Summary
Overview
Work History
Skills
Accomplishments
Timeline
Generic

Diana Goncalves

Torbay,NL

Summary

Talented Marketer with demonstrated record of success in marketing management and campaign development. Successful at overseeing all stages of initiatives, building positive relationships and promoting products with innovative and forward-thinking approaches. Well-versed in tracking market trends and capitalizing on opportunities.

Overview

21
21
years of professional experience

Work History

Sr Brand Marketing Manager; Pharmacy, HR & RCN

Rexall Pharmacy Group ULC
Mississauga, ON
07.2023 - Current
  • Worked closely with designers to create visual elements that aligned with the company's overall brand strategy.
  • Coordinated with advertising, PR, digital, design and media teams to ensure successful execution of campaigns.
  • Created and managed campaigns to increase brand awareness.
  • Collaborated with other departments to coordinate strategic marketing activities.
  • Planned advertising campaigns for online, print and other mediums.
  • Developed marketing strategies based on corporate objectives and market trends.
  • Prepared marketing campaign budgets with finance personnel.
  • Collaborated with internal stakeholders to define brand objectives, goals, and strategies.
  • Assisted in creating a consistent look and feel across all aspects of the organization's branding efforts.

Sr Marketing Manager - Pharmacy, Health, Loyalty

Rexall Pharmacy Group ULC
Mississauga, ON
11.2019 - 07.2023
  • Worked with the Be Well loyalty project team (Project Wizard) to plan and launch Be Well at Rexall; Rexall's first proprietary loyalty program.
  • Led marketing and communication objectives during COVID-19 pandemic. Worked on strategic planning for launch of Testing & Vaccinations in market.
  • Developed marketing strategies based on corporate objectives and market trends.
  • Developed and owned strategic narrative on key initiatives to drive category demand. Quit Smoking, Remedy Cabinet, Digestive, Vitamins
  • Continued to propel Be Well forward with thought leadership on growing our loyalty base from a front store and pharmacy perspective.
  • Developed marketing strategies and oversaw the execution of Pharmacy campaigns such as Flu / Vaccinations, Prescribing, Point of Care Testing, Pharmacist Walk-in Clinics, Diabetes, Medication Take Back, Caregivers and more.

Front Store, Campaign & Digital Marketing Manager

Rexall Pharmacy Group ULC
Mississauga, ON
05.2017 - 11.2019
  • Lead marketing role for the planning and execution of Foundational Reset. Worked with marketing team and agency partners on building the updated creative for both in store & external marketing.
  • Re-invigorated Rexall’s beauty department through numerous digital campaigns throughout the year and through the growth of the Rexall Drugstore Instagram page. In 2018, launched through Rogers Media, 15 second TV ad spots to enhance brand awareness.
  • Launched the announcement of Well.ca within a small window of notice. Was able to work through creative & marketing plans within one day (Friday) and had a full signing & digital program launched in market by the Monday.

Visual Marketing Manager

Rexall Pharmacy Group ULC
Mississauga, ON
02.2013 - 05.2017
  • Accountable for development & approval of vendor and corporate signing programs.
  • Accountable for development & approval of all digital media including Web, Email, Social, In-store Radio, National Radio, Media Campaigns, external billboards and digital screens; all local & direct marketing initiatives.
  • Development of corporate merchandising fixtures.
  • Development & implementation of all Grand Opening Event activity.
  • Building of marketing communications for stores and managing financial budget.
  • Worked in collaboration with vendors, merchants, pharmacy services, store design & construction, planning and store operation teams.

In-Store Marketing Manager

Zellers
Brampton, ON
02.2003 - 12.2012
  • Accountable for department flow & layouts; merchandise setups; development & approval of vendor and corporate signing; development and implementation of vendor and corporate fixtures; building of setup communications for stores; and manage corporate value pricing programs. Work in collaboration with vendors, merchants, replenishment, planning and store operation teams.
  • During the Zellers liquidation process, I was responsible to manage additional areas within the Marketing Department; Signing, Credit & Loyalty, Project Manage Zellers Web, Zellers Newspaper Ads, Bagstuffers and Zellers email blasts.

Skills

  • Creative Direction
  • Strategic Marketing
  • Strategic Planning and Alignment
  • Relationship Building
  • Budget Forecasting
  • Decision-Making
  • Campaign Management
  • Advertising Campaigns
  • Business Team Alignment
  • B2B Marketing
  • Brand Positioning
  • Marketing Plan Development

Accomplishments

  • SIA (Shopper Innovation and Activation) Awards 2021 Silver & Bronze Winner with our Be Well app.
  • In 2021, Rexall/Be Well & Northern recognized by Google as a finalist for their Premier Partner Awards in App Growth
  • 2022 Employee of the Year Award for Merchandising/Marketing/Loyalty Department.
  • Promoted from Manager to Senior Manager in November 2019, becoming a member of the leadership team.

Timeline

Sr Brand Marketing Manager; Pharmacy, HR & RCN

Rexall Pharmacy Group ULC
07.2023 - Current

Sr Marketing Manager - Pharmacy, Health, Loyalty

Rexall Pharmacy Group ULC
11.2019 - 07.2023

Front Store, Campaign & Digital Marketing Manager

Rexall Pharmacy Group ULC
05.2017 - 11.2019

Visual Marketing Manager

Rexall Pharmacy Group ULC
02.2013 - 05.2017

In-Store Marketing Manager

Zellers
02.2003 - 12.2012

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Diana Goncalves