Brenda Goodyear Email & Phone Number

Toronto, ON, CA

Toronto, Ontario, Canada

Toronto, Canada Area

Toronto, Canada Area

• Responsible for the omni-channel Marketing Plan and $9M marketing budget
• Directed the Annual Research and Analytics Plan outlining key models and analytics required
• Directed RFM segmentation and activation model to enhance the CRM lifecycle
• Optimized paid display media to 187% of the yearly goal
• Developed the Communication Strategy for the new reward rollout
• Led a marketing team of six including Sr. Marketing Managers and Marketing Coordinators

Toronto, Canada Area

• Achieved 202% ROI on Kobo’s CRM Channel, increasing YOY margin by 21%
• Developed Kobo's Loyalty Program driving 70K paying loyalty members in 7 months
• Directed a team of 14 marketing and production professionals
• Responsible for the global CRM Marketing & Loyalty Plans, budget and opex
• Led annual research to understand customer behavioral patterns: eReading satisfaction research, customer profiling research and customer churn research
• Responsible for the inception and on-going management of the Customer Delighter Program

Toronto, Canada Area

• Responsible for Lavalife's Global Plans (Digital, CRM, Brand - US, CA, UK, APAC)
• Managed the budget, directed monthly forecasts and delivered monthly revenue reports
• Directed all acquisition, activation and retention programs to meet monthly and yearly KPIs
• Lifted site revenue by 8% after the introduction of new site roadmap features
• Designed and launched Lavalife’s mobile extension Lavalife2go
• Recovered 27% of declined subscription renewals & recovered 5% of subscriber cancellations

Toronto, Ontario, Canada

· Developed the omni-channel Global Online Marketing Plan and product roadmap · Managed a team of six Account Managers, Content Manager and Marketing Specialist · Guided the marketing team to execute member acquisition and retention strategies · Developed the site editorial strategy and managed six external writers · Led online research and analysis.

· Drove the growth of mobile sales on Rogers.com through promotional tactics, online media and affiliate marketing · Purchased online media including Yahoo media and Eye Return ad vokens · Developed testing strategy for Rogers.com e-newsletter increasing newsletter open rates by 23%· Decreased online abandonment by 51% through gift with purchase upsell·.

Toronto, Ontario, Canada

· Developed the annual Online Marketing and Communication plans for Airmiles.ca· Developed the $1M online forecast and managed campaigns to budget · Directed the research agency to develop and implement communication studies, member behavioural studies, focus groups and usability studies· Managed the agency selection for online promotions and negotiated.