Michael Webster Email & Phone Number

Paris, FR

Currently leading the marketing team for the #1 medical aesthetic brand in Canada.

Paris, FR

Ottawa, ON, CA

• Developed and executed the go-to-market (GTM) for Shop’s sign in products, gaining 4.8Mmonthly-active-users and increasing conversion by an average of 8% for 2M+ Shopify businesses.
• Orchestrated, built, and launched the Shop App’s CRM strategy, resulting in x2 shopping engagement.
• Led product growth with external app partners by building & managing the global GTM plan.
• Determined the global positioning and messaging for Shop’s products by conducting market research.

Paris, FR

• Managed D2C with 120 SKU’s, a 9-channel marketing mix and annual marketing budget of $2.5M+.
• Led the transformation of promotional strategy by reducing cadency of promotions and sampling and increasing thresholds for GWP’s resulting in +9% average order value within 3 months.
• Grew ecommerce conversion rate by +16% within 6-months with increased organic channel diversification, launch of artificial intelligence (AI) services and user experience testing plus overhaul.
• Owned the migration of the brand website to a new e-com platform with cross-team management.
• Earned the #1 L’Oreal Canada Groupe rankings for CRM at 36% WOB and Social at 8% WOB through A/B testing, segmentation, and variation strategy, respectively.

Paris, FR

• Spearheaded all marketing for La-Roche Posay® and Dermablend Professional®, managing $10M of budget and +26.9% incremental revenue YOY.
• Managed and coached a team of 4 marketing professionals across 2 different categories.
• Led and reviewed the product roadmap for all 13 launches with an online + offline go to market strategy.
• Owned product development for sustainability initiatives with the global team in France and planned new iterations of eco-pack launches for 2022.

Paris, FR

• Launched the #1 Luxe Concealer in Canada, driving the entire brand to a +30% revenue growth YOY.
• Led the renovation of 600+ in-store merchandising units alongside a UX design and retail marketing team.
• Owned the strategy and roadmap of the full brands portfolio with an online + offline strategy.

Paris, FR

• Managed and constructed 5 product delivery roadmaps with a marketing budget of $2M+.
• Launched and maintained the #1 Loose Setting Powder in the Canadian drugstore market.
• Analyzed Canadian specific data to find need gaps for product development incl. price changes.

Paris, FR

• Assisted the Biotherm Canada and U.S. product marketing team in go-to-market strategy and completely all Gen Z marketing research and collateral.
• Researched Gen Z consumer trends in the cosmetic industry via Nielsen Analytics, Google Analytics, Google Trends and internal market research to propose a targeted face serum launch for FH 2019.

Paris, FR

• Worked cross-functionally on the marketing and digital teams respectively for an internship on SkinCeuticals Canada.
• Developed the go-to-market plan for the brands first email trigger program. Increasing email marketing revenue by +12%.
• Built an acquisition pipeline strategy for dermatologists, pharmacists, and general practitioners across Canada. Capturing 400+ new qualified leads and working with the sales team to rank and classify potentional.

Toronto, Ontario, CA

• Led upper & mid funnel B2B acquisition, earning 250+ applications from qualified health-tech startups.
• Consulted 20+ health-tech startups on their pain point proposition and marketing mix.
• Brand coordinator, designing and developing tools like marketing playbooks, and promotional materials with the Adobe Creative Suite.
• Relationship management with health-technology startups, strategizing and advising on new targeted campaigns.

Vaughan, Ontario, CA

• Building and maintaining strong, long-lasting customer relationships in the B2B sector utilizing relationship marketing strategy. Operating as the lead point of contract for any and all matters specific to business.
• Negotiating contracts with the client and providing event management services, generating a +24.52% drive in sales and +22.4% drive in traffic across 4 different events.
• Ensuring timely and successful delivery of services to fit customer needs and objectives, increasing business plan delivery speed by +24%.

Toronto, ON, CA

• Mentoring and training new employees, supervising groups and offering helpful advice and consultation and providing 1:1 care and supervision to campers with special needs or in need of extra attention.
• Over 4 years of working with the YMCA mentoring 40+ employees on program scheduling, creating a safe environment for children, and YMCA protocol and practices.
• Introducing and content developing 5 new programs to run in specialty camps across the GTA.

Toronto, Ontario, CA

• Contracted by an external client, Healthwick Inc. To research the need for a new innovative product in the marketplace. Working under the primary investigator to complete literature reviews on testing and prototyping.
• Development of final research report to summarize 44 pages research methodology, market research analysis/insights and recommendations for product design and implementation.
• Created a point of contact for 454 LTCH's in Canada
• Conducted interviews with a 6% response rate of industry professionals across 454 LTCH's in Canada

Bachelor Of Commerce (B.Com.), Marketing

Certificate Of Proficiency, French For Professional Communication

Advanced Diploma, Business Administration And Marketing