Functional Skills
Brand Strategy
Business Analysis
Business Development
Campaign Optimization
Change Management / Org Design
Customer Relationship Management
Customer Segmentation
Digital Marketing / Advertising
Market Penetration
Market Research
Marketing Strategy
Product Development
Product Launch
Sales and Operations Planning (S&OP)
Strategic Planning
Software Skills
Hubspot
Microsoft Excel
Microsoft PowerPoint
Sector Experience
Consumer Goods
Retail
Languages
English
French
Case Study
Case Studies
Pet Food Sales Growth
Consumer Goods
Brand Strategy
Digital Marketing / Advertising
Promotional Strategy
Amazon Assessment, Set Up & Management
Industrials
Growth Marketing
Marketing Analytics
Digital Marketing / Advertising
Marketplace Expansion (Amazon, Wayfair, Lowes, Overstock)
Manufacturing
E-commerce Implementation
Content Strategy
Contract Pricing / Negotiation
CRM Strategy & Implementation
Automotive
CRM Selection / Implementation
Digital Transformation
Strategy Development
Notable Clients
Conagra Brands
Lactalis
PriceSmart
Riverside Natural Foods
Whirlpool
Big 4 Accounting
Fortune 500
Top Consulting Firms
Experience
The Looking Glass Group LTD.
Management Consulting
Managing Director
1/2016 - Present
Summary: Providing Senior Marketing Strategy and Ecommerce Sales Management services to a variety of clients.
• Developed a Brand Strategy for an Italian Manufacturer of Catfood to increase trial, awareness and sales. Conducted a digital media campaign, sampling campaign and executed a Hubspot CRM strategy resulting in +40% sales growth.
• Managed the Ecommerce channel for 5-15 clients including all marketing, content, pricing and promotions. Results to date in include launching 2 Amazon businesses, +333% growth on Wayfair and +60% growth on Overstock.
• Conducted a market research and strategy project for the Government of New Brunswick tying the Federal Governments strategic objectives for the Country as a whole to key strategic initiatives in Ecommerce.
• Provided outsourced AC Nielsen analytics, and advisory services to mid sized Canadian CPG organizations in the Granola and Topical Analgesics category. Developed strategic recommendations to senior management and board of directors enabling plans that have resulted in +50% growth and acquisition.
• Strategic Advisor to a rapidly growing, established building and protective packaging organization. Responsible for developing sales and marketing plans, board advisory and fundraising strategy.
• Developed a long-term strategy for a mid-sized Canadian Metal Fabricator, by conducting secondary research, identifying growth opportunities, and developing a B2B sales and marketing plan to grow +20% in 5 years.
• Developed a Brand Strategy for an Italian Manufacturer of Catfood to increase trial, awareness and sales. Conducted a digital media campaign, sampling campaign and executed a Hubspot CRM strategy resulting in +40% sales growth.
• Managed the Ecommerce channel for 5-15 clients including all marketing, content, pricing and promotions. Results to date in include launching 2 Amazon businesses, +333% growth on Wayfair and +60% growth on Overstock.
• Conducted a market research and strategy project for the Government of New Brunswick tying the Federal Governments strategic objectives for the Country as a whole to key strategic initiatives in Ecommerce.
• Provided outsourced AC Nielsen analytics, and advisory services to mid sized Canadian CPG organizations in the Granola and Topical Analgesics category. Developed strategic recommendations to senior management and board of directors enabling plans that have resulted in +50% growth and acquisition.
• Strategic Advisor to a rapidly growing, established building and protective packaging organization. Responsible for developing sales and marketing plans, board advisory and fundraising strategy.
• Developed a long-term strategy for a mid-sized Canadian Metal Fabricator, by conducting secondary research, identifying growth opportunities, and developing a B2B sales and marketing plan to grow +20% in 5 years.
PricewaterhouseCoopers (PwC)
Management Consulting
Strategy Consultant
1/2015 - 1/2016
Strategy& [Formerly Booz & Co] PwC – Based in Toronto, Canada and Philadelphia, USA
Summary: Dual role working with PwC Canada + Strategy& in the USA on designing and implementing proven strategies to achieve accretive topline growth in CPG.
• CPG Growth Strategy – Worked on a large CPG organization to develop a growth strategy leveraging client and category data, conducting primary research and recommending growth methodologies based on findings.
• Trade Spend Optimization – Work in the USA on a large US based multinational CPG and leverage a predictive model to perform ROI analysis on trade spending for a large US based retailer in order to grow net sales and reduce trade spending.
Summary: Dual role working with PwC Canada + Strategy& in the USA on designing and implementing proven strategies to achieve accretive topline growth in CPG.
• CPG Growth Strategy – Worked on a large CPG organization to develop a growth strategy leveraging client and category data, conducting primary research and recommending growth methodologies based on findings.
• Trade Spend Optimization – Work in the USA on a large US based multinational CPG and leverage a predictive model to perform ROI analysis on trade spending for a large US based retailer in order to grow net sales and reduce trade spending.
MARS (Effem) Canada LTD
Corporate Strategy & Development
Marketing Lead [Marketing Director
1/2012 - 1/2015
Summary: Marketing voice on the national leadership team responsible for directing the turnaround of MARS Pet Specialty division in Canada. Analyzed benchmarking, costing and market data and created a plan to reshape the P&L, bringing the organization from five years of -10% sales declines and -$2MM profit losses per year to a growing [+12.5% in sales] and profitable [40% earnings growth] division of MARS.
● MBA
603 St Germain, Toronto, ON (416)
● • Conducted a competitive retail pricing analysis and designed a differential price increase across multiple price lists to achieve strategic retail price points [+10%], ensure a lucrative margin structure for retailers [>40%] and minimize conflict within two channel segments, resulting in improved net sales, profitability and retail relationships.
• Monitored and analyzed the performance of over 440 skus and improved sales and profitability by rationalizing poor performers [-100 skus] and driving velocity behind a strategic sku mix, resulting in a -23% reduction in sku count, a +8% improvement in case fills and +11% POS growth at key retail customers.
• Designed and implemented a communication and promotional strategy to drive brand awareness and gain trial with new consumers leveraging TV production, media buying [both online & offline], creative promotional design and execution, resulting in +5% growth in household penetration.
• Full P&L responsibility for a large marketing budget with shared accountability for delivering
● MBA
603 St Germain, Toronto, ON (416)
● • Conducted a competitive retail pricing analysis and designed a differential price increase across multiple price lists to achieve strategic retail price points [+10%], ensure a lucrative margin structure for retailers [>40%] and minimize conflict within two channel segments, resulting in improved net sales, profitability and retail relationships.
• Monitored and analyzed the performance of over 440 skus and improved sales and profitability by rationalizing poor performers [-100 skus] and driving velocity behind a strategic sku mix, resulting in a -23% reduction in sku count, a +8% improvement in case fills and +11% POS growth at key retail customers.
• Designed and implemented a communication and promotional strategy to drive brand awareness and gain trial with new consumers leveraging TV production, media buying [both online & offline], creative promotional design and execution, resulting in +5% growth in household penetration.
• Full P&L responsibility for a large marketing budget with shared accountability for delivering
Ferrero Canada LTD
Marketing
Senior Brand Manager – Pralines
1/2010 - 1/2012
Summary: Delivered net sales and profit growth of +12% on Canada's #1 brand of boxed chocolate [over $120MM in retail sales].
• Analyzed the category across price points, consumer needs, competitive offerings and retail dynamics and identified strategic growth opportunities. Launched three new products and achieved +5% profitable net sales growth.
• Presented a recommendation to enter a new market segment to the owner via commercialization of a new product, resulting in +$1MM profitable sales growth.
• Designed a new strategic vision for the Ferrero brands and built a 3 year plan to achieve +8% net sales growth via the launch of new products, improved merchandising and new consumer acquisition.
• Brought the Ferrero Rocher brand into the social media space with a revolutionized promotional plan designed to activate consumer engagement and interaction with the brand.
• Full responsibility for the marketing budget [$10MM] and for delivering net sales and tonnage growth.
• Managed a team of ten people [internal and external] responsible for the development of media plans & promotional plans across online, print, OOH, experiential and promotional partnerships.
• Analyzed the category across price points, consumer needs, competitive offerings and retail dynamics and identified strategic growth opportunities. Launched three new products and achieved +5% profitable net sales growth.
• Presented a recommendation to enter a new market segment to the owner via commercialization of a new product, resulting in +$1MM profitable sales growth.
• Designed a new strategic vision for the Ferrero brands and built a 3 year plan to achieve +8% net sales growth via the launch of new products, improved merchandising and new consumer acquisition.
• Brought the Ferrero Rocher brand into the social media space with a revolutionized promotional plan designed to activate consumer engagement and interaction with the brand.
• Full responsibility for the marketing budget [$10MM] and for delivering net sales and tonnage growth.
• Managed a team of ten people [internal and external] responsible for the development of media plans & promotional plans across online, print, OOH, experiential and promotional partnerships.
Ferrero Canada LTD
Marketing
Brand Manager – Kinder Surprise & Seasonal
1/2009 - 1/2010
Summary: Responsible for delivering net sales and profit growth of over +20% on Canada's most loved brand of children's chocolate. Widely regarded as the corporate entrepreneur that started the Kinder seasonal business in Canada.
• Analyzed the chocolate category in Canada and identified that seasonal was a 5x larger net sales, profit and household penetration opportunity for the brand and prioritized the growth of the seasonal business.
• Grew market share of the seasonal business via the launch of five profitable new products into new market segments and a revolutionary merchandising strategy to drive incremental distribution of key skus.
• Took Kinder from the #5 ranked brand in the category to #1 with +42% sales growth at Christmas and took the brand from #7 to #2 at Easter, displacing the Cadbury Crème Egg brand.
• Analyzed the chocolate category in Canada and identified that seasonal was a 5x larger net sales, profit and household penetration opportunity for the brand and prioritized the growth of the seasonal business.
• Grew market share of the seasonal business via the launch of five profitable new products into new market segments and a revolutionary merchandising strategy to drive incremental distribution of key skus.
• Took Kinder from the #5 ranked brand in the category to #1 with +42% sales growth at Christmas and took the brand from #7 to #2 at Easter, displacing the Cadbury Crème Egg brand.
The Clorox Company Canada
Product Management / Strategy
Associate Brand Manager – GLAD, Armor
1/2007 - 1/2009
Summary: Responsible for leading Clorox's flagship brands, achieving +15% growth on Brita vs 5 years of flat sales.
• Managed an $8MM marketing budget across 3 brands.
• Conducted market research and identified that one third of water consumed in home is bottled water rather than filtered or tap water, representing a significant growth opportunity for the brand.
• Led a multi-disciplinary agency team responsible for the largest integrated marketing campaign in the history of the Brita brand in Canada with the objective of repositioning Brita as a tool to reduce bottled water waste.
• Conducted an in-depth analytical review of the food storage category using multiple AC Nielsen data sources (NLR, HML, market summary) and used key findings to develop the 5 year strategic plan.
• Managed an $8MM marketing budget across 3 brands.
• Conducted market research and identified that one third of water consumed in home is bottled water rather than filtered or tap water, representing a significant growth opportunity for the brand.
• Led a multi-disciplinary agency team responsible for the largest integrated marketing campaign in the history of the Brita brand in Canada with the objective of repositioning Brita as a tool to reduce bottled water waste.
• Conducted an in-depth analytical review of the food storage category using multiple AC Nielsen data sources (NLR, HML, market summary) and used key findings to develop the 5 year strategic plan.
Colgate-Palmolive
Marketing
Assistant Brand Manager – Palmolive
1/2006 - 1/2007
Summary: Managed Canada's #1 brand of dish liquid and maintained a 65% market share.
Dell EMC
Marketing
Marketing Coordinator
9/2004 - 9/2006
● Various Marketing Roles – Software & Peripherals 2004 –2006 Dell Canada Summary: Managed the Dell DJ (MP3 Player), Axim (PDA) and third party product lines, valued at $9.5 million.