LAURA CHEUNG
TORONTO,Canada
Summary
Accomplished, results-driven professional with extensive experience in customer promotions, strategic planning, and business analytics within the retail and CPG sectors. Proficient in managing $40-$60M POS promotional budgets and developing omni-channel strategies that leverage advanced analytics tools to translate customer insights into data-driven strategies, maximizing ROI. Recognized for increasing enrollment by 30% through targeted marketing initiatives and driving measurable business growth via strategic roadmap creation and process optimization. A collaborative leader known for fostering teamwork, optimizing processes, and adapting seamlessly to changing requirements while ensuring consistent performance.
Overview
13
13
years of professional experience
Work History
Associate Manager, Customer Promotions & Promo Strategy
Canadian Tire
07.2024 - Current
- Drove $50 million in point-of-sale revenue through strategic development and execution of promotional guides, exceeding projected sales targets by 15% in key product categories.
- Owned development of omni-channel strategies (Email/HomePage/Digital/App/Loyalty) that drove 20% YoY sales growth.
- Coached and empowered cross-functional teams to drive content development, sales performance, and margin targets by 40%.
- Spearheaded a process re-engineering initiative across 6 departments, streamlining inter-team communication workflows by 65%, reducing redundancies and accelerating project turnaround.
- Managed a $200k media allocation budget, optimizing spend to enhance channel engagement and customer conversion.
- Established weekly post mortems by line of businesses, business categories, and productivity.
Consultant, Customer Promotions & Promo Strategy
Canadian Tire
04.2022 - 07.2024
- Led cross-functional collaboration with logistics, marketing, and sales departments to overhaul promotional forecasting; mitigated 95% of potential supply chain disruptions, ensuring consistent product availability and promotional fulfillment.
- Drove 25% improvement in process efficiency by streamlining workflows and support systems across all promotional vehicles, including digital, in-store, and loyalty programs.
- Delivered 35% regional sales lift through localized promotional strategies and stakeholder alignment.
- Developed comprehensive roadmaps and strategic plans to align promotional initiatives with seasonal and annual business objectives.
Reporting Analyst
Canadian Tire
07.2017 - 04.2022
- Conducted in-depth analysis of flyer spacing across 5 business units, establishing success metrics and performance tracking strategies that improved promotional planning efficiency by 25%, driving adoption of best practices for quarterly and annual campaigns.
- Strategically managed flyer page count adjustments through 4+ departments to optimize budget utilization by 15%, improve inventory alignment by 20%, and increase customer engagement metrics by 10%.
- Identified key trends, opportunities, gaps, and risks through data analysis, delivering 10+ actionable recommendations to Marketing Planner Managers that contributed to a 12% improvement in promotional campaign effectiveness.
- Developed and implemented strategic monthly KPI reports to measure flyer performance, enabling data-driven decision-making and continuous optimization of print and digital campaigns.
Marketing Assistant Manager
International Schule Frankfurt
01.2015 - 01.2016
- Revamped a 10-month business plan that transformed the school's marketing strategy, resulting in a 30% increase in student enrollment.
- Analyzed weekly statistical reports on enrollment figures using Google Analytics and internal data, contributing insights for yearly publications.
- Executed website user behavior patterns, identifying key opportunities that led to a 30% increase in content engagement and improved targeting toward high-interest demographics.
- Led the end-to-end development and launch of a new brand identity, including logo and brochure, in collaboration with external agencies, strengthening market positioning and community recognition.
- Executed 10+ multi-channel advertising campaigns across the Frankfurt region, leveraging partnerships with websites, sponsors, theaters, and newspapers to drive a 40% increase in local brand awareness.
Junior Key Account Manager, Metro Ontario
Maple Leaf Foods
01.2013 - 12.2014
- Managed accruals and trade spend funds for a $500K customer budget, ensuring accurate tracking and allocation.
- Built and maintained strategic relationships with buyers, implementing customer-centric strategies that collaborated retail execution and customer satisfaction.
- Created and maintained monthly trackers for pricing, business development funds, innovation pipelines, and ad performance, enabling faster decision-making across marketing and supply chain functions.
- Partnered with the supply chain team to align product availability with promotional timing, reducing inventory turnover and out-of-stock rates during campaigns.
Education
Bachelor of Arts - Communications (Honours)
Wilfrid Laurier University
Waterloo, ONSkills
- Business Analytics & Performance Measurement
- Promotional Strategy Development
- Market & Consumer Research
- Budget Planning & Financial Forecasting
- Omni-Channel Marketing
- Process Improvement
- Post-Campaign Analysis
- Sales & Inventory Planning
- Brand Storytelling
- Stakeholder Engagement
- Cross-Functional Team Collaboration
- Excel
- Wrike
- SAP
- Cognos
- AC Nielsen
- Google Analytics
- Staff management
- Strategic planning
- Negotiation
- Operations management
Professional Development
- McKinsey Leadership Essentials, McKinsey & Company, Toronto, ON
- Marketing, The Wharton School, University of Pennsylvania, Philadelphia, PA
- Negotiation Skills, University of Toronto, Toronto, ON
- German A2, Zentrum Deutsch, Frankfurt, Germany
Languages
English
Native or Bilingual
Timeline
Associate Manager, Customer Promotions & Promo Strategy
Canadian Tire
07.2024 - Current
Consultant, Customer Promotions & Promo Strategy
Canadian Tire
04.2022 - 07.2024
Reporting Analyst
Canadian Tire
07.2017 - 04.2022
Marketing Assistant Manager
International Schule Frankfurt
01.2015 - 01.2016
Junior Key Account Manager, Metro Ontario
Maple Leaf Foods
01.2013 - 12.2014
Bachelor of Arts - Communications (Honours)
Wilfrid Laurier University
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