Lauren Michell Email and Phone Number

Engineered B2C / B2B enterprise marketing strategies across all platforms to maximize growth of key categories, businesses, and customer segments for Canada’s #1 home improvement retailer with $11 billion in revenue. Reporting to the C-suite and a key member of the Senior Leadership Team (SLT), led a high-performance team of 45 multidisciplinary members across Customer Insights, Brand Marketing, Product Marketing, CRM & Loyalty, Media Planning & Budgeting, Content, and Campaign Management, including two direct reports at the Director level. * Maximized ROI / ROAS by optimizing team structure, operations and budget allocation and fostering a shared transformative mindset to power a customer-centric, data-informed, digital-first interconnected GTM approach within a largely merchandise-driven organization.* Introduced new brand and values architectures and creative platforms strategically aligned to Masterbrand positioning and flexible enough to support tactical product and price messaging that resonated strongly with both B2C / B2B customers and the company’s key internal brand ambassadors / 30,000+ employees.* Contributed to 2 years of YoY double-digit company growth which comped unprecedented COVID results and were complemented by strong brand power scores exceeding targets (94, 95), setting the foundation to support future personalization and audience-first goals.

Orchestrated marketing operations and B2C / DTC / B2B brand strategies for a high-growth, entrepreneurially spirited, global small group tour company with $500 million in revenue, requiring precise coordination of 70+ personnel across seven verticals (Marketing Intelligence, CX & Customer Solutions, Brand Portfolio & Partnership Management, Creative & Content, Marketing Services & Operations, PR / Communications, and Digital Marketing). Reporting to the C-suite and a member of the SLT, played an advisory role to the President / Founder to drive thought leadership within the community tourism space.* Maximized profitability by restructuring marketing functions using a consumer-focused, data-driven, digital-first approach fuelling a new global Masterbrand positioning and portfolio architecture to generate double-digit YoY growth.* Spearheaded a customer segmentation analysis across the five regions which identified potential profitable targets and guided the development of marketing communications and product innovations to significantly expand customer base.* Optimized the customer experience by leading a cross-departmental effort to map the entire customer journey, gather unique data insights, and personalize content across multiple online / offline platforms to maximize ROI.

Rebuilt, restructured, and upskilled a team of 25+ client services specialists for an independent communications agency, providing in-depth marketing strategy and execution support to enhance client traction and boost business metrics. Reporting to the Managing Director, played a key strategic planning role on the executive team.* Contributed to revenue growth exceeding 40% YOY by collaborating with clients and focusing on customer acquisition and retention to exceed campaign metrics across integrated marketing channels.

Directed customer-centric portfolio identities and B2C / B2B approaches while expanding in-house expertise for a $280 million revenue privately-owned entrepreneurial restaurant company across 12 brands and 60+ retail locations in Ontario, Quebec, and Nova Scotia. Collaborating effectively with cross-functional procurement, operations, finance, culinary and real estate partners, empowered a team of 12 marketers across brand management, videography, graphic design, digital, and analytics. Reporting to the COO, key advisor to the President / Founder and member of the SLT.* Accelerated revenue and sales growth by opening nine new locations for the popular Jack Astor’s chain, relaunching two stagnant brands (Canyon Creek and Red’s Wine Tavern), and launching SCADDABUSH Italian Kitchen & Bar, a newly developed Italian-themed restaurant concept.

Coordinated integrated marketing functions for the largest account of an independent creative advertising and communications agency while trailblazing new industry connections to drive client business success. Reporting into the Managing Director and a member of the SLT, led a team of 17 personnel across multiple client accounts.* Increased profitability by growing total Labatt Breweries’ business across multiple brands by over 30%, while reducing historic portfolio over-investment by 5%, and growing Expedia.ca account by over 250%.

Delivered accelerated sales and brand health growth on new retail account, The Bay (Hudson’s Bay) and led the strategic brand transition of Tetley Tea resulting in 20% growth of Green Tea business over a 24-month period.

Drove brand performance within the extensive and diverse global beer portfolio. Demonstrated progressive growth, culminating in taking ownership of revered global and homegrown brands, Stella Artois, and Alexander Keith’s.

Supported the growth of the Sunlight Laundry Detergent Family and, a year and a half later, Salon Selectives Hair Care, while honing CPG marketing skills and passion under the guidance of fabulous mentors and managers.