Victoria Gray Email & Phone Number

Vancouver, Canada Area

Through articles and workshops, I provided insights, strategies and tips to help people spend less time online and focus on what matters most.

Branding and marketing consulting for long and short-term projects.

Vancouver, Canada Area

• Provided structure and strategy to the marketing of this entrepreneurial B2B company, which provides on-site water filtering and bottling systems to corporate and hospitality clients across North America.Key.
• Overhauled all marketing and sales support materials to optimize branding, differentiation and key messaging
• Established measurement processes and tools to determine ROI of channel targeting and marketing initiatives
• Developed strategies and content for company's first LinkedIn campaign

Burnaby

• Cultivated go-to-market strategies for this coffee (and related products) company, and oversaw the implementation of marketing programs for their Foodservice, Distributor and Retail channels, both in Canada and the.
• Facilitated and contributed to the development of the company’s 2014 and 2015 business plans, with the Executive team
• Optimized the brand portfolio and rationalized skus to maximize corporate revenue and profitability
• Identified opportunities for and led development of new products, including a line of premium coffee for Foodservice, as well as product extensions for their CPG brand and its launch into the US
• Collaborated with Sales in the development and execution of channel and customer-specific programs
• Developed marketing plans for both B2B and B2C, for variety of brands and products

Vancouver, Canada Area

• Nurtured strategic brand building across the U.S. and Canada for this entrepreneurial dairy-free cheese company, as well as championing innovative equity-building initiatives among B2C and B2B audiences.Key.
• Contributed to sales growth of more than 50% year-over-year through increased awareness and trial
• Analyzed potential target audiences, determined best opportunities for ROI, defined brand positioning to maximize long-term potential and established priorities for all marketing efforts
• Led the development of a 2-year strategic digital plan, kicking off with a relaunch of their website and expansion of the brand’s social media channels
• Launched inaugural digital advertising campaigns for both consumer and influencer targets, including SEM, display and online coupons
• Revitalized sales materials and launched advertising campaigns for both Retail and Foodservice channels

Delta, Canada

• Led the development and delivery of all national marketing programs for this franchise-based company, including: brand positioning, acquisition & retention programs, mass advertising, retail merchandising & promotions.
• Developed and led the execution of six new national consumer promotions (two per year)
• Analyzed existing loyalty program and managed internal and external resources to develop alternative proprietary and coalition solutions
• Led a cross-functional team to develop and launch new online benefits and communications for the loyalty program
• Launched new website and first-ever mobile site, improving SEO significantly and almost doubling average time spent on site
• Revitalized an annual Mr. Lube Foundation initiative, resulting in 33% more funds raised versus year prior

Vancouver, Canada Area

Provided strategic consulting for a variety of local clients in the high tech and retail categories.

Vancouver, Canada Area

• Managed the operations and P&L of TAXI Canada’s offices in both Calgary and Vancouver, with a total of eight direct reports and thirty-five staff.Key accomplishments:
• Delivered a profit margin of 8% above plan versus year prior

Vancouver, Canada Area

• VP, Director of Planning & Insights - Dec ’06 to July ‘07Co-General Manager, VP Strategy - Aug ’05 to Nov ‘06Director of Strategy - Feb ’04 to July ‘05Co-managed the Vancouver office (including operations and P&L), and.
• Reduced labour-to-revenue ratio by almost 10% and significantly reduced staff turnover
• Established new operations processes and procedures
• Improved strategic and account management on Calona Vineyards, resulting in additional assignments

Vancouver, Canada Area

• Strategic and account management lead for So Good and So Nice non-dairy brands, Granville Island Brewing, Swiss Water Decaf and The Pantry restaurants. Also led new business efforts.Key accomplishments:
• Successfully launched new products and line extensions for So Good, So Nice and Granville Island Brewing
• Re-launched three brochure-style websites as engaging community-oriented sites which drove repeat visits and increased sales

San Francisco Bay Area

Responsible for all marketing communications for Brita US, including the development and launch of a CRM program to address churn, as well as new product development and packaging for a line extension.

Toronto, Canada Area

Responsible for leading integrated marketing campaigns for Finesse, Degree, and AIM Mutual Funds, including internationally awarded advertising, digital communications, retail merchandising and promotions, brand and product research.

Vancouver, Canada Area

Account management for McDonald’s in BC, Sun-Rype, Chartered Accountants of BC, Pacific Press and Finesse haircare.

Vancouver, Canada Area

Primarily responsible for account management on Hongkong Bank of Canada (now HSBC) - including ethnic marketing – as well as 7-Eleven Canada and Earl’s Restaurants.

Caap, Communications And Advertising Accredited Professional

Diploma, Marketing Communications

Activities and Societies: VP Finance, Student Association