Emily Hencz-Thornton Email & Phone Number

Toronto, Ontario, Canada

Providing the full spectrum of integrated marketing communications across March of Dimes Canada while playing a key role in the evolution of this significant brand. Cultivating relationships and navigating a matrixed, cross-functional organization. And, most importantly, continuing to support people with disabilities.

Greater Toronto Area, Canada

Responsible for advancing CARD’s strategic priorities to help the organization adapt to a changing environment and position the organization for growth and continued success; providing broad-ranging managerial support to the Executive Director; and overseeing and guiding marketing and fundraising initiatives. An added bonus is developing and maintaining good relationships with our equine partners.

Toronto, Ontario, Canada

Developed and managed fully integrated marketing strategy for multiple lines of business. Marketing activities were specific to each line of business for B2B and B2C audiences, across multiple brands. Mandate included protecting, growing and evolving the MCAP brand and sub brands. Accountable for corporate social responsibility initiatives. • Defined brand strategy for MCAP and multiple sub-brands including positioning and messaging; created consistency in messaging and creative execution; and ensured alignment with the MCAP master brand; refreshed MCAP logo to better align with digital channels• Introduced marketing automation which enabled compliance to legislation (CASL); provided the ability to customize communications, use variable content, and conduct A/B testing; and analyze behavior for improved ROI• Led the customer journey mapping initiative which revealed areas of opportunity for strengthening the customer experience • Created MyHOME Sweepstakes to address gaps in communications throughout the customer journey. Benefits included: increased mortgage portal registrations (contributing to decreased cost to serve); increased engagement levels with customers; lead generation (over $80,000 in the first year); deeper insight into customers• Championed several marketing research initiatives which provided key insights into competitors, customers, and market trends. Topics included drivers of brand loyalty, customer satisfaction, and millennial brokers. Results were used to understand customers' pain points, preferences, and buying patterns, and then leveraged to create effective sales and marketing strategies• Created and documented marketing policies and procedures, many of which were emulated by other departments. Documentation allowed for consistency and scalability within a fast-moving environment

• Re-launched entire residential mortgages website and implemented a content management system. Results included: reduced internal costs as reliance on IT was almost eliminated; daily website tracking ability in place which easily aligned with ROI calculations for specific campaigns • Re-built alternative lending brand (Eclipse) and provided strategic marketing support to sales. First quarter results after launch: commitments more than doubled and fundings increased by 70%. Subsequent quarters showed 10% above sales targets and five times the fundings from the same period the previous year• Established a marketing budget and process for tracking all marketing expenses• Launched new brand identity that differentiated MCAP within the industry. Strong immediate uptake from sales team resulted in positive association of MCAP within the broker community

Manager, Lettermail Marketing - Financial Vertical 2006-2007• Established value propositions and positioning for Lettermail – a service widely believed to be ‘unsellable’. Lettermail is considered to be Canada Post’s premier mail service and is sometimes known as ‘first class mail’• Developed a national award for excellence in Lettermail usage. Negotiated with the Canadian Marketing Association for the inclusion of this new award with their annual awards for marketing excellence• Launched major industry initiative to analyze Canadian transaction mail quality. Outcomes from this study drove marketing strategy and initiatives in 2007Manager, Enterprise Marketing - Financial Vertical 2001-2006• Developed multiple award winning marketing campaigns and events targeted to senior executives in the financial services sector• Year over year exceeded revenue targets. Exceeded 2005 revenue targets by 200% and drove $5.3 million new revenue• Built acquisition campaigns for the credit card industry including US banks as well as those currently conducting business in Canada• Responsible for developing annual and long term marketing plans• Managed strategic marketing research project with Scotiabank. The results of this research were presented at the 2005 Canadian Marketing Association’s Annual Convention

Program Manager, Customer Relationship Management (CRM) 1998-2000Business Banking• Developed and implemented strategic marketing plans including all direct mail programs for Small and Medium Enterprises • Managed external marketing agency relationships• Pioneered the first direct e-mail program for Royal Bank, Business Banking. Resolved issues surrounding how e-mail addresses are collected and stored, privacy concerns of Royal Bank and clients, and how to market using this new medium• Produced all national internal communication and marketing packages to ensure staff awareness and acceptance of CRM activities• Marketing and promotion activities resulted in $9M in new revenueManager, Marketing and Delivery Channel Preference 1995 - 1998Personal Banking• Initiated, designed and managed a major marketing research study of customers’ preferences with respect to their financial institutions. Marketing research included qualitative (focus groups) and large scale quantitative components• Redefined the way in which customers are segmented. Today, every Royal Bank customer has a code identifying their preferred method of banking • Established marketing strategies against consumer segments to change behaviour from traditional bank usage patterns to electronic or alternative transaction methods. These results were used as significant inputs in the re-design of the bank branch network

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Nonprofit And Voluntary Sector Management

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