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.
• 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.
• 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.
• 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.
• 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.
• 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.

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.
• 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.
• 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.
• 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.
• 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.
• 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.
• 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%.
• 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.

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.
• 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