Summary
Overview
Work History
Education
Skills
Timeline
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Rochelle Lappan

Edmonton,AB

Summary

Dynamic and results-driven marketing leader with over a decade of experience in spearheading high-impact marketing strategies across B2B and B2C sectors. Proven ability to generate significant revenue growth through innovative integrated and alliance marketing initiatives. Expertise spans Healthcare, Entertainment, Financial Regulation, and Technology industries, delivering cohesive omni-channel experiences that elevate brand positioning and foster strong stakeholder engagement. Adept at mentoring teams, optimizing marketing operations, and leveraging data-driven insights to propel business success in competitive markets.

Overview

7
7
years of professional experience

Work History

Marketing Manager, Integrated Strategy

CDW Canada
01.2024 - Current
  • Lead a high-performing integrated marketing strategy team of nine, fostering a culture of accountability, innovation, and excellence.
  • Drive go-to-market strategy and oversee marketing budget, ensuring alignment with alliance partner priorities and broader business objectives.
  • Achieved over 50x revenue growth in partner marketing through strategic campaign development, process optimization, and team leadership.
  • Collaborate closely with executive leadership and global stakeholders to define program objectives, KPIs, and long-term growth strategies.
  • Mentor and coach team members to strengthen communication, critical thinking, and proactive problem-solving capabilities.
  • Provided strategic insights and change management support during Salesforce implementation, driving successful adoption across the marketing organization.
  • Built scalable processes enabling partners to execute longer, more integrated campaigns aligned with organizational goals.
  • Developed a comprehensive message map and communication architecture to streamline go-to-market messaging and enhance brand consistency.
  • Launched and led high-impact initiatives including a branded podcast and national market trend reports, transforming thought leadership into actionable sales tools.
  • Partnered with data teams to refine audience targeting and develop predictive propensity models, improving campaign precision and ROI.
  • Led website modernization and SEO initiatives to enhance digital presence, user experience, and lead conversion.
  • Recognized as a trusted cross-functional collaborator, consistently sought out by leaders and peers for reliable, timely, and high-quality execution.

Team Lead/Senior Marketing Specialist

CDW Canada
08.2021 - 12.2023
  • Drove awareness and adoption of key technology solutions across digital workspace, hybrid infrastructure, and cybersecurity pillars.
  • Partnered with solution providers to develop end-to-end go-to-market campaigns leveraging research insights, events, and digital channels.
  • Collaborated cross-functionally with content, design, and channel teams to shape messaging, oversee content creation, and refine market positioning.

Field Marketing Specialist

Scalar Solutions/CDW Canada
10.2019 - 07.2021
  • Planned and enhanced brand recognition in Manitoba, Saskatchewan, Alberta, and BC regions.
  • Executed demand generation initiatives utilizing Salesforce for lead assignment and pipeline impact evaluation.
  • Developed regional event strategies including industry events, CDW-hosted events, and Quarterly Business Reviews within budget.

Communications Advisor

Alberta Securities Commission
09.2018 - 10.2019
  • Planned, executed, and evaluated external C-level and industry events.
  • Directed investor education marketing campaigns including grassroots and fraud prevention initiatives.
  • Conducted media embargo outreach to expand brand awareness and support local grassroots programs.
  • Executed internal United Way campaign raising over $35,000 and achieving 92% staff engagement.
  • Curated content for internal and external ASC websites.

Marketing Manager

Penny Lane Entertainment
09.2018 - 10.2019
  • Developed and executed internal and external marketing strategies for events ranging from 5 to over 100,000 attendees.
  • Established and tracked campaign and event-specific KPIs including marketing spend per customer.
  • Created and implemented fundraising events raising between $15,000 and $100,000+ per event.
  • Secured diverse partnerships including contra trade deals and sponsorships exceeding $100,000.
  • Increased social media following from 17,000 to over 100,000 within four years.
  • Managed marketing budgets, including campaign allocations and media buying decisions.

Education

Diploma - Integrated Marketing Communications

St. Lawrence College
Kingston
05-2007

Skills

  • Marketing analytics and KPI tracking
  • SEO and UX optimization
  • Event planning and management
  • Content development and messaging
  • CRM utilization (Salesforce, Hubspot)
  • Audience targeting strategies
  • Brand positioning and awareness
  • Budget management
  • Stakeholder relationship management
  • Team leadership and mentorship
  • Revenue growth strategies
  • Omni-channel campaign management
  • Integrated marketing strategies
  • Strategic marketing planning

Timeline

Marketing Manager, Integrated Strategy

CDW Canada
01.2024 - Current

Team Lead/Senior Marketing Specialist

CDW Canada
08.2021 - 12.2023

Field Marketing Specialist

Scalar Solutions/CDW Canada
10.2019 - 07.2021

Communications Advisor

Alberta Securities Commission
09.2018 - 10.2019

Marketing Manager

Penny Lane Entertainment
09.2018 - 10.2019

Diploma - Integrated Marketing Communications

St. Lawrence College

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Rochelle Lappan