James G. Fraser, Bdes Email & Phone Number

Banff, Alberta, Canada

Responsible for fulfilling all media, design, marketing, website, and creative needs to support 17 unique business units across a diverse portfolio. Hands-on leadership responsible for the delivery of the annual marketing plan from strategy through to fulfillment. This includes campaign strategy and planning, creative direction, and key messaging for all marketing campaigns, overseeing creative content and design assets for both paid and organic tactics, and paid campaign fulfillment including ad buying and programming, optimization, and reporting.• Leading a team of Brand Managers, Digital Marketing Managers, and Content & CreativeSpecialists.• Collaboration with the Chief Marketing & Sales Officer to research and build integratedmarketing plans within set budget to achieve established business goals.• Utilizing audience research and ad performance data to make improvements to the guest journey and streamline the path-to-purchase.• Continually auditing and evaluating all elements in the digital landscape ensuring all touchpoints are optimized, maximizing top performing platforms while identifying new ones topursue.• Providing brand and creative direction for all digital design assets, photography, andvideography to support creative deliverables for various campaigns.• Effective online reputation management by optimizing online review sites ensuring venueprofiles are compelling and search rank is maximized.• Works closely with external agencies, vendors, and contractors to manage budget, scope,and deliverables, ensuring alignment with organizational goals.• Manages media engagements, including assessing media requests, coordinatingreservations, and providing assets.• Tracks media coverage, circulate media mentions, and promote select coverage withappropriate organic and/or paid marketing.• Maintains positive relationships with media and marketing partners, participating in advisorygroups and extending audience reach through strategic partnerships

Lake Louise, Alberta, Canada

• Responsible for overseeing all sales and marketing functions, leading a team of ten direct reports, and effectively managing all internal and external relationships.• Building, deploying and tracking multi-faceted digital marketing campaigns to drive awareness and sales conversions based on audience insights and past performance results.• Driving destination, brand and resort awareness through content marketing initiatives and close collaboration with industry partners.• Boosting resort credibility and subsequent exposure with positive media relations and online reputation management.• Establishing strategic partnerships to support overall sales and marketing objectives.• Developing content marketing strategies, supported by tactical social media plans to tell compelling stories and convey key messages.• Effectively managing all proactive and reactive media, influencer and content creator efforts ensuring coverage supports key focuses.• Ongoing communication with team members, ownership, partners and key stakeholders to optimize efforts, maintain focus on priorities and identify new opportunities.• Provide art direction for all creative projects, photo and video shoots ensuring brand guidelines are honoured.• Diligently managing all accounting and finance elements ensuring budgets, expenses and costs are effectively controlled.

Lake Louise, Alberta, Canada

Providing brand marketing leadership and executing tactical campaigns to drive summer season visitation while creating destination awareness. Working closely with the Director, Brand & Communications, in-house marketing team (web, social, PR & events), agencies and industry partners.

Lake Louise, Alberta

• Responsible for marketing communications strategy and implementation to ensure effective and integrated marketing plans are in place to support established goals for the hotel. • Ensure the hotel and destination brand is protected and developed by strategically utilizing all marketing and communications methods to drive destination awareness.• Lead marketing communications including digital marketing campaigns, content & influencer marketing, social media, digital public relations, photo & video asset development and strategic marketing partnerships.• Oversees deployment of digital display campaigns (desktop & mobile), right offer, right creative, right call-to-action, right targets to positively impact web revenue.• Drive social media presence and growth to achieve established social media goals and grow brand awareness.• Manage Spring & Fall Wellness marketing plans to position Lake Louise as a world-class wellness destination.• Spearhead asset/content development (photo & video shoots) to support marketing or hotel needs for various initiatives (winter, wellness, group, destination).• Identifies and establishes hotel partnerships and sponsorship opportunities that will increase revenues or destination awareness.• Develop and execute advertising campaigns for hotel, including crafting of creative artworks and text copy, ensuring adherence to brand guidelines and standards.• Proactively and reactively manage media engagement activation for hotel, its corporate social responsibility program, corporate requests, and ensuring good relations with media.• Maintains campaign budgets, forecasts all marketing expenses and schedules.

Lake Louise, Ab

• Developed regional marketing communications for Fairmont Chateau Lake Louise & Fairmont Banff Springs.• Managed public relations, including media, special events, interviews and communications.• Worked closely with agencies to support marketing communications projects.• Established new strategic marketing communications partnerships.• Spearheaded content development (photo & video shoots) to support brand content requirements.• Created and led social media and content marketing campaigns and public relations initiatives.• Implemented corporate policies and procedures, ensuring that all marketing, advertising, promotional and public relations efforts project an image that is consistent with Fairmont Hotels & Resorts' brand standards.• Leveraged all special events via public relations/social media initiatives for maximum exposure.• Effectively manage a team while working closely with hotel, regional and corporate office teams.• Managed budgets and costs to ensure maximum GOP.

Vancouver, Canada Area

• Developed in-house and external marketing strategies, visual presentation, merchandise management, special event partnerships and related operational and administrative support. • Created seasonal plans for multiple departments including all furniture concepts, home accessories and lighting ranges based on major product deliveries and overall marketing goals.• Managed marketing strategies including annual media plan and buying, creation and execution of in-store signage, seasonal music programming and establishing visual presentation concepts.• Planned various events such as trade shows, product launches and client appreciation functions.• Led in staff selection and management (15 sales staff, 12 support staff), training and development, effectively maximizing human resource engagement.• Handled the ongoing monitoring of design innovation, with specific focus on new products, production processes and materials.

Vancouver, Canada Area

• Retail Consultant & Graphic Designer, Visa Canada, Vancouver 2010 Winter Olympic Games, 2009-2010• Design Intern, Letterbox Design Group (formerly Nolin Branding & Design), 2002• Junior Art Director, Cossette Communication-Marketing, 2000

Vancouver, Canada Area

Responsible for the overall planning and execution of seasonal marketing strategies and multiple visual presentations to increase brand profile and sales revenue. This included partnering with the Corporate Marketing team to ensure themes were well represented and interpreted for this flagship location, allocating resources, budget and cost management, sourcing suppliers and materials, and coordinating trades people.• Visual Presentation Execution – Interior and exterior presentation management, ensuring visual marketing concepts successfully materialize and are appropriately enhanced, within set time and budget parameters.• Installation Management – Coordination of multiple, complex installations including supplier sourcing, budget and cost analysis and trades scheduling.• Team Management – Recruitment and retention of high performance individuals (8-10 direct reports), relevant to overall objectives and goals; including succession planning, team building and skills development.• Special Projects – Product launches, corporate events, seasonal music programming and associated public relations and media communications.• Product Sales Management – Focus on visual marketing support to drive sales and accommodate overall strategy.• Marketing Initiatives – Analysis of corporate feedback and subsequent infusion of data into innovative consumer engagement projects, via sector and trend analysis.• Corporate Standard Maintenance – Ongoing implementation, reinforcement and maintenance, in-store and consumer facing.• Best Practices Management – In line with established codes.

Vancouver, Canada Area

Accountable for overall sales performance, visual merchandising and housekeeping standards for multiple high volume and high exposure locations.• Regional Store Expansion – Participation in the planning, coordination and execution of store openings with ongoing follow-up visits and subsequent support.• Merchandise Sales Management – Proactive sell-through initiatives, accommodating consumer retail patterns, business trends and associated fluctuation projections with adjustment recommendations.• Sales & Support Staff Management – Recruitment, assessment and interviewing of a diverse sales oriented staff, maintaining a standard personnel census in excess of 100, implemented and facilitated company training and development programs.• Merchandise Standards Monitoring – In conjunction with staff training, product inclusion and maintenance of presentation standards.• Business Acumen Development – Forecasting, analysis and achievement of sales, payroll and contribution goals, monitoring and reporting controllable expenses. • Sales Floor Management – Maintenance of sales floor coverage, the customer experience and overall store appearance.• Corporate Policy & Procedure Management – Customer service and operational.• Internal communication – Critical needs, accomplishments and market response liaison with senior management and relevant key stakeholders.

Vancouver & Whistler, Bc

Assisted in the creative/conceptual development, execution, logistics and production of the eleventh annual gay & lesbian winter pride festival in Whistler – a world-renowned celebration consisting of at least 25 events over a 10-day period, hosting over 3,000 local and international guests.

Vancouver, Canada Area

Participated in the grand opening and operation of the city’s premier luxury four-star boutique property including the development and execution of Guest Service standards. Various roles included: concierge, front desk agent, doorman, bellman and valet.

Various Locations

Successfully managed high volume store locations where the primary areas of responsibility included brand perception and placement, visual merchandising and in-store marketing. Also successfully completed all four phases of a specialized management-training program through the duration of my academic studies.

Bachelor Of Design, Communication Design, Photography, Art & Design History, Professional Practices For Art & Design

Macromedia Flash & Web Publishing With Html Certificates

Communication Design, Photography, Printmaking, Drawing, Art History