Salina Daya
Toronto,Ontario
Summary
Accomplished marketing professional with demonstrated success developing and implementing strategic approaches to drive market growth and bottom-line profitability. Strong communicator with natural leadership talent and high energy. Impactful and successful manager talented in building teams and motivating personnel to new levels of performance.
Overview
16
16
years of professional experience
1
1
Certification
Work History
Brand Manager - Ecommerce and Digital Marketing
Church & Dwight Canada
Mississauga, ON
11.2022 - Current
- Translated brand strategies across Household (Arm & Hammer, OxiClean), OTC (Gravol, First Response), Personal Care (Hero, Batiste, Toppik, Viviscal, Trojan, Nair, Flawless) & Oral Care (Waterpik, TheraBreath, Orajel) into eCommerce roadmaps with optimized shopping experiences resulting in an increase of 48% YOY
- Partnered with brand team on marketing plans to ensure omnichannel journeys are digitally optimized
- Collaborated with development teams on Amazon and DTC digital shelf
- Partnered with Marketing IT teams on email development using Salesforce Marketing Cloud
- Led Amazon Corporate Scale Programs resulting in 494% ROAS and 1.8 M social impressions
Direct to Consumer Lead
Church & Dwight Canada
Mississauga, Ontario
11.2017 - Current
- Developed and implemented Hair Care DTC go to market strategy including P&L management, sales forecasting, annual marketing & promotion plans, NPD, order management and operations
- Managed external agencies on digital tactics such as Google paid search/AMS, paid social, SEO, conversion rate optimization and ratings and reviews
- Collaborated with Marketing IT/US Digital team on UTM tracking, customer journey, Power BI, Google analytics, eCRM and audience builds using Salesforce Marketing Cloud
- Created new selling strategies (subscribe and save, bundles, exclusives, etc.) to improve customer retention and worked with supply planners in US and CA to ensure proper inventory coverage
- Worked with DTC support/web development teams on website content updates/optimization resulting in a 44% increase in conversions and 74% increase in transactions
- Consulted brands on eCRM strategy and planning across the C&D portfolio
- Consulted on Omnichannel customer programs across stakeholder groups and identify key learnings for optimization
Director of Sales and Marketing
Lifes2good Health and Beauty
Toronto, Ontario
01.2017 - 10.2017
- Implemented a fully integrated digital, sales and marketing strategy to maximize brand equity, revenue and profit through FDM, The Shopping Channel, DTC and Professional channels
- Developed and managed marketing & digital budgets (over $3 million) and performed post campaign analysis and strategy recommendations
- Managed a team of 3 marketing/sales professionals
- Guided PR effort with innovative media events/campaigns resulting in 18 million media impressions
- Business Development of HCP and salon channel resulting in 20% sales increase
- Sales and Marketing acquisition team lead for sale of Viviscal brand to Church and Dwight
Retail Director
Lifes2good Health and Beauty
Toronto, Ontario
10.2014 - 12.2016
- Maximized profitable distribution of product portfolio through FDM channels
- Collaborated with external distributor on identifying and closing distribution gaps and grew FDM (Shoppers Drug Mart, Loblaw, Rexall, PJC) channels by 60%
- Managed the P&L of individual retail accounts to maintain and improve profit margins resulting in reduction of trade terms from 21% to 18%
- Partnered with retail buyers and shopper marketing teams on programs resulting in 30% increase in sales
- Attended and presented at key retail sales presentations (new product launches, annual program presentation)
- Responsible for introducing new products into the Canadian market and identifying opportunities for line extensions, volume potential and pricing
- Maternity leave coverage for Director of Sales and Marketing (January 2015-October 2015)
Marketing Manager
McCaughey Consumer Products
Burlington, Ontario
09.2012 - 09.2014
- Managed a $10 million nail and beauty portfolio including Sensationail, Fuse, Nailene, Fing'rs, TRIM/Private Label Nail Accessories and licensed brands Revlon lashes/nails & Crayola nail/lip gloss kits
- Collaborated with US supplier on SKU optimization, marketing mix, product launches/displays, space planning for National accounts (Shoppers Drug Mart, Rexall, Walmart)
- Worked closely with the supplier/key account managers to ensure forecast deadlines were met, inventory was available and correct quantities were shipped to each account
- Led cosmetic planogram relines by training/scheduling third party merchandisers, working with suppliers on graphics/fixtures by planogram.
Assistant Marketing Manager
McCaughey Consumer Products
Burlington, Ontario
06.2010 - 09.2012
- Supported the private label/cosmetics division on launch of 200+ products under various categories (Cosmetics, OTC, Oral Care) and responsible for category research, competitive analysis and recommendations on pricing, volume potential
- Supported private label manager on RFP's issued by retailers involving pricing, volumes, technical data, factory and products audits
- Responsible for product submissions through retailer portals such as Vendor board and Retail Link
- Created sales promotional material, sales presentations, coupon programs and in-store promotions
Assistant Marketing Manager
The Lornamead Group
Dubai, UAE
12.2007 - 12.2009
- Supported marketing team on brand plans, packaging, product development and line extensions
- Assisted in product development for a new perfume line which consisted of identifying competitors, fragrance testing and designing prototypes
Education
Honours Bachelor of Business Administration - Marketing
WILFRID LAURIER UNIVERSITY
Skills
- Thought Leadership
- Relationship Builder
- Project Management
- Brand-building strategies
- Budget Development
- International Marketing
- Direct to Consumer Marketing
- Marketing Channel Development
- Campaign Performance Tracking
- Digital Consumer Journey
Affiliations
- Swimming: Regularly engage in swimming for fitness
- Biking: Enjoy exploring scenic routes
- Cooking: Passionate about experimenting with various cuisines and fresh ingredients
- Traveling: Enthusiastic traveler with a thirst for cultural immersion and exploration. Dedicated to seeking out authentic experiences and meaningful connections with people from all walks of life. Traveled throughout Canada, US, Mexico, Caribbean Islands, North, East and South Africa, Mauritius, Italy, France, Spain, Portgual, England, Ireland, Thailand, India, Nepal, Australia, New Zealand, UAE, Oman, Qatar. Lived in Dubai, UAE.
- Volunteering: Committed to community service through the Ismaili Council for Canada with active participation in initiatives such as new immigrant settlement, community engagement and social welfare
Accomplishments
- Give It The Hammer Award at Church and Dwight for Brand Integration into Amazon
- LEAP Conference Award at Church and Dwight for Amazon Power Portfolio Creation
- Special Recognition Award at Church and Dwight for driving the Digital & eCommerce journey forward
- Outstanding Product Innovation and Design from distributor ANB Canada
Certification
- First Movr Digital IQ Leader Levels 1-3
- Circus Street Digital Marketing Training
- GAP Negotiation Training
Timeline
Brand Manager - Ecommerce and Digital Marketing
Church & Dwight Canada
11.2022 - Current
Direct to Consumer Lead
Church & Dwight Canada
11.2017 - Current
Director of Sales and Marketing
Lifes2good Health and Beauty
01.2017 - 10.2017
Retail Director
Lifes2good Health and Beauty
10.2014 - 12.2016
Marketing Manager
McCaughey Consumer Products
09.2012 - 09.2014
Assistant Marketing Manager
McCaughey Consumer Products
06.2010 - 09.2012
Assistant Marketing Manager
The Lornamead Group
12.2007 - 12.2009
Honours Bachelor of Business Administration - Marketing
WILFRID LAURIER UNIVERSITY
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