Pam Jacques

Primaris REIT manages 22 enclosed and 13 unenclosed shopping centers across Canada. I am the Marketing Manager at Orchard Park Shopping Centre, the largest enclosed shopping center between Vancouver and Calgary, and Highstreet Shopping Centre, an unenclosed lifestyle centre in Abbotsford. As the Marketing Manager, I am responsible for:

• Creating company brand messaging, collateral materials, customer events, and promotional strategies.
• Managing budgets and strategically allocating funds towards high-impact initiatives supporting shopping centre goals to drive customer traffic.
• Driving brand awareness to each centre's primary and secondary markets to increase customer traffic while managing internal and external marketing campaigns and programs.
• Creating quarterly store focus lists to boost sales performance for percent rent and struggling tenants.
• Collaborating with cross-functional teams to create customer experiences.
• Analyzing market trends to identify new opportunities and adjusting marketing plans for maximum effectiveness.
• Managing workflow between guest services staff, Primaris head office, building and managing plans with community partners.
• Delivering compelling presentations to internal and external stakeholders to show value of proposed marketing initiatives to drive customer traffic and support NOI.
• Collaboratively working with social media agencies to develop campaigns to increase brand engagement.
• Coordinating with design, print, and media teams to develop high-quality creative assets.
• Creating and managing email campaigns to increase open and click-through rates.
• Writing press releases and media statements on behalf of both shopping centres

Northland Properties is one of Canada's fastest-growing hospitality and entertainment businesses. The company owns several well-known hospitality, entertainment, and sports brands, including Sandman Hotel Group, Moxies, The Sutton Place Hotels, Denny's, Chop Steakhouse & Bar, Grouse Mountain and Revelstoke Mountain Resorts, Dallas Stars, and Kamloops Blazers. As Northland's Communication Manager, I successfully achieved the following tasks:

• Developed compelling content and visuals for a new company website created to communicate a strong brand image and identity while maintaining the tone of each of the company's 17 brands to drive awareness and recruitment.
• Collaborated with Communication PR consultants to develop a centralized crisis management playbook currently used at all Northland hotels, restaurants, and resorts.
• Created internal communication processes and distributed company and brand information to all Northland employees.
• Increased media coverage for company and brand announcements by creating engaging press releases and strategically distributing them.
• Led crisis communications and media relations activities in response to challenging situations at hotels, restaurants, resorts, and sports teams.
• Reviewed hotel and restaurant marketing materials and documents for brand accuracy and customer engagement.

Nando's is a global restaurant brand specializing in Portuguese flame-grilled peri-peri style chicken. It originated in Johannesburg, South Africa, and opened its first location in 1987. Nando's now operates over 1,200 restaurants in 30 countries. In 2012, Nando's Global Group, based in London, UK, launched a team to expand the brand across Canada. As a Marketing Manager for Nando's Canada, I excelled at managing several marketing initiatives and projects that included

• Developing and implementing national, regional, and local marketing strategies, campaigns and launches aimed to increase awareness and drive customer trial for key markets across Canada.
• Collaborating with cross-functional global teams to ensure consistent branding across all company touchpoints and communications channels across Canada.
• Boosted new restaurant sales performance by creating innovative and engaging restaurant opening plans, promotional materials, and exciting events targeting the new restaurants opening in British Columbia and Alberta (12 new restaurants).
• Working with global and national graphic designers and agencies to establish brand essence and tone for national, regional, and local content.
• Developing and managing creative briefs for internal designers, ensuring alignment with overall marketing objectives and brand guidelines.
• Negotiating partnerships with key influencers, maximizing brand exposure in target markets.
• Spearheading new restaurant opening plans, collaborating with operations and leasing teams to create a comprehensive plan that ensured a successful restaurant opening.
• Creating a comprehensive global event plan, ' Nando's Grillers Challenge, ' which included a select group of participants coming to Vancouver from 30 countries.
• Overseeing the preparation of marketing copy, images, videos, emails, and other collateral with global, national, and regional creative teams.
• Coordinating with design and media teams to develop high-quality creative assets.
• Continually maintained the company's global reputation and positive image in Canadian markets.
• Enhancing the company's reputation in Canada through successful public relations initiatives and positive media coverage.
• Boosted brand awareness and generated leads while managing internal and external marketing campaigns and programs.