Samantha Latham
Victoria,BC
Summary
Accomplished Executive with over 5 years of leadership experience in People & Client Management. I believe in bottom-up empowerment to help build trust, generate results, and motivate others to action. I am passionate about serving the greater good, the power of human connection, and championing opportunities to improve inclusivity & diversity in the workplace.
Overview
7
7
years of professional experience
1
1
Certification
Work History
Vice President
Hybrid Brand Management
01.2021 - 03.2024
- Acted as the main contact for dozens of agency partners to develop sales, marketing, and communications strategies to drive revenue and navigate market challenges
- Coached and collaborated with National Field Sales Manager to develop a culture of psychological safety across the entire organization in order to motivate and empower the sales team to overcome objections and deliver exceptional customer service to our retailer clients
- Led daily operations and all employees including the National Sales Manager, National Field Sales Manager, a Sales & Marketing Coordinator, and 12 Sales Representatives
- Prospected, closed, and managed new agency partnerships resulting in 2M+ in incremental revenue
- Worked side by side with the CEO on multiple rounds of financing including multi-year income statement projections, cash flow forecasts, and major strategic initiatives resulting in 4 successful financing rounds totaling more than 2M
- Assisted CEO in preparing quarterly financial statements and attended quarterly board meetings
General Manager
Hybrid Brand Management
05.2020 - 12.2020
- Managed daily operations of an agency business, including marketing, sales, finance, and customer service
- Developed the company's communications manual, steps to a sales call, product training manuals, and partner ride-along guide to secure consistent customer success outcomes
- Managed recruiting, objectives setting, coaching and performance monitoring of sales representatives
- Developed and maintained strong relationships with agency partners, key retailer clients, provincial government buyers, and industry influencers
- Developed and maintained a yearly budget to ensure fiscal accountability
- Presented and created monthly sales and marketing reports upstream to brand partners
Director of Trade Marketing | BC Sales
Hybrid Brand Management
08.2019 - 04.2020
- Coached and supported outside provincial sales teams to execute marketing & sales plans effectively with their retailer clients
- Developed and executed trade marketing strategies and initiatives for over a dozen brands across four provinces to drive sales and optimize the retailer & consumer experience
- Managed internal and external trade marketing budget to ensure effective use of resources and maximize return on investments
- Built and maintained a sales territory of 200+ retailer accounts across British Columbia with a 95%+ portfolio penetration rate
- Built up a following of 7k+ instagram followers for the company's account which resulted in new prospect leads and revenue for our partners
Director of Sales
Hybrid Brand Management
10.2018 - 07.2019
- Hired, managed, and established roles & responsibilities for new team members across Western provinces
- Prospected and closed new agency partnerships resulting in 500k+ new revenue in the first year
- Worked closely with the CEO to build out strategic development plans in a newly regulated industry that adhered to strict Health Canada and provincial regulations
General Manager
truemeds.ca
06.2017 - 09.2018
- Managed a team of client care agents in BC and AB, and personally consulted with the most serious cases to ensure excellent care guidelines were exceeded
- Worked closely with IT to ensure private medical and customer information was protected and secured
- Oversaw banking, bookeeping, and administered funds to vendors
- Led monthly stakeholder meetings with administration, sales, and warehouse departments
Education
CPHR Academic Program -
Captus Institute
CPHR BC & Yukon08.2025
Masters PGCE - Education
Cardiff Metropolitan University
Cardiff, Wales07-2015
Honours BA - French Studies
University of Guelph
Guelph, Ontario04-2014
Skills
- Empathetic, Adaptable, and Self-Aware
- Strategic Thinker and Active Listener
- Confident in Conflict Resolution, Persuasion, and Negotiation
- Highly developed Interpersonal, Organizational, and Problem-Solving skills
Certification
Jeremy Caradonna, City of Victoria Councillor & CRD Director
jeremycaradonnayyj@gmail.com - 250 589 0023
Clark Hubbard, Executive Naval Officer at Royal Canadian Navy
clark.hubbard@forces.gc.ca - 902 818 1361
Jaclynn Pehota, Executive Director at RCCBC
jaclynn@rcc-bc.ca - 778 772 4343
Timeline
Vice President
Hybrid Brand Management
01.2021 - 03.2024
General Manager
Hybrid Brand Management
05.2020 - 12.2020
Director of Trade Marketing | BC Sales
Hybrid Brand Management
08.2019 - 04.2020
Director of Sales
Hybrid Brand Management
10.2018 - 07.2019
General Manager
truemeds.ca
06.2017 - 09.2018
CPHR Academic Program -
Captus Institute
Masters PGCE - Education
Cardiff Metropolitan University
Honours BA - French Studies
University of Guelph
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