Michelle L. Email & Phone Number

Toronto, On, Ca

Toronto, Ontario, Canada

Toronto, Canada Area

Worked as a part-time freelancer to help companies and organizations to define their brand characters and strengthen their storytelling, powerfully influence the decision making and loyalty of their customers through holistic marketing approach and omni channel marketing. Here are the 3 core characters I helped brands to focus and develop through integrated marketing and communication efforts: ❏ Strengths of Mind - Storytelling Help brands to develop targeted marketing messaging that leaves a positive note on customers’ mind by leveraging the art of beautiful storytelling ❏ Strengths of Heart - Connecting Help brands relate to customers in meaningful ways through strategic content and brand experience❏ Strengths of Intellect - Thinking Help brands to think effectively by utilizing marketing data and analytics to choose the right marketing strategies for brands

Ontario, Canada

Summary of Strengths & Accomplishments at Unitron ❏ Marketing Strategies and Brand Management- Planned & executed the overall launch plan including target marketing mix (4 P’s) for Discover Next Extension launch package. Evaluated and aligned key messages playing into communication strategy in all marketing deliverables ❏ Leadership - Provided strong leadership with a positive and growth mindset within the Launch Program as well as in the Unitron Business team. Led a cross-functional campaign creation & execution team in close collaboration with PMs, Brand & Comms, Audiology, CoE & third-party vendors ❏ Project Management - Set clear work plans, guidance and priorities within the many aspects of the Launch. Walking between the fine line of a collaborative and pacesetting environment to deliver the project on time, on scope and within budget. Ensured marketing excellence and deliverables were completed satisfactorily and accurately ❏ Digital Marketing & Social Media Management - Provided support on content marketing, social media and digital solutions to all GCs. Ensured GC teams were fully aware and enabled to use the resource to execute the launch ❏ Collaborations & Communications - Proven ability to communicate critical issues in a timely fashion. Created effective creative briefs for agencies, and provided status report to PM and management

Toronto, Ontario, Canada

❏ Developed the annual marketing plans aligned with organizational goals and marketing strategy. Refined product positioning and messaging to differentiate product offering in the market. Worked with creative agencies on the brand creative strategy and digital executions. Identified and worked with partner brands on business acquisition and market penetration strategy ❏ Directed the digital transformation programs, including CRM, SEO, SEM and ecommerce, and leveraged new digital technologies to increase conversions and customer engagement. Provided digital oversight for the brand to be aligned with the marketing plans and targeted market ❏ Setup proper analytics and tracking for the company, reviewed weekly and monthly google analytics, social media analytics and insights. Worked with digital agencies to increase engagement rate, conversions, web traffic and customer satisfaction and provided recommendations to management ❏ Analyzed customer feedback and sales data to develop strategies to support sales initiatives. Communicated the value proposition of the products and developed impactful sales tools ❏ Managed partner relations and worked with cross-functional teams on executing the new product launch plan. Designed and coordinated the launch of new products under the brand which included packaging, artwork design, training, webinar, trade presentations and marketing materials

Toronto, Ontario, Canada

-As a lead for Canada marketing team, develop marketing and communications strategies and disseminate information to business partners and customers to drive business growth and sales-Responsible for planning and managing over $1 million marketing budget, allocating and keeping track of A&P spending against sales targets-Profit & Loss (P&L) Management: develop of pricing, customer pricing and optimizing costs within P&L-Strategize and collaborate with cross functional teams and management to facilitate business operations and improve efficiency, work closely with regional sales managers to strengthen business growth opportunities through B2B and B2C marketing, trade promotions and events-Plan, implement and drive the national marketing programs in both ALT and BLT marketing campaigns, targeting customers through different channels (in-store, digital, social media, email, print, radio and TV)-Collaborate with the global marketing teams to create and launch global marketing efforts to increase brand equity and product penetration in its local market such as product catalogue, corporate magazine and videos-Prepare creative brief and work with ad agency and media to grow a strong brand presence, improve customer experience and expand the reach to retail, food service and industrial customers in Canada -Direct and conduct marketing research and analysis to help drive both innovation and improvement for different category portfolios-Lead the multi-disciplinary marketing team to execute marketing campaigns and programs, ensure projects meet with project scope, budget, requirements and timeline-Optimize project/task management for the team, measuring success against targeted ROIs and provide detailed sales & marketing reports to management weekly and monthly -Organize and assign work tasks to the sales & marketing team. Provide leadership, guidance and advice. Nurture talents and promote positive work culture

Toronto, Canada Area

• Develop, manage and implement annual marketing and communications plans and strategies for Registered Education Savings Plans (RESPs) to ensure products are effectively marketed• Plan and execute marketing initiatives by defining work scope, gathering business requirements, creating work back schedule, cost-benefit analysis and project brief to IT and management• Manage direct mail programs, lead the internal departments and external vendors to ensure effective and timely deliverables, organize debrief meeting as the projects completed• Assist regional and head offices to reach sales goals by supporting the sales team on sales events and workshops , which includes developing sales tools, quarterly sales e-magazine and marketing materials to educate and promote professional development• Control campaigns budget, track and analyze marketing programs results, ROI, identify the consumer trends and behavior, prepare monthly marketing reports to senior management • Assist the Director of Marketing to manage social media initiatives, including Facebook, Twitter, LinkedIn and YouTube, to optimize the company social presence • Collaborate with third party vendors in Search Engine Optimization (SEO), Google Adwords and Brand Ambassador Online Ads projects to improve company search and web presence• Prepare research brief on competitive, industry and provide marketing insights or recommendations to improve business process • Entrust with all aspects of advertising programs for local and international sales representatives, ensure all the marketing materials are approved by compliance, legal and aligned with corporate brand strategies • Liaise with advertising agencies to develop a calendar of marketing activities to optimize the presence on media• Create press releases, media kits for corporate events/sponsorships and contact media • Coordinate company PR event, regional tradeshows, organize staff, supplies and logistics

Toronto, Canada Area

• Assisted Director of Alliance Partner Relations and Channel Partner Manager to develop business plans, managed marketing programs, identified market opportunities and customer value propositions, optimizing product positioning in the marketplace • Assisted the development of joint business and marketing plans with the partners to align their portfolio solution offerings and Bell’s “go to market” strategy• Maintained knowledge of competitive products via information provided by HP and developed strategies for increasing sales lead relative to the competition• Managed and administered the partner portals, maintained database, certifications and contacts, facilitating communications and building relationship between partners• Budgeted, tracked and managed the effective use of Marketing Demand Generation Funds (MDF) to implement the marketing plans and sales out reporting to partners• Provided administration and communications support for sales and marketing with educational programs, training, product promotions, and other projects to increase sales of HP products• Provided communications support and interfaced with Bell sales, inside sales, marketing teams to implement new programs, products/services and enhancement to the current products • Provided assistance to project managers and marketing team, to provide lead tracking and launch of strategic partner events and initiatives, including conference, trade show, and training

Toronto, Canada Area

• Identified appropriate media opportunities in mainstream and ethnic media and prepared press releases, press kits; invited and liaised with media or follow-up • Assisted in developing strategic marketing plans and materials for programs, public relations functions and fundraising activities• Assisted in developing, writing, overseeing production and distribution of internal and external publications, such as newsletters, direct mail, annual report, brochure, fact sheet, flyer • Coordinated and updated website content by using Content Management System (CMS)• Liaised with printers on quotes, production and mailing• Compiled and organized clippings, reports and update photo and other archives• Provided communication, event logistics and coordination support to events team• Assisted development and donor relations teams to develop partnership building and corporate sponsorship, promoted the recognition programs and donor wall • Interfaced between various levels with advertisers, graphic designer, suppliers, agency, corporate clients and media contacts• Organized the editorial committee in creative meetings of layout and design work and assisted in copywriting and proofreading

Toronto, Canada Area

• Assisted managers to conduct marketing research, segmenting B2B and B2C customers, prepared creative briefs, media plan and executed all advertising projects and campaigns • Managed business accounts for top tier companies, which included CIBC bank, Canadian Tire and TELUS, and discussed with clients about advertising program or campaign directions, pitched new ideas and strategic plan for clients • Initiated, coordinated and executed the scheduling of design and production process• Reviewed advertising materials including website, press release, prints, copy writing and TV and radio broadcasting script • Monitored and controlled client accounts billing process, tracked payment schedules and budgetary estimates• Prepared progress update to clients and management via status reports and contact