REENA HANSON
Whitby,ON
Summary
Digital strategist with 20+ years of expertise in digital marketing. Drives strategic initiatives that enhance ROI and foster digital transformation. Exceptional skills in stakeholder management and team leadership, consistently building collaborative partnerships for outstanding results. Passionate about crafting innovative strategies that align with business evolution, leveraging analytics for informed decision-making and future growth.
Overview
19
19
years of professional experience
Work History
Director, Digital Marketing
BMO Financial Group
09.2018 - Current
- Responsible for the strategic vision, planning and execution of the public sites across North
America including onsite campaigns, new journeys, personalization, web experiments, onsite search, optimization, and integration of new technologies. - Managed cross-functional teams to execute integrated digital marketing campaigns using Agile methodologies.
- Spearheaded the development of optimizations and new digital technologies for the public sites.
- Stayed current on industry trends and emerging technologies to maintain a competitive advantage in the marketplace.
- Developed and executed data-driven programs, driving organic traffic growth.
- Lead and manage a multi-skilled team of 21 by defining team and individual objectives and goals and establishing responsibilities to ensure clear understanding of performance expectations and personal contribution to the team.
- Mentored junior team members, aiding in their professional development within the organization.
- Utilized search engine optimization best practices to increase website visibility and rankings.
Senior Manager
BMO Financial Group
01.2014 - 09.2018
- Work with internal partners across the organization as a digital SME to ensure projects are designed to meet acquisition, retention and or brand objectives, and to ensure an effective performance measurement is in place.
- Established strong relationships with partners including business and technology to understand overall objectives, identifying opportunities, and translating it digital goals that can be maximized.
- Lead cross-functional teams to achieve project milestones and deliver high-quality results.
- Improved team performance by providing comprehensive training and fostering a collaborative work environment.
- Gained an in-depth knowledge of Financial Services and how to create a digital business model that allows the team to deliver on mandatory site initiatives but also strategic optimizations to enhance the user experience.
Manager, Online Marketing & Merchandising, Digital
Canadian Tire Corp.
04.2013 - 01.2014
- Manage and developed end to end digital and merchandising strategies for Canadiantire.ca.
- Lead and develop a team of 13 direct reports for various areas of digital including: Marketing & Merchandising, SEO, Gift Cards, and Email programs.
- Partnered with key stakeholders to ensure online and offline initiatives are aligned against key performing indicators, analytics, consumer insights and business opportunities.
- Oversaw the project timelines, agency relationships, resources, budgets, communications, ROI metrics to meet program objectives.
- Manage the online and offline marketing strategy for Gift Cards.
- Analyzed data using Omniture and Google Insights to investigate new growth opportunities.
Automotive Team Lead, Digital Marketing
Canadian Tire Corp.
02.2011 - 04.2013
- Lead the strategic direction and tactical execution of the tire's website including the end-to-end digital journey (from paid acquisition to sales and fulfillment).
- Managed all projects, enhancements, marketing activities and day to day operations that impacted Automotive and Tires.
- Create and maintain solid relationships with stakeholders, creative and media agencies.
- Establish & execute on annual and seasonal marketing plans including strategy and objectives within the established budget.
- Defined and tracked campaign effectiveness and adjusted strategies accordingly.
Product Manager, Self Service & Support
Rogers Communications
06.2009 - 02.2011
- Developed and executed My Rogers self service roadmap initiatives.
- Accountable for all online My Rogers self service transactions.
- Managed all projects, marketing activities and day to day operations that impacted the support and self-service section of rogers.com.
- Meet regularly with various cable and wireless stake holders to create and maintain solid relationships, review performance, metrics (Coremetrics) and ensure projects are delivered on time and within scope.
- Developed and maintain a general knowledge of vendor services.
- Analyzed metrics to measure product performance.
Account Manager, Wireless & Cable, E-Commerce
Rogers Communications
03.2006 - 06.2009
- Accountable for all Wireless & Cable sales and self serve transactions.
- Provided strategic ideas and direction to stakeholders about how to engage customers in a tactile way to purchase products.
- Collaborated with sales team to identify potential upsell opportunities and expand client base.
- Implemented strategies to increase revenue from existing accounts through upselling and cross-selling initiatives.
- Managed a team of 3 which included 1 Sales Manager and 2 Coordinators.
- Coached and mentored staff to drive creativity and results.
- Manage all projects, marketing activities and day to day operations that impacted the Wireless and Cable business.
- Developed and maintained monthly scorecard which included, sales, traffic, and conversion rate reporting.
Education
Business Administration -
Seneca College
Toronto, ON2000
Marketing Certificate program -
Ryerson University
Toronto, ON2004
Skills
- Product marketing
- Behavioral targeting
- E-commerce strategy
- Personalization techniques
- Agile project management
- Team leadership
- Strategic planning
- Digital marketing
Timeline
Director, Digital Marketing
BMO Financial Group
09.2018 - Current
Senior Manager
BMO Financial Group
01.2014 - 09.2018
Manager, Online Marketing & Merchandising, Digital
Canadian Tire Corp.
04.2013 - 01.2014
Automotive Team Lead, Digital Marketing
Canadian Tire Corp.
02.2011 - 04.2013
Product Manager, Self Service & Support
Rogers Communications
06.2009 - 02.2011
Account Manager, Wireless & Cable, E-Commerce
Rogers Communications
03.2006 - 06.2009
Business Administration -
Seneca College
Marketing Certificate program -
Ryerson University
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