Steve Irwin Email & Phone Number

Niagara-On-The-Lake

Bike It, Like It: Private, guided tours in beautiful Niagara-on-the-Lake. At Vino Velo, we’re passionate about Niagara and the region’s well-deserved reputation as a mecca for bicyclists, wine lovers and foodies, and our staff know their stuff! We take pride in delighting our customers by providing personal customer service and making sure we give you an unforgettable experience from the moment you meet us. From finding you the right bike and safety equipment to suggesting local sites off the beaten path, we’re ready to serve you.

Toronto, Canada Area

 Epiphany Campaign Management & Insight: managed cutting-edge software to drive insight reporting, campaign build, and performance analyses. Campaign List Creation & Reporting: modeling and target list build; incremental performance reporting; 10,000-400,000 record size. Customer Profiling and Index Scoring: resulting in greater base understanding and optimal target list building. Vendor Category Performance Reporting: revenue generating - $500,000 annually. Market Research & Ad-hoc Insight reporting: primary (focus group, survey), behavioral, firmographic.  Prospecting Process: creation & implementation process providing Sales/Marketing with Trade Area leads by size, location, status National Freight Charge Model: development and creation of model assessing charge/no-charge status with Supply Chain. National in scope, processed 1mm postal codes & 7,500 cities to determine potential vs. cost delivery status. Win/Loss/Gain Reporting Process: development and implementation of financial scoring/reporting system identifying accounts/sales lost, gained or fluctuating and financial impact;  Account Potential Calculator: derivation of account revenue potential based on type/size. Used in quadrant segmentation identifying optimal and underperforming accounts, specifically driving marketing share of wallet initiatives. Location Intelligence: created and implemented GIS process utilizing complete enterprise account information. Resulted in Financial Geo-Analysis, site selection, market sales potential, performance. Segmentation & Account Hierarchy: development, implementation and stewardship of enterprise account placement, resulting in accurate Micro/Small/Mid/Large/Enterprise categorization driving best account support. Benchmarking: Sales support tool identifying optimal and underperforming accounts and potential achievable sales. Data Hygiene/Address Correction/SIC- Emp Size: developed process resulting in significant increase in data accuracy.

 CRM: point person for Canadian geography. Reestablished usage of contact tracking system with Sales force (cleansed/updated >5 year old leads, facilitated training of Sales Teams). Managed data migration and UAT of new CRM platform (PeopleSoft). Marketing campaigns and Sales lead tracking/development.  Lead Generation: through Executive Sales Prospecting Program (outbound, dynamic contact methodology), web downloads, trials/demos, webinars, e-mail, trade publications. Trade Shows and Event Planning: identified key shows by industry vertical, managed pre/post show communication, Managed show set-up and logistics, and leads. Organized Customer Appreciation, Speaker events, webinar events from invitation development/production through logistics management. Sales Team Support: strategic campaign development to drive quarterly revenue and profits, facilities management, premium sourcing and supply, prospect management contact campaigns. Electronic Media: developed quarterly newsletters (industry specific, inter-geographic; 30% open rate/50% click-thru); targeted e-mail communications. Direct Marketing and data mining programs: B2B, acquisition-based, customer development/up-sell/cross-sell, reactivation, product-based, product launches. Directed list management through creative through print/production. Ad Planning and Development: identified key industry vertical publications, negotiated media buys, developed and placed key ads, advertorials, and sponsored supplements. Public Relations: developed media campaigns in conjunction with agency of record (ad hoc to integrated) including product and service launches, and brand awareness through vertical-specific.

Toronto, Canada Area

 Annual spending budget of $15 mm; attributable sales approx. $250 mm.  National Private Label Credit Card programs: developed and controlled acquisition program including activation & reactivation initiatives, ongoing usage/development, personal, small business, and corporate credit. Signage through all direct messaging/positioning, and several market research/customer insight initiatives. 200-300 annual national & regional direct marketing and data mining programs (B2B and B2C, acquisition-based, customer development/up-sell/cross-sell, reactivation, product-based, product launches): list management through creative and production. Developed proprietary performance tracking system (real-time). National Market Research initiatives: telephony, focus group, questionnaire, primary & secondary methodologies, market share assessment, competitive intelligence, non-buying and attrition insight studies. CMIS Data Warehouse: >3 mm records; UNIX-based, VALEX campaign management tool, Crystal Reports/Business Objects. DIVIDEND$ Loyalty Program: CRM initiative with >$100 mm sales. Developed E-flyer, E-mail messaging (CRM, couponing, text messaging). Location Intelligence/GIS: Mapinfo, Vertical Mapper, Pcensus, PSYTE used to model & refine direct marketing programs, demographic profiling, store location, customer traffic flow. Developed in-house lab. National Contesting: >25% response from targeted contacts. Ensured compliance with various legislative requirements (i.e. registration with Les Régie in PQ); prizing/awards.  Underperforming Stores Program: cross-functional team achieved 100% store turnaround. Privacy Officer ensured organization-wide compliance with Electronic Documentation and Information Protection. Cross-functional team assignments: POS software development (recipient of 2002 Partnership Award), office design group, coupon processing, data warehouse development; executive strategy planning group.

Rogers Direct Marketing CentreEnsured outbound telephony teams were equipped with best possible records to maximize call completions.Sourcing, identification, cleansing, testing, utilization of various prospect lists for programs including upsell, cross-sell, recapture, etc. Responsible for programming and functionality of predictive dialer – outbound calling.

Masters, Business Administration

Honours, Bachelor Of Commerce

Diploma, Chemical Engineering Technology/Technician