Kari McKeig
North Vancouver,BC
Summary
Creative Product & Event Marketing Professional Innovative, creative, and left/right brain thinker with expertise in creating and executing multi-faceted event marketing and brand strategies, ensuring analysis and the use is the center of the business model. Proven marketing leader with an ability to articulate a marketing vision for events or new, innovative products, that have clear ties to business goals. Possess expertise in the design and oversight of complex event strategies and plans, brand value propositions, segments, and strategic planning to meet client needs.
Overview
26
26
years of professional experience
1
1
Certification
Work History
Manager
Forestry Innovation Investment
01.2022 - Current
- Oversee innovative and strategic marketing and communication efforts for the naturally:wood initiative
- Create and launch targeted event strategies to expand awareness
- Strategically coordinate the creation of a sustainable timber costing website application to be used by architects and builders during the early design phase of mass timber buildings
- Created and launched targeted campaigns to amplify public awareness and promote BC as a global supplier of quality, environmentally-responsible forest products from sustainably-managed forests
- Increased market awareness significantly and came in 15% under budget by developing a comprehensive event marketing and communications strategy
- Monitored and analyzed business performance to identify areas of improvement and make necessary adjustments
- Improved page views by ~30% through a website refresh and new design
- Grew subscribers by 32%+ using a new paid media digital ad campaign exploring new geographical areas
Contractor – Event Marketing & Communications Manager
01.2012 - Current
- Deliver subject matter expertise and guidance to enhance overall organizational communications, marketing campaigns, and events programs
- Design, launch, and oversee successful programs and events within strict deadlines and budgets
- Introduce brand standards and media guideline procedures to achieve improved efficiencies for product/communications marketing
- Conducted market research to identify new opportunities and target markets
- Improved lead generation and sell-through by designing customized event programs, proposals and sponsorship strategies
- Created and managed social media campaigns/digital marketing strategies to increase brand awareness
- Built strong bonds with local cultural organizations by respecting unique differences and specific societal norms
- Clients include non-profit companies, (BC Cancer Foundation, Reconciliation Canada, MS Society, etc.), tech start-ups and construction sector businesses.
Event Manager
Mustang
01.2020 - 01.2022
- Oversaw the creation of a communications and media strategy encompassing budget forecasting and return of investment reconciliation for both Mustang Survival and WING Inflatables
- Led the planning, scheduling, and logistics management (sponsorships, materials, branding, and displays) for all events, conferences, and trade shows
- Organized all event photo and video shoots and new website creation for the MILPRO brand
- Managed product marketing/branding activities including collateral, catalogues, and e-commerce content
- Built Go-to-Market plan and an annual communications and media strategy from the ground up for the new Military and Professional product lineup (including US Government specific products)
- Developed and implemented brand guidelines and a PR strategic plan for Mustang Survival’s MILPRO division and the WING Group’s subsidiary brands
- Drafted and released blog content, media interviews, press releases, and storyboarding for industry publications.
Event & Sponsorship Marketing Manager
Freshprep Foods Inc
01.2018 - 01.2019
- Organized, planned, and executed all organizational and industry facing events
- Developed and implemented event marketing campaigns and managed event logistics including venue contracts, sponsorship sales, promotion, and budgets
- Managed all elements of trade shows and special events including staffing, messaging, catering, and vendor management
- Grew customer count by 1,100 new customer signups between March and September 2019 through strategic event planning and negotiations
- Negotiated/closed sponsorship agreements and contracts for large, highly successful trade shows and conferences
- Led all organization large-scale team building corporate and client events such as company retreats/influencer parties, and company win parties.
Communications & Community Engagement Manager
BC Professional Fire Fighter’ Burn Fund
01.2017 - 01.2018
- Created and strategically negotiated key sponsorship strategies for three major annual fundraising events
- Supported proposal development and won the bid to host the 2020 Canadian Burn Survivor Conference in Vancouver in 2020
- Successfully planned and launched BC Burn Fund special events which increased donations by 30%
- Increased public awareness and ticket sales for the ‘Hometown Heroes’ lottery in 2018 by introducing an improved marketing and media strategy
- Expanded brand awareness utilizing a solid digital media plan encompassing targeted social media platforms and community blogging/newsletter campaigns
- Designed and released an innovative website strategy plan from the ground up. Performed A/B testing to deliver increased engagement.
Global Events Product Marketing Manager
Hootsuite / IT Glue
01.2016 - 01.2017
- Contributed to the finalization of the global event strategy for 2017
- Integrated new social media and collateral strategies to support the delivery of global marketing campaigns
- Delivered top-tier events under budget utilizing strong partner/vendor relationships
- Designed and negotiated successful sponsorship strategies including ‘Landmark’ series of executive dinners and ‘Social Breakfast’ series of educational events
- Funded educational ‘Freeing Minds’ event series globally utilizing a sponsorship strategy from the ground up
- Grew influenced pipeline by 2.3M B2B vertical markets (government, healthcare, tech, and education)
- Improved lead generation by 75% through strategic project management of a highly successful global educational webinar training series targeted to MSP’s
- Increased global brand awareness using targeted digital content and event planning (LATAM/NA and EMEA).
Marketing, Event and Sponsorships Specialist
Shaw Communications
01.2013 - 01.2016
- Integrated new social media and collateral strategies in support of marketing campaigns
- Conducted forecasting, market research, and demographic profiling to identify thought leadership initiatives
- Generated proposal/event strategy plans with key messaging and demographics for sales presentations, press kits, and webinars
- Increased lead generation and MRR YoY through strategic management of large-scale VIP client/corporate events and trade shows
- Successfully ended each fiscal year an average of 15% under budget by leveraging strengths in cost-effective marketing management and vendor negotiations
- Improved team performance through organizing team building and recognition events
- Achieved lead generation and revenue growth using CRM/ROI reporting.
Executive RFP & Tender Coordinator / Event
Digital Payment Technologies
01.2010 - 01.2012
Event Marketing and Communications Coordinator
Rocky Mountain Bicycles
01.2008 - 01.2010
Financial Planner
TD Waterhouse/CIBC Imperial
01.2001 - 01.2008
Regional Marketing Coordinator
Scotia McLeod
01.1998 - 01.2001
Education
Associate Degree - Marketing Management
BC Institute of Technology
1999
FMA/Wealth Planning -
Canadian Securities Institute
2007
Degree -
Canadian Securities Institute
Professional Financial Planning | Canadian Securities Institute -
Canadian Securities Institute
Associate Degree - Certified Financial Planning
British Columbia Institute of Technology
2003
Program -
BC Institute of Technology
Skills
- Event Planning & Management
- Content Management
- Customer Experience
- Media Relations
- Go-To-Market Planning/Business Development
- Event Marketing
- Market Research/A/B Testing
- Strategic Communications
- Product Marketing/Launch
- Strategic Marketing Analytics/SEO Optimization
- Industry and Market Trends
- Sponsorship Negotiations
- Technologies
- Application S/W:
- MS Office (Word, PowerPoint), Google Suite, Adobe Creative Cloud, Adobe Suite (InDesign/Photoshop/Dreamweaver, etc), Marketo, Hootsuite, C-Vent, AtEvent, Attend, Eventbrite, Mailchimp, Open Shot Video Editor, etc
- Project Management Systems: Wrike, Asana, Workfront, Smartsheet
- CRM / SFA: HubSpot, Salesforce, ASI, Raiser’s Edge NXT, NetSuite
- Web Presentation/Reporting: Microsoft Teams, Zoom, Webex, WordPress, Microsoft Dynamics, Google Analytics, Sitecom
- Financial: Corr Direct, Bridge trading system, Horizons
- Continued…
Certification
Event Management | Project Management
Adobe Creative Suite Certification | Consultative Selling Skills Program
Certified Financial Planning | Mutual Funds Professional Trading Certification
Languages
English
Native or Bilingual
PERSONAL INTERESTS ________________________________________ Forever an outdoors enthusiast, I enjo
Forever an outdoors enthusiast, I enjoy a wide variety of outdoor sports such a kayaking, snowboarding, mountain biking, camping, etc. I am also an enthusiastic member of the Vancouver dragon boat community, both as a coach and a seasoned paddler. When I am not outside, I spend my time cooking and planning my next dinner party.
Timeline
Manager
Forestry Innovation Investment
01.2022 - Current
Event Manager
Mustang
01.2020 - 01.2022
Event & Sponsorship Marketing Manager
Freshprep Foods Inc
01.2018 - 01.2019
Communications & Community Engagement Manager
BC Professional Fire Fighter’ Burn Fund
01.2017 - 01.2018
Global Events Product Marketing Manager
Hootsuite / IT Glue
01.2016 - 01.2017
Marketing, Event and Sponsorships Specialist
Shaw Communications
01.2013 - 01.2016
Contractor – Event Marketing & Communications Manager
01.2012 - Current
Executive RFP & Tender Coordinator / Event
Digital Payment Technologies
01.2010 - 01.2012
Event Marketing and Communications Coordinator
Rocky Mountain Bicycles
01.2008 - 01.2010
Financial Planner
TD Waterhouse/CIBC Imperial
01.2001 - 01.2008
Regional Marketing Coordinator
Scotia McLeod
01.1998 - 01.2001
Associate Degree - Marketing Management
BC Institute of Technology
FMA/Wealth Planning -
Canadian Securities Institute
Degree -
Canadian Securities Institute
Professional Financial Planning | Canadian Securities Institute -
Canadian Securities Institute
Associate Degree - Certified Financial Planning
British Columbia Institute of Technology
Program -
BC Institute of Technology
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