Halina Wolczecki
Terrebonne,QC
Summary
Visionary marketing leader with a proven track record in digital innovation, brand strategy, and driving customer acquisition across Canada. Skilled in leading high-impact teams and developing ROI-focused marketing initiatives that increase brand awareness, sales, and customer engagement. Known for strategic thinking, collaboration, and inspiring teams to deliver measurable results aligned with overarching business objectives. Bilingual and equipped with strong business acumen, I champion inclusive, transparent leadership that motivates teams to exceed goals.
Overview
21
21
years of professional experience
Work History
Senior Director of Marketing & Communications
CARBONLEO
01.2023 - Current
- Developed and implemented annual marketing plans and campaign calendars aligned with corporate objectives, driving sustained growth and brand visibility
- Directed the integration of a sophisticated digital ecosystem (CRM, app, web) to offer a seamless, data-driven customer journey within shopping centers, setting a new standard for consumer engagement in the industry
- Spearheaded the highly anticipated launch of Montreal’s luxury shopping, dining, and entertainment district, generating 200k in-center visits and 300k online engagements through a viral multichannel campaign
- Developed a brand hierarchy that fostered emotional connections among tenants, customers, and projects, strengthening Carbonleo’s market presence and brand loyalty
- Partnered with executive and cross-departmental teams to align brand identity and customer experience strategy with corporate goals, delivering impactful marketing programs that elevate the consumer journey
- Managed a $15M budget for multi-channel campaigns and fostered collaboration with agency partners to ensure cost-efficient, scalable solutions
- Led a team of 12, fostering a culture of innovation and adaptability aligned with strategic brand vision
Director, Consumer Marketing – Retail Properties
JLL CANADA
01.2021 - 01.2023
- Directed consumer marketing strategy for JLL-managed retail shopping centers across Canada, overseeing portfolio transitions, brand integration, and cross-functional collaboration
- Spearheaded marketing transition for Ivanhoé Cambridge and Manulife retail/office properties, implementing JLL’s model and achieving a 30% reduction in costs by optimizing agency partnerships
- Conducted strategic property asset reviews, leveraging consumer and shopper insights to drive marketing effectiveness
- Managed national marketing agencies (content, creative, digital advertising, social media, and web) to ensure alignment with Canadian market demands, delivering ongoing performance improvements
- Oversaw property marketing strategies, plans, and $22M budget for retail assets, ensuring effective use of resources to meet organizational objectives
- Developed omnichannel marketing campaigns, driving engagement from online to offline channels
- Utilized consumer analytics (Pinpoint) to target audiences precisely, consistently achieving campaign objectives
- Directed brand and experiential activations to increase sales, traffic, and dwell time within properties
- Drove revenue generation and sponsorships, notably with Cineplex, enhancing property monetization and engagement
- Mentored three Regional Marketing Directors and 15 property marketing leads, fostering growth and operational excellence across the national team
Acting Senior Director – Retail Marketing & Brand
IVANHOE CAMBRIDGE
01.2021 - 01.2022
- Directed national marketing strategy for a portfolio of 22 retail shopping centers, managing a $22M budget and leading a team of 32 employees, including eight direct reports
- Developed and executed omnichannel marketing campaigns (B2B, B2C, B2B2C) tailored to the customer journey, resulting in measurable sales, traffic, and brand loyalty increases
- Defined brand DNA and strategic positioning, ensuring the brand promise resonated at every customer touchpoint, both physical and digital
- Drove experiential brand activations to enhance customer experience (CX), generating tangible lifts in traffic and sales
- Led marketing efforts for the Eaton Centre Montreal redevelopment, successfully launching the Timeout Market concept
- Established national and community partnerships, strengthening brand equity and community presence
- Leveraged customer insights to track KPIs and optimize campaign performance
- Collaborated with internal teams and external agency partners to align communications, ensuring a consistent brand narrative
Head of Marketing – E-Commerce, Branding, Digital
BIXLER’S JEWELRY
01.2017 - 01.2018
- Directed marketing and digital strategies across Canada and the U.S., managing a $2M budget and a 15-member team
- Established an in-house 'marketing agency' model for B2B clients, creating a profitable service offering and enhancing B2B client support
- Drove digital marketing, e-commerce, and brand strategies to meet global sales goals, including PPC, SEO, SEM, and online advertising
- Built and implemented a CRM strategy to develop a loyal customer base, enhancing customer retention and engagement through loyalty programs and newsletters
- Led content creation and brand activations across social media, PR, and influencer partnerships, expanding brand reach and audience engagement
- Oversaw website development and optimization, ensuring user experience aligned with business objectives
- Tracked and reported on KPIs, providing actionable insights to adjust strategies and maximize ROI
Marketing Director
LA VIE EN ROSE
01.2015 - 01.2016
- Defined and led brand, marketing, and creative strategies, managing a $4.5M budget and a team of 15 to ensure brand consistency across all touchpoints
- Directed content creation and creative development for e-commerce, social media, CRM, PR, in-store, and digital channels
- Devised and launched acquisition and UGC strategies, significantly increasing audience engagement
- Built effective email marketing campaigns, resulting in higher customer retention and conversion rates
- Established KPIs and tracked metrics, producing monthly reports to evaluate performance against objectives
Marketing Director
REITMANS LTD CANADA
01.2004 - 01.2014
- Directed marketing strategy for the maternity and plus-size markets, managing budgets of $2.5M (Thyme) and $12M (Penningtons)
- Repositioned brand strategy to align with company vision, ensuring all marketing efforts supported sales and growth objectives
- Developed annual marketing calendars and promotional events, strengthening customer loyalty and brand positioning
- Led digital marketing initiatives, including website, social media, SEM/SEO, and segmented email campaigns to drive traffic and sales
- Launched a CRM program to boost customer engagement and lifetime value, increasing frequency and spend among a targeted customer base
- Established a revenue stream from database and list management with external partners, generating $1.6M in profit
- Organized monthly in-store events in collaboration with strategic partners, enhancing brand visibility and community ties
Education
B.A. - Communications
Concordia University
Business Strategy -
John Molson School Of Business
Six Sigma Lean Green Belt -
Skills
- Digital Innovation
- Strategic Brand Vision
- Content Strategy
- Team Leadership
- Team Development
- Data-Driven Marketing
- Cross-Functional Collaboration
- Key decision making
Timeline
Senior Director of Marketing & Communications
CARBONLEO
01.2023 - Current
Director, Consumer Marketing – Retail Properties
JLL CANADA
01.2021 - 01.2023
Acting Senior Director – Retail Marketing & Brand
IVANHOE CAMBRIDGE
01.2021 - 01.2022
Head of Marketing – E-Commerce, Branding, Digital
BIXLER’S JEWELRY
01.2017 - 01.2018
Marketing Director
LA VIE EN ROSE
01.2015 - 01.2016
Marketing Director
REITMANS LTD CANADA
01.2004 - 01.2014
B.A. - Communications
Concordia University
Business Strategy -
John Molson School Of Business
Six Sigma Lean Green Belt -
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