Barry Ellison

• Responsible for Investor Relations, Public Relations and Marcom activities for Tenet Fintech Group which is the parent company of a group of innovative financial technology (Fintech) subsidiaries
• Assist our subsidiary in the design and launch of the Cubeler.com platform, a no-cost platform where small and medium-sized businesses in Canada can access financing, advertising, networking, and business intelligence tools
• Plan, organize and launch key events: annual general meeting, quarterly financial results, board meetings and interviews with journalists
• Successfully transformed the commercial brand from 'Peak Fintech' to 'Tenet Fintech' and all marketing attributes to support the new brand, including complete website redesign

• Developed marketing strategies and lead execution for assigned brands and projects; develop both short-term and long-term campaigns, content plans, and communications based on best practices and analytics to drive revenue
• Developed and led comprehensive marketing strategies, from ‘top-of-funnel' awareness through conversion
• Managed paid search, display, rich media and video, social media, search engine optimization (SEO), conversion rate optimization (CRO) and affiliate marketing space and ensure integration of digital marketing with offline marketing strategy and tactics
• Designed and implemented objective driven, analytically supported digital marketing programs/campaigns which leveraged a wide range of best practices, strategies, tactics that are best suited for the target market and business
• Developed plans within these programs/campaigns to ensure relational marketing is growing in its relevancy, effectiveness, and audience
• Led e-Commerce business including management and enhancements of the current platform as well as identification of best-in-class solutions to support emerging business needs, such as affiliate strategies and targeted efforts

• Delivered on marketing operational objectives through effective planning to launch and support new payment card programs, such as prepaid reloadable cards, commercial cards, and loyalty cards using the latest technologies and payment program practices
• Worked closely with partners within the ecosystem of payment solutions, including network partners (Visa, MasterCard), payment processors, issuers (banks) and card fulfillment providers (printers-manufacturers)
• Supported post-launch efforts to promote card programs with an emphasis on digital channels, such as web media, social media, direct mail, and through loyalty partners (clients: HelloNetwork.ca, CarteMagis.com, Auraloyalty.ca, Corix.com, and others)

Marketing strategy & business development support

• Developed national / local marketing plans, while incorporating business and marketing strategies, detailed objectives, and tactical implementation plans to reach or surpass business development or sales objectives
• Led & supported strategic marketing initiatives through opportunity identification, campaign design, and post-analysis to identify and develop new business development opportunities to achieve corporate objectives, reduce client attrition and increase client satisfaction – while reinforcing the brand though increased awareness
• Led the development of marketing content (traditional and digital) as part of the overall marcom strategy for the bank
• Managed the e-strategy plan for online / Web communications and e-template development for dynamic HTML, digital marketing initiatives and marketing automation programs via the Eloqua platform
• Led campaign management, including the design and launch of campaigns with highly specialized targeting (clients, prospects, and professionals)
• Developed communication and launch plans for new product developments as part of the go-to-market strategy
• Provided sales training in the field to over 118 branches across Canada
• Led negotiations with external suppliers, vendors and consultants via contract agreements, RFPs, and SLAs that were involved within Marcom operations

Client & business intelligence (CRM and data mining)

• Led the database analytics team (predictive modeling & segmentation)
• Supported analytical requirements from internal clients including; specialized reporting, exploratory analysis, KPI tracking, pilot project assessment, new technology testing
• Responsible for the BI platform which included external and internal data for insight discovery and was the Chair of the Advanced Analytics- Big Data committee
• Responsible for acquisition targeting and client segmentation (predictive modelling)

Client experience (CX)

• Led the Client Experience strategy for the bank (journey mapping, CX design, etc) while working closely with Forrester and Gartner as our advisory services firms since 2012
• Managed the client satisfaction survey (design and execution), set national, regional and local objectives, and shared the results with management and senior executives
• Led key role in ensuring CX is part of strategic priorities and ensure that operational projects included a client view, as part of the portfolio of projects and reported back to the C-suite of executives
• Develop action plans to correct significant problems, including operational and procedural corrections
• Key accomplishments
• Successfully designed and rolled-out a national, proprietary client experience (CX) training program for all 2,000 employees (in-class, 3 hours, experiential learning format)
• Successfully re-branded the twenty-year-old BDC brand mark across the entire bank under a new brand architecture with Cossette in 2016 (research, positioning, logo, key messaging, marketing collateral, social media etc.)
• Major role in the design, development and implementation of the new enterprise data warehouse, integrated CRM system (Microsoft Dynamics) and integrated marketing automation system (Eloqua)

Loyalty strategy marketing & consumer / business intelligence

• Built effective relationships with senior level contacts (key decision makers and influencers) and provided a consultative approach to deliver relevant ideas, solutions, and results to clients
• Identified and delivered on opportunities to grow the relationship with clients, as well as the clients' business through strategic analytical initiatives
• Led the overall company service delivery, including marketing services and analytical insights to clients
• Responsible for understanding and delivering on client expectations with support from Campaign Management and Relationship Management groups
• Provided expertise on clients' business - demonstrating business acumen to identify opportunities and risks from information
• Identify key trends in business (including needs and competitive intelligence) and proactively bring these forward
• Overviewed timely quantitative and qualitative evaluation of AIR MILES Reward Program and AIR MILES Reward Program marketing initiatives against stated objectives, including the discovery of insights from SKU level product analysis
• Leveraged internal learning, benchmarks and business knowledge to provide 'bigger picture' context in analysis (internal & external) and client relations
• Led & supported marketing initiatives through opportunity identification, analysis, campaign design, and data extraction using internal and external client databases

Marketing – Client Strategy

• Worked in collaboration with other business units to build the annual marketing plan and establish objectives in terms of business volumes for accounts divided among different sectors of activity
• Identified and developed new opportunities to build business volume, reduce attrition and increase account activation
• Executed and managed all campaign activities (CRM / BI); prospect targeting in acquisition, account activity and retention efforts throughout the account life cycle
• Applied advanced statistical methods, such as segmentation, to provide greater understanding on purchasing habits, particular lifestyles, and financial needs
• Developed new marketing strategies and campaigns and executed them via different modes of communication, e.g., direct mail, email, statement messages
• Conducted post-mortem campaign analysis and made recommendations to enhance the solicitation offer, segmentation strategy, or campaign criteria