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A Marketing and Sales professional with National brand experience in Brand Management, Account Management and Promotional Representative roles. Studied Marketing at the Masters level. Proven strong communication, organizational, and leadership skills. Collaborative team player that thrives in a dynamic, fast-paced and challenging cross-functional environment, with a reputation for providing superior levels of service. Focused on driving solutions while supporting clients and customers, aimed at delivering impactful business results.
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Senior Manager, Brand StrategyIg Wealth Management Feb 2020 - Oct 2024Toronto, Ontario, Canada -
Manager, Global Brand ActivationSun Life Sep 2018 - Feb 2020Toronto, Ontario, Canada● Managed the relationship with our creative and media agencies for the development of the ad campaigns that supported business units ensuring the proposed marketing tactics delivered on brand strategies and had clear KPIs. Campaigns included a variety of marketing media including traditional, digital, social media, print, and content integrations. ● Lead for National campaign which included working with agencies to develop brand strategy, media plan, campaign concepts, production and post production. ● Led creative process for philanthropic and sponsorships advertising activities such as Toronto Raptors playoffs creative, Dunk For Diabetes, Musical Instrument Lending Library and Diabetes Canada. ● Worked with key business partners to understand their business strategies, drivers, plans, and issues to develop advertising strategies and campaigns that support Global, National and individual business units. ● Using research and insights, developed clear storytelling that drives decisions and aligns internal stakeholders. ● Developed a Global Brand video, which included working with the different Global markets to ensure every market is represented and aligned to the brand vision. ● Managed Global social channels and social vendor relationships such as Hootsuite, Proofpoint, PostBeyond and Brandwatch. ● Responsible for tracking, updating, and managing the Global advertising budget. -
Manager, Sports MarketingCbc May 2016 - Sep 2018Toronto, Canada Area•Responsible for the creation, presentation, planning and development of new program concepts during the 2016 Rio Olympic Games and 2018 PyeongChang Winter Olympic Games. Fully integrated programs included broadcast, digital, and social media planning and execution.•Develop new content ideas for Road To The Olympic Games sponsors. For example, one program led to a 211% increase in microsite traffic and increased awareness for the sponsor’s initiative by 18•Collaborate with internal stakeholders (broadcast producer, digital producers, legal, finance, in-house creative team) and work with partners’ stakeholders (creative and media agencies) to deliver integrated programs that deliver on the partners’ brand messages and objectives.•Analyze internal and external research to incorporate into new content presentations and post reports that highlight key insights that align with clients’ marketing objectives and can be applied to future programs. •Plan and execute events for sponsor’s programs that includes working with experiential marketing agencies, negotiating guest speakers, developing workshops, creating content capturing opportunities, and travel coordination.•Manage partners’ contests, which has included photo entry contest via social platforms and a written submission contest.•Test out different social media opportunities for programs and properties, such as: Twitter In-Stream Video ads, Twitter Promoted Posts, Snapchat Live Story, and Facebook Branded Handshake. -
Associate Brand Manager - Innovation (Formerly Whisky)Diageo Dec 2013 - May 2016•Demand lead for the commercialization process; this includes: securing project alignment from key stakeholders, engaging the sales team, and working with cross functional teams such as pricing, finance, supply, and customer service.•Accountable for meeting project timelines to ensure product is delivered to our customers on time. •Responsible for managing projects’ budgets.•Develop new packaging and creative for new to market and renovation projects by working with external packaging and creative agencies.•Create new liquid or adapt existing liquid to Canadian regulations by writing liquid briefs, conducting focus groups, and managing liquid COGS.•Develop effective ATL programming such as: manage the Crown Royal and Johnnie Walker social media pages; and liaise with marketing agencies for TV, radio, print, and digital advertising.•Work with internal stakeholders to develop trade programs, commercial sales tools, and creative materials for BTL programming. •Support A&P budget management.•Category and brand analysis.•Lead innovation projects, which include: listing applications, packaging approvals, and retail creative.•Manage sponsorship relationships and deliverables. -
Account Manager, B2B SalesSears Canada May 2012 - Nov 2013•Created customer focused sales presentations aligning to program strategy for business development.•Continually created and revised customer loyalty and sales incentive programs with marketing managers at tier 1 brand manufacturers.•Using market segmentation, prospected and built pipelines for new account acquisitions, including capturing leads valued at $5MM and closing $700K in new business development sales for 2013.•Managed and maximized spend opportunity of $5.4MM corporate portfolio by creating marketing initiatives that led to increased sales. •Worked with management from Sears Canada headquarters and stores for product fulfillment, logistics, and customer satisfaction. •Promoted brand and product offerings through industry events and trade shows. -
Customer Experience RepresentativeIndigo Oct 2011 - May 2012•Established product arrangement strategies and execution guidelines.•Assisted customers with product selection and special promotions. -
Account CoordinatorFairlane Group Nov 2011 - Feb 2012•Forecasted demand for Fortune 500 loyalty gift card accounts.•Controlled $100K weekly budget, purchasing, and distribution of gift cards. •Created and implemented cost-saving strategy to ensure credits from suppliers are applied, saving the company $10K annually.
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Corporate TrainerCarnival Cruise Lines Feb 2009 - Jan 2010•Led orientation, safety, and hospitality training programs (delivered to 1000+ crew members).•Planned and coordinated with department heads crew activity calendar.•Designed guest tour of ship generating over $200K in annual profit. -
Event StaffHolland America Line Jan 2008 - Dec 2008•Planned and facilitated programs and activities for guests (up to 2000 guests).•Designed and implemented handbook of policies and procedures for onboarding new crew members.•Achieved and exceeded the corporate goal for guest feedback.
Lesley Robb Skills
Lesley Robb Education Details
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Marketing -
Sport And Event Marketing -
Bioethics And Ethics, Society And Law
Frequently Asked Questions about Lesley Robb
What is Lesley Robb's role at the current company?
Lesley Robb's current role is Senior Manager, Brand Strategy at IG Wealth Management.
What is Lesley Robb's email address?
Lesley Robb's email address is le****@****onto.ca
What is Lesley Robb's direct phone number?
Lesley Robb's direct phone number is +141672*****
What schools did Lesley Robb attend?
Lesley Robb attended Griffith University, George Brown College, University Of Toronto.
What are some of Lesley Robb's interests?
Lesley Robb has interest in Arts And Culture.
What skills is Lesley Robb known for?
Lesley Robb has skills like Public Speaking, Presentation Preparation, Outstanding Customer Service, Marketing Strategy, Customer Service, Marketing, Market Research, Loyalty Programs, Email Marketing, Sales, New Business Development, Lead Generation.
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Lesley Robb
Founder Of Swell Impact, Certified B Corp | Sustainability And Brand Consultant | Tourism And Small Business SpecialistHalifax, Ns -
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