Melanie Robitaille Email & Phone Number

I offer 2 types of services; delivering specific marketing mandate as a consultant or joining a team who temporarily needs support and part-time resource (Fractional CMO/CMO on demand)Head of marketingBrand positioningMarketing planCreative and communication campaignVisual identity & rollout strategyProduct innovation, portfolio pipeline and packaging designConsumer researchRFP for agency work + brief writingBrand bookCoaching (development of individuals, structure, role and responsibilities)Shopper marketing strategy and distribution channelsA few clients- Langelier Assurances- WSP Global- Laboratoires NutriSanté- Duvernois Esprits Créatifs (Le BockAle)- Flair Stratégie (pour divers clients)- Mother Raw- Ka Karité- Noréa Foyers- Danone Canada- Groupe Marcelle Inc- Groupe Jean Coutu- ELNA Médical- Le Monde Des Bières- Groupe Legault- Livsta- Cogeco Connexion- Six Pints Speciality Beer Co.- Bélair Direct- Corporation Collège Bois-de-Boulogne

Montreal, Canada Area

Lead and guide the North America Sales and Marketing touring show division team and achieve business objectives. Engage and mobilise the team behind the vision and the objectives, define their role and ways of working across departments. Manage 10 employees. • Successfully rallied the team and dramatically improved the engagement rate in the People Survey. • Implemented the Strategic Presentation process across the Vice-Presidency, complete with training, template and calendar. Led to more collaboration between teams, elevated conversation on the strategy of each market and more alignment amongst departments. • Standardized tools and ways of working across teams, geography and agencies to simplify reporting. • Awarded contracts to agencies in US markets and led the RFP process. • Led the team to think differently about marketing tactics, unlocking new partnerships with increased ROI

Accountable for long-term strategy and responsible for successfully managing projects led by transversal teams. Assess portfolio to align with macro-trends and company’s objectives through 3-year innovation pipeline. Co-lead of crafting the vision for marketing department and coach employees. Manage 6 employees.• Led the 2018 strategic framework; aligned on key outputs with executive committee, developed templates and briefed teams on deliverables.• Managed the innovation process; identified and presented macro-trends and identified 4 key strategic pillars for Danone Canada up to 2022.• Lead of monthly topline meeting with sales directors and other topline functions. Align on quarterly/yearly objectives and forecasts, upcoming innovations and product launches, mechanic for in-store programs as well as identify opportunities (or risks) to achieve profitable growth.

Responsible for establishing long term strategy and executing tactics for a portfolio of global and national brands. Understand consumers and shoppers by analyzing data to create campaigns, products and in-store programs to influence purchase habits. Accountable for the P&L and brand plans. Manage 3 employees. • Delivered 2 years of double-digit revenue growth in a flat category. Anchored the brand in relevant moment of consumption and successfully launched 3 sub-ranges to please consumers’ taste of healthy snacks. • Conducted research to understand barriers of consumption, the first in-depth assessment since launched. • Used research learning to propose action plan, recognized as very needed and eventually rolled out.

Montreal, Canada Area

Nationally in charge of the creation of an extraordinary brand (vision, strategy, and tactics) to achieve established objectives. Identify the target consumer and answer their needs by creating communication campaigns based on consumer data, while being responsible for the visual identity, innovation plan and P&L. Management of 3 employees. • Renewed the visual identity and packaging for Molson Canadian 67TM. • Drafted the customer selling story for product launch, regrouping all relevant information.• Launched Molson Canadian 67 Tangerine Twist.• Created an innovation 3-year plan. • Defined the target consumer by analyzing data on their lifestyle and market opportunities. • Grew volume and direct margin vs. previous year, in a declining industry. • Launched Molson Canadian in Quebec, based on market analysis and portfolio gap.

Montreal, Canada Area

Responsible for the strategy and activation in the Quebec region. Establish the vision for the brands, draft the strategic and annual media plans, supervise and approve programs and be accountable for their results. Management of 2 employees. • Defined the strategy for each brand with the help of external consultants in order to write the quinquennial strategic plan. o Full Potential BrandingTM: exploit the potential of the brands and the organization by synchronising brands, leadership and the internal culture. Drafted a clear vision, strategies and targeted tactics for the annual marketing plan. o Molson Dry: managed a multidisciplinary team leading the strategic process « Eat Big Fish », which changes how small brands can challenge category leaders. • Created the visual identity guide for Molson Export. • Repositioned and relaunched Molson Export based on its rich history. • Innovated during the launch of the Association of Party Pros (APP). Precursor platform for which bloggers were hired to create social media content, developed an augmented reality application and a website that used a point system. • Developed the Molson Export 360 degree program for the sponsorship of the Vancouver 2010 Winter Olympics.

Montreal, Canada Area

Assist in the development of communication campaigns and consumer research. Manage contests and promotions, events, website and the team’s budget.

Montreal, Canada Area

Develop tactical programs for the grocery and convenient store channel.

B.A.A, Marketing

Activities and Societies: Promo 2004, Jeux du Commerce 2004, UBG 2004, UBG 2003

D.E.C, Sciences Humaines, Profil Administration