Fiona Mcilraith Email & Phone Number

Winnipeg, Manitoba, Canada

Proven professional affordable help. You choose the approach that works best for you: One-on-One Coaching, Group Coaching, DIY Online or a combination of all.One-On-One CoachingI will help you increase your leads and sales conversions and create marketing strategies and materials that actually produce results to drive significant increased business revenue and profits.Weekly Group CoachingI will teach you the latest cutting edge lead generation/lead conversion strategies and show you exactly how to apply each strategy to your business, provide multiple cases studies and transform your business financially and professionally.DIY Online LearningI'll provide you with complete access to the largest collection of online resources for business owners, weekly training videos and proven and tested marketing and advertising strategies and templates that will make your business the obvious choice to buy from.

Winnipeg, Canada Area

Provide advanced analytics, coupled with a deep understanding of retail customers across unique banner formats, to support optimal go-to-market price, promotion, shelving and assortment decisions Develop, manage and facilitate an internal Category Management program across the International and Canadian business units - encompassing more than 60+ category managersDeliver timely and strategically sound plan-o-grams enabling all Northern banners (131 stores) to effectively execute the most effective shopper-centric product assortments and shelf layoutsDevelop and lead a highly capable team to embrace and implement strategies, garner the right analytics necessary to make proper decisions, and monitor and measure decisions

Toronto, Ontario

Identified and won major new digital marketing client engagements (target $2mil+ transactions) through the identification of integrated online marketing solutions including website design, eCRM, search marketing media programs, social media and listening programs, mobile optimization and applications, digital strategies and enterprise analyticsEstablished the sales plan, selling story and selling process to close sales and manage pre-sales spends relative to the ROISample AccomplishmentsClosed a leading brand’s Digital Marketing Agency of Record (DAOR), a $4mil+ dollar transaction which included the re-design and build of a comprehensive website working seamlessly with a broad-reaching multi-channel campaign encompassing SEM, PR, Radio, CRM, Social, Digital Media and TV. The overall campaign resulted in a 200% lift in site traffic and a 27% conversion on the primary CTA.Closed the build and implementation of a fully customized iPad enabled detailing platform and interactive sales aid that allowed rep call data to be synched with salesforce.com. The enormous U.S. success story led to the sale of an additional 10 brand apps that were rolled out globally. Sample of Client Wins: Astellas, Abbvie, Abbott Medical, Abbott Vascular, AstraZeneca, Baxter, Celgene, Genzyme, Kindred, Kyrex, Mesoblast, Roche, Reckitt Benckiser, Sanofi, UCB, ViiV,

Toronto, Canada Area

Completed rigorous category analytics to identify business opportunities and recommend action plans aligned with corporate objectives. Effectively communicated findings to all key stakeholders. Created retail presentations supporting “go-to-market” strategies: pricing, promotion, shelving, assortment and new product opportunitiesDeveloped and facilitated leading-edge category management training programs to 40+ CPG manufacturers and retailers across Canada generating year over year business growthSample AccomplishmentsRecommended enhanced feature price and promotional strategy for a mature brand. Evaluated the sales lifts, profitability, subsidization, competitive interactions, price discounts, ad locations and ad size variables. 4 additional ad spots secured with promotional sales growth of 10% and improved margins.Investigated the viability of new product launch in Canada that led to successful venture capital funding. Analyzed “size of prize”, competitive threats, pricing and in-store merchandising tactics to optimize sales and profit marginsAnalyzed and revamped the assortment and merchandising flow for a leading category at a major retailer in Canada. New SKU base and shelf set was piloted in 10 Ontario stores for 8 weeks with ensuing rollout to remaining 100 stores. Revenue grew by 14% and profitability increased 10%.Sample Training: Data Analytics-Basic and Advanced, Promotional Effectiveness, Consumer Insights, Category Management Principles, Trade Presentation SuccessSample Clients: Abbott, Adams Brands, Alberto Culver, Bayer, Best Foods, Borden, Cadbury, Canada Bread, Clorox, Coca Cola, ConAgra, Dare, Good Humor Breyers, Heinz, Hershey, J&J, Kellogg's, Maple Leaf, McCain, McCormick, Nabisco, Nestle, Novartis, Olivieri, Parmalat, Pfizer, Pepsi-QTG, Playtex, SC Johnson, Schick, Smuckers, Unilever Sample Client Retail Partners: Canadian Tire, Couche-Tard, Loblaws all banners, Metro, Overwaitea, Safeway, SDM, Sobeys all banners, Wal-Mart

Toronto, Ontario, Canada

Managed a >$50Mil sales portfolio, producing year over year increases in revenue and bottom-line profitability. Directed team of 25 account managers on all aspects of business development, pricing, operations execution and data analysis. Restructured organizational responsibilities and streamlined work processes to enhance employee satisfaction, reduce turnover and exceed budgets

Coached team 20 data analysts to identify category insights, produce top-notch customer presentations and effectively communicate findings. Conceived, designed and championed the first formal customer satisfaction tool to gage organizational effectiveness and direct corporate strategies.

Toronto, Canada Area

National Training ManagerAccount ExecutiveData AnalystManager, Data Operations

Bachelor Of Arts/Bachelor Of Physical And Health Education, Health And Physical Education/Fitness

Activities and Societies: Class Alumni President

Master Of Sports Marketing, Graduated With Distinction

Thesis Published in the Journal of Sports Marketing