• Retail marketing 
  • Digital marketing
  • Ecommerce 
  • Adobe Analytics
  • Adobe Creative Cloud
  • User Experience
  • Content strategy
  • Content production
  • Digital signage + way-finding

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SUPERVISOR, DIGITAL CONTENT ENRICHMENT + ECOMMERCE January 2017 - Present

  • User Generated Content
    • Launched Post-Interaction Email program (PIE) to increase native ratings and reviews
      • Hit 62% of monthly target in the first 3 days of launching the campaign and increased average site rating from 3.5 to 4 stars
    • Launched vendor outreach programs to improve response-time on customer questions and negative reviews at a product level
    • Syndicate ratings and reviews from third party vendors to help increase product coverage
  • In-line content
    • Launched syndicated in-line content to help increase sales and promote SEO rank
    • Created homegrown in-line content to help increase sales for Private Label Brands
    • Rich in-line content increase engagement by an average of 13% in first quarter 
  • Digital Promotions and Events
    • Worked with IT to mimic in-store promotional offers online
    • Initial revenue lift of $86k in less than 3 weeks of promotion roll-out
    • Set the standard and processes for cross-functional participation 
    • Strive for omni-channel experience across all channels
    • Work with Merchant Groups and Supply Chain to ensure inventory is stocked for promotions and events
  • Product name/description refinement 
    • Introduced artificial intelligence tool to expedite process for product copy 
    • Improved site search by implementing data standards
    • Improve SEO by implementing rich data copy in product descriptions
  • Business As Usual
    • Work with legal team to ensure all programs are compliant 
    • Stand up team, program strategies and reporting structure
    • Manage team of 5 in-office, team of 4 off-shore
    • Work with internal business partners to increase revenue and customer engagement

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MANAGER, DIGITAL MARKETING October 2015 - December 2016 (Contract)

  • Leverage in-store technologies to increase customer traffic and dwell time
    • Black Friday email campaign proved that program was responsible for an incremental 2.5% of all traffic from Black Friday
  • Launched Wi-Fi awareness campaign and increased our unique user logins by nearly 200% within the first year in market
  • Vendor management
    • Review Statement of Work (SOW) and Master Service Agreement (MSA)
    • Negotiate product and service pricing 
    • Establish and maintain timelines and budget 
  • Coordinate and collaborate with cross-functional teams
  • Review existing wayfinding technologies, elevate and set the standard 
    • Launched in-store wayfinding leveraging beacons 
  • Lead digital wayfinding program
    • Set benchmarks and targets 
    • Make decisions on technologies
    • Launched first in Canada blue-dot wayfinding both in-store kiosk and mobile app as featured in Marketing Magazine
  • Launched in-store SMS program
    • Objective: acquire mobile numbers
    • Incentivize the program for lift in revenue
    • Set business rules that prompt messaging 
  • String together multiple data sources into comprehensive KPIs for senior team leads 
  • Review and propose efficiencies for processes 
  • Project Management
  • Create and maintain budgets 

CONSULTANT, ENHANCED DIGITAL CONTENT July 2014 - October 2015

  • Tasked with company’s new initiative: in-store digital signage 
    • Responsible for implementing and understanding analytics and customer insights behind new initiative 
    • Responsible for establishing best practices and style guide 
    • Work with third-party vendor to develop new functionalities 
    • Work with cross-functional teams to develop sustainability plan for a soon-to-be national initiative 
    • Manage vendor relationships
  • Digital Content 
    • Review existing UX of You Got This site, propose and implement new and improved navigation 
    • Work with Core Marketing for business priorities and leverage Google Insights to build strategy and execute content accordingly
    • Organize content, write copy and publish content in CMS
    • Work with cross-functional teams to continuously grow the You Got This program and build awareness in the marketplace 
    • Organize and attend on-site photo shoots for digital executions

MANAGER, DIGITAL MARKETING + EMAIL PLANNING February 2014 - July 2014

  • Develop and lead centralized email planning for the company 
  • Prioritize corporate objectives, conceptualize and execute customer-friendly emails
  • Work with CRM team to identify and develop email segmentation
  • Storyboard email content with Creative Team
  • Responsible for delivering results against aggressive sales plans
  • Work with email provider in optimizing and implementing new technologies 
  • Review and streamline process and deliverables 
  • Establish and implement best practices and style guide for one of Canada’s leading ecommerce retailers
  • Identify and hit ROAS targets while maintaining alignment with corporate priorities
  • Successfully increased program revenue by an average of $100K/week

ASSISTANT MANAGER, DIGITAL MARKETING + ECOMMERCE December 2012 - February 2014

  • Plan and manage integrated campaigns 
  • Conduct competitive analysis
  • Manage relationships and initiatives with cross-functional teams and key stakeholders 
  • Improve user experience and establish best practices 
  • Identify key findings by reviewing campaign performance and metrics (site metrics and corporate sales reports)
  • Identify business needs and establishing strategies to satisfy them
  • Manage vendor relationships
  • Lead Content Team through platform re-launch program 
  • Managed up to 8 direct reports at one time
  • Decision support 
  • Launched key luxury retailers such as CHANEL and COACH on thebay.com
  • Conceptualized and executed new format for Activewear Shop that helped increase conversion by 3%
  • Established best practices for site execution for the largest of company campaigns while increasing sales by 3% year over year (Bay Days, Friends & Family, One Day Sales)

COORDINATOR, DIGITAL MARKETING + ECOMMERCE March 2011 - December 2012

  • Execute integrated campaigns
  • Execute initiatives with cross-functional teams (both internal and external) 
  • Write and proofread copy for both website and email (editorial and promotional)
  • Improve user experience and establish best practices 
  • Content management (promotions and site maintenance)
  • Project management 
  • Identify key findings by reviewing campaign performance and metrics 
  • Contribute to process development 
  • Manage vendor relationships
  • Established parameters of the role
  • Increased email open rates an average of 5% while writing subject lines for email programs
  • Conceptualized and executed a non-transactional patio microsite that ranked as store door #2 across the chain for sales (order by phone)

MARKETING CAMPAIGN ANALYSTOctober 2010 - March 2011 (Contract)

  • Build and create flowcharts for marketing campaigns
  • Report on consumer trends
  • Affinium Campaign and SAS 
  • Work with internal partners (Marketing Communications) 
  • Trouble shoot and problem solve

COPYWRITERSummer 2009 (Internship placement)

  • Proofread content submitted by external partners
  • Write advertorials, promotional pieces and brand advertisements for all magazines listed above
  • Provide problem solving solutions and creative material 
  • Work with internal and external partners