Graduate Teaching Assistant for the School of Hospitality and Tourism Management

- Led the creation and execution of end-to-end customer experience (CX) strategies for the Sport Chek and Mark’s retail banners, as well as the overall Corporation, including, full current state analysis, persona development, journey mapping, future state ideation, and consultation with executional teams. - Aggregated and mapped complex data from multiple sources, including customer loyalty data, customer segmentation, social listening, and quarterly reporting, to craft compelling customer journeys that identified crucial touchpoints to the senior executive teams. Multiple touchpoints were prioritized and integrated into long and short-term strategic planning. - Created and facilitated large cross-functional workshops (20+ attendees) that included the executive leadership teams, using Design Thinking principles to brainstorm new ideas, and establish actionable project plans to ensure effective cross-functional partnership during strategy developmentOther Notable Activities: - Committee Member, Canadian Tire Women's Leadership Network - Partnership Liaison & Coordinator, Canadian Tire & Enactus Canada - Campus Initiatives Lead, Marketing Leadership Development Program

- Managed the briefing, execution, planning, and development of the Atmosphere retail banner’s email marketing program, optimized and improved performance with key metrics such as CTOR, unsubscribe rate, and conversion rate. - Project managed the Facebook & Google a/b digital testing, increasing testing capacity for two retail banners by ~100%. - Built, trafficked, and analyzed conversion-based paid media ads every week in the Facebook Ads Manager platform for the Marks’ retail banner. Other Notable Activities: - Skills-Based Volunteer, Jumpstart Charity - Campus Initiatives Lead, Marketing Leadership Development Program - Partnership Liaison & Coordinator, Enactus x Canadian Tire - Committee Member, Canadian Tire Women's Leadership Network

- Supported the strategic planning, brief development, creative reviews, & execution of several large multi-channel mass-marketing campaigns (including Online Video, Display Ads, Social, SEM, and TV/Radio), for Jumpstart, Canadian Tire, and Party City Canada Halloween and NYE.- Led the strategy, content planning, and execution (including copy development) of organic social media for Party City Canada across Facebook, Instagram, and Pinterest increasing total followership by 150%. Laid groundwork for brand aesthetic as a new account in our portfolio.- Owned all aspects of the multi-channel, digital-only winter campaign showcasing the latest products for the season, coordinating cross-functionally with merchandising, eCommerce, and promotional marketing teams and external agency partners to ensure seamless execution.Other Notable Activities: Special Project - Throughout this term I worked on a special project focused on multi-year planning for our Sport Chek banner, directly reporting to the Associate Vice President of Marketing. Responsible for customer insights analysis, managing communication with all key stakeholders (VP & AVP level), project management, and preparing strategic marketing communications.Campus Initiatives Lead, Marketing Leadership Development ProgramPartnership Liaison & Coordinator, Enactus & Canadian Tire

- Established best practices, and training materials and led training sessions for a group of 100+ power users of a newly developed customer loyalty data tool, taught the group how to analyze 10MM+ member purchases which they used to enhance decision-making across the business. - Analyzed customer data for cross-functional stakeholders such as merchandising, marketing, and eCommerce, in a client service-style function, packaging data and insights to be used to improve merchant buying decisions, and target-market segments for mass marketing campaigns. - Specially selected for a secondment directly supporting the Associate Vice President of Marketing for Sport Chek on a confidential, multi-year strategy project. Utilized expertise in customer loyalty data and the loyalty program to inform the project’s goalsOther Notable Activities: - Campus Initiatives Co-Lead, Marketing Leadership Development Program - Partnership Liaison & Coordinator, Enactus x Canadian Tire - Executive Team, Lace Up For Jumpstart