Sonal Bilawala Email & Phone Number

Toronto, On, Ca

Mississauga, Ontario, Canada

Responsible for all aspects of client’s business- Proactively identify new opportunities to grow the portfolio through lifecycle marketing programs to improve retention and ROI. • Develop a strong customer focused growth strategy to deliver marketing programs for the credit card base and lending business audience to improve retention, drive loyalty, spend and enhanced experiences, leading to business profitability. Lead strategic planning for lifecycle marketing programs, drive the roadmap and development of portfolios/segments• Accountable for customer lifecycle specific programs and touchpoints leveraging CRM tools; assist in development and performance optimization of segment-specific programs, including acquisition, onboarding programs, retention, referral program and high-value segment communication cadence• Work closely with cross functional teams to operationalize campaigns/programs and leverage data and predictive models to form the retention and spend strategy and to help support business case for program enhancements. As required provide recommendations on introducing new models and optimization based on performance and future requirements• Lead an integrated channel strategy leveraging multiple channels/platforms (email, website, retargeting, mobile, etc.) to help achieve KPIs- liaise with any key stakeholders to inform creative recommendations and develop plans which establish target audiences, creative requirements, budgets, and success measurement• Responsible for program delivery including reporting, efficiencies and automation. Work closely with internal teams to inform improvements and support various needs including marketing, creative, finance, etc.• Present insights and program performance on key metrics to measure against the plan. Work on developing measurement strategy including reporting. Identify and leverage consumer insights – translating key insights into programs focused on delivering financial targets

Toronto, Ontario, Canada

Responsible for leading engagement and growth strategy; identify opportunities to drive profitability and reduce churn. Assess effectiveness of programs and apply insights to design and improve programs. Champion marketing insights and client-centric thinking in all cross-functional initiatives.• Lead planning and development of customer strategy to meet corporate objectives including profitability, customer engagement, increase lifetime value, redemptions and retention. Work closely with sales, finance and product marketing to formulate the growth strategy, campaigns and marketing materials• Establish and design the overall customer lifecycle; draw on performance marketing and customer insights to establish, validate, optimize and build new and enhanced customer campaigns and programs. Share findings and best practices across the departments to ensure alignment and to obtain executive-level support for programs• Lead the development of customer personas, provide insights and build a framework for teams to utilize for all marketing and customer centric initiatives• Utilize customer segmentation, actionable cohorts, perform analysis and conduct ongoing A/B testing for optimization. Develop a strong culture of rapid experimentation and measurement• Manage strong and productive relationships with strategic partners, creative agencies and vendors to develop programs for growth within customer segments• Build and optimize with automation tools lifecycle specific programs and cadence of communications and testing plan for segmentation scheme • Provide regular cadence of insights across all channels on how to adjust program approach as required improving key performance metrics.• Build a strong internal and external partners for devising, launching, testing offers and data models for personalized marketing. Develop presentations to share program findings and best practices and build business cases to obtain support and approval for programs

Toronto, Canada Area

Drive overall revenue and marketing strategy for North American loyalty programs Work closely with many different stakeholders including, Account Management, Product Management, Marketing Communications, to ensure that all initiative are aligned with business priorities.  Contribute to the business unit’s P&L responsibility including management of revenue targets, marketing spend and ROI. Develop and implement a comprehensive marketing plan for each product within the business unit.  Develop revenue strategy and manage marketing programs that drive demand for products aligned to the business objectives. Work with Channel Marketing and Account Management groups to roll out core online merchandising/ ecommerce/ SEO/ SEM/ affiliate/ email strategies to drive product performance and ultimately business unit success.  Work with product management teams on new product rollout strategies and product life cycle analyses; collaborate on pricing and packaging strategies; focus on market research and incorporate customer feedback into overall positioning and go-to-market strategy.  Work and collaborate with data and business analysts to identify opportunities and drive programs related for engagement triggers and motivators. Leverage marketing results and web analytics reports to optimize the performance of marketing programs, improve user experience and increase conversion rates. Develop overall plan for data models, create audience segmentation plans to optimize email and preferred communication channels.  Develop marketing strategies and execute on comprehensive international marketing plans.  Develop presentations and business cases, present findings to clients to obtain executive-level support and approval for programs and targets.  Liaise with internal departments and external agency to plan, develop, execute and manage marketing programs and advertising campaigns to drive positive revenue, growth and customer loyalty.

Develop and execute strategic initiatives to drive revenue. Manage and coordinate direct mail and online marketing programs from inception through implementation, including: define, execute, monitor, measure, and enhance program performance for over 2 million subscribers of Bell TV.  Plan, develop, execute and manage comprehensive marketing communications programs using audience insights and competitive findings to build brand awareness and increase sales opportunities in the assigned distribution channel/client segments.  Develop marketing strategy, based on knowledge of company objectives, market characteristics, cost and markup factors.  Review and consolidate data to provide relevant information about market, churn indicators and identify opportunities to improve sales with existing customers. Develop business forecast and targets based on trends and market data.  Oversee work of internal and external suppliers to create and develop high quality, error-free, on budget and on-strategy marketing initiatives in support of company objectives.  Maintain a strong working relationship with internal departments as well as network providers; negotiate marketing support and facilitate approval of creative content and marketing materials.  Work with cross-functional teams including Sales Channel, Data Analytics, Product Managers, Legal, IT, Brand and other business units, to deliver marketing programs  Analyze and present post-program results and identify effectiveness and improvements. Make recommendations to target relevant segments/markets, improve quality and effectiveness of materials

Toronto, Canada Area

Lead and manage marketing programs and analytical projects to support a loyalty program pilot for a Texas based client: a private food retailer with more than 300 supermarkets, 60,000 employees and 12B USD Sales.  Develop, lead and implement strategies and marketing programs for direct mail and web based campaigns that support all channels and meet brand objectives. Identify and evaluate new business opportunities; develop short and long-term business plans  Work with cross functional teams to lead and provide relevant background and market analysis for execution of assignments (e.g., target audience profiles, segments, product or offers)  Manage all projects relating to a client’s loyalty program; projects include the development of comprehensive reporting, segmentation, and analysis tools to support the full program rollout.  Lead the analytical execution and measurement of marketing touch points such as direct mail, email, web and rewards statement and utilize CRM Planning Process to better support business partners.  Present analytical findings and consumer insights to clients and internal and external groups and provide recommendations for future targeting and segmentation strategies to increase incremental revenue and ROI  Liaise with internal and external statistical and research groups to deliver, customize and enhance proprietary segmentation & customer scoring models.

Canada

Develop, execute and communicate strategic merchandise financial plans and strategies that support the merchandising, marketing and financial objectives of a department.  Analyze the business performance and recommend financial changes on a weekly basis to ensure financial profit parameters are achieved  Manage the financial success of the business by meeting sales, gross margins and inventory turn goals. Provide analytical expertise to review marketing campaign results for sales; and track results  Work with team to deliver the information that includes target customer, key messages, media mix, promotions, direct-to-consumer, windows, in-store experience strategy.

Developing and executing merchandise allocation strategies through the evaluation of stores performance inventory levels, sales and investment turn.  Analyzing brands penetration in men’s active, denim and contemporary clothes; researching all pre-established tools i.e. inventory and sales position, monthly plans, merchandise flow summaries and product availability to optimize its distribution within the chain.  Analyze historical data and current trends to identify risks and opportunities by department and class  Support a collaborative, innovative, and results-oriented environment with peers and cross functional team. Continuously review and provide feedback on marketing campaigns  Provide follow-up training to new planners, guiding the analysis and allocation process as well as software usage and best practices appliance.

Executive Education, Marketing

Executive Program, Business, Management, Marketing, And Related Support Services

Associate, Merchandise Marketing

Ba, Sociology

Digital Marketing Strategies And Ai