Carli McDonald
Toronto,Canada
Summary
Accomplished marketing professional with demonstrated success in developing and implementing strategic growth campaigns. I'm creative and highly efficient, with proven experience in content development and campaign management across different platforms and mediums for a variety of lending and mortgage professionals. Strong communicator with natural leadership talent and capable of motivating direct reports to higher levels of performance.
Overview
10
10
years of professional experience
1
1
Certification
Work History
Marketing Manager
Teranet Inc.
Toronto, ON
01.2022 - Current
- Develop and manage annual marketing strategy for the Financial Solutions division to align with product and sales goals for the year.
- Collaborate with product and sales partners to determine target customers and markets, and develop campaigns (including whitepapers, targeted emails, paid social media ads, printed advertisements, and organic social media posts) to reach these customers and markets, and deliver qualified leads to the sales team.
- Lead and support Financial Solutions Marketing Specialist to maintain yearly events roster, and ensure this calendar is aligned with business strategy and product goals.
- Work with a Marketing Specialist to create and deploy all customer communications, including email campaigns, product updates, event invitations, and surveys, as required, using the Hubspot platform.
- Manage and edit content in RFPs for large enterprise accounts.
- Develop content and manage the editorial and design process for quarterly Market Insight Reports and monthly Data Spotlights on the TeraIntelligence website, resulting in the delivery of 7 qualified leads to the account managers from January to June 2024.
- Plan and execute virtual and in-person quarterly Market Insight Forums.
- Developed marketing strategy focused on the mortgage broker segment, resulting in an increase of market share from 17% to 19% in 6 months.
- Conduct regular customer research to gain insights into consumer behavior through the Teranet Insighters customer insight community.
- Analyzed market trends to identify new opportunities for growth among Collection Agencies, resulting in $130,000 in new revenue for a $3 million division in 5 months.
- Developed and supervised marketing campaigns and events to maximize revenue among eStore purchases, resulting in a 204% increase in sales from January to June 2024.
- Tracked budgets for all marketing initiatives and provided regular updates to the Senior Marketing Director.
- Monitor and deliver results in quarterly meetings to the executive team.
- Maintained relationships with key customers through regular communication.
- Built relationships with influencers in the industry for increased visibility, resulting in the launch of the PurView Ambassador influencer program.
Marketing Specialist
Teranet Inc.
Toronto, ON
01.2020 - 01.2022
- Maintained yearly events roster; worked with Marketing Managers and Sales to ensure roster is aligned with business strategy and product goals.
- Managed and edited contented RFPs for large enterprise accounts.
- Prepared collateral, including sell sheets, brochures, and sales presentations.
- Created and deployed all customer communications, including email campaigns, product updates, event invitations, and surveys, as required using the ActOn automation tool.
- Developed content and managed the editorial and design process for quarterly and monthly Market Insight Reports.
- Worked with Marketing Manager to execute Virtual Market Insight Forums, including creating content for invitation and social media promotion, and working with panelists ahead of the session.
- Worked with Marketing Director and Marketing Operations Specialist to manage customer insight community, Teranet Insighters.
- This includes writing monthly surveys, bi-weekly content, and recruitment emails/social media promotion.
Marketing Coordinator
Teranet Inc.
Toronto, ON
11.2018 - 01.2020
- Maintained yearly events roster; worked with Marketing Managers and Sales to ensure roster is aligned to business strategy and product goals.
- Managed the RFP process.
- Prepared collateral, including sell sheets, brochures, and sales presentations.
- Managed incoming invoices and processed payment through SAP.
- Created and deployed all customer communications, including email campaigns, product updates, event invitations, and surveys, as required using the ActOn automation tool.
- Assisted Financial Services Marketing Manager with the development and launch of a new value proposition messaging.
Marketing Coordinator
FCT
Oakville, ON
01.2016 - 11.2018
- Managed online customer insight community by aligning with necessary stakeholders, creating critical paths, and developing monthly blog posts and customer surveys.
- Project coordinated the launch of a new identity campaign, and social media campaigns
- Supported the Manager Specialists, Marketing Managers, and Head of Marketing with the completion of day-to-day tasks, as well as the coordination of larger campaigns.
- Managed department budget.
- Wrote monthly blog posts and claims stories focused on real estate industry topics.
- Developed content for email and social media campaigns.
- Worked with graphic designers and copywriter to update printed brochures.
- B2B social media content development.
- Thought leadership development.
- Critical thinking and problem solving.
- Dedicated team player and leader
Marketing Intern
FCT
Oakville, ON
02.2015 - 01.2016
- Supported Marketing Strategists and Specialists with day-to-day tasks and larger campaigns, and incentive programs.
- Managing sourcing of branded items and shipping of collateral to trade shows.
- Programmed and managed sending of regular customer communications and quarterly newsletters.
Education
Bachelor of Arts - English Literature
McGill University
Montreal, QC05-2013
Skills
- Marketing campaign management
- Project management
- Strategic planning
- Creativity and writing skills
- Critical thinking
- Problem solving
- Strong teamwork skills
- Adaptability
- Willingness to learn
- Leadership
- Brand-building strategies
- KPI tracking
Personal Information
Title: MARKETING MANAGER
Certification
- Chartered Marketer, Canadian Marketing Association, Issued May 2024
Accomplishments
- Team Award - Innovation - TeraIntelligence Project Team, Teranet, Issued January 2024
- Individual Award - We are Resilient and Resourceful, Teranet, Issued January 2023
Timeline
Marketing Manager
Teranet Inc.
01.2022 - Current
Marketing Specialist
Teranet Inc.
01.2020 - 01.2022
Marketing Coordinator
Teranet Inc.
11.2018 - 01.2020
Marketing Coordinator
FCT
01.2016 - 11.2018
Marketing Intern
FCT
02.2015 - 01.2016
Bachelor of Arts - English Literature
McGill University
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