Carrie Williams

Guelph,ON

Summary

Innovative professional skilled in creating and implementing marketing strategies, executing budgeting plans and utilizing market research to identify customer needs. Demonstrated ability in increasing brand visibility and market share. Proactive and achievement-oriented bringing 20+ years of marketing and leadership experience. Effectively increases social media reach and client digital profile to catapult company forward with sustained growth. Articulate communicator, natural leader and organized manager.

Key contributor to strategic leadership within global teams exceling in innovation, product development, consumer research and go-to-market strategies within merging markets in highly competitive CPG categories.

Overview

years of professional experience

Work History

Senior Marketing Manager & Brand Strategy NAM

Jordans Dorset Ryvita Company

04.2013 - Current

Leveraged data insights from surveys, previous campaigns and market research to develop targeted marketing initiatives.
Oversaw global cross functional team to launch 10+ yearly projects from concept through completion.
Spearheaded strategic brand plans for multiple product lines to increase market share and brand awareness.
Performed market segmentations, targeting and positioning for each product line.
Managed marketing budget and associated P&L to develop and execute marketing strategies, budgets and sales plans for business segments.
Analyzed and reported on KPIs to validate and demonstrate success of marketing campaigns.
Generated sponsorships with related and partnering entities to enhance marketing objectives.
Utilized knowledge of online strategies such as search engine marketing, product listings and affiliate marketing to maximize campaign results.
Created company brand messaging, collateral materials, customer events, promotional strategies, and product commercialization.
Boosted brand awareness and generated leads while managing internal and external marketing campaigns and programs.
Developed and implemented marketing strategies to use for launches, rebranding campaigns and promotions.
Implemented, executed and strategically expanded business channel partnerships and program initiatives.
Analyzed sales and marketing data for improved strategies.

Director of Marketing

Purity Life

04.2007 - 03.2013

Coordinated with creative team to generate dynamic marketing content and communication tools for promotional campaigns.
Developed and implemented successful marketing strategies to increase brand visibility and sales performance.
Created and managed marketing budget, ensuring maximized ROI.
Created content and promotional materials to drive engagement and conversions.
Built strong relationships with industry professionals and influencers.
Executed comprehensive marketing plans that consistently achieved targets for increased revenue with an extensive portfolio of 300 NPN products
Coordinated with design and media teams to develop high-quality creative assets.
Led team of 10 marketing professionals, offering mentoring and coaching to build knowledge and skills.
Developed and executed marketing programs and general business solutions resulting in increased company exposure, customer traffic and elevated sales numbers.

Senior Category Manager

Loblaw Companies

12.1999 - 10.2007

Identified and reported key performance indicators to define successful category management.
Fostered positive work atmosphere by acting and communicating collaboratively with operational team with over 150 stores
Developed and executed spend category to support business objectives.
Researched, prepared for and led supplier negotiation process for managed category.
Mitigated business risk and improved customer lead times through thoughtful supplier network design.
Maximized category turnover through proactive management strategies.
Communicated with vendors regarding inventory needs and negotiated prices to maintain profit margins.
Completed efficient store POG resets to prepare store for special promotions and seasonal updates.

Education

Business

Conestoga College Institute of Technology And Advanced Learning

Kitchener, ON

05.1995

RHN - Holistic Nutrition

CSNN

Toronto, ON

Skills

Digital/Social Marketing
Analytical Skills
Product Development
Branding
Market Research
Leadership
Communication
Brand-Building Strategies

Consumer Insights
Social Media Digital Marketing
KPI Tracking
Customer Insight
Sales Expertise
Multi-Channel Marketing
Cross-Functional Collaboration

Additional Information

Diversity Training
Gap Training- Negotiation
Growth Mindset
Leadership Training - Leading with Passion

Timeline