Melissa Marsh

Strategic Planning & Execution:

• Develop and implement long-term strategic plans, and align marketing operations with business objectives.
• Ensure marketing initiatives support profitable growth, the TD brand positioning, and customer experience.
• Identify market trends and competitive insights to inform decision-making.

Operational Efficiency and Process Optimization:

• Streamline marketing workflows, tools, and technologies to enhance efficiency.
• Improve cross-functional collaboration between the marketing, sales, product, and finance teams through the adoption of Scaled Agile.
• Establish and enforce best practices for campaign execution, reporting, and budget management.

Change Management and Scalability:

• Lead transformation initiatives related to new technologies, processes, or structural changes.
• Scales Marketing Operations ensuring adaptability to evolving market demands.
• Drive continuous improvement and innovation in marketing execution.

• Reported to the Chief Operating Officer managing a team of 150 people
• Removed 100M minutes in customer friction (Easy, Seamless, Proactive) and was on track for another 31M in 2022; End-to-End accountability for 62M customer interactions/year across service touchpoints
• Drove the Digital Service Strategy & moved the digital mix of service transactions from 62% to 80%
• Executive Sponsor of the Virtual Assistant/Chat Bot Agile team that went from 18% containment to 37%, delivering an annual savings of $12M/year in OPEX, achieving a positive customer experience
• Accountable for the OMNI Channel strategy & plan delivering ~$40M in annual benefits supported by the creation of The United Frontline to drive the culture of 'one team and one customer'
• Provision of insights to the business related to identified opportunities to further improve the Customer Experience and drive positive Brand Attribution; LTR increase of +4.9%
• Redesigned Customer Journeys to optimize the experience & financials e.g., 'Moving' was $10M/year
• Implemented CSAT (Customer Satisfaction) metric across all company channels and delivered a 30% improvement in CSAT, Agent Resolution, and 'First Time Right'
• Drove Frontline engagement from 72% to 89% with new tools, coaching training, and scorecards
• Managed a CAPEX budget of $55M with a 3-year ROI of $335M to improve Customer Experience
• Created and delivered companywide programs to shift the culture to be 'Customer First'
• Developed a new Design Methodology across all Product groups with 90% launch compliance
• Invented 'Voice of the Frontline' with 10k members & recognized by Harvard Business Review
• Delivered 'Connecting with Our Customers' company-wide program

• Accountable for the success in 700+ Retail Stores across Canada, enabling over 120K frontline representatives; execution of 1M+ programs per year, in 20+ systems, driving ROI on $40M in CAPEX
• Managed Agency & Vendor relationships, and contracts for merchandising, store design and delivery
• Optimized sales performance & execution across multiple channels (online, retail, telesales & field), all products (wireless & cable) & brands (Rogers, Fido & Chatr) through effective marketing, merchandising, distribution, compensation, training, and tools; drove 15%--30% lift in sales

• Translated the 3-year strategic plan into Annual Operating plans for the Consumer Business Unit
• Managed the budgets, $100M in CAPEX and process for delivering the plan and driving activities required to meet results (brand, product, regional & channel quotas)
• Delivered 3-5% in YOY Service Revenue growth, and 3-4% margin growth

• Orchestrated the creation & execution of integrated go-to-market launch plans (The Playbook) for all Rogers programs to deliver a positive customer experience & desired business results
• Successful execution of priority programs based on business case and engagement surveys (e.g
• NHL, Roam-Like-Home, Ignite, Easy Pay, Chatr & Fido rebrands)

• Value Prop & acquisition '4 P' strategy development to achieve P&L & Brand objectives e.g
• Most Reliable
• Lead the brief development for Research, Marketing Communications (Advertising) & Training as well as the message strategy for advertising budgets ($60M for Consumer)
• Regional strategy development (e.g
• Atlantic)
• Competitive Intelligence & response centre of excellence

• Drove incremental sales and revenue through optimizing existing and developing new channels (e.g., Business First Dealers) resulting in a 10%--20% lift YOY