Raffi Baltayan Email & Phone Number

Longueuil, Quebec, Canada

As the Marketing Manager at Unicel Architectural Corp., I lead comprehensive marketing strategies encompassing traditional marketing, dynamic digital campaigns, and impactful tradeshow marketing. Collaborating closely with an external agency, I drive brand visibility and engagement through innovative initiatives and strategic planning, ensuring our marketing efforts align seamlessly with our corporate goals and industry standards.My marketing initiatives have contributed to double-digit growth year over year, increased followers on social platforms, and helped establish brand equity, reinforcing Unicel Architectural Corp's position as a leader in the industry.

Laval, Quebec, Canada

Montreal, Quebec, Canada

At Dorel, originated a new marketing department with a core team of specialists focused on traditional brand marketing initiatives, social media, digital content, production of marketing assets, online merchandising, and 3D graphic design. Spearheaded several new marketing tools for Dorel including developing buyer personas to understand the customer base, creating 60-second videos to highlight product features, and publishing new product photography guidelines that incorporate a 360-degree spin.Improved Dorel’s digital marketing presence by implementing new email software which collected 8000+ email addresses in 1 year. Also generated a 10-fold increase in Facebook followers.

Delson, Quebec, Canada

Developed and launched the global marketing strategy and as well as a new brand image and packaging strategy for Northern’s Garden Lighting division.Awarded with 2011 North American Retail Hardware Association (NRHA) Packaging Silver Award for Northern’s new Garden Lighting packaging design.Drove Northern’s social media strategy. This included the launch of a brand new interactive website that was SEO-ready.Completed market research and focus group activities for Northern which improved the consumer shopping experience and secured the company as an industry leader.While at Northern, directed a press event run simultaneously with Montreal and Toronto Home Shows. This resulted in securing a $2.5M national retail account.

Dorval, Quebec, Canada

Handled multiple brands in the Canadian marketplace for SF Marketing including lighting/effects machines, lighting controls and wireless lighting solutions. Successfully achieved improvements in sales and market share while maintaining inventory turns and gross margin.Increased business unit B2B sales by 24% in year 1 with SF Marketing by developing brand marketing strategies, seeking out new technologies and fostering relationships with suppliers and customers.Implemented marketing initiatives for SF Marketing’s Lighting business unit including the launch of house brand lighting products, and website and marketing asset development.

Pointe-Claire, Quebec, Canada

As Product Manager at Globe, continuously evaluated the brand identity, positioning, key messages and marketing program deliverables. Analyzed and reported on competitive data and made recommendations.Organized and staged many product and brand seminars offsite for Globe’s retail customers including RONA, Réno-Dépôt, Walmart Canada as well as consumers. Also prepared product presentations and product knowledge sheets.Secured new key accounts for Globe in both the United States and Canada including Canadian Tire and True Value Hardware.

Montreal, Quebec, Canada

Developed marketing programs for distributor stocking programs at Standard, achieving ROI of 20%+. Also oversaw the design and modifications to retail showroom displays and contributed to the redesign of the corporate image and revamped company logo.