PORTFOLIO HIGHLIGHTS

Led development of award-winning new master brand and creative strategy for $3BN portfolio.   Aligned organization from ELT to BOD and all internal brands to creative and integrated marketing plans under brand line -  We're in it for good.

Created a highly memorable moment for launch with Canada's favourite band - Arkells.  Showcased the brand story,  new purpose, ambition, brand promise and launched new campaign at IPO.

Rebranded all HR and Communication platforms, and launched extensive campaign internally culminating in new employee promise .

• Wrote first ever strategic plan for SodaStream Canada aligning Pepsi/SodaStream Global CEO to direction
• Coached team to develop fully integrated 360° plan inspired by new creative and e-commerce strategy resulting in +39% profitable growth of business
• Doubled household penetration,  grew awareness from 21% to 39% 
• Initiated on-going cost management initiatives for media and corrugate resulting in savings of over $1.1MM

• Developed e-Commerce strategy growing channel profitably from $300K to over $5MM improving consumer experience and launching first ever canister exchange program in Canada

• +184% in earned media impressions through unique events including - Square One Holiday Pop-up Shop, April Fool's Campaigns, and Global Climate Strike

Plant Opening with Roberta Bondar achieved over 10 million earned media impressions in one day with over 150 attendees including Premier of Ontario and Mayor of Mississauga.

• Mentored, coached and inspired a team of 18 retail and baking professionals for over 5 years  
• Sold start-up business for 5x EBIT. 
• Achieved over $1MM in annual sales
• Ranked Top 10 in Canada in operating income
• Led development of Mississauga Bakery Food Drive with Mayor Bonnie Crombie and Mississauga LCBO Donation program

$250MM portfolio led a high-performing marketing team of 5 in the areas of brand management, innovation, digital, packaging design, shopper marketing, S&OP to achieve P&L.

Key business results:   

• Turn-around of Cooking Soups: Cook  Campbell 360 Campaign  consumption gain of -7% to +1 and relaunch of website
• Grew V8 portfolio by +1.6 share pts
• Over-achieved Goldfish target despite core de-list

•  MLT Lead for Canada Innovation. Developed a 3-year pipeline,   

     ensured stage gate KPIs and launch timelines achieved.

• Beverage : launched V8 VFusion over-achieving targets

• Over-achieved Campbell’s No Salt Added Broth targets by   

    70%

Built a consumer-focused Marketing and Product  Development team for retail and food-service

Led cross-functional team to develop a consumer-focused strategic plan

Developed 3-year innovation pipeline & metrics for both retail &

foodservice for branded & private label

Re-positioned Janes brand through core equity research which led to

new Advertising Campaign, package design and share turn-around

despite double-digit price increase

Developed strong Shopper marketing programs in retail and foodservice channels resulting in 20% growth

Various senior marketing leadership roles at Weston Foods responsible for Branded portfolio, in-store Bakery business development and new product development

Turnaround of Wonder Bread portfolio with Cassie award-winning campaign - Part of A Complete Childhood Campaign.