May 2022 - Present

• Drive all brand awareness and consumer engagement efforts for the brand. Lead brand strategy and multi-channel integrated marketing programs. Responsible for implementing the annual content programming activation calendar to drive brand awareness and strengthen our positioning in the marketplace across Canada, the United States and the United Kingdom.

• Manage campaigns end-to-end, from briefing to content production through deployment, analysis and presentation of results.

• Own the development of the brand content strategy for campaigns that show up on social, email, SMS, OOH, retail and print to create brand awareness, deepen brand loyalty, and elevate the brand.

• Ensure the consistency of Fable's brand voice and visual identity across all marketing channels and customer-facing touchpoints.

• Own all brand activities, including creating engaging content, partnerships, and events.

• Lead the brand strategy for content, social media (Instagram, TikTok, Facebook, Twitter, Pinterest, YouTube) and partnerships.

• Provide inspirational, creative and thought leadership on ways to reach and gain the attention of target audiences.

• Roadmap and manage the budget for all brand and content efforts.

July 2021 - April 2022

• Owned the planning and implement North American brand strategies, including brand and product positioning, brand messaging, and communications, to build brand awareness and consideration and drive business goals with a focus on content and community.

• Led the content strategy, creative development, publishing, and moderation for organic social channels, including Instagram, Facebook, and Pinterest. In addition, I launched the TikTok, YouTube, and Twitter channels in 2021.

• Community management across all social platforms. Engage the community actively and responsively in relevant outside communities and existing owned channels – monitor consumer conversation in real-time (reacting to queries, resolving negative experiences, and identifying pertinent areas for further brand engagement and enhancement).

• Analyze and report relevant metrics to measure the impact of content campaigns and amend strategies based on learnings and patterns.

October 2020 - July 2021

• Owned the development and execution of an integrated North American brand strategy as the sole Marketing team member that elevated growth across all channels and initiatives. Ensuring that customers were engaged at all touchpoints across their consumer journey while defining and meeting marketing KPIs.

• Drove the management, implementation, and tracking of a multi-channel marketing calendar that delivered quality programs and campaigns.

• Provided thought leadership and worked cross-functionally to create innovative marketing campaigns across Ecommerce, Digital Marketing (Social, Email, Influencer), Community, SMS, and PR.

• Owned the content strategy, creative development, and execution for organic social channels, including Instagram, Facebook, and Pinterest, which resulted in a 74% follower increase on Instagram.

• Community management across all social channels, interacting with the Fable audience, developing relationships, and building an online community.

• Developed and executed a robust influencer and affiliate strategy to drive new customer acquisition and brand awareness, amplifying key brand messaging and moments.

July 2016 - September 2018

• Established multi-year partnership agreements and negotiated all offerings while keeping the business's and the partners' interests at the forefront in all decision-making.

• Developed strategic roadmaps and business plans aligned with objectives and set targets; exceeded monthly and annual goals.

• Managed social media presence (Facebook, Instagram, and Twitter) for the organization related to strategic partner content; updated and created content to engage followers and boost brand affinity.

  Partners included: Oakley, Monster Energy, Labatt Brewing Company, Gore-Tex, Diageo, and Arterra Wines.

April 2016 - July 2016

• Spearheaded national advertising campaigns from initiation to launch, coordinating and managing all aspects of the campaigns. Responsibilities included holding team briefings and meetings, production, scheduling, budgeting, team management, and progress reporting.

• Implemented an integrated advertising strategy with multi-channel outlets, i.e. pre-roll, radio, social media, digital, print, and POS.

• I managed a team of 2 account coordinators and interns, overseeing their operations and mentoring them.

  Clients included: CIL, Dairy Farmers of Canada, Edgewell Personal Care Canada, and Johnson & Johnson.

April 2015 - March 2016

• Built strong client relationships as a trusted advisor; added value through a strong commitment to success and consistent performance.

• Owned and managed the timely completion of integrated advertising campaigns for clients on schedule and within an established budget.

• Managed internal and external resources.

• Key accomplishment: Account lead for the "Beauty on a Small Budget" integrated adverting campaign for CIL Paints. Paint sales had a 23% dollar increase and a 26.8% volume increase across Canada. The campaign more than doubled the sales targets set at the program's start. There were 7.6 million hits for the CIL makeover video and 25 million media impressions. The campaign won a silver CASSIES.

May 2014 - March 2015

• Proactively questioned and solved problems with the Creative, Production, and Media Departments to ensure the smooth progress of all client projects.

• Added value to the creative process by providing ideas and support and helping to overcome possible obstacles.

• Participated in assessing creative content from a strategic perspective by offering relevant, insightful feedback and developing the case for selling the work.

• Effectively fielded questions from various departments for a brand or project due to my thorough understanding of client objectives, issues, and requirements.

• Built client confidence by demonstrating an ability to creatively manage and deliver a quality product on time, strategy and budget.

• Trained and supported account interns.

January 2014 - April 2014