Andrea McDonald

SR. MARKETING SPECIALIST, WEALTH

Manages integrated product marketing and communication campaigns targeted to customers, advisors and wholesalers

• Integrates business goals and project objectives into customer focused marketing strategies
• Leads conceptualization and deployment of integrated marketing plans (including digital and paid social campaigns) that help drive organizational goals
• Leads working groups and collaborates with business partners to ensure marketing strategies and tactics achieve desired business outcomes
• Measures and evaluates performance of tactics and campaigns using data insights, customer feedback and key learnings to optimize marketing efforts

• Managed marketing activities to promote brand awareness and new product introductions; developed various communication pieces, brand-specific programs, and facilitated workflow of projects throughout different departments
• Facilitated the development of project plans with strategies, deadlines and deliverables clearly defined
• Helped identify and align marketing objectives and action plans to corporate business objectives
• Worked with marketing teams to analyze trends and key learnings from campaigns with the goal to continuously improve performance
• Created dashboards and regular reports on key metrics
• Strategic usage of communication avenues such as website, blog, email and social media platforms
• Managed the creative development of the corporate product catalogue in various languages, including related landing pages and digital assets
• Created surveys and led in-depth customer interviews and focus groups in order to improve customer experience on digital platforms
• Incorporated SEO strategic plans to drive targeted organic traffic through on-page and off-page techniques, technical website audit, information architecture, social media marketing and content strategy

• Facilitated the development and maintenance of quarterly corporate marketing calendar utilizing adequate brand messaging on ads, product catalogs, promotional items and sales collateral
• Maintained channel marketing program calendar and coordinated channel events

• Spearheaded the end-to-end project management process of marketing campaigns and downtown shopping events; provided ongoing communication and resolutions to relevant parties to ensure deliverables and timelines were met to successfully initiate, plan, design, execute, and complete the projects at hand
• Developed, built, and managed relationships with various stakeholders to ensure customer satisfaction
• Developed and implemented advertising campaigns for city shops such as the Fall and Spring campaigns
• Organized downtown shopping events that attracted tens of thousands of visitors and helped boost economy
• Oversaw concept and development of shopping events such as late shopping nights and Christmas markets
• Managed media, press, and public relations and served as the main contact person for all media inquiries
• Handled general press releases and project-specific press information, including contract negotiations