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Led teams of professionals in strategy and execution of activities to generate new leads, entangle customers and reduce churn through all marketing channels. Highlights:• Managed vendors and department budgets to generate 7-10% of monthly sales volume • Oversaw and delivered the first, customer trigger-based program to reduce new customer churn by over 2%• Identified Moving as a moment of truth and through data, insights and understanding of the customer journey; developed digital and traditional advertising to acquire and reduce churn• Pitched the strategy and oversaw the first pricing program to reduce churn for customers rolling off promotions. Very successful with churn reduction of 30%Strategy includes:• Fiscal planning, including budget, headcount and programs for upcoming year• Coaching direct and indirect reports to strengthen their abilities and develop their careers• Proposing and interpreting research and data to build meaningful programs • Overseeing customer contact strategy to maximize touch points with customers• Marketing Lead on complying with regulatory impacts – Canadian Anti-Spam Legislation• Approving and guiding the appropriate use of integrated Marketing tactics• Working with technology and business intelligence teams to advance our marketing CRM software for intelligent and sophisticated campaigns

- Built an outbound telemarketing retention team with operations for customer delighters, upsell, ‘moments of truth’ and churn campaigns with a capacity of 20,000 conversations a month- Identified ‘savable’ customers coming off of promotion expiration, generating a 5% churn reduction opportunity compared to the control group - over $1.4M annualized revenue opportunity- Designed and executed direct mail campaigns to migrate customers from standard definition to high definition equipment with call response rates over 2%

- Negotiated, developed and tested campaigns through new SMS channel with a vendor and transit authorities in three major cities. Findings not supportive of a targeted communications channel, but rather a mass tactic- Worked closely with frontline teams to identify conversion, training and communication opportunities to improve customer acquisitions. Rolled out monthly sales communication updates to the front line teams- Built customer life cycle proposals and planning for communications best practices. Work was recognized by marketing and absorbed by the marketing team

- Presented monthly scorecard to CCO and Senior Vice Presidents, answering questions and soliciting capex/opex funding- Received several accolades from senior leadership team for procuring funding and IT priority for a $5M+ project that was delayed since 2009- Reviewed vendors, proposed vendor selection, managed contract negotiations and rollout for a performance management software impacting over 5,000 front line employees. Managed and executed kick off, stakeholder alignment and planning with teams internationally and across functional areas- Collaborated with marketing teams to launch 3G wireless network in new regions. Ensured alignment existed between planning and execution with front lines

Through this rotational program, gained exposure and experience in marketing with TELUS TV Product Marketing, Loyalty and Retention for mobility clients, and Client Segmentation with TELUS Partner Solutions (Wholesale).Collateral Development• Collaborated with international sales and offshore centers to create case studies for potential US business clientsRequirements gathering and implementation• Marketing prime for Video On Demand re-categorization project• Collected input and limitations from product, operations, marketing communications and content teams to develop and launch newly organized and brand approved menus within two weeksContact Strategy• Created outbound dialler contact strategy for Small-Medium Business mobility clients with maximum four right party contacts per client quarterly, while balancing resource capacityUser Experience• Lead redesign of TELUS.com/TV website and presented recommended changes and updates to senior vice presidentClient incentives and rewards• Presented segmentation proposal to the Vice President and directors of L&R. Received sign off on new blackberry delighter criteria and executed campaign within two weeksPricing Analysis• Analyzed contracts and TTV costs to recommend three alternatives for channel pricing and packaging. Key alternative saved over $900K in channel costs. Simultaneously educated team on programming costs and TV provider contractTraining, Development and Recruiting• Managed a team of 30 unionized agents, involving performance management for culpable and non culpable behaviours in line with labour relations, strengthening their KPIs and responsible for career development• Conducted interviews with external candidates for Management Professional and Front line opportunities

Customer base analysis and segmentation* Created a new VIP calculation, with a base 18% smaller but generating $100,000 more revenue than previous VIP qualificationsCampaign Management* Launched an exclusive Canadian VIP promotion to stimulate spend and reactivate lapsed customers: 28% registered with 102% return on investment. 16% average uplift in fees/day* Created a proposal for a targeted European VIP Promotion; received approval based on an ROI of 157%, excluding year end uplift of $50,000International Email Campaigns* Created and executed email campaigns with an open rate of 50+ percentClient Management and communications* Involved in US market withdrawal communications and problem solving for front lineProduct Marketing concept and launch* Responsible for creating and executing a marketing communications plan for German product launches* Provided input to Product team for fees, limits and offerings specific to VIP; eg: worked with product manager to develop VIP Max Cash with a fee and limits suitable for Regional specific VIPs

Market Research and Recommendations* Researched articles on the internet and in print to produce and distribute the ‘Daily News’ to key stakeholders; included a separate distribution list for executive team regarding legislative updates* Researched and disseminated information about PayPal’s entry into the European market and credit card offering to prepare news releases and further reactionary measures* Provided Product with information and analysis regarding competitor and merchant deposit options available to Brazilian marketCross functional team collaboration* Presented merchant interfaces to sales teams to promote enhanced payment option and enhanced user experience.