Michelle Fratric
Burlington,Canada
Summary
Results-driven Associate Vice President with expertise in advertising sales and agency partnerships, specializing in programmatic and full-funnel digital solutions. Skilled in cultivating senior agency relationships, driving advertiser adoption, and leveraging strategic alliances. Proven ability to influence stakeholders at all levels within complex organizations. Committed to enhancing operational efficiency and identifying growth opportunities to elevate revenue through innovative strategies.
Overview
27
27
years of professional experience
Work History
Associate VP Sales
The 2045 Collective
02.2025 - Current
- Led new business development initiatives across Eastern Canada, driving revenue growth through strategic agency and advertiser partnerships.
- Scaled new business growth in Eastern Canada by building sales teams, implementing scalable sales processes, and driving strategic partnerships.
- Designed and implemented standardized sales onboarding processes, including one-on-one meeting frameworks, RBOs, email outreach strategies, and centralized pitch resources, to enhance new hire integration.
- Recruited, hired, and managed sales representatives in Toronto and Montreal, providing coaching and performance management.
- Supported HubSpot CRM implementation and renegotiated ZoomInfo to enhance sales effectiveness and reduce costs.
- Developed new revenue opportunities by authoring a business case for FIFA World Cup audience packages for agency partners.
- Represented the company at industry events including Ad Club Golf Day, IAB events, and company-hosted client activations; coordinated vendor relationships and branded materials.
- Appointed member of the IAB Mobile Council, contributing to industry initiatives and mobile strategy development.
- Collaborated with internal teams to streamline processes and enhance operational efficiency.
Senior Sales Director
Clue Digital
05.2023 - 02.2025
- Dynamic Sales member with extensive experience in driving growth, managing support teams, and executing strategic sales initiatives to achieve ambitious targets.
- Successfully navigated intricate sales processes from lead generation to final negotiation.
- Implemented strategic sales initiatives using proven techniques, including consultant selling, to address client needs and secure contracts.
- Collaborated with marketing, product, and customer success teams to align strategies and address client needs, improving overall sales effectiveness.
- Provided personalized support and solutions to clients, enhancing satisfaction and driving positive referrals and repeat business.
- Utilized CRM software - ZoomInfo, Hubspot, SalesForce, and Wimmo to track sales activities, manage pipelines, and optimize follow-up strategies.
- Enhanced client acquisition through upgraded Zoominfo and established lead channel in Slack, resulting in increased lead generation.
- Targeted healthcare industry in September FY24, aiming to expand client base with new prospects.
- FY 23 May - Dec 1.2M sold, FY24 2.25M sold, FY25 1.13M sold thus far.
VP Sales, Canada
Acuity Ads
Toronto
02.2022 - 02.2023
- Enabled the Canada team to succeed and achieve targets by fostering a collaborative environment.
- Supported, trained, and developed sales team to create cohesive pitch and enhance client retention and acquisition.
- Led Salesforce team to restructure CRM tool, increasing efficiency and allowing more time for sales.
- Led weekly POD meetings with all internal stakeholders.
- Senior Leadership Meeting to enable all other leads in the company to communicate and resolve internal roadblocks proactively.
- Management meeting with the Executive Team to discuss the financial forecast.
Head of Western and Central & Director of Strategic Partnerships
AcuityAds
Toronto
01.2017 - 01.2022
- As the Head of Sales for Western and Central, I lead a team of sellers in both territories. Stepping into a leadership role (as the VP of Sales resigned), I provide leadership and guidance for the entire Canadian sales team.
- Generated significant revenue of over $1.5 million in first year.
- FY21 showed quarterly growth even during the pandemic and achieved 27% growth for FY20 and 20% in FY21 YOY.
- Established and maintained relationships with clients and agencies across multiple digital categories to drive engagement.
- Build and deliver sales presentations with an emphasis on educating individuals on the programmatic landscape.
- Process and analyze proposals to effectively customize innovative solutions for brands.
- Generating advertising revenue through new account acquisitions, lead source generation.
- Creating innovative plans and approaches to connect with potential clients through small and large agencies and advertisers across Canada.
- Managed client accounts, overseeing initial pitch, follow-up, and deal closure to ensure smooth transaction processes.
Local Account Executive, Mobile National Sales, National Account Executive
Pelmorex
Oakville
01.2009 - 01.2017
- Started at Pelmorex as Local Account Executive, successfully hunting for new business and meeting targets, leading to promotion to Mobile Sales and then National Account Executive; signed largest IO in company history at 1.3M.
- Acquired and maintained relationships with new clients, contributing to business growth.
- Provide clients with unique customized proposals.
- Exceeded client expectations.
- Exceeded and achieved projected budget goals.
- Sold long-term agreements, securing consistent revenue streams.
- Managed the most active desk with revenues exceeding 3M.
Media Buyer
Signature and Selloff Vacations
Mississauga
01.2007 - 01.2009
- Executed media purchases across online, television, radio, magazine, newspaper, and trade platforms.
- Negotiated contra deals to maximize campaign value and enhance media placements.
- Executed regional and national promotions for various campaigns.
- Overseeing the daily status, buys and coop funding.
- Ongoing discrepancy resolution to ensure accurate and timely clearance of all buys and invoices.
- Media proposal pitches to resorts and tourist boards.
- Yearly planning for national and regional offices.
- Managed pre- and post-event documentation for marketing initiatives.
Broadcast Investments | Agency
ZenithOptimedia
Toronto
01.2003 - 2003
Broadcast Supervisor, Broadcast Buyer
Initiative Media
Toronto
01.2007 - 01.2003
Broadcast Negotiator, Media Assistant | Agency
Bates Canada
Toronto
01.2001 - 01.2003
Retail/Classified Sales, Media Assistant | Agency
Shopping News
Milton/Oakville
01.1999 - 01.2001
Education
ADVERTISING DIPLOMA -
Sheridan College
Oakville, Ontario01-1998
Skills
- Sales Management
- Closing Skills
- Prospecting
- Pipeline Management
- Media Buying
- Media Planning
- Programmatic
- AI-Enhanced Sales Productivity
- CRM
- Data Insights
- Forecasting
- Change Management
- Cross- Functional Collaboration
- Communication
- Time Management
- Strategic Partnerships
Certifications And Memberships
- Marketing Foundations & Data-Driven Planning, 2020, TTD Edge
- IAB Programmatic Course, 2015, IAB Canada
- Closing Strategies, New Manager Foundations, Transitioning from Manager to Leader, Becoming Head of Sales, 2020-2021, LinkedIn
- How to Build Effective Prospecting Sequences, The Power of Recommendation, 2020-2021, Sales Gravy
- Powerful Presentations, 2013, CMC
- Coursiv - Claude AI, Jasper AI, Chat GPT, DALL-E, MidJourney, 2026-2025
- Coursea - Google AI Professional, 2026
- Member, AMA – Toronto Chapter, 2021-2022
- Member Toastmaster, 2014
- Member Monday Girl, 2023-2026
- IAB Mobile Council, 2025 - Current
Professional Highlights
- Associate VP Sales: Organization of sales materials, new business and current client growth.
- SR. Sales Director: Consistent YOY growth with new labels.
- VP Sales, Canada: Quarterly Team Development. Quarterly Sales Growth. More New Logos. Decreased in Churn. Salesforce committee.
- Head Central and Western Canada, Sales: Organization of Team and Outreach. Fundamental Refreshers. POD Lead. Fun and Appreciation Committee. Opened Tier One Agencies.
- Account Executive: Biggest IO – $1.3M. Promoted twice. Maintained and Acquired new Logos. Spot Award.
Timeline
Associate VP Sales
The 2045 Collective
02.2025 - Current
Senior Sales Director
Clue Digital
05.2023 - 02.2025
VP Sales, Canada
Acuity Ads
02.2022 - 02.2023
Head of Western and Central & Director of Strategic Partnerships
AcuityAds
01.2017 - 01.2022
Local Account Executive, Mobile National Sales, National Account Executive
Pelmorex
01.2009 - 01.2017
Media Buyer
Signature and Selloff Vacations
01.2007 - 01.2009
Broadcast Supervisor, Broadcast Buyer
Initiative Media
01.2007 - 01.2003
Broadcast Investments | Agency
ZenithOptimedia
01.2003 - 2003
Broadcast Negotiator, Media Assistant | Agency
Bates Canada
01.2001 - 01.2003
Retail/Classified Sales, Media Assistant | Agency
Shopping News
01.1999 - 01.2001
ADVERTISING DIPLOMA -
Sheridan College