Vanessa (Barretto) Mcnabb Email & Phone Number

Calgary, Ab, Ca

Calgary, Alberta, Canada

- Led a team of ~50 (4 senior managers), reporting to the VP Satellite.- Oversaw all Marketing go-to-market initiatives and budget including branding, always-on acquisition and base efforts as well as mass campaigns. Liaised closely with research and data teams to optimize effectiveness. Results include increasing aided awareness to over 90%.- Responsible for sales team (inbound agents, dealer, bulk), improving YoY sales conversion by almost 10 percentage points.- Initiated strategy, design and launch of 2-year value plans to reduce churn for new activations.

Calgary, Alberta, Canada

- Led the development of several new wireless concepts, reporting the VP Product Management. - Launched Shaw Go WiFi - Guest WiFi service, navigating through complex challenges including digital UX, legal (privacy) and data architecture to provide lead generation by data matching with Salesforce CRM.- Evaluated multimillion dollar revenue growth opportunities, reporting to the SVP Planning, Insights & Business Models. Completed comprehensive business model analysis with select products now preparing to launch.- Managed 10 person, cross-functional cost-to-serve agile squad delivering several million dollars of annual ongoing Opex savings and digital-first improvements.

Calgary, Alberta, Canada

Promoted from Marketing Manager Jan 2013 to Nov 2013- Oversaw Marketing for Cable, Satellite and Business divisions, reporting to the CMO / SVP Marketing, key responsibilities included:1) Brand development (strategy, logo, naming, standards, communication)2) Upper funnel awareness and lead gen campaigns (TV, Radio, Digital)3) Digital marketing acquisition (SEO, SEM, Display, Video, Social)4) Social (YouTube, Facebook, Instagram, Twitter, Snapchat, Pinterest)5) Sponsorships (Shaw Charity Classic, Bike Share, CFL)6) Agency partnerships (Internal & External - Creative, Media, Digital etc.)- Led diverse and high performing 15+ marketing team, coaching and facilitating the promotion of over 10 team members.- Championed Cable digital acquisition strategy, improving cost of acquisition by over 10% and sales contribution by 25%.- Developed digital content, social media blueprint and social influencer series; results included most successful shareable video (7M+ views).- Launched awareness and lead generation campaign for BlueCurve TV, increasing daily sales by 10x and awareness to 50% during the launch campaign.- Fostered strong agency collaboration, negotiating favourable retainers andoptimizing significant multi-million dollar paid and owned marketing budget.- Selected for Business Transformation committee. Working closely withthe CTO, Boston Consulting Group and a cross-functional team, designedstrategies to improve multi-channel acquisition and onboarding.- Appointed Director of Investor Relations accountabilities while maintaining Marketing role, reporting to the CFO. Assisted with 40+analyst discussion and analyst call preparation for CEO and President.

Calgary, Alberta, Canada

Promoted from Advisor Marketing 2012-2013- Implemented go-to-market brand, communications (internal and external) and sales growth strategies, reporting to the VP Marketing.- Established best practices (i.e. templates, processes, data/research benchmarks) elevating the effectiveness of marketing campaigns, media dollars, research, agency work and cross-functional team communication.- Led advertising launch of Shaw Go WiFi increasing daily connects by 65% and app downloads by 100%, during the campaign.- Facilitated multi-agency brand strategy planning sessions, branded house and sub-brand corporate strategy and naming architecture.- Appointed for one year rotation reporting to the CMO, led strategic planning, industry research and department budget. - Selected for core marketing team that led crisis communications efforts during the Shaw Court fire incident (July 2012).- In partnership, helped create new corporate brand platform strategy and logo refresh (platform increased average brand likeability by ~10%).- Coordinated Marketing launch of Shaw retail stores in Canada.

Mississauga, Ontario, Canada

- Developed go-to-market advertising and sales strategies for $70M Old El Paso brand in Canada, analyzing Nielsen data to devise effective solutions.- Overachieved volume growth vs previous year, in declining category.- Leveraged research to identify unmet customer needs and worked collaboratively with a cross-functional team to develop, launch and market multiple margin accretive SKUS, achieving top 10% product sales performance in category. - Oversaw entire P&L, identifying hundreds of thousands of dollars in inefficient production costs.- Part of Play Team, formed to foster a culture of innovation.

Calgary, Alberta, Canada

Promoted from Coordinator, Marketing 2006-2008 - Used analytical and customer relationship management skills to grow majority of customer accounts to budgeted sales targets.- Gained valuable PR crisis management experience during quality incident May 2008 .- Redesigned trade show experience increasing brand engagement, traffic, and sales (estimate ~10%).

Calgary, Alberta, Canada

Promoted from Marketing Assistant Public Affairs (2004)- Re-launched superstore.ca working collaboratively with internal and external partners; website visits increased from 10K to 1M that year. - Assisted in launching the President's Choice Children's Charity Employee Giving Campaign, fundraising reached $350K, 2X target. - Reporting to the VP Public Affairs, received formal training in PR.

Calgary, Canada Area

Master Of Business Administration, Marketing, Graduated With Honours

Activities and Societies: MBA Games Participant - Awarded Canadian Association of Women Executives & Entrepreneurs (CAWEE) 2010 MBA.

Bachelor Of Commerce - Bcom, Exchange Student

Bachelor Of Commerce, Marketing