Peter Zerbin Email & Phone Number

Ottawa, Canada Area

- Reported directly to the CEO- Managed an in-house team and external contractors- Drove a strategic, multi-channel marketing program which includes product pricing, acquisition campaigns, retention strategies, and member service- Accountable for social media channel management- Managed CSHP’s brand and corporate identity- Oversaw creation of brand and sales materials (videos, handouts, landing pages)- Planned and directed content for weekly newsletters- Refreshed internal ad sales programs and processes- Made data-driven decisions to maximize resources resulting in realized member value- Created and presented reports to Executive and Board- Promoted, negotiated, and nurtured long term sponsorship relationships- Go-to-market strategies: led cross-functional team to build and implement product introduction - Performance management: defined and reported on KPIs to measure marketing initiative effectiveness- Listened to members and observed behaviours to guide strategy- Major player on the coordination team for annual conferences

Ottawa, On

Brand management including a visual identity overhaul. Hands-on management of Impressions Group Ottawa Inc.'s digital presence. This brand responsibility extended into recruitment and selection where I played a central role. The planning, implementation and measurement of lead generation campaigns for all business lines also fell under my purview. I was responsible for coordinating sales events and customer/staff appreciation events for 40 - 250 attendees.

Ottawa, Canada Area

Responsible for managing the development and improvement of digital products and services (apps, websites, CMS & loyalty POS integration). Direct supervision of the digital quality assurance team and the Manager of Digital Services. Liaise with CAA Clubs and Partners on cooperative programs. Worked closely with peers and within the Association network to recommend creative, strategic digital solutions that improve business processes, enhance Member value and strengthen partner relationships. Another role that I filled is that of Product Owner within the agile development approach in support of an industry-leading loyalty management portal. The portal included:- A public-facing site with custom content for 22 AAA/CAA clubs serving over 25 million Members- Content management system- Offer management system- Point-of-sale integration - Transactional data reporting for both CAA Clubs and Partners. I delivered ongoing guidance and planning for the development team within the sprint cadence. This role demanded flexible communication styles as I worked closely with the development team and with project stakeholders to ensure proper understanding of sprint work items. I instituted feedback loops and mechanisms for all project stakeholders such as the VP of Digital, the CSO and rewards team members/clients.

Regina, Sk

- Responsible for the corporate brand, membership sales and insurance leads. - Direct reports included digital marketing manager, graphic designers, loyalty account manager, business intelligence analyst and membership sales managers.- Worked with retail executives on integrated marketing campaigns that sought to meet business line objectives for both the digital channel and for bricks and mortar.- Drafted an annual go-to-market plan in support of marketing KPIs. - Managed $2.5 million budget.- Working closely with the digital team, implemented Hubspot integration. - Coordinated brand and membership product advertising; print, out-of-home digital, radio, online. - Managed membership billing materials and mail service provider relationships. - Oversaw the creation of brand guidelines.- Created collateral with designers (handbooks, policy books, brochures, posters). - Implemented a team project management site. - Sought high-value partnerships while directing the regional loyalty program. - Expanded partner network - increased campaign exposure while incurring minimal hard costs.- Conducted a membership price-sensitivity study with Earnscliffe Strategy Group.- Initiated member flight risk analysis to support membership retention activities.

Regina, Saskatchewan

- Coordinated corporate advertising for the Saskatchewan club- Supervised five direct reports - Accountable for all digital marketing initiatives including all social media accounts- Responsible for campaign planning and implementation in support of the org. strategic plan- Oversaw motor club ad production and booking for print, web, radio and digital- Co-managed sponsorships with Director of Corporate Communications and Public Relations- Managed membership billing materials and mail service provider relationships- Coordinated direct mail promotional campaigns with multiple vendors- Partner relationship nurturing and negotiations

Regina, Saskatchewan

- Managed digital communication channels for all business lines- Responsible for planning and carrying out social media tactics and policy creation- Caretaker of search engine marketing- Collaborated with media agencies on integrated marketing projects and campaigns- Led website redesign projects from conception to implementation- First supervisory role overseeing the Social Media Coordinator

Regina, Saskatchewan

- Administered email campaigns- Coordinated website content changes- Liaison with third party suppliers relating to travel booking, auto clubs services, and loyalty programs- Contributed to digital marketing plans- Involved in website redesign projects

Regina, Saskatchewan

- This position was a Gradworks internship- Responsible for the promotion of expressaddress.com- B2B sales of expressaddress.com subscriptions and partnerships- Preparation of articles for SaskExperts newsletter (a CTV program)- Ongoing management of business client relationships- Liaison between clients and internal IT team for website development and data output

Regina, Saskatchewan

- First taste of customer acquisition and retention - 100% commission-based salary- Photographed vehicles- Sold advertising packages and completed sales orders

Regina

- Maintained promotional displays- Assisted in the provision ofa fulfilling shopping experience- Stocked shelves

Master Of Business Administration (Mba), General Studies

Bachelor Of Business Administration (Bba), Marketing

Emerging Leaders Program, Fia University

Classes included leadership development, pricing strategies, evolving customer value, club CEO presentations, strategic planning.

Leadership Development Program

Project Management Certificate, Business And Professional Development

3 credit hours in project management basics.

Adobe Cs4

Dreamweaver Level 1, Flash Level 1, InDesign Level 1 & 2