects.• Actively engaged in key activities from an Alberta wide perspective regarding strategic direction on branding framework, digital strategy and social media strategy.Accomplishments: • Attained Alberta homes consensus on the build and implementation of the new Brookfield homes website. • Defined focus on the customer and online marketing campaigns in 2014 saw a 300% increase in online leads generated for homes projects.

• Managed approximately $1 million budget and supervised and provided leadership to three direct reports (marketing consultant, student recruiter, graphic designer). • Developed, implemented and measured major marketing communication strategies for over 25 programs with varying target audiences to meet enrolment targets.• Developed award winning publication for the Centre for Professional Nursing Education; Nursing PRN which featured key topics, programs and faculty in promoting the centre. • Represented the interests of the faculty on numerous university committees such as rebranding, website redevelopment, United Way, vendor selection for key partners for print, advertising etc. • Key role in university campaign implementation; involved from point of proposal development, vendor selection and working with external agencies from creative to focus group testing and final decision-making.• Ensure all marketing, communication and advertising activities supported the faculty’s vision, aligned with the university’s strategic direction and followed the branding and visual identity guidelines.• Oversaw recruitment strategy and initiatives for the faculty to build program awareness and meet enrolment targets.Accomplishments: • 2012 Summit International Effectiveness Awards: Marketing Effectiveness Award: Nursing PRN Magazine. • 2009 Summit International Awards: Marketing Effectiveness Award: Program Video, Police and Security program. • Launched the Faculty’s first blog highlighting stories from faculty and students. Which lead to buy-in on future social media expansion for the institution.

• Assisted marketing manager in identifying marketing needs and objectives, defining target markets, and developing proactive marketing and communication plans.• Coordinated and booked all advertising campaigns.• Managed program websites; wrote content, approved submissions from clients, ensured consistency of information and image.• Wrote press releases to promote reading series and other events within the faculty.• Faculty event management and communications for the university open house. • Integral part of a team that developed an international recruitment digital material; wrote the request for proposal; solicited vendors and involved in the selection committee. Researched, wrote and edited copy for digital promotional material.Accomplishment: Spearheaded the development of 15 faculty departmental websites, achieving cross-departmental consensus menu structure and training.

Bachelor Of Management, Marketing

Activities and Societies: VP Aperture Park, Organization of Residence Students RA Aperture Park, Organization of Residence Students

Leadership Development Program, Levels I And Ii

Lead Program

Approach To Employee Engagement

Diploma, Visual Arts