Evolving the marketing and merchandising functions at Goemans and Tasco to drive profitable growth and optimize the customer experience. I lead a multi-disciplined team responsible for brand strategy, shopper marketing, advertising, social media + community engagement, eCommerce, CRM, marketing technology, interior and exterior store signage, store planograms and floored product, graphic design, customer insights and website chat. We also support cross-functional corporate needs, real estate exploration, data analytics and customer service and loyalty initiatives.

-Leading the long term strategic vision and execution of marketing plans for the Tasco and Goemans Retail Appliance brands-Creating differentiated brand positions and marketing initiatives that set a new standard for the appliance industry-Using industry leading technology and content strategies to carve out a unique online presence-Defining new in-store shopper experiences and marketing strategies-Building an internal team to develop creative and execute marketing strategies across channels-Bringing together a gold standard collection of agencies to help make us the best appliance retailer in Canada-Marketing automation and lead generation via Hubspot

Responsible for $5million+ annually in campaign spend to develop and communicate Boston Pizza’s National brand and promotional campaigns executed at over 370 locationsSuccessfully led the insight, strategy, brief development, execution and measurement for 10 National TV led campaigns by effectively managing internal cross-functional alignment and agency relationshipsLead menu selection and pricing for quarterly food campaigns which contribute $20million+ in annual sales growthDrove +30% YOY growth in donations for Boston Pizza Future Prospects by introducing innovative traffic drivers and championing internal campaigns to increase program engagementIncreased Kids Meal sales +5% by driving value into the best-in-class Kids activity pack reaching over 4 million kids every year

Championed more than two years of double digit Take-Out & Delivery business growth at BP contributing over $35million in salesGrew the online ordering channel +30% by leading the redesign and relaunch of the e-commerce channel and communicating it with a National TV campaign in January 2012Increased the reach of BP’s direct mail program by 100% by increasing production and vendor efficiencyWon multiple awards (including CMAs, Cassies and Effies) for the Joy of Finger Cooking Campaign comprising TV, digital and targeted direct-to-home communicationLed the Rib Stain Camo campaign, winner of Promo! and Strategy Magazine awards

Drove +60% increase in Boston Pizza Foundation donations and a +6% in restaurant sales VYAG via the Kids Card program by introducing a more robust media campaign and championing new creativeGrew late night food sales by partnering with Molson to introduce an innovative menu and program called the Boston Pizza Food League

-Guided the development of a 2011 campaign idea for OFF! Insect Repellents and currently leading what was the biggest Canadian OFF! campaign ,SCJ had ever executed-Led the strategic development and managed the digital production of a $500K user experience re-design of McCain.ca to coincide with and support their new ‘real ingredient’ positioning-Led the creation of a new brand identity and retail appearance for the Cara Foods Bon Appetit gift card paving the way for a future loyalty initiative-Championed the Social Media Outreach program for Genuine Health’s o3mega+joy product delivering qualified traffic to their website and David Suzuki partnered promotion-Regularly led ideation sessions involving senior-level agency colleagues and brought about group consensus

-Led the development of the Sears ‘No Peeking’ Holiday event at Yonge-Dundas Square-Managed day-to-day relationship with the Home Installed Products & Services (HIPS) Team including leading the development of brand identity for their solar division-Built and managed the monthly creation of the Retail Industry Intelligence report providing global insights and trends to the entire Sears Marketing Team

-Developed and executed a co-promotion with the NFL for Harley-Davidson called Live Your Dream, driving 25% growth in sales (recipient of Silver Promo Award)-Led the development of ConAgra’s multibrand partnership with the NHL, including a CBC Hockey Night in Canada sponsorship, and in-pack premium offer on POGO-Led strategy and production innovation for first ever under the lid instant win contest for VH Sauces Chinese New Year promotion, delivering 19% sales growth-Built online partnership with Weightwatchers.ca for Quaker Crispy Minis delivering significant website traffic and growth against Crispy Minis’ recipe dissemination strategy-Led the development of Harley-Davidson Canada’s first ever user-generated content promotion, creating a library of thousands of rider stories, photos and video testimonials-Developed and executed successful retail-tainment events for Quaker Crispy Minis in Wal-mart, creating over 100K consumer interactions and increasing sales by as much as 600%