Kara Weatherall Email & Phone Number

Canada

Leading the marketing function for O2E Brands newest brand, Shack Shine.

Toronto, Ontario, Canada

Launched Silverbirchgrowth.com while on maternity leave - we are a revenue advisory and GTM firm that helps tech companies grow faster via 3 core services: 1/ software reselling 2/ marketing integration strategy & GTM 3/ recruitment (sales, marketing, growth roles).

Toronto, Ontario, Canada

Align Wellness partners with health and wellness businesses to enable them to launch and run a profitable rehabilitative clinic within their facility.

Wellby was a two-sided marketplace business with the mission to help women and parents live happier, healthier lives by connecting them to the world’s most inspiring professionals, wherever they are. It was pre-series A funded and we were able to build a custom software with unique technology that enabled people to ask confidential questions via video or text and receive a personalized video answer back within 24 hours from an expert. The platform was centered on the Q&A video function along with 1:1 virtual sessions (calendar functionality, payments, couponing, chat integrations, reviews and live customer service, etc) to allow users to connect with experts, anytime and anywhere.In just a few months I was able to successfully recruit over 50 hand-selected professionals from across North America, Europe, Central America, and Australia (with a +90% recruitment close rate) to build our community of experts including: Naturopathic doctors, Fertility nurses, Lactation Consultants, Therapists, Sexperts, Pelvic Floor Physiotherapists, Baby Sleep Coaches (and more). My role focused on brand development, product management, customer success, and growth with 6 internal direct reports + external vendors.

Spent a total of 7 years working in one of the most aggressive consumer categories on the iconic, Pizza Hut brand. My journey began with the mission to turn 10+ years of negative sales in Canada around – a goal we achieved after just one year of forming our team. Throughout my time on Pizza Hut, I helped transform the business from a traditional restaurant model with mass media communications to a digital-first brand strategy with +50% of transactions online. My core responsibility was to drive positive sales growth for the business through an extensive promotional calendar supported by full 360 communication plans, balanced with an aggressive quality and innovation product pipeline. I had the pleasure of managing high performing marketers and top-notch agency partners to drive positive performance for many years and proudly launched +50 promotional programs, +20 product innovations, countless consumer research and market tests, while leading the decision-making surrounding a $15 million dollar annual marketing budget. I also joined the Leadership Executive Team for a period of time as the Marketing voice for company-wide decisions and have spent some time partnering with the PH Global CMO to contribute to Pizza Hut's brand identity. I am grateful for the opportunity to have reported into Pizza Hut's current president for many years and will take her wisdom with me on my next endeavour.

Managed a team of talented marketing managers to ensure flawless execution of the marketing calendar including 8 fully integrated promotions per year. Lead the brand planning including annual innovation, media buying, production, budget allocation, and ongoing Franchisee collaboration and communication.Consistently act as an advocate of integrated ideation and implementation across agency, franchisees, and cross-department to be a champion for positive culture and bold results.

In charge of the 'Innovation' pillar for Pizza Hut including the research and development of new products then the go-to-market planning and launch to ensure sell-through across Pizza Hut's +400 retail locations. Key Performance KPIs: Sales growth, transactional growth, profit growthKey Brand KPIs: Top brand awareness, most loved brand, best-tasting pizzaResponsibilities Include:- Leadership of internal team and suppliers on product innovation from ideation to development.- Consumer insights and market research for product ideation and campaign development.- Led integrated ad agency and internal team on the planning and execution of the promotional calendar.- Manage (5 - 8) omnichannel promotions per year to drive sales and transaction growth.- Work with the executive leadership team to strategize and implement AOP plan to drive brand and business growth.- Maintain close relationship with PH global and U.S. to identify adaptation opportunities for local market.- Sales forecasting and financial analytics.- Manage social and digital planning for promotional tactics.

Toronto, Canada Area

Account lead for Frito Lay's largest brands including Doritos, Lay's, Tostitos, and Ruffles for almost 3 years. Notable work: Lay's Do Us a Flavour Campaign's Superbowl launch and year-long, multi-phase campaign that generated +600,000 contest submissions. Account lead to develop custom FB app for contest submissions, a microsite for voting, celebrity endorsement (Martin Short), TV/OOH/Digital/In-Store creative assets. US case study: https://d3.harvard.edu/platform-digit/submission/crowdsourcing-your-next-chip-flavor-lays-do-us-a-flavor-campaign/Responsibilities include:- Brand strategy and communication planning- Mass media production including TV, Radio, OOH, Print and In-Store- Digital and Social Media- Client services- Vendor, partner, and team managementAwards:2011 Strategy Magazine Agency of the Year: BBDO TO2011 Gunn Report Top Canadian Agency: BBDO TO2011 Adweek Global Agency of the Year: BBDO TO

Toronto, Canada

Notable work:Doritos "Write the End" award-winning campaign (Digital Marketing Awards (2011) Gold, (2) Silver, Bronze, Strategy Atomic Awards (2011): Doritos 'The End' - Bronze

Employee #7 at Brightworks (acquired by Arlene Dickinson's Believeco). Sole team member to launch media as a new client service for Brightworks.Responsibilities included:- Media pitches and planning- Ad buying (SEM, Display, Social)- Creative implementation (Websites, Video, Advertising)- Campaign reporting and analytics (Google Analytics and Adwords)- Website analytics and online brand consulting- Search engine marketing, enewsletter programs, banner display campaigns- Advertising project management

Project Types:- Video Animation for Pharma- Website Builds- Advertising Tasks include:- Creative briefing - Management of budgets, timelines, and annual marketing retainers- Strategic consulting and presentations- Team lead - hiring and management of copy writers, designers, developers, and information architectsProjects:- Brand websites- PR and contest microsites- Interactive animations and Demos- eLearning programs - eNewsletter programs- Banner campaigns- Print collateral- Event sponsorships

Winner of the Audit and Assurance group’s marketing challenge (out of 50 Summer students): “How would you brand PWC for potential recruits?” This affirmed my true passion and explains my pivot to marketing and advertising.

Bachelor Of Commerce - Bcom

Bachelor Of Commerce, Marketing And Advertising

Activities and Societies: Iharmonia Charity Fashion Show (Promoter and Performer); ‘Commerce Kids’ (Volunteer Child Supervisor/Teacher).