Responsible for the management, planning and implementation of marketing communications tactics supporting multiple business areas in achieving business results.

Directed a team of six in the strategic development and implementation of the CIBC Brand, Sponsorship, Media and related initiatives. This role provided authoritative analysis, strategy and execution in all initiatives pertaining to the above. Directly responsible for the planning and managing of a $22M mass advertising budget.

Driving top line revenue, this position was responsible for bringing the brand to life in all external communication touch points as well as partnering with the corporate chef to develop new menu/promotional food concepts.

Provided strategic direction/vision for the short and long-term growth of the Tim Hortons brand. Key responsibilities included development of annual category Brand Plan, working extensively as team leader with multiple internal departments and external suppliers on new product development, and national marketing program roll-outs. Provided sales forecasting, business analysis of category and monitoring of ongoing sales results/competitive activity. Hired, mentored, and supported a two direct reports as well as coached/mentored eight junior brand managers and associate brand managers.