Mark B. Email & Phone Number

Toronto, On, Ca

• Currently directing team of 180+ including Project Managers, Designers, Digital Marketers, SEO Specialists Content Marketers and Digital Solutions Associates to deliver over 1,200 websites in 2024 with a quality score of 4 or better (4 out of 5) for 96% of website output• Squad Leader for Digital Go-To-Market Mission Based Team (MBT) leveraging rapid experimentation techniques to quickly test and learn to inform Enterprise Digital Office (EDO) Build Team customer experience for Practical Law Corporates prospects • Tasked to formulate Digital Strategy for stagnate Small Law Digital New Sales Experience (NSE) and generated record metrics including a best month of $249K sales and record Practical Law sales of $61K, leading to YOY growth of 117% and an all-time high of over 25% of Small Law Firm overall monthly NTO (new to online) units • Delivered 136% to 2019 pan-segment sales target for Online Legal (Westlaw and Practical Law) and software Go-To-Market (GTM) by leading team of 6+ to successfully create and execute inbound and outbound lead generation campaigns• Addressed declining PPC conversion for Westlaw and Practical Law with A/B testing of Product Overview and Plans and Pricing Page prompting customer journey redirect to the latter resulting in 3x PPC conversion, exceeding 15% Practical Law product mix goal and record pure digital sales of $1.2M (over 115% YOY growth) in 2020• Tasked as Marketing Manager of 2+ team to resurrect failed demand generation strategy and built blueprint for omni-channel initiative including single content email strategy generating more than 2,500 qualified leads in six months leading to a record $1.4 million annually and necessitating the hiring of two additional Sales Development Representatives to accommodate increased lead generation activity

Minnetonka, Mn, Us

▪ Recruited to lead segment of online merchandising efforts for $400 million global leader in e-commerce outsourcing managing online businesses for 40K software publishers, manufacturers, distributors, and online retailers.▪ Worked with global clients to optimize ecommerce platforms worldwide with integrated payment systems, bundled software, customer acquisition features, product categorization, and cross-sells/up-sells.▪ Assisted international clients in managing the digital online shopping experience including site architecture, browsing, buying features, product views, checkout flow, product descriptions, and other key e-commerce elements. ▪ Created and implemented digital strategy for software/consumer clients including Philips, Logitech, Lexmark, Sun, SAP, and Quark.▪ Increased Quark’s year-over-year online revenue by more than 35% ($3.3 million).

Minneapolis, Mn, Us

▪ Recruited to lead brand planning in the Airline, Hotel, and Rail sectors for $300 million full-service marketing agency; served as SME for the airline vertical. Led 7-member team of account executives.▪ Defined/implemented strategies to strengthen ROI for $12 million account revenue generated by WorldPerks program members.▪ Grew $325 million co-branded Visa credit card product 3.2% (~$10.4 million) by creating new customer acquisition/retention initiatives. ▪ Developed loyalty marketing programs, presented concepts to senior leadership, secured buy-in, and executed programs; achieved all revenue and profit targets. Optimized loyalty database via predictive modeling acquisition strategies and tactics.▪ Created digital channel and traffic mix strategies supporting more than $8 million in client objective attainment goals.▪ Strengthened organic corporate growth by partnering with cross-functional resources across the organization to develop client proposals and RFP responses.

Toronto, On, Ca

▪ Recruited to define and lead strategy to counteract increasing online legal content commoditization and protect Westlaw’s $1.4 billion revenue stream by strengthening customer perception, loyalty, and retention.▪ Served as primary liaison between marketing and product development; conducted market research and voice-of-the-customer initiatives and negotiated pilot programs with contractors/inventors to test/create new product offerings.▪ Helped to develop industry 1st automated citation formatting product; conducted market research, developed business case, and drove adoption by all legal segments in the business, adding significant new revenue and greatly enhancing customer retention.▪ Facilitated business case pilot of Westlaw Right Click software increasing participant Westlaw usage by more than 10%.▪ Drove innovative new digital online print strategy after proving 7 to 1 business case multiple; presented new SEM/SEO plans to COO for funding and strategic planning buy-off.

Us

▪ Promoted to create and implement new digital marketing programs as Manager of Domestic Passenger Marketing on a worldwide basis. Managed 1 marketing team member and 4 global marketing agency relationships.▪ Defined nwa.com CRM high-yield digital strategy and presented to CEO; program increased business passenger email acquisitions 20%, adding millions of dollars in new annual revenue.▪ Mapped all customer touch points and collaborated with KLM and SkyTeam members to execute CRM initiatives that differentiated the customer experience based on levels of fares paid.▪ Managed WorldPerks® promotional programs and agency relationships supporting $3 billion international network and increasing revenue in Transatlantic and Transpacific networks.

Us

▪ Promoted to direct retail sales, ecommerce, and high-margin WorldPerks promotional programs supporting the $6 billion North America region. Managed $3.5 million marketing budget; supervised 1 marketing staff and 2 marketing agencies.▪ Created innovative digital online customer acquisition, continuity, and retention programs designed to shift market share from competitors to NWA; transformed customer acquisition channel from 90% direct mail to 90% online, significantly reducing costs and playing a major part in driving $47 million share increase. Recognized by the CEO for outstanding contribution.▪ Led $2 million marketing campaign for the launch of the $1.5 billion Northwest WorldGateway at the new Detroit airport; increased flow of traffic through Detroit and the value of the Detroit hub. ▪ Designed more than 100 retail initiatives, including the WorldPerks promotion with 235,000 registered customers, generating $17 million in incremental revenue, the largest promotion in the history of the airline.▪ Improved competitive responses from 3 days to 1 by developing key process flows.▪ Developed business traveler programs that enhanced customer touch points and experience from check-in through disembarkation that generated share shift of $35 million annually; model was benchmarked and adopted by numerous other airlines.

Us

▪ Recruited to develop strategic plan for allocating aircraft in North American markets to optimize resources, strengthen profitability, and enhance response to competitive threats. Conducted analyses of market segmentation, pricing, and yield management.▪ Defined expansion strategy for North America market and presented to executive leadership to secure buy-in.▪ Significantly boosted revenue, increased market share, improved customer engagement, and maximized utilization of planes by creating 5 highly successful and innovative new e-commerce products including BizFlex.▪ Introduced CyberSaver program to increase revenue at high profit margins by leveraging underutilized planes.▪ Spearheaded new marketing plan to support $1.5 billion purchase of regional jets to optimize North America network and generate $350 million incremental revenue.

Master Of Business Administration - Mba, Marketing

Bachelor'S Degree, Communications