Summary
Overview
Work History
Education
Skills
Timeline
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Jeffrey Lieberman

Toronto,ON

Summary

Dynamic marketing leader with a proven track record at TELUS, specializing in strategic planning and relationship building. Successfully drove industry-leading churn reduction through innovative retention strategies and robust marketing campaigns. Adept at budget management and people management, delivering impactful results that enhance customer loyalty and business growth.

Overview

18
18
years of professional experience

Work History

Director, Marketing (Base Management)

TELUS
04.2017 - Current
  • Managed a high-performing base management marketing team (4 Managers, 28 FTE), ensuring alignment with overall business objectives.
  • Evolved and developed TELUS Postpaid and Koodo Postpaid WLS churn and retention strategies and initiatives, coordinating closely with cross-functional teams to ensure seamless execution of integrated marketing programs, resulting in industry leading churn.
  • Built migration programs from scratch to accretively move prepaid customers to postpaid and Koodo customers to TELUS.
  • Established the TELUS/Koodo WLS winback program for customers who have left, including the development of instant (within 2 hours) winbacks.
  • Own end-to-end roaming activities, including product ownership and evolution, base adoption, and external partnerships (including Walnut insurance).
  • Created trigger program that identifies high risk customers based on churn propensity activities, coordinating closely with the channel teams to 'instantly' target these customers with aggressive offers.
  • Presented regular performance updates to senior leadership, showcasing the impact of marketing efforts on business growth.
  • Analyzed market trends and competitor activities, informing data-driven decision making for marketing initiatives.
  • Implemented robust SMS and email marketing campaigns, improving customer retention rates, and cross-sell/upsell results, while optimizing open and click-through rates through test & learn activities.

Director, Business Planning (SBS WLS)

TELUS
02.2016 - 04.2017

Manager, Marketing (Koodo WLS Acquisition)

TELUS
04.2011 - 02.2016

Manager, Marketing (TELUS Regional WLS)

TELUS
06.2009 - 04.2011

Manager, Business Planning (Consumer WLSO

TELUS
12.2006 - 06.2009

Education

MBA -

University of Michigan
Ann Arbor, MI

LLB (Bachelor of Law) -

University of Western Ontario
London, ON

Skills

  • Relationship building
  • Strategic planning
  • Verbal and written communication
  • Decision-making
  • People management
  • Creativity and innovation
  • Budget management
  • Business planning

Timeline

Director, Marketing (Base Management)

TELUS
04.2017 - Current

Director, Business Planning (SBS WLS)

TELUS
02.2016 - 04.2017

Manager, Marketing (Koodo WLS Acquisition)

TELUS
04.2011 - 02.2016

Manager, Marketing (TELUS Regional WLS)

TELUS
06.2009 - 04.2011

Manager, Business Planning (Consumer WLSO

TELUS
12.2006 - 06.2009

MBA -

University of Michigan

LLB (Bachelor of Law) -

University of Western Ontario

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Jeffrey Lieberman