Marketing Communications Manager
Em Plastic & Electric Products Ltd.
Toronto, Canada Area
- Built the EM brand within the graphics market. Used Direct Marketing as the main tactical tool. Created sales support materials which complimented the advertising program. Stayed within the annual budget of $200,000 and negotiated with suppliers to contribute $120,000 in co-op advertising.- Direct mail campaigns which averaged over 2% response rate from 11,000 pieces (9,000 English and 2,000 French) per drop. Coordinated the process from inception to implementation including – directing creative, writing copy, acquiring lists, mailing, and following up on responses.- Supported sales through retail channel. Developed merchandising system for plastic products being sold through a national hardware chain. Gained knowledge of Account Management including EDI.- Led change management through chairing the new products committee which was made up of marketing, sales and operations personnel.- Used direct mail campaigns to vet new product ideas. Response rate averaged over 2% which deferred some of the cost as well as providing 200+ leads to outside sales. New product sales reached $2,000,000.