Robert Blair Email & Phone Number

Toronto, Canada Area

Lead long-term growth strategy through effective marketing management of key business drivers for both online and offline marketing initiatives. Create an enhanced customer experience by providing industry leading consumer value proposition initiatives through all customer contact points. Manage the development and execution of communications strategies.

Toronto, Canada Area

• Strategically managed very complex Direct Mail conversion of over 5M high valued Sear’s cardholders to Scotia Momentum Mastercard credit cards collaborating with cross functional teams.
• Increased business revenue through product management of re-pricing terms and conditions cardholder communication across multiple business channels while meeting tight timelines and budget requirements.
• Drove cardholder spend through partner negotiated offers; for example Sears-centric shoppers Spend & Get offers resulted in a 3% response rate at Canadian Tire.
• Proactively managed retention strategies with minimal budget including statement inserts, call centre job aids, and contests during cash back annual monthly payout time.
• Presented monthly dashboard of KPI’s to senior management focusing on cardholder spend, attrition and acquisitions that directly impacted future campaign strategies and tactics.

Toronto, Canada Area

• Managed the overall development and execution of the Sears Financial Credit Card marketing collateral including the development of in-store Point Of Sale booklets, promo financing collateral, radio, tv advertising and.
• Acquired record number of annual acquisitions through robust in-store sales training and co-ordination of nation-wide sales force, including logistics for store marketing materials.
• Drove early month spend through targeted direct mail campaigns to newly acquired cardholders that resulted in positive ROI and reduced cardholder attrition rates.
• Strategically developed Value Proposition for credit card that included re-branding for acquisition materials such as desk mats, POS booklets, promo financing, in-store. communication, flyers, and radio advertising.
• Coordinated Field Services team – managed dashboard of sales across national store channels and communicated all marketing campaigns through weekly calls with field staff.

• Strategically developed business partnerships with LifeScan (J&J), Canadian Diabetes Association, Paladin Labs, Allergic Living, and Zoomers that led to the creation of a successful annual-fee paying membership program.
• Initiated and managed personal sales channels nationally to acquire new annual fee paying members in hospitals, Wal-Mart, Costco, and Loblaw Pharmacies negotiating complimentary sales channels within these locations.
• Created successful online acquisition campaigns utilizing SEM/SEO campaigns utilizing google analytics to provide a successful low cost acquisition channel and improving brand awareness.
• Developed member communications via print and online newsletter that drove over $2M in annual fundraising.
• Increased brand awareness, acquisition and engagement through revamped MedicAlert Website in 2004 and 2008.
• Member of Senior Management Team and responsible for weekly updates and progress of all acquisition programs.

Consumer Card Marketing Managed self-select acquisition channels from strategy development through creative execution and post analysis (including Direct Response T.V., Apply By Phone, and Internet). Implemented call centre bonusing plan in Apply By Phone Centre that was trending towards an additional 3,500 New Cards Acquired as a result of a 16% lift in.

Planned, prepared, and delivered 2001 marketing plan to senior executive team that included strategic planning for growth of financial services sector at American Express. Initiated and managed three complimentary vacation contests as part of balance building objectives that resulted in over 200% lift in deposits over the 7 week periods. Exceeded annual.

Coordinated Membership Rewards Loyalty Program that was administered to increase customer loyalty to the Amex brand. Negotiated special events for Membership Rewards members that included partnering with the Air Canada Centre for 2 hour practices with professional Raptors and Leafs players

Bachelor Of Arts, Specialized Honours Economics, Gpa Of 5.5 Out Of 7.0

Activities and Societies: Active participant in campus events including competitive member of intramural tennis, and badminton teams..

Marketing Management, Marketing, 90% Average; Highest Class Mark In Direct Marketing

Activities and Societies: Canadian Marketing Association provided the course certification program through the University of Toronto.

Master'S Degree, Theology/Theological Studies, B+

Activities and Societies: Asia Working Group - participated in social justice programs assisting with refugees in southern Asia. Clinical.

Certificate, Business, Management, Marketing, And Related Support Services

One week business management course at Schulich School of Management targetted to middle and senior management to grow business acumen.