Heather Baynham Email & Phone Number

Toronto, Ontario, Canada

•Lead CRM creative briefs across a broad range of sectors, including CPG, financial services, health & wellness, government and non-profits, working with brands such as Samsung, Bimbo Canada, and Dairy Farmers of Canada•Compile and deliver in-depth research reports to enhance brand strategy, playing a key role in planning and pitching initiatives while contributing to the development of monthly, quarterly and annual CRM strategies for a national CPG loyalty program and an international tech brand•Translate complex data analysis into actionable insights, providing real-time optimizations and strategic guidance for future planning, develop and support test-and-learn initiatives to refine client strategies and enhance the effectiveness of agency deliverables•Develop and execute a robust and diverse CRM strategy for a new rewards and loyalty program, resulting in a highly engaged audience of 100,000 members acquired within the first 6 months of program launch, focusing on acquisition, personalization and customer retention

Toronto

•Researched, analyzed, and presented short- and long-term growth opportunities for brand, venue & leagues to support and validate corporate 3-year outlook to all departments, senior management and internal stakeholders• Analyzed and reported conversion metrics across all leagues, games, media and broadcast platforms to determine success and performance of both live and past campaigns, both digital and in-venue, to multiple stakeholders• Initiated and facilitated development of end-to-end consumer journey and lifecycle map for both CRM campaigns and GameTime apps by conducting competitive audits, implementing a more in-depth data analysis method and recommending more frequent monitoring of first-party data capture• Researched and compiled tailored monthly trend reports for senior management and C-Suiteto provide actionable insights, identifying patterns and trends in existing and future executions of both digital and in-person interactions

Toronto, Ontario, Canada

• Identified & integrated strategic key moments of need within customer journey, generating 11 net new emails to existing long-term CRM program intended to optimize engagement and enhance utility of health-focused campaign• Gleaned quantitative insights from internal/external data sources, producing creative briefs that were used to form targeted campaigns to increase impressions and facilitate sales growth• Conducted data analysis and synthesized findings from internal & external sources to target potential- and reengage- existing consumers

Toronto, Ontario, Canada

•Supported 48 small businesses across Canada to overcome the challenges of breaking into the digital marketplace and succeed in the “new normal” of retail from concept to launch, with an average turnaround time of 5-7 days•Collaborated with business owners & entrepreneurs to develop design assets, individual branding and logos and empowered them to operate their online eCommerce websites•Educated small business owners in eCommerce platform capabilities and how to properly integrate social media, marketing campaigns and search engine optimization

Toronto, Ontario, Canada

•Collaborated with the design, marketing and executive teams to establish a new corporate identity, brand identity and outward messaging tone and style for a global mannequin and form manufacturing company, working with retail clients like Disney and L Brands•Initiated, supported and implemented new corporate branding, marketing strategies and social campaigns focused on shifting market demands and changing consumer habits

Diploma, Creative Strategy

Diploma, Advertising And Marketing Communications