Melanie Evely
Toronto,ON
Overview
15
15
years of professional experience
Work History
Product Group Owner, Enterprise Colleague Journey
TD Bank Group
- Current
- I lead a team that delivers through agile methodologies, a candidate strategy to attract top talent to TD
- I'm responsible for amplifying the Brand, creating a connection to customer needs, bringing together cross-functional teams that will transform the candidate experience; enhancing job postings, transforming the career website to improve the candidate experience, and building attraction strategies
- As a facilitator I lead new employee orientation sessions.
Senior Marketing Manager
SCM Insurance Services
03.2016 - 02.2017
- Responsible for strategic development and implementation of marketing and communications initiatives partnering with senior executives, sales, and BDMs; supporting claims management solutions, risk management services, third-party adjustment (TPA) and engineering and environmental services
- Planning and development of marketing strategies and initiatives
- Management of external and internal communication initiatives
- Marketing and sales initiatives for digital, social, and traditional channels.
Marketing Manager
Manulife
04.2013 - 03.2016
- Managed the planning and integration of marketing communication campaigns and sales driven initiatives
- Worked cross functionally with internal and external partners leading informal and formal teams ensuring projects were delivered consistent with the brand positioning, business strategy and objectives
- Managed the development and production of all marketing and advertising initiatives, traditional (TV, print) and digital across business platforms for the travel, life and health businesses, tracking and measuring results
- Led the creation of a new brand for the Affinity platform, including developing the style guide
- Evaluated co-op marketing opportunities
- Events, tradeshows, contests, and loyalty program management.
Marketing Manager
Intact Financial Corporation
10.2008 - 04.2013
- Managed the strategic development and integration of multi-channel marketing initiatives for corporate, P&C and travel business
- Led cross functional teams to deliver marketing, promotions, retention and acquisition campaigns, product launches, training, sponsorship, and events
- Lead for brand transition from ING to Intact; brand advertising (TV, OOH, print), the development and education of the style guidelines
- Developed a customized DM and digital (personalized URL) acquisition campaign for Identity Theft insurance targeting existing property customers from 35 selected brokerages across Ontario
- Led a team through the launch of a new P&C rating system; impacted 820+ brokerages across Ontario
- Launched the ‘Bravo for Brokers’ recognition program for regional CSRs and producers
- Expos – concept creation, promotions, and logistics for events across Ontario with over 1,200 attendees.
Senior Group Manager, Citizenship Brand Strategy
TD Bank Group
10.2020
- Led a team responsible for delivering a brand with purpose marketing strategy driving brand affinity and consideration, across all channels leveraging/uncovering consumer insights, monitoring trends, building strategies, plans, developing, and executing integrated marketing campaigns that support our corporate citizenship philanthropic initiatives
- Amplified community partnerships and philanthropic initiatives through marketing campaigns and sponsorship opportunities, ensuring the voices of communities were being heard and their stories told
- Secured a multi-year partnership with Gonez Media Inc., aligning to a strategy to invest in Black owned media companies
- Handled contracts, programing, connected sponsorship opportunities with internal businesses
- Trusted advisor and strategic partner to the Global Sustainability and Corporate Citizenship team and the enterprise to facilitate embedding the TD Ready Commitment brand position
- Established, educated, and defended brand with purpose principles in Marketing and across the Enterprise to ensure a meaningful and consistent application of the positioning in Canada and U.S
- Successfully lead the development, budget allocation and execution of Tier 1 multi-channel DE&I National level campaigns, incorporating U.S
- And regional synergies and local relevance, delivering against brand KPIs
- Partnered with Insights and Analytics to understand & synthesize consumer trends, brand tracking, interpreting consumer information for the business, anticipating customer opportunities, applying customer insights.
Manager, Global Brand
TD Bank Group
10.2017
- Responsible for building and protecting the North American visual and verbal brand identity
- Supported the development of bank-wide programs that brought the brand to life ensuring consist creative and messaging
- Lead over the enterprise photography shoot creating original assets for the North American image library ensuring DE&I representation
- Photographer, vendor, and agency management, pre- and post-production
- Brand transformation, consultation, and advice identify opportunities
- Supporting strategy recommendations and concept development for all tier level campaigns
- Brand lead for key strategic partnership properties and brands; the Toronto Blue Jays brand, Toronto Jazz Festival and Union Station
- Led the development of the brand identity guidelines (visual and verbal) and facilitated training sessions
- Managed all TD naming initiatives for products, services, and real estate
- Consultation, strategy, research, facilitated workshops, prepared and presented recommendations to senior executives
- Ex
- TD Clari, TD Terrace.
Senior Manager, Marketing Communications
Bell Mobility
02.2017
- Led the strategy, development and execution of Mobility medium, enterprise, and small business marcom
- Led the development of communication across mediums (web, email, SEM, digital, print, radio, DM social) marketing material, and collateral
- Developed detailed briefs, worked with agencies managing all iconic device launches for B2B.
Senior Manager, Regional Brand and Sponsorship
TD Bank Group
- Partnered with regional stakeholders in Metro, and Greater Ontario regions to create and execute top class marketing that drove brand consideration
- Lead regional sponsorship opportunities and partnerships
- As an advisor to business stakeholders, I ensured the TD brand is protected while delivery quality customer experience
- Advanced regional diversity and advice activation, delivering One TD events for High Value Customers
- Delivered New Branch Openings, Relocations, Branch Anniversaries and amplified national programs
- Defined roles and responsibilities across marketing, sponsorship, the region, and One TD
- Planned and applied marketing insights through data, research, and regional competitive activity
- Relationship manager for TD's advertising AOR.
Education
Digital Marketing IQ Certificate -
TD Bank Group
Communications and Advertising Accredited Professional (CAAP) -
Institute of Canadian Advertising (ICA)
Digital Marketing, Marketing Math, Direct Marketing Certificates -
Canadian Marketing Association (CMA)
Bachelor of Commerce, Marketing and Communications (1999) -
Ryerson University
Skills
- Relationship Building
- Strategic Planning
- Creative Direction
- Exceptional attention to detail
- Teamwork and Collaboration
- Decision-Making
- Professionalism
- Excellent Communication
- Flexible and Adaptive
- Analytical Thinking
- Calm and Effective Under Pressure
- Strong Leadership
- Engaging Presenter
Timeline
Senior Group Manager, Citizenship Brand Strategy
TD Bank Group
10.2020
Manager, Global Brand
TD Bank Group
10.2017
Senior Manager, Marketing Communications
Bell Mobility
02.2017
Senior Marketing Manager
SCM Insurance Services
03.2016 - 02.2017
Marketing Manager
Manulife
04.2013 - 03.2016
Marketing Manager
Intact Financial Corporation
10.2008 - 04.2013
Product Group Owner, Enterprise Colleague Journey
TD Bank Group
- Current
Senior Manager, Regional Brand and Sponsorship
TD Bank Group
Digital Marketing IQ Certificate -
TD Bank Group
Communications and Advertising Accredited Professional (CAAP) -
Institute of Canadian Advertising (ICA)
Digital Marketing, Marketing Math, Direct Marketing Certificates -
Canadian Marketing Association (CMA)
Bachelor of Commerce, Marketing and Communications (1999) -
Ryerson University
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