Michael Lawrence Email & Phone Number

Toronto, Ontario, Canada

Philip Morris International is undergoing the biggest transformation in the organization's history.SUMMARY:► Lead & mentor the marketing team to deliver on-brand, premium content.► Execute global strategies & manage comprehensive multi-channel campaigns (social media, CRM, SMS, paid media, e-comm, CX, retail, partner stores, & events).► Write content for each stage of the consumer journey, analyzing performance & conducting A/B tests for campaign optimization. ► Create educational modules for retailers to help them with product knowledge. ► Collaborate with channel owners to transform insights into compelling campaigns.► Review campaigns for accuracy, consistency, & legal compliance before deployment. ► Manage agency briefings, coordinate French translations and secure final approvals.

Toronto, Ontario, Canada

Philip Morris International is undergoing the biggest transformation in the organization's history.SUMMARY:► Spearheaded the development, planning, & execution of comprehensive multi-channel campaigns, working closely with teams to boost brand awareness & sales.► Conducted thorough campaign analysis & evaluated in-store & online brand activities to optimize content. ► Marketing Lead for all paid media campaigns. ► Coordinated approvals and facilitated French translations.

Toronto, Canada Area

The Consumer Brands Division plans and develops a full staple of brands that drive accelerated growth for Canadian Tire.SUMMARY:► Managed packaging projects from concept to production for iconic Canadian Tire private-label brands like Mastercraft, YardWorks, MotoMaster, NOMA, & Master Chef.► Lead Consultant working with Transcontinental to build, test, and rollout packaging project management software for Canadian Tire. ► Managed the successful expansion of private-label brands into new international markets.► Judged the 2019 PAC Canadian Leadership Awards, a semi-annual competition that celebrates craftsmanship in package design and innovation. ► Finalist for the 2019 Going for Gold Award, an annual employee recognition program that celebrates innovation & excellence.

Toronto, Canada Area

I planned merchandising and marketing projects within strict budgets and timelines.I used AutoCAD to design retail layouts for Canadian Tire stores across the country. SUMMARY:► In 2015, designed Canadian Tire's first stand-alone outdoor store. This 12, 000 sq. ft. concept featured an expanded assortment in hunting, fishing, marine, and camping. Check it out if you are ever in the Fort McMurray area for an unrivalled store experience.► Achieved incremental sales of $12.3 million for assigned stores in 2015: demonstrating an exceptional ability to drive revenue growth through innovative retail designs. ► Provided expert consultation to store owners, improving their daily operations & sales. ► Conducted store visits to analyze planogram performance, creating data-driven preliminary drawings that optimized store layouts & improved customer flow. ► Project managed & designed over 70 new build & retrofit stores across Canada.► Presented store layouts to senior management for approval before concept execution. ► Awarded the opportunity to help open the 140,000 sq. ft. flagship store in Edmonton.

Toronto, Canada Area

Loblaw is consistently recognized and accredited in the industry as one of Canada’s Top 100 Employers. SUMMARY:► Improved profit by 19%: executed strategic markdowns for the Bed & Bath category. ► Managed Kitchen & Appliance categories valued at over $108 million in revenue.► Developed comprehensive postmortems & conducted weekly sales analysis, presenting actionable insights that informed strategic category decisions. ► Analyzed P&L statements: improved category performance by supporting product launches & negotiating lower costs with vendors.► Created merchandising execution guides distributed to stores across the country. ► Monthly store visits and competitive analysis to understand market dynamics.