Jennifer Patterson Email & Phone Number

Toronto, On, Ca

Toronto, Ontario, Canada

I provide marketing, operations and growth leadership for small businesses and startups. I am particularly passionate about supporting businesses in women's health and wellness as I explore my own venture focussed on supporting women with their hormone health.Clients: Portofino Bakery, trove wellbeing, Haven Greens

Toronto, Ontario, Canada

Responsible for all operations and growth across 4 retail locations, home delivery and catering.Developed and tested a new, evolved food retail concept based on our core Cafe Plenty business. The concept builds on our core business mission of bringing communities together through really really good food, adding an expanded menu centred on chef made meals, local store fronts in vibrant Toronto neighbourhoods and a selection of carefully curated, small batch, locally produced goods. While born of a need to evolve when faced with a Global pandemic, this concept has strengthened the Plenty brand while remaining true to our roots. First tested as a pop up in 2021 and now scaled to 2 permanent retail locations.

Toronto, Canada Area

Reporting to the CEO, coached team of 5 through building all aspects of the NEXT brand, including but not limited to: PR, paid and organic campaigns, content and all consumer facing channels. - Planned and launched a new brand identity and website; improved brand comprehension, consistency and willingness to recommend (amongst alumni).- Launched and hosted NEXT’s first podcast and amplification strategy; 8 episodes, 1000+ subscribers, 8+ editorial pieces and hundreds of engagements, over only 3 months. - Landed NEXT’s first op-ed; included in the Globe’s daily newsletter, reaching thousands of Canadians. - Optimized and implemented new acquisition strategies across two recruitment campaigns; attributed 30%+ of all conversions.- Built out a talented marketing team and ensured marketing remained an asset for the board of directors

Toronto, Canada Area

Serving as the Marketing Lead on The Big Push Team for Alexio, a cyber-security and compliance SaaS solution for healthcare practices. Responsible for defining marketing strategy, building the funnel and delivering a tactical plan with a focus on new customer acquisition. The Big Push is an organization of senior executives and professionals dedicated to propel women founders of early stage companies from seed to ‘investment-ready’ stage, positioning them for sustainable growth and large-scale market adoption.

Toronto, Canada Area

Led cross functional team through planning and execution of the Go North Technology Summit; established Canada’s early leadership in Artificial Intelligence by featuring high profile thought leaders (The Right Honourable Justin Trudeau, Eric Schmidt, Geoffrey Hinton, Michele Romanow), engaging 600+ key opinion formers from across Canadian technology ecosystem, #GoNorth17 trending #1 in Canada and generating 150+ press stories. Recognized with Q2 award for collaboration. (Consultant with Adecco)

Toronto, Canada Area

Responsible for driving customer centric thinking, uniting all of our lines of business, deepening customer relationships and delivering value for the bank (ROI, Cross Sell and Revenue). Delivered on these objectives by maximizing customer level data, advanced analytics and marketing technology. •Given accountability (by the CMO) for 10% of the customer base and delivered most significant customer centric test to date; launched an always on program that better (vs. traditional cross sell) identifies where customers are in their financial journeys and delivers more relevant, personalized messages along those journeys. In 6 months the program has delivered over 8MM gross contribution and improved ROI by 10%. Recognized with one of 5 annual marketing awards for teams of distinction. •Defined strategy and roadmap for trigger based marketing across multiple lines of business.

As part of the Marketing Leadership Program at TD I had the unique opportunity to experience and make an impact across multiple groups within the bank. Over 2 years, I completed 4 Management rotations: 1) Marketing Communications, Experiential; 2) Marketing Planning, TD Insurance; 3) Payments Strategy and Innovation; 4) Marketing Strategy, UGO Wallet. Highlights:•Planned and executed all experiential tactics in support of TD's Aeroplan Visa launch; airport kiosk, launch events and Air Canada partnerships resulted in over thousands of consumer engagements and hundreds of card applications. •Developed TD Insurance's Content Strategy and worked with agency and internal partners to deliver implementation roadmap; currently rolling out across all TDI businesses, segments and channels. •Uncovered Quebec market insights and recommended unique strategy to drive market share and improve closing ratio for TD Insurance; resulted in increased quotes and launch of a competitive TDI offer. •Established new TDI search marketing strategy with objective of tracking, optimizing and driving results through the customer funnel; in Q2 FY14, delivered 8MM in written premiums and exceeded plan for quotes.•Worked with start up partner to develop proof of concept for TD Wearable Payments; executed customer research plan, developed technology roadmap and sold through approach to internal partners.•Engineered scalable framework to facilitate Wearable Payments Innovation; rolled out to improve external partner (startup) collaboration, TD resourcing and speed to market. •Worked with analytics, direct marketing and product partners to develop and sell through UGO Wallet Account Management Strategy; onboarding, engagement and retention plans to be implemented throughout FY15 and FY16.

Toronto, Canada Area

Responsible for defining and executing emerging platform strategies: Insights, roadmaps and reporting for Instagram, Pinterest, Twitter and Facebook.

Reporting to Group Account Director and VP Client Services, managed team of five through marketing strategy and account services for Manulife Financial, Clorox, Canadian Cancer Society, Bosch and Penningtons. •Developed new brand strategy and visual identity for Penningtons; secured executive approvals and launched company wide re-branding tool kit.•Led cross agency annual Clorox (multiple product portfolio) review and planning; secured incremental agency revenue and ensured seamless implementation of multiple integrated campaigns. •Planned and executed first influencer strategy and social channel launch for Clorox; garnered over 10,000 Facebook fans in the first 2 months, delivered hundreds of positive blog mentions and exceeded GreenWorks sales forecasts. •Proposed a new model for cross agency collaboration and demonstrated efficiencies to Clorox; implemented new operational model, resulting in improved speed to market, better campaign integration and cross channel analytics.•Led agency team through execution of “Join The Fight” campaign for The Canadian Cancer Society; delivered increased market share, exceeded fundraising goal, won a Silver Lion and 5 Marketing Awards. •Developed a data driven recommendation for digital channel adoption and sold through to Manulife Financial; resulted in first to market with social platforms and increased awareness across new customer segments. •Delivered Manulife Financial integrated brand campaign to help grow awareness and consideration across Canada; created buzz in the advisor community and delivered new customer leads. •Forecasted and reconciled client budgets to manage spending and resource allocation; monthly meeting with CFO and quarterly with clients.

Reporting to Account Director, led team through account management for HomeSense, Mac’s Convenience Stores and Carstar Collision.•Planned and launched four successful brand campaigns for HomeSense; integrated TV, Print, Radio, Digital and In store tactics lead to increased market share in the retail category.•Developed and validated new Canadian-specific positioning and branding for HomeSense; rolled out at National level.•Managed all seasonal and monthly in store signage for HomeSense; ensured timely creative development and distribution. •Developed strategy, user experience and production plan for the first interactive website for HomeSense; resulted in increased digital scope of work for the agency and led to full website re-design. •Targeted the young adult segment with innovative, thought provoking creative and digital tactics for Mac's Froster; first to market with digital content and exceeded seasonal sales forecast. •Developed and regulated marketing roadmap and templates for Carstar Franchise network; ensured consistent communications across network and continued franchisee marketing investment.

M.B.A, Strategy And Marketing

Activities and Societies: President of the Rotman Marketing Association

Bachelor Of Arts, 2005; Philosophy