Summary
Overview
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Education
Skills
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Ashley Lawrence

Ashley Lawrence

Carleton Place,ON

Summary

Dynamic and results-driven corporate leader with a proven track record of optimizing business operations, fostering high-performance workplace cultures, and aligning HR and corporate governance with strategic goals. Adept at talent acquisition, policy development, and operational efficiency, ensuring business success through people-first leadership.

With expertise spanning HR, operations, finance, marketing, and sales support, I integrate cross-functional strategies to drive sustainable growth. My ability to take a holistic view of the organization—and how each department contributes to overall growth—enables me to create cohesive strategies for human capital that align with both corporate objectives and day-to-day realities.

An innovative Human Resources leader that demonstrates talent for turning around flagging operations and spearheading growth through proactive leadership. Experienced with HRIS and data-driven approaches to personnel management, benefits administration and organizational development. Record of success in improving recruitment and retention.

Overview

10
10
years of professional experience
1
1
Certification

Work History

Director, Operations

The Attain Group
05.2022 - 03.2025
  • Oversaw daily operations across multiple sub-departments, ensuring seamless coordination and efficient execution of tasks.
  • Monitored multiple budgets and utilized 4 operational resources and several subcontractors and agencies.
  • Oversaw day-to-day production activities in Human Resources, Finance, Marketing and Sales Operations, in accordance with business objectives.
  • Oversaw successful implementation of operational strategies and policies to drive organizational growth and productivity.
  • Conducted regular performance reviews to assess team progress, providing constructive feedback and guidance for continuous improvement.
  • Collaborated with senior management to develop and execute long-term corporate goals and objectives.
  • Mentored and coached team members to foster productive and engaging work environment.
  • Managed $2.5M HR budget and $200,000 Marketing budget, as well as resources, optimizing allocation for maximum impact on business objectives.
  • Defined, implemented, and revised policies and guidelines related to Human Resources and Corporate Services, including a robust family leave policy, IT Security measures and policy, travel and expense guidelines and expectations, and others.
  • Developed and executed strategic plans to achieve organizational goals and drive sustainable growth. Defined department objectives, KPI's and metrics for success that resulted in a reduction of time and resources to complete major monthly milestones across the Ops team, an increased margin for non-billable efforts and increased employee satisfaction.
  • Established strong partnerships with vendors, suppliers, and key stakeholders to improve collaboration and ensure alignment with business requirements.
  • Identified opportunities for cost reduction and process improvement, implementing changes that resulted in significant savings.
  • Analyzed people & culture efforts and feedback and implemented strategies to improve corporate supports and structures for employees, resulting in regular high scores of 4.5 out of 5 from employee wellbeing surveys.
  • Negotiated with vendors, suppliers and other stakeholders to acquire mutually beneficial contracts and agreement.
  • Worked collaboratively with functional leaders to implement new procedures and corrective actions to improve quality.
  • Improved operational efficiency by streamlining processes and implementing innovative solutions.
  • Enhanced employee engagement by developing training programs, fostering a collaborative culture, and promoting professional development opportunities.
  • Implemented data-driven decision-making processes to enhance operational performance and achieve targets.
  • Promoted a culture of safety within the organization by enforcing compliance with established regulations, policies, procedures, as well as conducting regular audits and checks.
  • Achieved team goals through formalized training plans, coaching, and performance management.
  • Led cross-functional teams for successful completion of projects, resulting in increased productivity.
  • Spearheaded change management initiatives that facilitated organizational transformations while minimizing disruption to ongoing operations.
  • Contributed to talent acquisition efforts by participating in recruitment activities, identifying top candidates and facilitating smooth onboarding processes.
  • Mitigated risks by developing comprehensive contingency plans that ensured business continuity during unforeseen events or challenges.
  • Implemented quality control measures to maintain high standards of service delivery.
  • Fostered culture of continuous improvement by leading workshops and training sessions on best practices and innovative operational strategies.
  • Enhanced operational resilience by developing and implementing robust contingency plans that ensured continuity of operations in face of unexpected disruptions.
  • Improved team morale and reduced turnover by implementing series of employee engagement programs and personalized career development plans.
  • Oversaw successful implementation of new BMS and HRIS systems, ensuring smooth transition and minimal disruption to business operations.
  • Led cross-functional teams to address critical operational challenges, fostering collaborative approach that leveraged diverse skills and perspectives.
  • Managed Finance, Sales Support, Marketing, Legal and HR operations efficiently.
  • Trained and guided team members to maintain high productivity and performance metrics.
  • Handled problematic customers and clients to assist lower-level employees and maintain excellent customer service.
  • Recruited, hired, and trained initial personnel, working to establish key internal functions and outline scope of positions for new organization.
  • Implemented innovative programs to increase employee loyalty and reduce turnover.
  • Reduced financial inconsistencies while assessing and verifying billing invoices and expense reports.
  • Launched staff engagement, gender diversity and cultural programs in addition to robust reporting tool that increased operational quality.

Manager, Professional Services & Operations

The Attain Group
05.2019 - 05.2022
  • Managed and motivated employees to be productive and engaged in work.
  • Accomplished multiple tasks within established timeframes.
  • Maintained professional, organized, and safe environment for employees and patrons.
  • Enhanced customer satisfaction by resolving disputes promptly, maintaining open lines of communication, and ensuring high-quality service delivery.
  • Resolved staff member conflicts, actively listening to concerns and finding appropriate middle ground.
  • Maximized performance by monitoring daily activities and mentoring team members.
  • Cross-trained existing employees to maximize team agility and performance.
  • Achieved departmental goals by developing and executing strategic plans and performance metrics.
  • Mentored junior team members for career advancement, fostering a pipeline of future leaders within the organization.
  • Streamlined workflows by identifying bottlenecks in existing systems and implementing appropriate solutions.
  • Facilitated team brainstorming sessions that led to innovative solutions for long-standing operational challenges.
  • Led cross-functional teams to achieve project goals, fostering collaboration and innovation.
  • Coordinated with IT department to upgrade technology infrastructure, enhancing operational efficiency and data security.
  • Developed and executed marketing strategies that effectively communicated brand values, increasing brand recognition.
  • Improved marketing to attract new customers and promote business.
  • Managed budgets effectively, ensuring optimal financial performance while investing in necessary resources for business growth.
  • Organized professional development programs for staff, leading to improved performance and skill sets.
  • Spearheaded transition to remote work during global health crisis, ensuring business continuity and employee safety.
  • Implemented customer feedback mechanisms to gather insights, using this information to guide strategic planning and decision-making.
  • Boosted employee morale and reduced turnover through development and implementation of comprehensive rewards and recognition program.
  • Established team priorities, maintained schedules and monitored performance.
  • Evaluated employee performance and conveyed constructive feedback to improve skills.
  • Recruited, interviewed and hired employees and implemented mentoring program to promote positive feedback and engagement.
  • Defined clear targets and objectives and communicated to other team members.
  • Established performance goals for employees and provided feedback on methods for reaching those milestones.
  • Cultivated positive rapport with fellow employees to boost company morale and promote employee retention.
  • Leveraged data and analytics to make informed decisions and drive business improvements.

Director of Communications

TCC Canada
09.2018 - 05.2019
  • Improved social media presence with tailored content strategies for each platform, resulting in higher audience engagement.
  • Mentored all staff members, fostering professional development and growth within the communications team.
  • Championed internal culture initiatives that fostered a more inclusive workplace environment.
  • Generated public interest by coordinating thought leadership initiatives and securing key speakers for events held on site.
  • Optimized email marketing campaigns for improved open rates, click-throughs, and conversions.
  • Implemented data-driven processes to track ROI on all communication efforts, enabling continuous improvement of tactics.
  • Enhanced brand visibility by developing and executing strategic communications plans.
  • Collaborated with cross-functional teams to launch successful integrated marketing campaigns.
  • Elevated executive profile by securing placements in industry publications and organizing attendance at key business community events.
  • Established relationships with key industry influencers to amplify brand reach.
  • Developed key messaging for all external-facing materials to ensure consistency across channels and touchpoints.
  • Revamped website content to improve user experience and increase web traffic.
  • Increased media coverage through targeted press releases and proactive media outreach.
  • Analyzed market data to inform strategic decisions.
  • Generated sponsorships with related and partnering entities to enhance marketing objectives.
  • Oversaw preparation of marketing copy, images, videos, emails, and other collateral.
  • Conducted market research to identify new opportunities and target markets.
  • Continually maintained and improved company's reputation and positive image in markets served.
  • Coordinated with design and media teams to develop high-quality creative assets.
  • Captured new customers by optimizing business strategies and launching products to diversify offerings.
  • Increased client base by developing and implementing effective business development strategies.
  • Negotiated, prepared, and signed contracts with clients.
  • Enhanced company's market presence through targeted networking events and relationship building.
  • Championed organizational change initiatives that resulted in streamlined operations and significant cost savings for the company.
  • Mentored team members to develop their skills, leading to increased productivity and successful promotions within the company.
  • Collaborated cross-functionally with sales, marketing, and operations teams to ensure seamless execution of business development initiatives.
  • Cultivated strong relationships with key stakeholders both internally and externally to optimize collaboration efforts across departments.
  • Spearheaded client retention efforts by providing exceptional service and fostering long-term professional relationships built on trust and mutual respect.
  • Generated significant revenue growth with the implementation of innovative marketing campaigns.
  • Established and maintained highly effective relationships with clients and industry partners to drive growth.
  • Negotiated client contracts and agreements to cultivate profitable business transactions.
  • Communicated directly with customers and partners to build strong business networks and relationships.
  • Collaborated cross-functionally with headquarters, regional and other teams nationally to maintain consistent message and experience.
  • Engaged in service and spaces training, demonstrations, consumer awareness, branding, and acquisition initiatives to raise awareness and revenues.
  • Aligned company goals with customer outcomes and increased satisfaction by automating contact management systems.
  • Built relationships with customers and community to establish long-term business growth.
  • Liaised with sales, marketing, and management teams to develop solutions and accomplish shared objectives.
  • Facilitated business by implementing practical networking techniques.
  • Managed accounts to retain existing relationships and grow share of business.
  • Implemented systems and procedures to increase sales.

General Manager

TCC Canada
11.2014 - 09.2018
  • Managed budget implementations, employee reviews, training, schedules, and contract negotiations.
  • Managed a diverse team of professionals, fostering a positive work environment and high employee satisfaction.
  • Developed and implemented strategies to increase sales and profitability.
  • Cultivated strong relationships with clients, vendors, and partners to ensure long-term success and loyalty.
  • Monitored financial performance and controlled expenses to provide financial stability and long-term organizational growth.
  • Maximized efficiency by coaching and mentoring personnel on management principles, industry practices, company procedures, and technology systems.
  • Formulated policies and procedures to streamline operations.
  • Implemented operational strategies and effectively built customer and employee loyalty.
  • Managed budget implementations, employee evaluations, and contract details.
  • Implemented effective cost-saving measures to reduce overhead expenses without compromising quality or service.
  • Increased overall company efficiency by streamlining operations and implementing innovative managerial strategies.
  • Established comprehensive employee training programs to develop skills, improve productivity, and maintain compliance with industry regulations.
  • Maximized operational excellence mentoring personnel on management principles, industry practices, and company procedures.
  • Championed continuous improvement initiatives that enhanced operational performance across all departments.
  • Provided thoughtful guidance to personnel in navigating and resolving snags in productivity.
  • Drove the successful execution of numerous large-scale events/promotions while closely managing costs/budgetary constraints associated with event planning/management activities.
  • Enhanced team collaboration and communication by introducing new project management tool, leading to more efficient project completions.
  • Accelerated digital transformation by overseeing adoption of cloud-based solutions, improving data accessibility and security.
  • Negotiated with suppliers to secure better pricing, reducing operational costs while maintaining product quality.
  • Addressed customer complaints and feedback with immediate action, turning dissatisfied customers into loyal patrons.
  • Assisted in recruiting, hiring and training of team members.
  • Scheduled employees for shifts, taking into account customer traffic and employee strengths.
  • Trained and guided team members to maintain high productivity and performance metrics.
  • Interacted well with customers to build connections and nurture relationships.
  • Recruited, hired, and trained initial personnel, working to establish key internal functions and outline scope of positions for new organization.
  • Handled problematic customers and clients to assist lower-level employees and maintain excellent customer service.
  • Tracked employee attendance and punctuality, addressing repeat problems quickly to prevent long-term habits.
  • Managed purchasing, sales, marketing and customer account operations efficiently.
  • Negotiated price and service with customers and vendors to decrease expenses and increase profit.
  • Raised property accuracy and accountability by creating new automated tracking method.

Education

Some College (No Degree) - Business Administration

Georgian College
Barrie, ON

Skills

  • Operational efficiency
  • Operations oversight
  • Strategic planning
  • Strategic planning and execution
  • Business management
  • Process improvement
  • Cost control
  • Leadership training
  • Workforce planning
  • Performance analysis
  • Risk mitigation
  • Resource allocation
  • Capital spending
  • Teamwork and collaboration
  • Team leadership
  • Operations management
  • Decision-making
  • Staff training/development
  • Staff management
  • Employee development
  • Employee relations
  • KPI tracking
  • Business leadership
  • Effective leader
  • Performance improvements
  • Relationship building
  • Performance evaluation and monitoring
  • Superuser/System Admin in BambooHR, WorkFlowMax, Xero, O365 suite, HubSpot, Asana
  • Organizational structuring
  • Staff hiring
  • Human resources
  • Recruitment
  • Budget development
  • Staff development
  • Data management
  • P&L management
  • Goal setting
  • Budget control
  • Policy development and enforcement
  • Management team building
  • Financial oversight
  • Department oversight
  • Revenue forecasting
  • Program administration
  • Performance improvement
  • Business forecasting
  • Records organization and management
  • Change management
  • Financial management
  • Business marketing

Accomplishments

  • Successfully led high-performing teams while maintaining employee engagement scores in the top percentile, contributing to the company being named the #1 Best Place to Work in Ottawa.
  • Spearheaded policy and process improvements that enhanced efficiency across HR, finance, marketing, and sales support, aligning day-to-day operations with corporate objectives.
  • Developed and implemented initiatives that fostered an inclusive, psychologically safe workplace, achieving industry-leading employee retention rates.
  • Provided strong leadership during COVID-19, ensuring the well-being of employees while maintaining business continuity and operational resilience. Enacted a crisis event response to support employees during a particularly difficult time of loss.
  • Managed corporate messaging, internal communications, and marketing strategies to enhance brand positioning and engagement.

Languages

English
Native or Bilingual

Certification

  • Leadership for Success Program Stratford Group Ltd - 2019
  • Secret Level II Federal Government clearance
  • PSPC Company Security Officer
  • Ottawa Police Service clearance
  • HubSpot Superuser Training (reporting, CRM, Sales Hub, Marketing Hub) - 2023-2024

Work Availability

monday
tuesday
wednesday
thursday
friday
saturday
sunday
morning
afternoon
evening
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Quote

Doing the right thing is never the wrong thing.
Ted Lasso

Software

Microsoft Office Suite

HubSpot

Xero

Asana

WorkFlowmax

G Suite

WordPress

Affiliations

  • Board of Execs - Carleton Place Town Singers
  • BOMA Ottawa

Timeline

Director, Operations

The Attain Group
05.2022 - 03.2025

Manager, Professional Services & Operations

The Attain Group
05.2019 - 05.2022

Director of Communications

TCC Canada
09.2018 - 05.2019

General Manager

TCC Canada
11.2014 - 09.2018

Some College (No Degree) - Business Administration

Georgian College

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Ashley Lawrence