Summary
Overview
Work History
Education
Skills
Timeline
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Eric Lauer

Toronto,ON

Summary

Accomplished Sponsorship and Event Manager with a strong track record in delivering exceptional brand experiences. Strategic thinker focused on creating engaging consumer journeys aligned with key business objectives. Builds strong cross-functional relationships and promotes inclusivity. Ready to excel as a key member of Lululemon's Event Experience team.

Overview

7
7
years of professional experience

Work History

Lead, Sponsorship and Events

Virgin Plus
06.2023 - Current
  • Led strategy and execution of Mass Sponsorships and Events for Virgin Plus in Canada.
  • Led Multicultural Sponsorship and Events for Bell, Virgin, and Lucky, ensuring culturally relevant and inclusive experiences for diverse communities.
  • Directly managed three separate sponsorship and event teams with a total of 3 direct reports.
  • Led strategy and execution of Virgin Plus's Charity Arm: Plus with Purpose.
  • Acted as Client Lead with partner agencies, managing multimillion-dollar agency expenditures.
  • Led event content strategy and execution.
  • Supported Virgin Plus organic social media efforts.

Specialist, Sponsorship and Events

Virgin Plus
05.2022 - 06.2023
  • Led internal teams, external vendors, and venues in developing and executing the National Sponsorships Strategy at Canada's largest event properties.
  • Achieved ~70% increase in partner program engagement and a 29 basis point decrease in churn for Virgin YoY through customer retention strategies and brand value-add initiatives.
  • Independently managed the program budget of $1,000,000+ and led 30+ internal live, virtual, and hybrid events.
  • Collaborated with Virgin Plus's Multicultural Team to enhance their event and sponsorship positions.
  • Led event execution with Virgin Plus's Charity Arm: Plus with Purpose.
  • Managed key partnerships to offer customers exclusive deals and offers through Canada's #1 Telco Rewards Program: Virgin Plus Member Benefits.

Marketing Manager & Head of Partnerships Eastern C

Solomon MG
09.2020 - 02.2022
  • Developed and executed the 2021 Eastern Canada Marketing Strategy for managed brands, resulting in increased brand visibility and growth.
  • Identified, negotiated, and managed all National Brand Partnerships to drive brand collaboration and consumer engagement.
  • Supervised the provincial program budget, optimizing cost savings and extending the budget lifecycle.
  • Led multidisciplinary internal agency teams and external stakeholder teams.
  • Ideated and executed brand-owned virtual events and managed On-Premise and Trade Marketing efforts for managed brands in Ontario.

Account Manager and Lifestyle Marketing Manager

Leeftail Co.
02.2019 - 06.2020
  • Developed a two-year product introduction strategy for Sneaky
  • Weasel Craft Lager, driving 70% YoY growth
  • Created over 200+ individual event sponsorship opportunities, generating 500+ pieces of consumer-generated content, and distributing over 2,000 cases of product to high-value properties
  • Independently managed an accumulative program budget of over $500k
  • Developed and managed the Campus and Cultural Ambassador program, supporting over 100 ambassadors and influencers across
  • Ontario
  • Created the national Hey Y'all Pay'all Social Campaign resulting in 3+ million impressions.

Account Coordinator and Field Manager

Satori Communications Group Inc.
03.2016 - 07.2018
  • Independently built and managed budgets exceeding $150,000 for brand activations.
  • Interviewed, hired, trained, and managed 100+ in-field staff for brand activations.
  • Designed and implemented client brand and digital strategies, generating over 1.5 million total impressions.
  • Simultaneously managed activations and staff in 5 airports across North America.

Education

BACHELOR OF COMMERCE - MARKETING

CARLETON UNIVERSITY
Ottawa, ON
05.2015

DIPLÔME DES ETUDES COLLEGIALE - SOCIAL SCIENCE

DAWSON COLLEGE
Montreal, QC
12.2011

Skills

  • Event Management
  • Project Management
  • Budget Management
  • Sponsorship Strategy and Evaluation
  • Social Media Strategy and Integration
  • Content Development
  • Contract Drafting
  • Ideation
  • Negotiation
  • Relationship Management
  • Mentorship
  • Empathetic Leadership

Timeline

Lead, Sponsorship and Events

Virgin Plus
06.2023 - Current

Specialist, Sponsorship and Events

Virgin Plus
05.2022 - 06.2023

Marketing Manager & Head of Partnerships Eastern C

Solomon MG
09.2020 - 02.2022

Account Manager and Lifestyle Marketing Manager

Leeftail Co.
02.2019 - 06.2020

Account Coordinator and Field Manager

Satori Communications Group Inc.
03.2016 - 07.2018

BACHELOR OF COMMERCE - MARKETING

CARLETON UNIVERSITY

DIPLÔME DES ETUDES COLLEGIALE - SOCIAL SCIENCE

DAWSON COLLEGE

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Eric Lauer