Summary
Overview
Work History
Education
Skills
Timeline
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Lisa Cowan

Burlington,ON

Summary

Demonstrated record of success in marketing leadership, customer relations and project management. Knowledgeable about budget administration, promotional event opportunities and partnership development. Extensive knowledge of several business industry sectors, specifically CPG. Highly proficient in designing and facilitating sales and marketing presentations.

Overview

19
19
years of professional experience

Work History

Senior Marketing Manager

PetSmart Canada
01.2022 - 06.2023
  • Lead implementation and execution of vendor marketing campaigns through cross-functional collaboration with merchandising and internal marketing channel owners
  • Optimized marketing asset package program to enhance conversion, targeting and maximize profitability as well as drive product sales growth
  • Lead team responsible for paid and owned social media, as well as digital display, OLV & Search to enhance ROAS, drive new customer acquisition and growth of enterprise business priorities
  • Own budget for vendor marketing program to provide value and positive return to vendor partners as well as deliver against financial goals for business.

Marketing Manager

PetSmart Canada
01.2018 - 01.2022
  • Mediate between stakeholders from merchandising teams and external vendor partners to build annual marketing calendar that aligns with internal priorities as well as vendor promotional plans, product launches and awareness campaigns
  • Made initial recommendations and suggestions for pivoting in customization/improvement of marketing asset packages to drive results based on campaign intent and business priorities
  • Managed development and execution of vendor marketing business plans, including digital circular, social media, digital display banners, CRM emails, mobile app and eCommerce banners.
  • Managed implementation of 4 major proprietary brand launches by collaborating with internal stakeholders to develop asset plan and drive successful sales and margin results.

Buyer

PetSmart Canada
01.2014 - 01.2018
  • Develop month-long and weekend promotional strategies to drive incremental sales, increase unit penetration and achieve category gross margin targets
  • Collaborated with cross-functional team members within space planning to maximize space/productivity and improve product flow/placement, within supply chain to ensure appropriate inventory levels for promotional events and weekly replenishment and within marketing to build relevant brand initiatives and tools for vendor programs
  • Worked closely with vendor partners to determine assortment, promotional plans and marketing drivers to strengthen their brands within pet specialty channel.

Merchandising Event Lead

PetSmart Canada
01.2016 - 01.2017
  • Designed and developed innovative in-store demonstration events/workshops to engage and educate pet parents and pets.
  • Collaborated with consumables/specialty merchants and senior leadership to establish brand priorities to build monthly demo event calendar
  • Developed and managed each demo event with vendor partners from concept through to execution with event topics, promotions, marketing tools, staffing and store communication in scope
  • Streamlined Event Overview guide which provided framework for store communication surrounding event day instructions and execution
  • Assisted in creation and maintenance of resource destination for associate-led event training which included, SharePoint-based vendor training material, associate question forums, associate testing modules, monthly reference calendar and in-person live WebEx training session (when applicable.)
  • Analyzed sales results to quantify event success to build future programs and make recommendations for vendors and senior leadership.

Buyer

Target Canada
01.2012 - 01.2014
  • Forecast sales on monthly, seasonal & yearly basis for current and future Target locations (127 stores)
  • Negotiate costs, pricing and vendor income terms for national brand vendor partners to achieve gross margin and sales projections
  • Partner with advertising cross-functional teams to create weekly flyer to drive sales and traffic to stores
  • Coordinate with product presentation team to develop planograms for department space planning.

Buyer

Nike Canada
01.2004 - 01.2012
  • Create monthly assortment plan for men’s apparel division for factory outlet stores to drive sales, achieve forecasted margin and inventory levels
  • Responsible for pricing, allocation and promotions for men’s apparel for stores to maximize market location and achieve forecasted sales and margin
  • Maintain regular store visits and collaborate with store managers to determine product and pricing needs
  • Negotiate pricing and wholesale discounts on closeout items with sales division in order to achieve desired gross margin
  • Work closely with product presentation to ensure monthly planogram execution per location based on inventory availability and proper brand standards
  • Plan and execute all seasonal and monthly markdown strategies to encourage sell through and maintain inventory control.

Education

Merchandising Management Diploma - undefined

George Brown College
Toronto, ON
2004

Bachelor of Arts - Communication Studies

Wilfrid Laurier University
Waterloo, ON
2002

Skills

  • Customer Relationship Management
  • Communications Strategies
  • New Business Opportunities
  • KPI Tracking
  • Budget Oversight
  • Promotions and Marketing Strategies

Timeline

Senior Marketing Manager

PetSmart Canada
01.2022 - 06.2023

Marketing Manager

PetSmart Canada
01.2018 - 01.2022

Merchandising Event Lead

PetSmart Canada
01.2016 - 01.2017

Buyer

PetSmart Canada
01.2014 - 01.2018

Buyer

Target Canada
01.2012 - 01.2014

Buyer

Nike Canada
01.2004 - 01.2012

Merchandising Management Diploma - undefined

George Brown College

Bachelor of Arts - Communication Studies

Wilfrid Laurier University

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Lisa Cowan