Randy Barnes Email & Phone Number

Oakville, On, Ca

Oakville, On, Ca

Manage the regional marketing team while developing strategic lead generation programs in support of 108 centers in the U.S. & Canada. Plan and implement a multi-channel $50MM marketing budget for a company with revenues exceeding $1B. Lead the development and implementation of cross-department analytics to maximize revenue performance. Build strategies that skillfully integrate digital and traditional tactics to optimize the entire upsell, renewal, loyalty, and customer-service lifecycle. Develop and monitor performance dashboards and report to senior management.• Revenue generation program development driving consistent growth across key business segments during a difficult economic climate• Optimize marketing spend via channel performance analysis• Implement and manage AI call-scoring to maximize the quality of marketing leads, improving PPC performance by 11% while providing marketing budget efficiencies

Oversaw and managed product, service and marketing strategy, marketing program planning and development for Service Experts Northeast, Southwest, and Canadian Regions. Administered multifaceted marketing plans and projects from development to analysis driving revenue growth for three regions. Centralized and streamlined programs, processes, and tools. Analyzed trends and evaluated audience response to inform strategy improvement. Provided operational support for multiple cross-functional teams and company-wide initiatives in a national field organization. Managed the Southwest Regional Marketing Manager.

Toronto, Ontario

Manage product, service, and marketing program planning for Service Experts across multiple regions. Develop, implement and track marketing communication and campaigns to drive lead volumes to achieve quarterly revenue objectives for Canada and the Northeast U.S. Leverage marketing analytics to improve effectiveness of marketing campaigns. Direct ongoing revisions to marketing plans based on analytics; constantly monitor and adjust to improve program ROIs. Monitor and direct regional advertising and marketing investments to maintain budget levels. Present marketing best practices to Regional Directors and GMs.

Mississauga, Ontario

Measure the impact of Reliance Home Comfort’s (RHC) CRM initiatives in test markets and determine overall sales performance against competitors. Profile RHC’s customer database and determine appropriate product mix for customer segmentation groups in emerging markets. Manage development of RHC Western region websites including initial brief, wireframes, content development and SEO, and ensuring Sales Manager are following marketing best practices. Manage implementation of local branch websites including Sales Team profiles, as well as RHC’s initial GTA radio campaign.

Burlington, Ontario

Develope and execute direct marketing programs across multiple channels for clients including Reliance Home Comfort, Teachers Credit Union, and IAPA. Responsible for planning, managing and executing acquisition and retention programs as well as strategy development, project briefs, post implementation analysis and recommendations. Lead internal client teams consisting of Creative, Production, Digital, and Media, as well as managing external partner relationships for multiple client contacts. Manage budget process for all clients.

Toronto, Ontario

Supervised integrated marketing programs across multiple channels for Scotiabank and Hyundai Auto Canada. Responsible for communication strategies and project briefs, managing resources and timelines, post implementation analysis and recommendations, managing cost estimates and financial tracking for retainer and project-based budgets. Projects included:• Scotiabank’s CMA award-winning (Gold) “Find The Money” Relationship Builder program, generating 17,000 new product acquisitions and exceeding initial projections by over 20%• Managed and executed all marketing materials for Scotiabank’s Scotia Rewards loyalty program• The Vault’s (Scotiabank’s email service) “Find Money. Win Money.” loyalty program, increasing subscriptions from 50M to 250M through an integrated marketing campaign utilizing multiple wave emails, ABM screens, POP, Message Centre, Banners and Landing Pages• Scotiabank’s “Plasma-A-Day Giveaway” campaign, generating 620,000 views of the campaign web page, over 190,000 contest entries, and 65,000 new Vault subscribers

Toronto, Ontario

Managed and executed direct marketing campaigns for GM Corporate account (GM Goodwrench Service, GM Fleet). Responsible for analyzing data, liaising with cross-functional teams and client contacts, obtaining program approvals, managing project budgets, and data issue resolution. • Project Lead on GM Goodwrench Service Customer Retention and GM Goodwrench Tire Sales Programs• Success of these programs led to 250% increase in GM Goodwrench direct budget to $2 million annually, up from $800K in 2002• Managed and executed successful Business-to-Business conquest (including lead generation) and loyalty programs for the GM Fleet account• Partnered in development and presentation of annual direct advertising plan

Toronto, On

Managed and executed direct marketing campaigns for GM Corporate account (GM Goodwrench Service, GM Fleet).

Toronto, Ontario

Developed direct mail database marketing proposals including strategies and cost analysis for Unilever. Analyzed programs using: client reports, brand profiles, and redemption results. Responsible for presenting proposals and reports in client meetings, and developing processes to improve sales productivity and accuracy.