Marketing Planning

Creating an omni-channel, integrated mark-comm strategy requires advanced planning and a deep understanding of the brand and the customer.

I specialize in creating large-scale marketing plans, and have a knack for seeing both the 5,000 foot view and the most granular requirements.

Picking one favourite campaign is impossible, so I picked two! First, the launch of Check Your Credit Score Day, which we set for November 2 every year. In partnership with brands like Equifax Canada, Borrowell, ClearScore and Fig, we've created a day focused on the value of understanding your credit report in full, with a reminder to do a financial 'check up' at least once per year. I'm passionate about financial literacy, and this has been a fun and heart-felt campaign to lead.

Another of my favourite marketing plans was for a public relations campaign called "Next Step", where we invited future graduates from technical colleges in Canada to apply for a $5,000 prize, to be put toward taking the next step in their careers.

The students submitted videos of themselves explaining why they felt they should win, and we used these videos and the testimonials collected from winners to create content soundbytes, which we leveraged across marketing channels, focusing on the financial realities of new Canadian grads.