Susan Leblanc Email & Phone Number

Toronto, Ontario, Canada

Ontario, Canada

Oversee all marketing, brand and communications strategy. Drove transformative growth during our expansion into grocery and home improvement rewards. Design and manage annual goals, multi-million-dollar budgets and a team of 13 high-performing marketers to grow consumer intent, move members up the RFM ladder and drive revenue goals. Highlight: Grew the member base by 25% to 13.5MM Canadians in one year.

Ontario, Canada

A key member of the leadership team during transformational growth. Spearheaded the launch of the new Scene+ brand, expanding the program into travel (Expedia) and shopping (Rakuten) rewards. Reported to the VP, Marketing and led a team of 4. • Own the marketing and PR strategy of Canada’s #1 entertainment loyalty program. Launched the new Scene+ brand, evolving the Program from entertainment into the lifestyle space.• Design and manage annual goals, multi-million-dollar budgets and a team of high-performing marketers and agency partners.• Accountable for member enrollment, card usage, corporate partner onboarding, brand favourability and member satisfaction, with a focus on data-driven performance.

Toronto, Canada Area

Ran the brand and growth marketing strategy, set new customer forecasts, planned multi-million-dollar media budgets and led creative development. Reported to the Managing Director and managed a team of 3 direct reports.• Responsible for the SCENE brand, new member acquisition and early life engagement. • Highlight: Lead the company’s first-ever brand marketing campaign resulting in 375% (1.1M) incremental activity, 5.8% brand favourability lift, and 9 prestigious marketing awards.

Toronto, Ontario

Managed annual budgets, KPIs and campaigns for fundraising across CRM and paid channels. Advised community fundraising teams on digital and CRM tactics. Led cross-functional process design and supervised 5 direct reports.• Core strategic member of the Foundations’ first rebranding in its 60-year history, exceeding fundraising and donor experience goals. • Responsible for the full channel mix including email, web, social, search, display, video and direct mail.• Highlight: Grew the online fundraising portfolio from $340,000 annually to $5,500,000 through consumer-focused innovation and multi-channel integration.

Toronto, On

Owner of owned digital marketing including deliverability, usability, accessibility, SEO and regulatory compliance (CASL, AODA) across search, social, web and app channels. Reported into the Director, Direct Marketing, and managed 1 direct report. • Implemented marketing automation tech (SFMC) to unify 13 databases, enabling personalized communications.• Key lead in the largest 3-year Brand marketing campaign in the Foundation’s 60 year history.Creator of the Foundation’s first constituent journey map that revolutionized campaign planning.

Calgary, Canada Area

Sole marketing and communications professional for the VC-backed technology start-up. Created global strategies for new product launches, managed crisis comms and repositioned the company among PC gaming enthusiasts.• Created international marketing and PR plans for 6 new technology products brought to market by the start-up in 2010, resulting in a 250%, $1.4M revenue increase over the previous year. • Developed a social influencer and PR strategy that corrected public opinion after a faulty product leak, improving appeal to industry giant, Corsair, who purchased the company in 2011.

Increased diploma program enrollments by 20% through consumer-focused marketing strategies.• Developed the “Find Your Fit” marketing model that successfully filled 9 education programs that were at risk of cancellation. • Created strategic marketing plans with a budget of $250,000, including key messaging to re-position the school as a technologically advanced leader in academic excellence.• Organized and ran events to promote programs and increase student retention.

• Produced ads and online videos promoting in-vehicle hardware and software products.• Developed and facilitated an end-user training program that improved early adoption of multi-million-dollar technology systems by 80%.• End-user software training in a classroom-learning environment throughout North America.• Increased usability of the software application through product development

• Production management of early-generation interactive digital ads that leveraged a combination of live talent and digital programming, including coordination of the programming team, creative talent and Executive team.

Ottawa, Ontario, Canada

Managed the largest client account through complex print-on-demand fulfilment requirements. Key focus on process design across multiple teams.

Bachelors Of Arts, Psychology

 Psychology major with a minor in Business Administration, honours, in progress

Google Analytics Certification, Digital Marketing Analytics

Obtained certification for Google Analytics training.

Direct Marketing Certificate, Direct Marketing

Digital Marketing Ii Certificate, Marketing

Activities and Societies: Mobile, Social, Web, SEO, Email, Search, CPC, Online video Certificate program with CMA

Certificate In Leadership, Leadership Studies

 Certificate in leadership studies through the Haskayne School of Business

Diploma, Business Marketing

 Business Marketing with a focus on e-commerce, project management, business to business and consumer marketing, and sales strategy