Carmen Luo
Stouffville,ON
Summary
Goal-oriented marketing and media professional with a proven track record of consistently delivering impactful marketing strategies and driving successful media campaigns. Recognized for collaborative approach and ability to achieve results through effective teamwork and adaptability. Strong skills in digital media, campaign management, and strategic planning, all with a focus on achieving business goals.
Overview
15
15
years of professional experience
Work History
Associate Media Director
Dyversity Communications
11.2023 - 11.2024
- Led the development of media strategies across multiple portfolios. Delivered strategic recommendations, investment proposals, and comprehensive plan evaluations that improved campaign performance by an average of 65%.
- Directed the planning and execution of media initiatives to align with marketing objectives. Optimized digital and traditional media channels, achieving a 25% increase in media efficiency quarter-over-quarter.
- Acted as the primary client contact for campaign updates. Provided key insights and account-related contributions to strengthen client relationships.
- Analyzed data and market trends to identify opportunities for media optimization. Implemented recommendations that significantly boosted ROI.
- Mentored and supported media team members. Facilitated professional growth through structured training, mentorship, and development programs.
- Played a key role in business development efforts. Secured new client accounts and contributed to revenue growth through strategic pitches and industry expertise.
Marketing Manager, Mobility
TELUS
06.2022 - 09.2023
- Led the planning and execution of performance marketing campaigns for Mobility, from initial opportunity sizing and budgeting to post-campaign analysis.
- Collaborated with cross-functional teams, channels, and external partners to create integrated 4P go-to-market strategies that targeted key multicultural segments in Canada, resulting in a 50% YoY increase in activations.
- Leveraged data-driven insights, market research, and retail customer behaviour analysis to identify growth opportunities. Designed tailored marketing plans to maximize effectiveness.
- Proactively addressed intake challenges and issues raised by retail channels, employing strategic problem-solving to develop and assess practical solutions.
- Contributed to the creation of go-to-market messaging and marketing materials, ensuring alignment with campaign objectives and brand standards.
Media Manager
Koo Multicultural, Division of Cossette
02.2016 - 06.2022
- Directed media planning initiatives across digital and traditional channels for a diverse portfolio of brands, including TD Bank, Koodo, Public Mobile, Nordstrom, SickKids, Egg Farmers of Canada, and Porsche Canada, leading to a 30% average increase in campaign performance.
- Crafted strategic media presentations that aligned business units and clients, successfully communicating campaign objectives and strategies, resulting in a 95% client approval rate.
- Collaborated closely with internal teams and external media partners to integrate media and communication plans, ensuring cohesive and impactful campaign executions.
- Cultivated strong relationships with media partners and vendors, exploring and implementing innovative strategies and technologies that improved campaign ROI by 25%.
- Provided actionable recommendations and insights that aligned with the client's overarching marketing strategies and objectives.
Account Executive and Media Coordinator
The Chinese Agency (Canada)
08.2014 - 10.2015
- Coordinated all media buying activities, acting as the liaison between clients, media partners, and internal teams to ensure smooth execution.
- Managed timelines, budgets, and media schedules, ensuring the successful execution of campaigns while staying within budget and on schedule.
- Briefed both external and internal teams on project requirements, ensuring clear communication for the development and production of advertising materials.
- Utilized creative copywriting skills to craft engaging Chinese-language ads and scripts for a diverse range of clients, enhancing campaign effectiveness.
Public Relations and Promotions Associate
Fairchild Television
09.2009 - 06.2014
- Managed media sponsorships with non-profit organizations, executing promotional campaigns to raise awareness and support for their causes.
- Played a key role in promoting station-led events, managing budgets, writing impactful press releases, and leading social media initiatives to maximize exposure and engagement.
- Collaborated with external advertising agencies and internal sales and marketing teams to ensure effective communication, product positioning, and media messaging.
Education
Bachelor of Business Administration - Marketing
University of Toronto
Skills
- Strategic thinking
- Problem-solving
- Analytical
- Collaboration
- Decision-making
- Communication
- Adaptability
- Leadership
- Digital performance marketing
Languages
English
Chinese (Cantonese & Mandarin)
Timeline
Associate Media Director
Dyversity Communications
11.2023 - 11.2024
Marketing Manager, Mobility
TELUS
06.2022 - 09.2023
Media Manager
Koo Multicultural, Division of Cossette
02.2016 - 06.2022
Account Executive and Media Coordinator
The Chinese Agency (Canada)
08.2014 - 10.2015
Public Relations and Promotions Associate
Fairchild Television
09.2009 - 06.2014
Bachelor of Business Administration - Marketing
University of Toronto
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