Product Management: Product owner of our digital commerce ecosystem, led the strategic direction and vision of our product roadmap to align with business objectives. Evaluated feature requests, assessing opportunities and cost, and prioritizing the backlog to deliver against business and technical requirements, translating them into actionable user stories and tasks with clear acceptance criteria. Collaborating closely with Technology and Design on optimal UX/UI solutions. Managed escalations of technical issues and bugs to external vendors while ensuring seamless communication with Finance, Operations, and Marketing departments throughout implementation and operation phases.Digital Sales & Loyalty: Led the development of an annual plan to grow digital sales through first and third-party channels. Managed relationships with third-party delivery platforms (Uber, Doordash, Skipthedishes, Ritual) to negotiate, optimize, and operationalize co-marketing opportunities. Defined Chatime's loyalty strategy and program design to drive higher engagement and customer stickiness. Collaborated with the Data team to build a customer analytics model and segmentation to power personalized CRM and loyalty campaigns.Menu Strategy: Pioneered the establishment of a dedicated Menu function aimed at refining our product offerings to better resonate with customers. Introduced a meticulous stage-gate process, guiding all facets of product innovation, from initial ideation to successful commercialization and go-to-market (GTM) execution. These menu enhancements resulted in a substantial 4% increase in franchise profitability, contributing over $2 million in annual topline sales.

Digital Transformation: Incubated a new Digital Commerce function, propelling our organization further along the path of digital transformation. Led the formal selection of new vendors and suppliers, orchestrating a reinvention of our loyalty-enabled digital commerce ecosystem (POS, web, mobile, kiosk) to align seamlessly with our customer experience objectives. Store Experience Innovation: Incubated new Store Experience function to place an increased focus on future store transformations in order to move to a portfolio-approach strategy to trade area planning as the Chatime brand continues to scale. Inspire thinking and actionable strategies to bring to life new store concepts and formats designed for the future and that meet the needs of customer’s ordering preferences.Sustainable Packaging Initiative: Supported and championed the evolution of our packaging materials, transitioning from plastic to paper. Conducted comprehensive impact analyses on costs, sourced and assessed vendors, ensured alignment with brand identity, and executed a seamless deployment across our store network in collaboration with our Operations and Supply Chain teams.Corporate Brand Building: Assumed responsibility for the elevation of the corporate brand (Kevito Group) by overseeing visual identity enhancements, devising compelling go-to-market strategies, and orchestrating impactful internal campaigns. Led the organization to achieve the Great Place to Work designation for 2023 and CanadianSME Business Awards Finalist for Best in Retail Award 2024People Process & Performance Management: Implemented a standardized performance evaluation system across the organization and introduced a core competency matrix utilized by managers to formulate comprehensive career development plans.

Responsible for the growth of our portfolio of brands (Chatime, Bake Code, Atealier by Chatime):Strategic Marketing Leadership: Established and took ownership over a new in-house marketing function, cultivating a high performing team of 10 direct reports; implementing new processes and defining organizational structures in support of scaling up the Chatime brand in Canada from 0 to 100 stores. P&L & Budget Ownership: Owner of the Marketing P&L and responsible to for managing the Ad Fund, consistently delivered against KPIs of Gross Sales, Net Sales, Transactions, ATV and Gross Margin targets, achieving an exceptional 700% return on investment (ROI) annually of the Marketing Fund.Brand Strategy: Orchestrated comprehensive brand workshops to align the entire organization on overarching brand positioning, customer segmentation, identity, and go-to-market strategies, ensuring a unified brand presence across all consumer facing touchpointsAnnual Planning Operations: Spearheaded the strategic planning of the annual national marketing calendar, resulting in the consistent introduction of 4-6 Limited-Time Offers (LTOs) each year, contributing over $3 million in annual topline sales. Notably, these initiatives included negotiations with partner brands such as Pokemon Go (Niantic), Line Friends (BT21), Red Bull, Kellogg's, and Nespresso.Digital Transformation: Skillfully navigated the challenges posed by the pandemic, swiftly adapting the marketing strategy to optimize customer traffic by leveraging digital channels. Led the introduction of Chatime's ordering platforms and seamlessly integrated delivery service partners into the POS system, yielding an exceptional 600% growth in digital sales in 2021.Innovative Marketing Programs: Pioneered iconic marketing programs, including the Lunar New Year promotional campaign, the National Bubble Tea Month program, and the launch of an all-new loyalty program in 2021 sustaining an active member rate of 25% annually.

Sensu Communications is an independent multicultural branding and communications agency with a niche focus on connecting our clients to the Chinese consumer markets both in North America and China. We are a full-service agency with capabilities to plan and execute multicultural marketing/communication programs from end to end. Our core services focus on Brand Strategy, Social Media, Interactive Media, Experiential & Events, PR/Media Relations and Creative Development.The company’s slogan of “empowering brands, embracing diversity” points to their bold vision to build authentic brands for Chinese markets worldwide. Their principle belief is that the brand is the backbone of every successful company, and that an authentic brand, will empower business to be globally competitive and drive sustainable performance. Notable brands served: Orbis Canada, Manulife Financial, The Macallan, Chatime, Bake Code, Jack Daniel's, Trump Residences (Toronto), Shoppers Drug Mart, Sheido, St.Laurent, Clinique, Cirque Du Soleil, Holt Renfrew, Courvoisier, Great Gulf, Zancor Homes, Monsoon Communications (Loblaw's/Real Canadian Superstore/No Frills/Huggies/Wind Mobile/Hyundai/Gilead Sciences/Canadian Mortgage Housing Corporation), OTT Pay, Lee Kum Kee, MetaThink (Unionpay International, CZ Bank, Singulato)

Provide expertise to influence senior level thinking and move the client to action, particularly in areas of brand positioning, experience design and strategic communications.

Facilitate dialogue on multicultural marketing best practices and to promote education and learning on the importance of diversity marketing in the Canadian marketplace .

Integrated Marketing Communications, North American Central Marketing GroupProduct Specialist, Consumer & Online - Windows Live