Diane Pellerin
Summary
Fluently bilingual marketing leader, accomplished in creating and managing integrated digital marketing activations and campaigns, bringing significant branding, KPI, analytics, and revenue results.
Marketing professional with focus on strategic planning and brand development. Adept at crafting and implementing marketing strategies that resonate with target audiences and drive engagement. Known for strong collaboration skills and adaptability to evolving market trends. Expertise in digital marketing and data analytics.
Overview
29
29
years of professional experience
Work History
Senior Marketing Advisor
Multidisciplinary
01.2023 - Current
- Lead & oversee corporate B2B/DTC brand, campaign & communications strategies, content and SEO
- Map end-to-end customer journeys, life cycles and performance marketing
- Paid ads and paid search
- Grow Canadian non-profit associations through social media, email marketing and web content
- Manage WordPress backend
- Cross-platform analytics
- Oversee infographics creation & deployment
Marketing Director
Impro.AI
01.2022 - 12.2022
- Company Overview: Risk Management Tech Startup
- Led & mentored marketing team of 5 to execute a digital marketing strategy; increased website traffic by 45% and lead generation by 38% in FY22
- Planned and actioned FY22 strategy road maps for digital marketing campaigns and event activations
- Reimagined marketing processes and martech stalks to improve operability by 32% in Q3, Q4, accelerating campaign activations by 19%
- Generated digital content that grew demand generation from email, website, and social media by 17%
- Shaped B2B Account-Based Marketing (ABM) with tailored communication and collateral that raised user onboarding and dormant accounts by 10%
- Created live & virtual events that brought 10% of new revenue and generated 22% RFI
- Implemented a CRM to funnel lead generation, improve response time by 55%, reduce sales cycles by 16% and increase email marketing CTRs by 20%
- Supported Sales by implementing ABM collateral, gaining client onboarding by 14% in Q3, Q4
- Risk Management Tech Startup
Canadian Integrated Marketing Lead
Accenture
01.2021 - 12.2022
- Company Overview: Technology Consulting & Services
- Led Canada's AI, Rail & Transit, and some Fintech, Cloud & Recruitment strategies resulting in 37 campaign activations in FY21-22, exceeding AI and Cloud campaign KPIs by 12%
- Steered Digital marketing (Website, Social, Email, Events, Sponsorships, Advertising, Paid search, Loyalty Programs) from ideation, content creation to deployment & KPI reporting within 1MM budget
- Sponsored events where strategies, content, assets, speakers, and logistics yielded 12% new engagement from FY20 to FY21, and a dozen new clients for GTMLs
- Improved .ca website SEO by 29%, regional content by 18% and content localization by 27%
- Backed Go-to-market leads with ABM email messaging and data research papers driving 14% increase in event enrolments and .2MM in new business
- Created content for thought leadership blogs, social posts, ad copy and internal communications
- Tracked and reported Google Analytics/Adobe Analytics metrics on digital content, advertising & paid search
- Liaised with tier-1 agencies on 15MM $ audio/video productions for advertising and .ca domain
- Led Canadian market localization of all multi-channel digital content and assets, including website
- Technology Consulting & Services
Director of Marketing & Sales
Okapya Software Solutions
01.2018 - 12.2020
- Company Overview: e-Learning Tech Startup SaaS
- Conceived the first marketing plan and strategy for launch of eLearning storyboarding platform for Subject-matter Experts, across NA in FY19
- Leveraged market research data to create buyer personas, formulate product overview, setup ecommerce subscription model, and road maps instituted within 3 months
- Built demand generation strategy with digital content & email marketing, converting 12% of leads into beta testers into the CRM that I curated
- Improved brand awareness on social media, PR and community forums by 14% in FY18-19
- Produced Las Vegas' DevLearn2019 official platform launch, generating 821 leads, 212 demos, 120K in pre-sales
- E-Learning Tech Startup SaaS
Regional Director
KMK Regulatory Services
01.2015 - 12.2017
- Company Overview: Chemical Compliance Industry
- Procured 3-fold mandate: Market Growth (20%), Marketing (50%) and Training Platform (30%)
- Drove business growth of Health Canada GHS compliant chemical Safety Data Sheet service KPIs by 11% in combined fiscals while adding 1000+ industrial companies to pipeline
- Developed marketing collateral, website content, achieved 2.7% of combined email campaign CTRs that converted into 1.2% of new clients and increased webinar signups by 17%
- Cemented important user onboarding and marketing opportunities through trade shows and seminars shows
- Generated French localisation of the proprietary chemical compliance e-Training program (12 chapters, 16 modules., 36 quizzes, 4 exams, 1 certification) by liaising with UX / UI engineers and stakeholders
- Chemical Compliance Industry
Executive Director
Dcp Enrg.
01.2004 - 12.2015
- Company Overview: Marketing, Sales, Web Industry
- Advised small businesses looking to create or expand their marketing and sales campaigns, helping more than 30 companies gain on average 13% market share, 35% user engagement and 29% brand recognition in combined portfolio value of 35MM
- Authored marketing collateral: Website content, social messaging, brochures, infographics, ad copy, paid search and communication material for marketing agencies, tech start-ups, retail and hospitality industries
- Sourced, implemented and trained marketing and sales personnel on 2 dozen marketing automation tools and platforms for digital and email campaigns, social outreach and CRM lead funneling
- Created newswire press releases, media copy and internal communications
- Created sales training material: objections/Prospection/Networking/Management
- Marketing, Sales, Web Industry
Account Manager
Strucsoft
01.2001 - 12.2004
- Company Overview: Engineering CAD Software Industry
- Marketed 3D engineering cad-based software, application training, system integrations and hardware customizations with year-over-year exceeded revenue quotas
- Grew overall tenure revenue by 23%, renewals by 77% and reactivated 19% of accounts targeting engineers, architects, construction industries, OEMs and steel fabricators
- Accomplished the company's most successful NA software symposium with over 300 attendees, an increase of 500% over the previous years
- Formed C-suite relationships, built trust, nurtured leads, and developed strategic alliances in the Canadian engineering community, selling 1MM
- Generated monthly sales forecasts, growth revenue reports & KPI metrics
- Engineering CAD Software Industry
Promotions & Advertising Manager
Science Jeunesse Mtl
01.1996 - 12.2001
- Company Overview: Science Publishing Non-profit Industry
- Managed all promotions, public relations, events, fundraisers, sponsorships and media campaigns for magazine
- Single-handedly obtained a $100 000 Quebec Ministry of Education government grant that secure future production and publishing
- Science Publishing Non-profit Industry
Education
Journalism & Advertising Certificate -
Concordia University
Skills
- English
- French
- Marketing analytics
- Content strategy
- Creative direction
- CRM management
- Campaign management
- Social media management
- SEO strategies
- Campaign performance assessment
Languages
English
Native or Bilingual
French
Native or Bilingual
Timeline
Senior Marketing Advisor
Multidisciplinary
01.2023 - Current
Marketing Director
Impro.AI
01.2022 - 12.2022
Canadian Integrated Marketing Lead
Accenture
01.2021 - 12.2022
Director of Marketing & Sales
Okapya Software Solutions
01.2018 - 12.2020
Regional Director
KMK Regulatory Services
01.2015 - 12.2017
Executive Director
Dcp Enrg.
01.2004 - 12.2015
Account Manager
Strucsoft
01.2001 - 12.2004
Promotions & Advertising Manager
Science Jeunesse Mtl
01.1996 - 12.2001
Journalism & Advertising Certificate -
Concordia University
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