Develop and implement strategic media plans for paid media and lead Metrolinx in transitioning to digital based customer lifecycle marketing and full-funnel media planning by strategizing and delivering media to drive objectives such as acquisition, engagement, and conversion. Provide strategic, analytical, technical, creative, and content expertise to Metrolinx leadership teams to enhance product engagement, user journey's, and media and business plans. - Identify, decide, and create media opportunities to challenge status quo by evaluating suitability of vendor partners and new media innovations. - Provide strategic advice and input into brand marketing campaigns from a data marketing perspective.- Approve tactics as part of media plans incorporating digital marketing tactics such as, social, programmatic, influencer, SEM and other digital advertising and related media buying, implementation and measurement software. - Lead the creation and extraction of insights by analyzing media and campaign data and metrics to inform upcoming strategies and optimize current strategies.

- Consult with brand and digital marketing teams to assist in building robust paid media strategies.- Collaborate with key digital media partners to help educate and inform marketing teams of shifting digital best practices, as well as highlight best-in-class executions to help inspire future campaign planning.- Lead paid media measurement framework as part of a larger digital transformation. - Develop paid media innovation pipeline to help amplify full-funnel marketing campaigns.- Assist in briefing and consulting paid media campaigns for mainstream and multicultural media agencies. - Manage budget for digital paid media team.

- Oversee, manage, and activate strategic retail marketing plans for Empire Company’s discount banner FreshCo, e-commerce platform, Voilà by Sobeys as well as all Empire Company and Sobeys sponsorships including NHL, NBA, Women’s World Cup of Hockey and Olympics. - Manage cross-functional tasks within a large team from strategic planning and innovation to help clients deliver on marketing KPI’s. - Liaise with consumer and business insights leads to understand category opportunities and marketing impact in-market.- Collaborate within and manage national Integrated Communication Plans for Brand Teams with agency partners including PR, XM and Creative.- Manage supplier and vendor relationships to provide up to date and informative information on the latest innovative opportunities. - Oversee and manage digital performance reporting within a cross functional, multidiscipline team.

- Planned and led preparation of strategic paid media plans for grocery retail for Sobeys Inc. across the Empire Foods portfolio inclusive of Sobeys, Safeway, FreshCo, Foodland, Thrifty Foods, IGA as well as newly rolled out e-commerce service.- Prepared and analyzed campaign reporting across all touch points.- Worked to implement CRM data for prospecting analysis to inform strategic planning.- Executed National lead-gen acquisition campaigns.- Planned, executed and managed media campaigns for all Empire Company sports sponsorships and Partnerships with NHL, NBA, CFL, WTP, WWHC and Olympic campaigns- Planned, executed, and tracked roll-out of performance-based, results oriented launch of Sobeys e-comm. grocery delivery service.

- Planned and prepared strategic paid media plans within retail (Home Depot), grocery retail (Sobeys) , automotive (FCA), travel (Travel Michigan), financial (MUFG) and B2B (Lockheed Martin) accounts working closely with all agency and client media teams.- Led media plan development Sobeys Inc. brand FreshCo throughout their expansion into Western Canada.- Working with and evaluation proposals to ensure the most efficient overall plan. - Conduct monthly digital reporting and integration to achieve client and campaign goals.

- Report monthly digital ad performance - Assist in the planning and upkeep of daily digital, OOH and print advertising - Ensure consistency and accuracy of account financials

- Provide product and market assistance to business developers, project managers and food scientists - Conduct market research to uncover industry and product trends associated with on-going business partnerships- Communicate to business developers and technical team of the on-going tasks and work being completed