Micheline Vaughan

Reported to the Managing Director, Canada. Responsible for leading the Connected Commerce client leadership team (10+ members) in overseeing the development and implementation of strategic omnichannel marketing plans, including brand, consumer promotion, shopper, and retail media, that meet and exceed client objectives, and drive tangible business results.

Client partners included: Henkel North America, Conagra Brands Canada, Bayer Canada, GoGo SqueeZ, and Campbell Company of Canada

• Client Growth: Successfully increased GM and EBTIDA on $5M+ business. Obtained incremental revenue through organic growth of existing clients, averaging 15% - 20% across each partners.
• Developed Award Winning Campaigns: Led the strategic planning, and omnichannel activation for the development of an AR experience which was designed to help Canadian shoppers bring some fun and imagination into their homes during the pandemic. Campaign won Effie Award for demonstrating exceptional marketing effectiveness.
• Developed and executed strategic plans to support the vision of the organization.
• Led strategic planning and execution to enhance profitability and company growth.
• Executed on-time, under-budget project management to adhere to project road map.
• Provided organizational leadership and collaborated with executive partners to establish long-term goals, strategies and company policies.
• Drove revenue by cultivating successful client relationships.
• Improved profitability by accurately maintaining P&L to meet prime fiscal responsibility.
• Implemented strategic offerings to enhance company's suite of products and services.
• Collaborated with executive team members on major decisions regarding company-wide initiatives.

Reported to President + Founder. Agency lead in development of integrated strategic brand, consumer promotion and shopper marketing across all account teams.

Client partners included: Quesada Burritos & Tacos, Canadian National Exhibition, XM Canada, OLG, and A.Vogel,

• Building and executing annual business plans.
• Enhanced revenue growth in existing accounts through exceptional thought leadership.
• Provided mentorship for promising staff, trained new hires, and briefed account management team on strategy developments to strengthen overall productivity.
• Expanded revenue streams for existing clients via strategic insights.
• Architecting go-to-market strategies for national clients.
• Developed a high-performance and multi-disciplinary team.
• Participated in industry events in order to maintain current knowledge of trends.
• Grew customer base through strategic marketing and acquisition methods.
• Strengthened business relationships by serving as point of contact for customers and meeting with key accounts to assess satisfaction with service and resolve conflicts.
• Increased customer satisfaction by creating and implementing training program for employees.

Reported to President + Partner.

Client partners included: Yoplait Canada, Canadian Tire Corporation, TaylorMade Canada, Sobeys Inc. and Parmalat Canada

• Coordinated with internal teams to develop creative concepts that met client objectives.
• Developed detailed understanding of company roles and responsibilities to facilitate effective team structure and efficient project delivery.
• Collaborated with external vendors to execute plans within budget constraints.
• Enhanced sales volume through skilled support to both new and inactive customers.
• Monitored competitors' activities in order to stay ahead of industry trends.
• Cultivated relationships with key clients to ensure satisfaction and loyalty.
• Forecasted and developed annual sales quotas to determine annual and gross-profit plans.
• Managed tight deadlines and exceeded client expectations with attention to detail and flawless execution and addressed key issues to meet in support of account team.
• Inspired team to deliver breakthrough, strategically sound work that brought impact, transformation and consistent surpassing of team and corporate sales goals.
• Drafted proposals outlining client objectives, strategies and tactics.
• Guided development of marketing communications plans and outputs, coordinating with strategy team and verifying strategically sound and imaginative programs.
• Created annual budgets for all accounts and monitored spending throughout the year.

• Served as Loblaw's lead on developing strategic events, trade shows, sponsorships, and experiential makreting initiatives to support the growth of Loblaw's control brands, national brands and various banners while managing staff, partners and agency teams to ensure Loblaw consistently provides world-class activation expertise.
• Overall accountability for the development and quality of marketing programs from strategic planning through the creative process and project management / execution, and ensure that deliverables are on strategy, support overall project objectives on brand, on budget and on time solutions.
• Created an Experiential Marketing 'Centre of Excellence' at Loblaw that brings expertise, big ideas, leadership, innovation, logiistics, planning and future investment that will keep Loblaw winning, defining and increasing the gap over competitors.

Reported to Managing Director. Served as the Canadian Account Lead for the Kimberly Clark (North American Agency of Record) and OgilvyAction Account team through strategic development of strong shopper marketing programs that intimately connect shoppers, brand and retailers together, resulting in impact at the point of purchase moving product to basket.

• Agency lead for strategic planning and execution of shopper marketing programs across all portfolios; Baby and Child Care (Huggies, Pull-ups and GoodNites), Paper brands (Kleenex, Cottonelle and Scott) and adult and feminine care brands (Depend, Poise, Kotex)
• Collaborated with Brand Champion Team (U.S) to develop strategy and innovation for Canada.
• Agency Leader: on-boarding client and agency teams including process and mapping and training, account leadership and development of agency mission, vision and values.
• Within the initial year, achieve significant growth, increasing the Kimberly-Clark account by over 20% through strategic client management spanning brand Activation, in-store initiatives, and packaging.