Sharing my professional resume, cover letter, references and professional galleries for those who are interested in learning more about my professional career as an advertising and marketing sales executive and entrepreneur. If you want to connect professionally see below my LinkedIn profile link.
LinkedIn Profile
Resume
General Cover Letter
Snapshot
A strong sales leader who is an enthusiastic, driven, competitive, dynamic and solutions focused sales executive with over 27 years’ experience in the advertising, marketing, media and print industry.
Testimonials/Endorsements/References
I’m sharing the 3 chapters of my professional career that have shaped who I am as an advertising and marketing professional.
FlyerMail
FlyerMail Snapshot
FlyerMail was my chance to build a company from the ground up and showcase my entrepreneurial skills. I took my industry learnings and success up to this point in my career to create an innovative advertising product. FlyerMail was a targeted full service shared mail product in Eastern Ontario with over 300 clients. We designed, printed, produced and delivered the product via Canada Post to homes, apartments and businesses. We had a national digital presence via FlyerMail.ca sharing flyers by neighborhood using Google mapping technology. I sold FlyerMail to Torstar just 3.5 years after it’s inception. Torstar is a Canadian mass media company that is a leading publisher of daily and community newspapers.
Skills and Experience I Developed at FlyerMail
- Built a successful start-up in the marketing and advertising industry with revenue in the millions
- Implemented a branding strategy to become the #1 flyer vehicle in the marketplace
- Developed sales tools such as dynamic high impact presentations, sales sheets, media kits, and sales material to position FlyerMail as a flyer leader
- Learned the importance of community involvement. Sat on boards, sponsored numerous events, chaired committees, volunteered, and was an active member of the community
- Created a detailed business plan that was nominated for business plan of the year
- Established a new sales organization, implemented a sales structure, and executed a successful sales strategy
- Created processes and work-back schedules to effectively manage advertising campaigns
- Created and implemented a corporate organizational structure
- Established accounts receivable, accounts payable, payroll and invoicing procedures to effectively manage cash flow
- Set up HR policies such as workplace compensation, training and development, health and safety, hiring practices, benefits and more
My FlyerMail Presentation
Flyermail-PresentationCanada Post
Snapshot
Canada Post helped me take my business acumen to the next level. The best way to describe my time so far at Canada Post is continuing my education. The business model at Canada Post is set up like an MBA. There is a lot of collaboration within sales but also other business lines such as the line of business, data, product, customer service, marketing and technology. In a nutshell there are dotted lines to thought leaders throughout the organization. Canada Post is a huge crown corporation and this collaboration model is necessary to move business forward.
It is at Canada Post where I put my many years of marketing and advertising sales knowledge and experience together. I combined my media industry knowledge, data expertise, becoming a direct mail process expert and utilizing partners to drive more business. Internally we call this a Smartmail Marketing PHD.
Personal Brand Awareness
The corporation has taught me the importance of success internally and externally. In a large corporation the brand you develop internally is just as important as the brand with clients which I never fully understood before coming to Canada Post.
Culture Change
I Played a leadership role as part of a culture change transitioning the sales strategy to operate like a media sales organization. I was part of a transition that separated Canada Post’s e-commerce and direct mail product lines shifting to a solutions focussed sales organization. I brought my extensive media industry knowledge which included understanding a 360 approach to how advertisers buy media.
Brought Advertising Agencies To Canada Post
Took on a leadership role establishing the advertising/media agency strategy at Canada Post. I was part of an agency pilot which included setting up agreements with both media and targeted flyer agencies. Educating them on the Smartmail Marketing value prop and ultimately securing new campaigns was the objective. This strategy has resulted in millions of dollars in new advertising revenue. Agency led business now represents a business line at Canada Post. This is probably what I am most proud of at Canada Post to date in terms of accomplishments. Thanks to our partners, you can find online to suit every preference and budget, from budget to top-of-the-range super stylish models.
Grew Canada Post business within the Financial and Telco verticals
Canada Post also provided me the opportunity to work with the Telco and FI sector. I managed a big 5 bank and a major telco for the first time in my career. In less than 2 years I met and established relationships with over 100 marketing executives at one big 5 bank, many of which were at the VP level and above. I also had great success with a digital bank and 2 major credit cards within the Canadian market.
What I am most proud of during this time at Canada Post was introducing new SmartMail Marketing solutions to my banks and telco’s. These solutions were planned by digital marketing executives and I was disrupting current digital media planning. The second was how I worked each vertical from a relationship perspective demonstrated with extensive relationship mapping.
Lead Relationship Mapping At Canada Post
I Lead relationship mapping at Canada Post demonstrating my relationship footprint to executives throughout the organization. One of my biggest strengths is building relationships from the most senior levels to junior planners. I did this at Canada Post and was the first to really demonstrate what my relationship footprint looked like which is extensive. With just one client I was able to illustrate over 100 strategic relationships to move the business forward with a big 5 bank all at the management level and above. This practice allows me to establish my own organizational structure for my accounts which I’ve learned is different from the reality of internal organizational structures. Simply put I dig deep and share my relationship footprint with executives.
Metroland
Metroland Snapshot
Metroland is where cut my teeth in the targeted flyer and digital advertising business. After a short stint with Transcontinental as the local Ad-Bag (Publisac) rep in Kingston I landed at Metroland due to a merger. I started as the local flyer rep for the Kingston region which ended on the national corporate accounts team in Toronto.
Understanding How Advertisers Buy Media
It was at Metroland where I developed my 360 approach to media sales and with great success. Understanding how advertisers buy media is crucial to success in the industry. Who manages the advertising budget? The corporate marketing team, the agency, or a combination of the two? Who makes the media channel and advertising product decisions? The agency, corporate marketers, local franchisees, dealers?
I Developed strong discovery/needs analysis sales skills and fine tuned my relationship building skills bringing energy, knowledge and the ability to effectively work each unique corporate marketing and advertising ecosystem.
At Metroland I also:
- Managed, serviced and worked with corporate sales to shift flyers from competitive products
- Corporate Accounts executive managing over $10 M in annual business
- Sales lead for the digital division in Eastern Ontario as Business Development Manager
- Led special projects and new revenue sources
- Was a Distribution manager
- Sales manager
- Created and delivered high impact presentations
- Grass roots industry learnings including inserting flyers, doing paper routes, leading distribution teams and learning all aspects of the business
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