Paula Stephenson
Marketing
Toronto,Canada
Summary
Senior marketing executive with 20+ years of experience leading consumer, retail, QSR, and franchised brands at national and multi-location scale. Currently providing Fractional CMO and Interim Marketing Leadership to organizations that need senior-level strategy, leadership, and accountability without a full-time hire. Trusted by founders, executive teams, and boards to step in during growth phases, leadership gaps, rebrands, launches, and digital transformation, aligning marketing with business objectives and driving measurable results. Open to fractional, interim, and contract CMO / Head of Marketing engagements.
Overview
24
24
years of professional experience
Work History
CEO | Fractional CMO
FULL SCOOP MARKETING
Toronto, ON, Canada
01.2017 - Current
- Lead a boutique marketing firm through which I deliver Fractional CMO and Interim Marketing Leadership to consumer, retail, and franchised brands across Canada and the U.S.
- Act as senior marketing leader for multiple organizations concurrently, owning strategy, priorities, budgets, and performance
- Partner directly with founders and leadership teams to align marketing with growth, expansion, and revenue objectives
- Lead brand positioning, go-to-market strategy, and digital transformation initiatives
- Oversee internal teams, agencies, and a network of trusted specialists as needed
- Step in during leadership gaps, periods of transition, or moments of change
Interim Marketing Director
SHOELESS JOE’S LIMITED
Toronto, ON, Canada
01.2018 - 01.2019
- Retained as interim executive marketing leader to assess, stabilize, and modernize the marketing function.
- Developed a comprehensive 3-year marketing strategy aligned with business goals
- Shifted brand from legacy tactics to a contemporary, digital-first approach
- Led sponsorship strategy and negotiated high-profile sports partnerships
- Managed agency relationships and mentored internal team during transition
Director of Marketing
SMOKE’S POUTINERIE
Toronto, ON, Canada
01.2015 - 01.2017
- Senior marketing leader for a high-growth national franchise system.
- Built and led a 6-person internal marketing team and multiple external agencies
- Owned national marketing strategy, PR, promotions, pricing, and budgets
- Led Franchise Advisory Council and aligned marketing strategy across operators
- Launched proprietary marketing e-store and mobile loyalty app
- Results:
- 5.2% social engagement and 3% sales lift from MSLE partnership
- Recognized with 'Brand of the Year' — Strategy Magazine
National Marketing Supervisor (Interim – Maternity Leave Coverage)
MCDONALD’S CANADA
Toronto, ON, Canada
01.2013 - 01.2015
- Brought in on an interim basis to cover a maternity leave, managing a national marketing portfolio representing 36% of total system sales.
- Led strategy and execution for McDonald’s Family Business portfolio
- Orchestrated McHappy Day, delivering the highest-grossing event in company history
- Worked cross-functionally with operations, finance, and franchisees at scale
Senior Partner / Co-Founder
PAKSON & ASSOCIATES
Toronto, ON, Canada
01.2002 - 01.2013
- Co-founded and led a specialty marketing and promotions agency serving national retail and consumer brands.
- Acted as senior marketing advisor to McDonald’s Canada, Loblaws, Walmart, Revlon, Coca-Cola, Hershey, and Hasbro
- Led integrated national campaigns across mass retail and franchised environments
- Managed and mentored teams of 20+ across strategy and execution
Skills
- Fractional & Interim CMO Leadership
- Marketing Strategy & Multi-Year Roadmaps
- Brand Positioning & Rebranding
- Go-To-Market Strategy & Launch Leadership
- Budget Ownership, Forecasting & ROI
- Digital Transformation (Traditional → Digital)
- Franchise & Multi-Location Marketing
- Team, Agency & Vendor Leadership
- Executive & Board-Level Reporting
Leadership And Professional Development
- Leadership & Strategy; Leadership Management — Walton Institute
- The Institute of Canadian Advertising
Timeline
Interim Marketing Director
SHOELESS JOE’S LIMITED
01.2018 - 01.2019
CEO | Fractional CMO
FULL SCOOP MARKETING
01.2017 - Current
Director of Marketing
SMOKE’S POUTINERIE
01.2015 - 01.2017
National Marketing Supervisor (Interim – Maternity Leave Coverage)
MCDONALD’S CANADA
01.2013 - 01.2015
Senior Partner / Co-Founder
PAKSON & ASSOCIATES
01.2002 - 01.2013