Coho

Marketing Fellow

7shifts: Team Management for Restaurants

7shifts is a team management platform built for restaurants. From hiring to scheduling, paying, and retaining, we help restaurateurs build successful restaurants. Trusted by over 30,000 restaurants of all sizes. www.7shifts.com

Brand Strategy Manager

Women in Revenue

Women in Revenue is a group of leaders and up-and-coming leaders in sales, marketing, and other revenue-impacting roles focused on three things:
‌➥‌ Education and awareness of diversity and inclusion in the workplace.
‌➥‌ Giving back to women through mentorship programs, opportunities, and access to resources.
‌➥‌ Moving members’ careers forward ... and having a bit of fun while we are at it.

Member

Scootaround Inc.

Scootaround is a division of WHILL Inc. and was founded in 1997 as a gap fill in the accessible travel market. With over 2,500 rental locations across North America and Europe, it is the only nationwide mobility rental company in the United States. The business now includes a variety of other divisions related to accessibility, including repairs and sales. Reported to the CEO and was responsible for leading marketing strategy for the company.

- Created and developed strategic marketing plans 2 e-commerce businesses (B2C) and 4 other lines of business (B2B) totalling 8 figures of revenue across the US and Canada.
- Maximized budget to increase marketing attributed revenue by 240% and decreasing overall CPA by 37% YOY through overhaul of digital spend. 
- Ideated and launched new campaign architecture to maximize limited budget resulting in a 30% increase in leads YOY. 

Digital marketing | Brand strategy | Email marketing | Demand gen | Lead gen | Social media strategy | Content marketing | Conversion rate optimization | Targeting | Customer acquisition | Customer retention | Paid search | SEO

Director of Marketing

The Nature's Bounty Co.

Vita Health is a subsidiary of The Bountiful Company. Based in Winnipeg, Vita Health specializes in the manufacturing of OTC products and is responsible for seven brands in the wellness space. Reported to the Sr. Director of Marketing & Innovation and was responsible for leading marketing strategy and implementation of plans for brands.

Top 3 career accomplishments:

- Led Canadian strategy for Nature’s Bounty vitamins in a flat market, delivering on three consecutive years of double-digit revenue growth.
- Used customer research to drive brand strategy, which led to a 14% increase in aided brand awareness and 57% increase in unaided awareness in two years.
- Managed 8 figure revenue portfolio of 5 brands with +46% growth over 3 years

Brand strategy | Go-to-market strategy | Public relations | Influencer marketing | Customer research | Facebook ads | Instagram ads | Product launches | Leadership

Brand Manager

- Spearheaded new product research and analysis for 4 brands; oversaw all aspects of new product launches (forecasting, package design, customer templates).
- Set brands' annual objectives, strategies, positioning, tactics and measures; analyzed competition and market trends to address business opportunities and issues.
- Liaised with the 4 sales team members to create required presentations and product collateral, as well as creation of merchandising displays.

Assistant Brand Manager

Direct Focus Marketing Communications

Direct Focus is a full-service marketing management company. They offer marketing services and solutions for medium to large-sized businesses with three offices across North America. Reported to the Manager, Account Coordination Group and was responsible for managing day-to-day needs of a set group of clients.

- Supervised four-person design team, and managed both an international and domestic flyer program for a large Winnipeg-based client. 
- Developed strategies to improve productivity/eliminate redundant processes. 
- Managed numerous clients simultaneously with tight deadlines, which entailed relationship building/management, overseeing budgets, production and ensuring on-time delivery of multiple marketing pieces, such as print items, websites and marketing strategies.
- Coordinated with account, creative, and production teams throughout campaign ideation and execution.
- Created and delivered presentations tailored to individual client needs; coordinated with account manager throughout campaign implementation.
- Reviewed with extreme attention to detail to ensure all documents produced for projects were high quality, accurate and consistent.

Account Coordinator

Wellington West

Wellington West Capital was an independent full-service investment firm with more than 47 offices and 500 employees and nearly $8 billion in client assets under administration. Wellington West was purchased by National Bank Financial in 2011, leading to a dissolution of the corporate staff. Reported to the Manager, Corporate Marketing and was responsible for tactical implementation of marketing needs. 

- Executed 20 - 30 requests per week for Wellington's 168 advisor teams in a timely and effective manner, while working with various stakeholders.
- Contributed to planning and execution of the 2010 and 2011 National Partners Conference (200+ attendees); acted as lead in creation of conference program, coordinating speakers, logistics, hospitality and marketing collateral.

Analyst, Marketing & Communications

Starcom MediaVest Group

- Utilized Photoshop in creating a multitude of items to display internally and promote internal communications. Planned and executed on pieces to reflect the corporate requirement while keeping to brand standards and expectations.
- Created drafts for memos, biographies, and press releases promoting Starcom’s brand and corporate communications initiatives. Developed an understanding of speaking to different audiences through a variety of different media.
- Compiled and distributed press clips for all of Starcom MediaVest Group companies on a daily basis, maintaining high level of awareness amongst staff.

Marketing Communications Intern - Starcom

Advanced Dental Arts

- Initiated and executed a direct mail reactivation campaign targeting former patients. Leading to the successful reactivation of 5% of the targeted individuals.
- Planned, coordinated, promoted and delivered a Referral Rewards Program aimed at increasing current referral ratios within the practice.
- Responsible for maintaining and promoting a positive relationship with referrers, patients, and new patients through use of welcome packages, running of the online SmileReminders program, and patient appreciation.

Marketing Manager

Winestock Wealth Management Group - RBC Dominion Securities

	Prepared monthly reconciliation of commissions and expenses. Organized administration tasks for each of the team members, including mass mailings and inputting of notes into the CRM system.  
	Worked with executive-level team members to gain an understanding of wealth management and marketing.
	Built upon skills in MS Office and Internet navigation, utilizing Microsoft Excel, Word, and Outlook through daily use.

Marketing Assistant

Brand Strategy @ 7shifts: Team Management for Restaurants

new bio, who dis?

If you're even reading this right now, a) thank you, and b) why? Kidding. But maybe not. 

I like to build brands. I am fascinated by customer research and the whole behind the brain, aka psychology, that goes into people making decisions. I wholeheartedly believe that the initial 'why' that comes out of someone's mouth is only a part of the buying story. Because a lot of what we do, and what we buy is aimed at creating a "better" version of ourselves. So what's the tipping point?

By no means do I consider myself an expert. I am always curious to learn new perspectives, to interact with differing opinions. Many tell me I am great at radical candor, so if you don't like that, you should probably exit here now. 

Currently figuring out the world of B2B/tech and bridging the gap of brand in that space. 

Always down to meet new people and chitchat about marketing, brand, or pop culture things.

i have had not much brain power to deal with this LI stuff lately. 

in the last few weeks, i've been organizing and pulling off a 2nd birthday party (bounce house rental ftw), managing a daycare transition, prepping for winter season because it is comin' fast. 

oh yeah, and then i have also had to manage my everyday work. because as a person doing freelance / consulting work (whatever you want to call it, it is a mix tbh - freelultig? conslance?) if i don't work i literally do not get paid. i think that's something we all forget when we're thinking about the glam life of being your own boss. 

when you're a FTE you have a lot more time to slack (and i don't mean literally like on the app, but like... breathe/sit back). you get paid your 37.5 hours a week, you get your work done, there are people to watch your back when you're off. when you are not a FTE none of that exists. you are on your own, you are responsible for all the things. 

and you have to do the unpaid work too. like that proposal you spent 2+ hours on that sounded like a slam dunk only to then send it, and have the person ghost you. and that is not the first time, and it will happen again, but it never makes it "nice". on that note, don't ghost people. just tell them what's up, they can handle it. 

i know i need to set up a more efficient system for proposals, maybe even productized a thing or two, but that also comes with brain power. and sometimes (often) i don't have a ton of extra in that space. i barely even get time to marinate on the couch and watch tv. i haven't even tuned into the new season of RHOSLC yet and I HATE THAT FOR ME. 

anyway, just here rambling on LI because i am pretty sure some people can relate to this and maybe it's cathartic to see. ok bye.

Maylee Jacob

marketing strategy & execution for small teams | clarity, momentum, results | fractional head of marketing (when you need it)

omg, we’re so customer-obsessed, we have a slack channel for it.

cool. and?

you can post all the happy screenshots you want, but that doesn’t tell me anything about whether you actually learned something from the people using your product. 

anyone can visit a customer. the true skill? it's walking out of that room knowing what frustrated them, what they hacked together to survive, or what they quietly wish you’d fix next.

pRoXiMiTy iSn'T tHe SaMe ThInG aS uNdErStAnDiNg 

being "customer obsessed" is not a mood board of smiling users (it can be part of it, sure). if you want it to truly mean something, you have to close the loop. aka:

- share what you heard
- share why it mattered
- share what you're changing because of it

and none of that works if your questions are trash. so start here:

- be clear about the goal
- ask q's based on that goal
- stop guiding people toward the answer you want
- get them past surface answers. keep asking why like a toddler on a mission.
 
and then after you have the insights, act on them. prove to them that their feedback mattered. let them feeeeel it in the product/service.

do that consistently and you don’t need to parade your slack channel. your customers will advocate for you without being asked. 

and isn't that what we all want? ;)

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