Candy Hon
Markham,Canada
Summary
Dynamic marketing leader with a proven record of boosting brand awareness by over 20% through effective partnership and marketing strategies. Demonstrates expertise in business performance management, relationship building, and cross-functional team leadership to consistently exceed business objectives.
Overview
13
13
years of professional experience
1
1
Certification
Work History
Senior Manager, Bike Partnerships
Tangerine
Toronto, Ontario
11.2024 - Current
- Developed and instituted comprehensive governance frameworks and engagement protocols for newly-onboarded partnerships
- Elevated brand and partnership visibility through unique "Ride for Free" and sustained summer programming, delivering 16x return over KPI
- Increased client transactional behaviour by 15% through strategic partnership merchandising
- Oversaw annual budget development with focus on forecast incorporation and periodic optimization
- Created portfolio roadmap with strategic initiatives aligned to drive business growth and profitability
Manager, Marketing Partnerships
Tangerine
Toronto, Canada
05.2018 - 10.2024
- Managed inaugural launch of Tangerine x Raptors sponsorship, directed program execution and asset creation
- Collaborated with Brand and Communications teams to craft positioning and integration strategies for portfolio growth (Tangerine x WNBA)
- Produced content calendar for Tangerine's partnership with Uninterrupted Canada, delivering engaging and relatable financial literacy content for young urban demographics
- Advocated cross-functionally to strengthen client and employee campaigns through thoughtful deployment of partnership properties/assets
- Managed an annual budget of $15 – 20MM, including planning, forecasting and optimization
Manager, Marketing Projects
Tangerine
Toronto, Canada
05.2014 - 04.2018
- Oversaw end-to-end development and execution of go-to-market strategy and creative production for Tangerine's first credit card launch (Tangerine Money-Back Credit Card, 2016 Product of the Year winner)
- Led marketing execution for the bank's transformational pricing initiative, resulting in significant cost savings of over $4 million within 18 months.
- Orchestrated successful cross-functional delivery of Apple Pay, driving over 40,000 user adoptions within the initial two weeks post-launch
Manager, Brand Transition and Implementation
Tangerine
Toronto, Canada
03.2012 - 04.2014
- Key contributor in renegotiation of vendor contracts across all marketing vendors, including RFP and interest generation
- Optimized overall delivery of over 3000 assets by aligning efforts with bank-wide partners for effective resource allocation
- Developed and produced multi-channel brand materials, achieving recognition with the 2012 CMA Silver Award.
- Managed an annual budget of $30+ million, including monthly forecasting, rebalancing and optimization
Education
Graphic Communications Management, Bachelor of Technology - Marketing minor
Toronto Metropolitan University
Toronto, ON01.2005
Skills
- Strategic analysis and decision-making
- Roadmap development and project planning expertise
- Business performance management
- Financial planning and oversight
- Cross-functional team management
- Stakeholder engagement
- Relationship building and partnership development
- Contract administration expertise
- Proficiency in software adoption
Affiliations
- Sponsorship Marketing Council Canada (SMCC), 01/2020 - Current
- Canadian Marketing Association (CMA), 01/2014 - Current
- American Marketing Association (AMA), 05/2024 - Current
Company Involvement
- Tangerine Ascend (Pan-Asian Leaders) Speaker and Member
- Tangerine Women in Leadership Member
- Toastmasters District 123 Member
Accomplishments
- 2023 Best of the Best Award Recipient (Tangerine)
Certification
- Marketing Metrics Certificate, Toronto Metropolitan University, August 2010
- Canadian Investment Fund Course, IFIC Institute, 2007 - 2008
Timeline
Senior Manager, Bike Partnerships
Tangerine
11.2024 - Current
Manager, Marketing Partnerships
Tangerine
05.2018 - 10.2024
Manager, Marketing Projects
Tangerine
05.2014 - 04.2018
Manager, Brand Transition and Implementation
Tangerine
03.2012 - 04.2014
Graphic Communications Management, Bachelor of Technology - Marketing minor
Toronto Metropolitan University
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