Marcia Baroni Smith, Msc. Email and Phone Number

As a team leader, I oversee content marketing and demand generation/inbound programs for the SMB segment of TELUS Business, managing a group of campaign and content marketers and collaborating closely with Go-To-Market, Product, Sales, and agencies. My team is focused on the promotion of technology solutions in the IoT and Connectivity space, including Fleet Management, Managed IT, Worker safety solutions, and more.

As part of the Growth Engagement team at EverPro, I worked with cross-functional teams to oversee the marketing and client acquisition/retention programs for FieldPoint, an enterprise field services management platform.These programs include website and landing pages, paid advertising initiatives, email campaigns and marketing automation workflows.

-Responsible for the overall multi-tactic Lead Generation strategy, creation and deployment, including email marketing, paid advertising (incl. ABM campaigns, leveraging intent data), SEO/SEM and sales enablement (SDR outreach).-Developed a Lead Scoring framework and participated in discussions re. Lead Routing with sales and MOPS, built new Nurture and Drip campaigns by verticals and key accounts to engage new leads and improve lead to MQL/SQL conversion. Also led a website revamp project to improve organic performance.

- Developed strategy and execution for multi-channel, global campaigns for software solutions using tactics such as e-mail marketing, paid advertising, events/webinars, organic social and content syndication, to generate high-quality leads and drive pipeline/revenue- Evaluated, measured and reported on all marketing campaign effectiveness and ROI, working to constantly optimize programs (content/messaging, etc)- Acted as a liaison between multiple stakeholders including Product Marketing, Content and Creative services and Sales enablement teams

- Leads the Canadian project management and internal Innovation & Renovation process for Dog and Cat Treats and Ultra Premium Food (Beyond), which comprises managing and building product portfolios, 3-year innovation & renovation pipelines, packaging creation and adaptation to the Canadian market, inventory tracking, financials, etc.- Has also managed other brands in the Wet Cat and Litter segments, participating in the development of leading brands such as Fancy Feast, Friskies and Tidy Cats, including a media campaign for 2019 with great results for the Fancy Feast brand awareness- Manages development and execution of Marketing programs (e.g consumer promotions and advertising) to support brand objectives, working with internal and external suppliers to deliver on a timely manner and on budget- Monitors and reconciles Brand spending budget on a regular basis, with the help of a Marketing Associate

I act as a remote Marketing Strategy Consultant for specific projects (freelance basis), focusing on understanding the current business environment and goals to recommend the best approach towards Marketing, with a special focus on digital and social media presence. Experience with Digital SWOT, establishing brand and buyer persona, content marketing strategy, digital channel strategy, SEO audit and general recommendations.

MAIN RESPONSIBILITIES:- Develop and adapt marketing programs and collaterals (literature, promotional materials, advertisements) targeting Latin America & Brazil, supporting the local Sales team- Support all marketing activities for the region, such as events, trade shows, digital and e-mail marketing campaigns- Reporting and keeping track of ROI and leads generated through campaigns/events, using tools such as Pardot and Salesforce- Ensure projects are completed on-time while maintaining accurate budget, reporting to Senior Marketing Manager- Act as a gatekeeper for all the corporate brands and supporting brands in the segments of Intrusion, Access Control and Video, ensuring the correct guidelines are applied- Work with and manage marketing agencies and other suppliers in multiple countries

MAIN RESPONSIBILITIES:- Led 9 direct reports on the Digital Team, coordinated schedules and provided workforce planning, preparing performance reports for weekly meetings- Managed the team responsible for interacting and engaging with Customers (Nespresso Club Members) on all Digital Channels: E-mail, Live Chat, Facebook, Twitter, Youtube and Instagram- Met often with Marketing & PR in order to align positioning regarding all sensitive topics that could threaten the brand’s reputation online- Oversaw the fraud analysis process in e-commerce and other distant channels, supporting the Financial team to develop and update prevention policies and mitigate risks- Met regularly with the Digital Team at HQ (Switzerland) to ensure compliance with global policies and develop a Business Case for the Brazilian market- Provided training and quality monitoring to maintain standards of operation and guidelines regarding faithfulness to the brand’s tone of voice, both internally and externallyACHIEVEMENTS:- Implemented a new Social Media Management platform (Sprinklr), assuring the improvement of critical KPIs- Lowered response time by planning and executing consumer care strategies to drive engagement during significant e-commerce events (e.g. Black Friday)

MAIN RESPONSIBILITIES:- Provided strategic and operational support to Marketing Manager, comprising volume, pricing and demand forecast for business review meetings, P&L evaluation, budget spend, developing and executing the yearly marketing plan - Managed internal and third-party suppliers such as customer care, advertising, PR, events and digital marketing agencies, developing briefs and conducting regular project meetings with stakeholders- Coordinated and developed several promotions and campaigns on digital channels, especially during FIFA World Cup 2014- Assisted in managing a budget above CAD 20MM, creating above the line and online media campaigns to generate engagement and increase brand awareness- Managed the culinary product line (more than 13 SKUs) launching a new website with recipes and videos, and also implemented a culinary class program reaching top 10 selling stores in BrazilACHIEVEMENTS:- Achieved impressive growth on Digital channels through innovative initiatives such as a crowdsourcing project to launch the World Cup’s Official Chocolate and Song, reaching over 500k consumers- Led Garoto to become the 4th largest fanpage in Brazil with 13MM fans, monthly reach of 500k and socially devoted according to SocialBakers, due to its high response rate- Developed (from scratch) and implemented Social Media Brand Book with guidelines for partners and agencies working with Garoto and its brands on digital channels- Revamped the Brand Baton with new formula, new packaging layout and renovated brand essence, improving performance on all relevant brand health indicators- Launched 5 SKUs, driving sales and doubling revenue (NNS) coming from I&R for Baton- Drove powerful business results for Baton: #1 in sales volume and numerical distribution, leader in weighted check-out distribution, with significant Share Value leadership recovery after the revamp

-Strategic and operational support to Marketing Executive Manager, coordinating GAROTO’s Customer Service activities and Digital Properties (corporate website and accounts on Facebook for GAROTO, TALENTO and SERENATA DE AMOR brands)-Prepared Reports and Presentations regarding customer service KPIs, working with third-party suppliers-Supervised work of consumer service suppliers and communication agencies, developing campaigns and editorial calendars for online media, including daily posts and interactions with consumers and website updates-Generated monthly reports using tools such as Facebook and Google Analytics-Developed and Implemented Digital Brand Book for GAROTO and its pillar brands-Development and Implementation of Crisis Preparedness Guide for GAROTO’s digital properties and customer service-Budget control: kept track of monthly expenses and supervised the activities of intern, providing reports to Management.

-Strategic and operational support to Senior Consumer Marketing Manager with GAROTO Block Tablets, TALENTO and BATON Individual and Impulse Tablets-Prepared Reports and Presentations on sales performance and other marketing KPIs and organized monthly meetings with research institutes such as Nielsen-Coordinated the Renovation and Downsizing Project for Block Tablets, working with a multi-funcional team, including Research and Development, Factory, Legal, Supply Chain and Branding & Design Agency-Coordinated communication campaigns for TALENTO brand, as well as TV ads and special events -Organized meetings and presentation materials to support Branding Agency on the development of new Brand Essence and Brand Book for TALENTO, including new packaging layout roll-out-Budget control: created purchase orders and received invoices, providing monthly reports using (SAP/Globe).

-Strategic and operational support to Junior Consumer Marketing Manager with GAROTO Culinary Block Tablets-Coordinated Marketing activations for the culinary line at Points-of-sales, such as weekly Cooking Classes and other events-Coordinated development of new recipes for Cooking Books using GAROTO Culinary Block Tablets-Prepared Briefings and oversaw the work of Design Agencies for Packaging layouts, Cooking Books, merchandising materials and other collaterals-Prepared Reports and Presentations on sales performance and other marketing KPIs using diverse tools- Prepared Briefings and developed ad-hoc consumer researches to better map target audiences- Coordinated the development of new products (projects) with R&D, Sales, Supply and Factory teams-Budget control: created purchase orders and received invoices, as well as monthly reports on spend using SAP/Globe CRM modules.

-Set up meetings and managed the schedule of the Executive Marketing Manager-Prepared Marketing reports and research briefs to support Innovation & Renovation Marketing Manager-Organized events for the Marketing department, such as workshops and seminars-Budget control for the Marketing department’s general expenses-Scheduled trips and provided travel expenses reports for the Marketing team-Translated Reports and Presentations from Portuguese to English.

Professor of Digital Marketing Strategy for the MBA in Digital Marketing and Communications.

I taught the subject 'Psychology and Media' (for which I designed a syllabus) to the undergraduate students of Communications.