Larah Luna Email & Phone Number

Vancouver, Bc, Ca

Vancouver, British Columbia, Canada

Vancouver, British Columbia, Canada

Responsible for creation and implementation of creative marketing and communications strategies that conveys the Gallery’s broader institutional vision and produces broad-based awareness and engagement for its diverse audiences. • Sets and guides strategy for all communications, including owned, earned, paid and social media for the Gallery.• Directs the Gallery’s communications and media relations efforts including communications on the new Gallery building capital… Show more Responsible for creation and implementation of creative marketing and communications strategies that conveys the Gallery’s broader institutional vision and produces broad-based awareness and engagement for its diverse audiences. • Sets and guides strategy for all communications, including owned, earned, paid and social media for the Gallery.• Directs the Gallery’s communications and media relations efforts including communications on the new Gallery building capital campaign.• Oversees market and audience research, analyzes results and translates into targeted marketing activities. • Using data base and trend analysis, leads the development and execution of marketing strategies to meet audience engagement and admission revenue targets.• Oversees the planning and implementation of membership acquisition/retention campaigns; writing of persuasive direct mail and other collateral materials; designing the promotional campaigns or special events to attract member prospects and retain current members; coordinating the cultivation and solicitation and recognition process for assigned supporters.• Cultivates relationships, negotiates and oversees the execution of promotional programs between the Gallery and corporate sponsors and major donors.• Works closely with Development in creating an integrated patron development and engagement plan.• Directs brand management and institutional identity materials. Develops overall marketing plan for increasing the visibility of the Gallery regionally and nationally, as well as exhibition-specific plans that may include niche markets. • Oversees the development and implementation of a variety of Gallery publication projects, including the website, membership magazine, leadership and development communications vehicles, brochures, campaign tools, e-newsletters to key constituents and event invitations. • Leads all digital marketing efforts including social media outreach campaigns and implementation. Show less

Toronto, Winnipeg, Victoria, Vancouver

Designs the development and implementation of promotional campaigns aimed to increase revenue lines and to support overall customer engagement and loyalty.Drives venue traffic, customer frequency and life-time value through successful development and execution of marketing program promotions and targeted offers.Manages customer engagement and interaction through Customer Relationship Management database and Email marketing tools including implementation of segmented and… Show more Designs the development and implementation of promotional campaigns aimed to increase revenue lines and to support overall customer engagement and loyalty.Drives venue traffic, customer frequency and life-time value through successful development and execution of marketing program promotions and targeted offers.Manages customer engagement and interaction through Customer Relationship Management database and Email marketing tools including implementation of segmented and automated email programs.Creates & manages a media plan that encompasses all marketing activity broken out by market. Optimize the media spend to budget.Manages the development of creative, selection/mix of media and execution strategies that will deliver the highest possible results in brand awareness and customer experience.Manages the development and maintenance website and social media properties to become effective digital customer communication channels. Develops reporting metrics including KPI’s and provide detailed weekly and monthly campaign summaries highlighting success, trends and opportunities.Develops and executes strategic community and corporate partnerships and outreach. Show less

Winnipeg, Mb

Led the development of WAA’s company’s marketing and advertising strategies, implementation and successful delivery. Responsible for the corporate brand management for both the WAA corporate brand and Winnipeg Richardson International Airport. Led website development and content management. Established and maintained effective relationships with various stakeholders and partners in the community (True North (Winnipeg Jets and Manitoba Moose), Winnipeg Football Club (Blue Bombers), Manitoba… Show more Led the development of WAA’s company’s marketing and advertising strategies, implementation and successful delivery. Responsible for the corporate brand management for both the WAA corporate brand and Winnipeg Richardson International Airport. Led website development and content management. Established and maintained effective relationships with various stakeholders and partners in the community (True North (Winnipeg Jets and Manitoba Moose), Winnipeg Football Club (Blue Bombers), Manitoba Moose, Canada Games, Travel Manitoba, Tourism Winnipeg, CAA, Royal MTC, MTYP, Folklorama). Coordinated benchmarking activities, marketing events and experiential promotions at the airport. • Successfully led the execution of WAA’s 20th Anniversary Gala held post-security at the airport. This task involved working with various security groups and event personnel including Transport Canada.• In November 2017, awarded an Honourable Mention for Excellence in Airport Marketing, Communications, and Customer Service. • Successfully launched the airport’s first targeted digital marketing campaigns in November and December 2016 promoting long-term parking and Valet and Away gaining over 400 new to file customers.• Coordinated the Canada Games experience at the airport. Show less

Directed and managed the overall marketing and communications efforts for Royal Winnipeg Ballet’s three business units: the professional dance Company, the Professional Division School and Recreational Division School. Developed, implemented and managed RWB’s brand image, key messaging, and positioning through creative multi-channel communications locally, nationally and internationally. Led the sales team for season ticket subscriptions and single ticket sales to all RWB shows including… Show more Directed and managed the overall marketing and communications efforts for Royal Winnipeg Ballet’s three business units: the professional dance Company, the Professional Division School and Recreational Division School. Developed, implemented and managed RWB’s brand image, key messaging, and positioning through creative multi-channel communications locally, nationally and internationally. Led the sales team for season ticket subscriptions and single ticket sales to all RWB shows including e-commerce efforts. Led crisis management and communications for the RWB. Directed lobby activities and patron engagement activities at all RWB shows in Winnipeg and on tour. • Awarded 2015 Travel MB Aboriginal Tourism Award for Going Home Star – Truth and Reconciliation• Led a successful national advertising, publicity and outreach campaign for Going Home Star – Truth and Reconciliation • Led publicity campaigns for RWB’s 2015 European tour of Moulin Rouge® – The Ballet• Initiated fashion photography collaborations with Club Monaco (2013) and Banana Republic (2014)• Led a successful publicity and outreach campaign for the Winnipeg premiere of Going Home Star – Truth and Reconciliation garnering local and national media coverage and connecting with various organizations such as the Truth and Reconciliation Commission, National Research Centre For Truth and Reconciliation, and Indian Residential Schools Resolution Health Support Program (IRS RHSP)• Created Access Pointe – an engagement program offering $30 tickets to audiences, 30 years old and under • Led the creation of supporting materials for the successful Tutus In Bloom fundraising campaign for Swan Lake • Spearheaded the planning and execution of the 2014 Royal Visit with the Duchess of Cornwall at the Royal Winnipeg Ballet • Led the coordination of the Royal Canadian Mint’s national launch of RWB’s 75th Anniversary Coin in 2014 Show less

Developed annual strategic marketing & communications plans and budgets for the Rady JCC as well as publicity, external advertising, direct marketing, digital marketing, regular member promotions, in-house displays, and special events. Oversaw the creation and delivery of all Rady JCC communication materials including collateral material (brochures, pamphlets & program guides), promotional materials and media advertising (printed and broadcast ads, direct mail campaigns, press releases)… Show more Developed annual strategic marketing & communications plans and budgets for the Rady JCC as well as publicity, external advertising, direct marketing, digital marketing, regular member promotions, in-house displays, and special events. Oversaw the creation and delivery of all Rady JCC communication materials including collateral material (brochures, pamphlets & program guides), promotional materials and media advertising (printed and broadcast ads, direct mail campaigns, press releases), ensuring high standards and adherence to the JCCA brand voice and guidelines. Supported fundraising efforts through the creation of effective communication for existing and potential benefactors of the Rady JCC and for the “Y” Sports Dinner. Assisted with event management of the “Y” Sports Dinner. Acted as a consultant to the Executive Director, Board of Directors, and Marketing & Membership Committee on various marketing and membership issues and initiatives, as well as general business / operational matters. Identified target markets, values and key messages as the basis for the strategic marketing plans by facilitating focus groups and discussion sessions with the board of directors, committees, JCC staff and members. Coordinated all public relations activities including managing media inquiries and interview requests and creating content for press releases, byline articles and keynote presentations. Leveraged existing media relationships and cultivated new contacts. Show less

Created marketing and audience development strategies to support the achievement of the overall sales and marketing plan focused on several platforms: the newspaper as a brand, retail sales program profitability, subscriber acquisition, current subscriber retention, and generating incremental sales. Led program development for driving audience/readers to print and online products including brand positioning and driving activities and investments around it. Strategic and tactical planning… Show more Created marketing and audience development strategies to support the achievement of the overall sales and marketing plan focused on several platforms: the newspaper as a brand, retail sales program profitability, subscriber acquisition, current subscriber retention, and generating incremental sales. Led program development for driving audience/readers to print and online products including brand positioning and driving activities and investments around it. Strategic and tactical planning against ROI goals including long term goals for both revenue and product growth and development. Identified and evaluated key marketplace trends and assessed sales programs, defined and refined sales management roadmap. Developed key strategic partnerships. Collaborated with a wide variety of functional areas such as sales, editorial, marketing, design, and operations to execute specific marketing plans for each assigned title.• Developed the online Newspaper in Education program, securing corporate sponsorship for the website development and program costs for three years.• Made improvements to the Press Card loyalty program to better position it as a retention and sales tool. • Developed “Retail Trends” – a quarterly newsletter distributed to news dealers.• Developed and implemented a merchandising program for newsstand partners including small retailers and mass market stores.• Acquisition of Wal-Mart, Costco and Dollarama as exclusive retail partners. • Acquired several sales and marketing awards from the Canadian Circulation Management Association:o BEST IN SHOW - 2007, 2009 o BEST USE OF MASS MARKETING FOR HOME DELIVERY ACQUISITION, MULTIMEDIA - 2009 o BEST SINGLE COPY SALES CAMPAIGNS, MULTIMEDIA - 2009o BEST USE OF DIRECT MARKETING FOR HOME DELIVERY - 2009o BEST USE OF ONLINE STRATEGY CROSS PROMOTION - 2009o BEST DEVELOPMENT OF NEWSPAPER SPONSORSHIP PROGRAMS – 2006, 2009Awarded LEADERSHIP AWARD from AAA Audience Development Awards in 2009. Show less

Developed and executed marketing plan for entire product line. Managed new product development - including idea generation, sourcing of manufacturers and partners, production, pre and post launch analysis. Analyzed historical new product launches, and reported on vitality rates. Led consumer and brand learning plan development and oversaw execution and findings of research studies. Spearheaded and managed all activities and communication with the regulatory offices of the Canadian and US… Show more Developed and executed marketing plan for entire product line. Managed new product development - including idea generation, sourcing of manufacturers and partners, production, pre and post launch analysis. Analyzed historical new product launches, and reported on vitality rates. Led consumer and brand learning plan development and oversaw execution and findings of research studies. Spearheaded and managed all activities and communication with the regulatory offices of the Canadian and US government. Directed and executed packaging designs consistent with a determined communications hierarchy and a global style guide. Managed the development and execution of all advertising materials. Produced and issued press releases and development of media kits for product launches. Fielded public and media inquiries. Organized publicity events such as press conferences and trade shows. Evaluated and researched new trends in the industry. Provided and produced custom planograms and other merchandising tools. Developed customer specific marketing programs for various retailers in North America. Attended and presented at various industry trade show events in North America including the Outdoor Retailer Winter and Summer markets.• Creation of new product catalogue and web site redesign. • Developed and designed creative in-store floor display (Wal-Mart Mosquito Centres) still in use at Wal-Mart stores in Canada and the US. • Negotiated and implemented new pricing structure with existing suppliers and contractors contributing to reduction in costs. • Received award for new product - LED Headlight won 2005 Camping Gear Award from Reserve America. Show less

Coordinated new product development through screening, concept testing, business analysis, SLA/prototype production, test marketing and manufacturing with engineering project team. Developed and prepared marketing and public relations materials for marketing campaigns including press releases and media samples. Communication planning, media writing and organized publicity events such as media tours and trade shows. Produced and maintained media and sales database. Managed and negotiated… Show more Coordinated new product development through screening, concept testing, business analysis, SLA/prototype production, test marketing and manufacturing with engineering project team. Developed and prepared marketing and public relations materials for marketing campaigns including press releases and media samples. Communication planning, media writing and organized publicity events such as media tours and trade shows. Produced and maintained media and sales database. Managed and negotiated music licensing with various music publishers. Conducted product presentations and product listing with key retailers in Canada and US. Show less

Developed and managed sales and marketing strategies for the Health Food Division. Participated on a cross-functional team to develop new products following the process, including analyzing information to help set the sales forecast and financials and writing concept statements for consumer testing. Drove consumer understanding and insights that defined our prime prospects’ needs, attitudes and values in order for consumers to have stronger and more impactful brand experiences. Provided… Show more Developed and managed sales and marketing strategies for the Health Food Division. Participated on a cross-functional team to develop new products following the process, including analyzing information to help set the sales forecast and financials and writing concept statements for consumer testing. Drove consumer understanding and insights that defined our prime prospects’ needs, attitudes and values in order for consumers to have stronger and more impactful brand experiences. Provided financial and marketing justification for new product acquisitions. Prepared marketing reports and planned annual marketing budget. Managed the development and execution of advertising materials including POP and POS materials, coordinated nationwide flyer programs and newsletter programs. Produced and issued press releases and developed media kits for product launches. Identified and listed new third party products and negotiated contract pricing with vendors. Developed local area and regional marketing programs for various health food retail stores nationwide – ranging from small independent retailers to mass markets/chain stores. Designed and managed consumer trade shows. Expanded company’s visibility, generated community goodwill, and heightened employee awareness by seeking out philanthropic opportunities supporting worthy causes. Conducted product and sales training. • Developed monthly training program for territory managers and support staff.• Was part of the initial EDI program launch with Wal-Mart and Zellers for their drug and health food products• Implemented comprehensive merchandising and inventory program for retail partners. • Developed Lifestyle Supplement magazine – combining the quarterly product catalogue and bi-monthly promotion flyers, representing a 45% cost savings. This was distributed to over 1300 retail partners across Canada.• Awarded PRESIDENT’S AWARD of EXCELLENCE in 2000 and 2001. Show less

Tourism Digital Marketing

Digital Marketing

Indigenous Canada

Bachelor'S, Political Studies, History, Literature

Business Administration And Management, General

Computer Programming, Specific Applications

Specialist Certificate, Anti-Racism

Marketing/Marketing Management, General