Marsha McLaughlin
Paris,Ontario
Summary
A highly creative and persuasive marketing leader with proven experience in business strategy planning, product development, sales operations, and end-to-end business marketing. Adept at designing strategic and innovative marketing campaigns across traditional and digital formats to enhance brand awareness, customer experience, engagement, sales and market share. Strategic thinker skilled at working closely with stakeholders and vendors to identify opportunities, establish business objectives and marketing goals, and develop, implement, and monitor business strategies and project plans. Adaptable and transformational leader skilled in building, mentoring, and training cross-functional teams.
Overview
22
22
years of professional experience
Work History
Senior Global Account Executive
HRsoft
11.2022 - Current
- Oversee global product development and partner relationships, enabling footprint expansion into new markets.
- Manage and retain a portfolio of 20+ ($5M+ ARR) new and returning high-value clients from a wide range of industry sectors
- Manage EMEA account team
- Established a trusted/strategic advisor relationship with clients throughout the customer lifecycle
- Conduct business reviews to ensure they are continually receiving value from the solution
- Collaborated with marketing teams to create targeted campaigns for account acquisition and retention.
- Generated new business opportunities by identifying and targeting high-potential accounts.
Senior Marketing Manager
Wakefield Castrol
12.2020 - 11.2022
- Oversaw Business Channel Management for the company's largest customers in both Retail (Canadian Tire, Costco and Walmart) and OEM Segments (Volvo, JLR, BMW, KIA, Subaru, etc) who accounts for >75% of revenue.
- Directed Business Channel Management and Account Management in partnership with sales to drive volume and revenue development for top 20 clients.
- Exceeded client expectations through high responsiveness, partnership and marketing collaboration, business programs to support growth, super customer service and a talent for problem resolution.
- Built and Managed the EDGE Brand Portfolio for Canada, doubling brand share from 16% to 34% since leading the brand in 2008.
- Launched Castrol ON in Canada, the first market in North America to launch the Castrol EV (Electric Vehicle) fluid assortment line.
- Launched Castrol Oil Filters into the marketplace, orchestrating the licensing and royalty deal between Wakefield, BP, and First Brands (previously Champion) and successfully listed into Retail while displacing competition.
- Managed a team of marketing professionals, resulting in increased productivity and project success rates.
- Established a consistent brand identity across all channels, including print, digital, and social media platforms.
- Implemented data-driven decision making by using analytics tools to track campaign performance and adjust strategies accordingly to improve return on advertising spend
- Managed agency and vendor relationships effectively to ensure timely delivery of products/services while maintaining budget constraints.
Marketing Manager
Wakefield Castrol
01.2014 - 12.2020
- Led the conception, development and implementation of brand strategies and marketing plans to build market share for the Castrol and SuperClean brands in Canada
- Managed and Maintained Global relationships with key stakeholders within BP relation to the Castrol Brand and EDGE Brand.
- Managed the SuperClean business relationship as an exclusive distributor in the Canadian Marketplace.
- Oversaw the implementation of marketing communications (both B2B and B2C), media planning, creative development, new products, pricing, packaging and consumer & trade research.
- Led a rebranding initiative across the entire brand in January 2015, including new label design, fluid, advertising and media plans that resulted in improved consumer perception, brand share increase from 28 to 32% and increased sales revenue.
- Led the Social Media and Influencer Programs and digital integration for B2B and B2C strategies.
- Won CMA (Canadian Marketing Association) award in 2019 for digital in the Automotive Category.
Marketing Communications Manager
Wakefield Castrol
01.2008 - 01.2014
- Devised and executed annual marketing communication plan and budget
- Managed all conception, creation, execution and budgets for advertising for the Castrol brand, including developing brand and customer advertising (creative & media buying), PR and sponsorship.
- Established metrics for measurement of communications mix effectiveness across all brands and relative to major competitors.
- Negotiated Sponsorship Partnerships with NFL, CFL, Edmonton Oilers, MLSE (Maple Leafs, Raptors, TFC), Canadian International AutoShow, Canadian Tire Motorsports Park, Castrol Raceway and the Canadian Motorsports Program for national and local grassroots drivers and teams across various series
- Leveraged Sponsorship Portfolio to drive communications and activations across brand content, media activations, PR, on premise activations, promotions, social content and digital footprints to leverage influencers and build product knowledge and awareness.
- Revitalized employee communications and created company Vision-Mission-Value Statements to better define purpose, direction and culture.
Product Manager
Wakefield Castrol
07.2006 - 01.2008
Manager, Demand Planning and Inventory
Wakefield Castrol
07.2005 - 07.2006
Supply Chain Manager
BP
01.2003 - 07.2005
Education
Bachelor of Arts - Psychology
Western University
London, OntarioMaster of Arts - Communications
York University
Toronto, OntarioSkills
- Marketing and Marketing Communications
- Business Strategies
- Client engagement
- Upselling strategies
- Negotiation expertise
- Leadership
- Teamwork and collaboration
- Organizational skills
- Team collaboration
- Verbal and written communication
- Detail-oriented
- Decision-making
Languages
English
Native or Bilingual
French
Limited Working
Timeline
Senior Global Account Executive
HRsoft
11.2022 - Current
Senior Marketing Manager
Wakefield Castrol
12.2020 - 11.2022
Marketing Manager
Wakefield Castrol
01.2014 - 12.2020
Marketing Communications Manager
Wakefield Castrol
01.2008 - 01.2014
Product Manager
Wakefield Castrol
07.2006 - 01.2008
Manager, Demand Planning and Inventory
Wakefield Castrol
07.2005 - 07.2006
Supply Chain Manager
BP
01.2003 - 07.2005
Bachelor of Arts - Psychology
Western University
Master of Arts - Communications
York University
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