Roy
Woodbridge,Canada
Summary
Marketing Leader with over 15 years of experience in managing marketing projects from conception to completion. Adept in using digital marketing platforms to increase sales and overall company productivity. Creative Marketing Director with expertise across email campaigns, public relations, social media and event planning. Successfully managed united teams to achieve aggressive goals and produce results. Keen insight into digital marketing campaigns, planning and public relations.
Overview
17
17
years of professional experience
1
1
Certification
Work History
Director of Marketing
Signify Canada LTD
11.2021 - Current
- Actively overseeing all consumer marketing programs with the target goal of achieving all set strategic global priorities for the Canadian market.
- Leading a team of 6 marketing professionals in developing and executing successful product launches and promotional campaigns
- Developed and presented marketing plans and reports to the CEO and shareholders.
- Increased website traffic by 30% and generated $2M in revenue in our Hue.com D2C channel and over $55M in retail.
- Launched the Canadian Philips Hue D2C in 2022 and achieved 1st year target. In our second year, active YTD achieved net sales growth of 230%
across all markets. - Conducted market analysis and research to identify trends and opportunities.
- Currently managing all sponsored partnerships and macro/mega influencer
relationships. Holmes Group, NHL, Marc Saltzman, Amber Mac. - Devised marketing plans using digital strategies, print advertising, and word-of-mouth tactics.
- Managed annual marketing budget in excess of $3 million.
Marketing Manager
Allegion Canada, Schlage
01.2018 - 01.2021
- Canadian marketing lead for the Schlage brand and responsible for the profitability of all products.
- Developed and implemented marketing strategies to use for launches, rebranding campaigns, integrated digital consumer campaign and promotions.
- Responsible for the $2 million marketing A&P budget, which includes NPI launches, agency management, influencer contracts, marketing collateral, product lines reviews and trade show events.
- Spearheaded and led a new business opportunity for the Canadian market with the North American product team on a new endorsed brand by Schlage called "Home Front" resulting in an incremental $3 million revenue at the
Lowe’s Group. - Manage all celebrity brand ambassador contracts: The Holmes Group, Marc Saltzman & Amber Mac.
- Canadian representative in the Industrial Design team at Allegion corporate. Reviewing new designs and collaborating on new projects and new trends in door hardware.
Commercialization Manager
Stanley Black & Decker
01.2016 - 01.2017
- Product and channel lead for $18 million storage portfolio under DeWALT, Stanley, Stanley FatMax and PROTO brands
- Achieved 30% overall growth in the storage category by creating an instant redemption program that gave consumers an instant bonus at the point of purchase and eliminating the need for a mail-in redemption bonus.
- Monitored market trends and competitor performance to update promotional strategies.
- Analyzed metrics to measure product performance.
- Liaised with clients to better understand business needs and current market landscape.
- Consulted with buyers to determine projected demand for storage products.
Senior Brand Manager
Sherwin-Williams
01.2009 - 01.2016
- Planned, implemented, and tracked sales and marketing strategies to promote brand products.
- Created and managed budgets to maximize brand reach and engagement.
- Researched and identified new opportunities for product and brand development.
- Developed and executed branding campaigns to educate target audiences on product features, benefits and values.
- Collaborated with sales to displace competition and list a full line of 2 exterior stain brands, securing the stain category solely in 2- step customers and achieving sales growth of 321%.
- Reintroduced exterior stain line exclusive to Home Depot by modernizing label and reducing packaging costs while exceeding buyer’s needs for packaging improvement and merchandising aids at shelf level.
- Increased profitability by 40% in brands through SKU rationalization, product obsolescence, and pricing restructuring.
- Launched a new line of Krylon aerosol craft paints at Walmart and Canadian Tire and secured Tiffany Pratt to a 2-year agreement as Krylon’s New Brand Ambassador.
- Created a marketing product knowledge training program called “Take Aim” that was executed in Vancouver, Montreal and Toronto for all our sales representatives to better help them target the competition and get familiarized with our new products
Senior Product Manager
Gracious Living
01.2008 - 01.2009
- Liaised with sales and marketing team to collect customer feedback, incorporating into subsequent production runs and development lifecycles for all storage products.
- Managed relationships with supply chain partners, enabling necessary materials and hardware to remain readily available.
- Developed marketing plans and strategy to promote Pet products and Storage products to target demographics.
- Facilitated increased product awareness through promotion and innovative sales strategy.
- Created product positioning strategies designed to achieve optimal market penetration.
Product Manager
Jarden Consumer Solutions
01.2007 - 01.2008
- Communicated effectively with team members to deliver updates on project milestones and deadlines for Heater & Fan categories.
- Developed product documentation to communicate upcoming features and products to internal teams.
- Collaborated with sales, operations, and marketing support teams to launch products on time and within budget.
- Prioritized Heater and Fan roadmaps in order to achieve product goals and metrics.
- Liaised with clients to better understand business needs and current market landscape.
- Monitored market trends and competitor performance to update promotional strategies.
Education
Some College (No Degree) - Graphic Design
Canadore College of Applied Arts And Technology
North Bay, ONDiploma - Advertising, Graphic Design
Cambrian College of Applied Arts And Technology
Greater Sudbury, ON07.1995
Skills
- Time Management
- International Trade
- Campaign Planning
- Manage Profitability
- Promotional Campaigns
- Digital Marketing
- Partnership Promotions
- Project Management
- Market Trend Analysis
- Business-to-Business Sales
- Social Media Strategy
- Strategic Marketing
Languages
English
Native or Bilingual
French
Native or Bilingual
Certification
- Skills for Inclusive Conversation Training - 2019
- Diversity, Inclusion, and Belonging Training - 2019
- iEdge MasterClass 2 - Creating a Culture of Trust & Inclusion - Hult EF Corporate Education - 2022
Timeline
Director of Marketing
Signify Canada LTD
11.2021 - Current
Marketing Manager
Allegion Canada, Schlage
01.2018 - 01.2021
Commercialization Manager
Stanley Black & Decker
01.2016 - 01.2017
Senior Brand Manager
Sherwin-Williams
01.2009 - 01.2016
Senior Product Manager
Gracious Living
01.2008 - 01.2009
Product Manager
Jarden Consumer Solutions
01.2007 - 01.2008
Some College (No Degree) - Graphic Design
Canadore College of Applied Arts And Technology
Diploma - Advertising, Graphic Design
Cambrian College of Applied Arts And Technology
Similar Profiles
Rushabh GandhRushabh Gandh
Order Management/Post Order Management Specialist at Signify Canada LTD.Order Management/Post Order Management Specialist at Signify Canada LTD.
Mahsa TarameshlouMahsa Tarameshlou
Business Analyst (Co-op) at Signify CanadaBusiness Analyst (Co-op) at Signify Canada
Natasha LindeireNatasha Lindeire
Family Nurse Practitioner at Signify HealthFamily Nurse Practitioner at Signify Health
SHUBHAM BABBARSHUBHAM BABBAR
Inventory Coordinator at Next Plumbing SupplyInventory Coordinator at Next Plumbing Supply
Katherine RomanKatherine Roman
Barista at StarbucksBarista at Starbucks