Led the development and execution of the PC Financial customer communications strategy, supporting growth, retention and the adoption of new payment and loyalty products. Managed team of 10 marketing managers.• Successfully managed the customer adoption strategy of the PC Optimum loyalty program for PC Financial. Executed multiple omni-channel engagement campaigns to exceed annual target. • Led the brand development and go-to-market strategy for PC Insiders paid loyalty program. Initiated and managed a digital and social focused acquisition strategy, rooted in customer insights. Launched data- driven customer on-boarding journey.• Redefined PC Financial CRM strategy, focused on automated, personalized communication journeys to drive customer growth, engagement and satisfaction. • Drove increased digital engagement with customers base through robust communication plan supporting launch of the new PC Financial digital platform and mobile app.

Led the marketing team through the launch of new strategic initiatives to the PC Financial customer base. Developed and excuted omni-channel launch and adoption, engagement and retention strategies. • Championed the integration of PC Financial into a large- scale marketing launch of the PC Optimum loyalty program.• Successfully managed the marketing team developing the new PC Financial digital platform. Redefining the content experience and managing the creation of all of supporting brand assets.

Served as a key member of the strategy team leading dissolution of CIBC partnership. • Led in-depth analysis of banking branches (Pavilions), evaluating profitability, geographical coverage and future asset value. • Aligned stakeholders on an evolution strategy to transforming Pavilions into progressive consumer spaces.

Defined new product constructs developing roadmap to support PC Financial’s payments evolution. Launched and drove growth of ehanced products and services. • Successfully led partner selection, contract negotiation and program development for PC Travel, an enhanced service for PC Mastercard customers that drives incremental revenue.• Leader for launch for PC World MasterCard, successfully migrating 200K high- value customers. • Monitored P&Ls for new products and services, sharing results weekly to executive team. 

Led the development and execution of a multi- channel mass, digital and direct acquisition campaign. Responsible to brand growth and all supporting in-store collateral. • Launched multiple successful acquistion campaigns to meet agressive growth targets.• Initiated and tested multiple new aquisition channels for PC Financial, determining most efficient cost of aquisition. • Developped marketing collateral review process, improving stakeholder approval process.• Successfully managed creative and media agencies, driving process and budget efficencies.

Accountable for the development and execution of national mass, digital and social marketing campaigns to increase brand awareness and consideration of mobility products.• Led the marketing communications launch of the Apple iPhone across digital and direct platform.• Managed media and creative and digital agencies, ensuring clear vision and integration for multi- channel campaigns.• Created and executed data- driven regionalized marketing initiative to drive sales in underpenetrated areas.• Managed the performance and on-going coaching of two marketing coordinators.

A highly competitive new graduate program providing business and leadership experience across Marketing, Operations, Business Strategy & Product Development.