I’m a strategic global marketing expert with a track record of growth across 4 different countries, 10 different industries, and 30 brands. I’m the marketing and branding leader CEOs of mid to large sized companies hire when new challengers are eroding market share and the future of their company is on the line. I’m also the person they call when they are looking to significantly grow and need an expert to develop and implement the path forward.Career Highlights:-Strategic and budgetary oversight of marketing function for businesses ranging from $6M to $1.7B-Delivered $24M+ in incremental revenue for 13+ brands-Built marketing and communications strategy from the ground up for more than 10 organizations-Developed consumer-validated brand identities, positioning, and strategy for over 18 brands-10+ years of experience managing teams of up to 42, including multi-functional, unionized, and remote teams-Digitally savvy: hands-on organization-wide digital and content strategy creation and oversight; native app development-P&L management of $200M+ brand and product portfolios; management of marketing budgets sized $10K to $7.3M-Agile and adaptable with diverse B2B & B2C industry experienceI’m currently engaged as a consultant - sought out by former C-Level managers and colleagues to engineer and implement marketing, brand and communications strategies to drive growth for B2B and B2C businesses in Canada and the US.I am looking to build roots in an organization as the next chapter of my career. I am well suited for companies looking to establish best-in-class marketing, achieve significant growth, reinvigorate mature/legacy brands and lead enterprise-wide transformational change.Industries: Food & Beverage | Retail | Foodservice | Entertainment | Attractions | Tourism | Consumer Packaged Goods (CPG) | Not-For-Profit | Financial Services | Insurance | TransportationStand out Personality Traits: Bridge Builder | Status Quo Buster | Passionate | Courageous | Visionary | Authentic | Empowering | Strategic | CollaboratorSkills: Executive Leadership | Team Leadership | Brand Strategy | Communications | Integrated Marketing | Digital Marketing | Strategic Planning | Consumer Insights | Agency & Vendor Management | Partnership Development | Content Strategy | Data Analytics | Business Transformation | Product Development | New Product Launches | Creative Development | Contract Negotiations | P&L Management | Cross-Functional Collaboration | Coach | Native App Development | CRMPlease reach out by sending me an invitation to connect on LinkedIn.
Pawlicki Marketing & Communications
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Principal ConsultantPawlicki Marketing & Communications Jan 2020 - PresentToronto, Ontario, CanadaSought out by CEOs, former colleagues, and managers for my expertise to engineer and implement marketing and communications strategies for a diverse range of B2B, B2C, and NFP clients across North America. Core Services: Branding, Marketing Strategy, Value Proposition Development, Integrated Communications, Digital Strategy, Growth Marketing, Performance Marketing, Content Strategy, Website Development, Customer Segmentation, Marketing Team Scaling & Management, Agency RFPs, Workshop FacilitationSelected Contracts:Carlton-Fundy Mutual Insurance Company, Project-Based/2023-Present• Recruited by CEO to define new brand identity, value proposition, and strategic marketing approach to improve competitiveness and establish growth roadmap. iShared Transportation (US-based 3PL business), 2022 - Present• Hired by CEO to develop and implement strategic branding and communications initiatives to facilitate business transformation, including new corporate identity, logo/branding, website, social media content strategy, and strategic plan. HEAD OF MARKETING & GROWTH, Zoocasa (Fintech start-up; 3 Direct Reports), 6 Month Term/2021• to lead and coach 3-person team and implement best-in-class marketing and performance marketing processes, facilitate sales enablement, and drive website visitation and conversions.VRStudios (US-based global VR entertainment attractions provider) Project/2021• Engaged to map customer journey and develop a marketing activation toolkit to maximize retail revenue generation. Canadian Food Innovation Network (CFIN) (National NFP start-up), 2020-2021• Subcontracted by Ideovation to conceive and build marketing and communications strategy and membership monetization structure for the new CFIN, including value proposition, member segmentation and communications launch plan
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Senior Director Of MarketingCompass Group Canada 2018 - 2020Toronto, Canada Area | Cdn Arm Of The World'S Largest Foodservice CompanySolidified my departmental leadership experience as the newly created Sr Director, Marketing & Execution for Compass Group's largest business sector valued at $1.7B.Direct Reports: 7 | Indirect Reports: 35 based at key accounts in BC, AB, MN, SK, and ON | Reported to sector President | Controlled marketing for the largest business segment valued at $1.7B | Member of senior executive teamKEY CONTRIBUTION: Transformed marketing department—introduced best-in-class processes, scaled marketing team from four to 42, and created data-driven customer segmentation model to generate 17% revenue increase.• Tasked to push incremental unit-level growth, created a customer segmentation model leveraging sales and vendor data to define 4 distinct segments. Influenced Operations and Procurement to shift away from one-size fits all approach, customize product assortment by segment, and launch new products. Generated 17% revenue increase in 2 months.• Captured 3% increase in beverage sales—acknowledged as the only Compass business unit to grow in 2019 - via collaborating with Procurement team, vendor engagement (Pepsi, Coca-Cola), leveraging data-insights (PowerBI), and expanding marketing representation by designating in-unit marketing ambassadors to the top 35 accounts.• Devised and implemented structure and process changes to improve marketing team morale and effectiveness, boost collaboration with 2 stakeholder groups, and establish a brand identity: facilitated 2-day offsite with leadership to define vision, value proposition and brand identity, optimized and scaled team structure, and initiated bi-weekly cross-functional meetings. -
Director Sales, Marketing & Communications (12 Month Mat Leave Contract)Cn Tower / Tour Cn Nov 2017 - Oct 2018Toronto, Ontario, CanadaRepresenting my first departmental leadership role, headed up Sales, Marketing & Communications department for iconic Canadian attraction to fill a fixed-term maternity leave contract. Led multi-functional team of 8 direct reports, managed $1M budget, reported to CEOKEY CONTRIBUTION: Improved all key metrics, brand relevancy, value perceptions, and visitation by repositioning master brand and sub-brand. Designed the most successful media campaign with reach of 63M.Mandated to drive non-tourist revenue in food and beverage as top growth strategy• Led go-to-market strategy: defined mission, vision, strategic plan, and brand architecture• Negotiated and secured contract to film Top Chef Canada at fine dining restaurant• Launched new social media content strategy and creative assets: Instagram, influencer events, videos, ad creativeInitiated and led CN Tower rebrand to entice locals, be viewed as value for money, and gain repeat visitors• Refreshed brand architecture and commissioned quantitative and qualitative research to generate insights• Facilitated workshops to develop brand vision, positioning and identity• Developed and implemented annual strategic marketing plans for each brandConceived and executed integrated campaign to promote renovated observation level launch• Implemented paid, earned, owned communications plan including media relations and VIP visits; acted as media spokesperson• Achieved most successful media, social media coverage in CN Tower’s history reaching 63M and extremely high sentiment (46% positive and 54% neutral)Revamped stagnant digital strategy to increase visitation • Optimized SEM backed by new content strategy, incremental social media handle, and introduction of KPI tracking leading to dramatic uplift in web traffic and search rankings• Spearheaded development of new VR-based Viewfinder App from concept to launch in under 10 weeks using the Agile Method. Enhanced visitor engagement; overachieved targeted downloads -
Principal ConsultantPawlicki Marketing & Communications May 2015 - Nov 2017Toronto, Ontario, CanadaApplied my strategic marketing, loyalty and branding expertise to help address business and marketing challenges for a diverse range of clients - retail, sustainability, consumer products. Excellent training ground to become nimble, agile and deliver results quickly. Clients Included: Pure Loyalty (Retail), Call2Recycle (Not For Profit (NFP)/Sustainability), ClearMotive (Agency)Client accomplishments include: • Conducted a viability assessment of retail loyalty program, PURE (2.1 MM members). Successfully secured private equity firm’s UK board’s approval for strategic roadmap and financial investment• Built marketing foundation and exceeded volume targets for Call2Recycle by introduction of strategic planning/roadmap development, creation of customer segmentation model, increasing budget by 90% and conducting media agency RFP • Engineered 360 marketing roadmaps to shift consumer perceptions for three product categories for Honda, ClearMotive’s largest client, leading to incremental $100K in business
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Director, Brand & Consumer Marketing (12 Month Mat Leave Contract)Destination Ontario Apr 2014 - Mar 2015Toronto, Ontario, CanadaA rarely offered fixed-term contract opportunity in the tourism industry that enabled me to build upon my experience in developing and implementing integrated marketing communications campaigns across Canada and the US, and to amp up my media relations and government communications experience. Direct Reports: 5 | Marketing Budget: $7.3M | Provided brand stewardship and led multi-functional unionized marketing, media relations, and creative team to implement North American-wide advertising campaignsKEY CONTRIBUTION: Broke down inter-departmental barriers to develop and implement the first-ever fully integrated omni-channel marketing campaign. Improved team effectiveness and morale through building trust, coaching, and empowerment.• Developed first-ever fully integrated omni-channel marketing campaign, featuring digital, social, TV, media relations, print, grass roots. Media and ad agencies stated best ever briefed and managed campaign. Brand awareness +4%; travel intent +8%.• Negotiated media sponsorship opportunities with CTV and NBC (e.g., eTalk, Masterchef, New York Live) to generate $1.05M in revenue from industry and regional partners. Project over delivered: 20% of target achieved in two months.• Achieved demonstrated improvement in unionized team morale and output within first three months, including reversing a direct reports’ significant underperformance, through building trust, mentorship, engagement, and empowerment. -
Director, MarketingCineplex Entertainment 2012 - 2014Toronto, Canada Area | Canada'S Leading Movie Exhibition CompanyLeveraged my strategic marketing and branding expertise in a newly created role for an iconic Canadian brand. Direct Reports: 8 | Marketing Budget: $1M | Directed brand, partnerships, marketing strategy, and campaigns for Cineplex’s core SBUs and Quebec, representing 88% of company’s $1B in revenueKEY CONTRIBUTION: Introduced best-in-class strategic branding and marketing capabilities, scaled team from four to eight, defined identities for all core brands, and introduced enterprise-wide strategic partnerships to generate incremental $2M+ annually.• Elevated the marketing department’s impact by securing organizational buy-in to implement new strategic planning, brand building and strategic partnership processes.• Implemented traditional, digital and ‘guerrilla’ marketing tactics to take on aggressive competitor in Quebec and tackle underperformance of premium brand. Quebec box office revenue grew 8.6%.• Led negotiations and activation of multi-year strategic partnerships with Toys R Us, EA Sports, and Mars, including retail pop-ups, loyalty marketing, events, and branded sponsorships. Generated $2MM in incremental annual value to Cineplex.• Mined SCENE loyalty data to create “lifestage” segmentation to attract younger consumers. Result: seven target segments identified and acquisition strategies implemented. -
Senior Marketing ManagerNestle 2010 - 2011Toronto, Canada Area | Cdn Arm Of The World'S Largest Food And Beverage CompanyFirst post-Australia role and opportunity to leverage my senior level marketing tool kit at a Canadian Tier One CPG company via filling a maternity leave. Focus was driving the strategic leadership of an ice cream portfolio worth $150M. Coached and developed one direct report. -
Marketing Director, SnackingGeorge Weston Foods 2007 - 2009Sydney, Australia | $1B Australian Food ManufacturerOnce in a lifetime opportunity join a leader in the Australian CPG industry in my first director role. Full P&L responsibility for the snacking portfolio representing 17.5% of company revenue ($200M+) and consisting of two multi-branded product portfolios. Coached, developed, and inspired 4 direct reports. -
Progressively Senior Brand Management & Category Management RolesTier 1 Consumer Packaged Goods Companies In Canada & The Uk 2000 - 2007Canada & The UkYum! Restaurants International – Marketing Manager; CIBC – Sen. Marketing Manager; Kellogg Canada Inc – Assistant Brand Manager; Coca-Cola Limited – Customer Marketing Manager (Contract); Johnson & Johnson (UK) Ltd – Category Development Manager
Joanne Pawlicki, Mba Skills
Joanne Pawlicki, Mba Education Details
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Marketing -
Ecommerce -
Certificate In Digital Marketing Management
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European Study Programme -
Arts Administration
Frequently Asked Questions about Joanne Pawlicki, Mba
What company does Joanne Pawlicki, Mba work for?
Joanne Pawlicki, Mba works for Pawlicki Marketing & Communications
What is Joanne Pawlicki, Mba's role at the current company?
Joanne Pawlicki, Mba's current role is Vice President Marketing | Brand Builder | Global Marketing | Communications | Digital | Partnerships | Enterprise-Wide Leadership | Insights-Driven Strategy | Integrated Marketing | B2C | B2B.
What schools did Joanne Pawlicki, Mba attend?
Joanne Pawlicki, Mba attended Ubc Sauder School Of Business, University Of Toronto, University Of Toronto, University Of Manchester - Manchester Business School, University Of Toronto.
What are some of Joanne Pawlicki, Mba's interests?
Joanne Pawlicki, Mba has interest in Cooking, Gardening, Archaeology, Travelling, Scuba Diving, Real Estate Investing, Golf.
What skills is Joanne Pawlicki, Mba known for?
Joanne Pawlicki, Mba has skills like Marketing Management, Strategy, Marketing Strategy, Brand Management, Marketing Communications, Marketing, Customer Insight, Strategic Planning, Product Development, Advertising, Strategic Partnerships, Fmcg.
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