As the VP of Marketing & Ecommerce (VP) I am the champion and advocate overseeing the marketing department team, planning, and strategy for CXI and EBC and have P&L ownership over the direct-to-consumer Ecommerce business. The broader marketing scope spans branding/corporate marketing, content/social/business line marketing, and performance/digital marketing teams, ensuring business outcomes are achieved through an analytical and process-driven approach. I develop effective B2B and B2C strategies for CXI and EBC that drive long-term success and ensure strategic alignment on broader organizational objectives.

Develop, implement, enhance and measure: Brand Guidelines, Marketing Budget, Product and Partnership Opportunities, Online Properties, Retail Branch Marketing Strategies, Sales Support, and Lead Generation. The emphasis of this position is to deliver and uncover value through all products and processes whether internally within the company or externally to clients.Corporate MarketingEnhanced brand guidelines and implemented standardization across all unitsSupported investor relations events and material as value of the company grew 200%Established corporate communications function for more professional and consistent representationDeveloped strategic marketing plans for B2B unit and B2C unit in US Budget ownership for marketing across the company group.Collaborated to build the go to market plan for a new bank in CanadaB2B UnitRefined annual sales and marketing plan approved by executive committee and board of directorsLaunched a new CRM and full funnel sales pipeline delivering more accurate sales forecasts and deeper knowledge on sales activitiesDesigned customer journey mapped marketing touchpoints curated for the top pain points increasing sales velocityMaintained in-house graphics and digital marketing support increasing delivery times and reducing costExecuted account management plans including annual customer surveys that uncovered additional client needsB2C Unit Designed and executed the launch of the DTC e-commerce platform OnlineFX expanding the DTC market beyond its brick and mortar branch locationsDeveloped product enhancements that produce better client experiences and generate additional income through increased average order value and client retentionManaged in market referral marketing for more than 40 branches and launching more than 10 new branchesBuilt go to marketing strategies for new product offerings and collaborated with vendors for co-marketing partnerships that expanded awareness beyond the original reach

The Marketing Manager was a cross-functional marketing role building, managing, and supporting marketing programs for the B2B and B2C business units as well as establishing and strengthening of the brand. Starting in this role, CXI was coming into its second year of business and required a dynamic role developing marketing strategies with limited resources as a start up. The go to market plan focused on strong SEO tactics, in market grass roots street marketing, and building a strong referral network for the B2C company-owned branches. This helped lead the B2C unit's growth from 8 branches to 38 by 2016. During this time the B2B unit kicked off requiring a sales enablement marketing function. The role managed the in-house sales enablement producing all sales collateral, managing sales conferences, and developing the account management plan. By 2016, the B2B business unit had more than 900 clients and had honed a sharp sales plan. The corporate and brand marketing function continued to evolve as the start up became an established brand. This includes launching a new bank in Canada. As the marketing department's role expanded, I developed a highly productive marketing team that delivered value in all aspects of the business.