Summary
Overview
Work History
Education
Skills
Accomplishments
Timeline
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Sarah Beale

Toronto,ON

Summary

Results-driven Senior Marketing Leader with 10+ years of experience in product marketing, retail strategy, and program management. Proven ability to lead cross-functional teams, drive go-to-market strategies, and leverage customer insights to enhance brand growth, loyalty, and retention. Dedicated to continuously improving professional knowledge and business operations by applying top-notch [XXX] and [Type] skills.

Overview

14
14
years of professional experience

Work History

Sr. Manager, Marketing Strategy & Programs

TELUS
Toronto, Canada
05.2015 - Current
  • Manage a team of 9 senior program managers and business analysts responsible for initiatives and programs impacting 340 retail locations across Canada; team is consistently recognized for go to market effectiveness and retail representative adoption
  • Lead the Channel Insights & Innovation portfolio, driving the development of new programs and executing comprehensive market research initiatives, including sentiment surveys, secret shopping, focus groups, A/B testing, and retail simulations. Launch POCs to uncover insights that enhance brand perception, improve customer satisfaction, and drive incremental sales
  • Designed innovative service-based outbound marketing campaigns driving improved customer satisfaction, loyalty (L2R), increased store traffic, and incremental sales, while enhancing brand reputation through positive Google reviews, social and traditional marketing channels. Positive customer sentiment is up 20% YoY

Sr. Manager, Product Marketing

TELUS
Toronto, Canada
08.2021 - 05.2023
  • Recognized as a strategic thought leader in the department, consistently pitching new ideas to executives; most recently rolled out the certified pre owned device program nationwide which drove $750K in net new revenue since January
  • Designed and implemented a first-ever 'damaged package' initiative, reducing waste by 30% and achieving an 80% sell-through rate for previously unsellable inventory. This innovative program drove an additional $2M new revenue for TELUS, while also increasing sustainability efforts

Sr. Marketing Manager, B2B Dealer Optimization

TELUS
Toronto, Canada
09.2018 - 08.2021
  • Spearheaded a successful Small Business growth program for Dealer/Retail locations, resulting in a measurable 75% YoY H2 growth in mobile activations across 25 outlets through focused training, reinforcement strategies, and tailored marketing initiatives
  • Certified the dealer channel with the Premier Sales Organization (PSO) designation through specialized training, equipping teams with advanced sales techniques to boost performance, accelerate revenue growth, and consistently achieve outstanding results

Marketing Manager, Multicultural Marketing

TELUS
Toronto, Canada
07.2017 - 09.2018
  • Led the TELUS Multicultural Program, collaborating with 50+ retail locations to enhance program awareness by 30%. Developed and executed innovative marketing content, promotional offers, and grassroots initiatives, driving successful market entries and improving customer acquisition in diverse communities
  • Oversaw the RBC Newcomer Program from partnership negotiations to cross-functional execution, exceeding annual targets by 25% in its inaugural year. Designed and implemented best practices, training, and marketing strategies to drive program success and optimize operational efficiency

Strategy Manager, Channel Strategy & Planning

TELUS
Toronto, Canada
05.2015 - 07.2017
  • Developed and executed Go-to-Market strategies for technical product launches, ensuring smooth delivery and achieving high early adoption rates with effective communication, training and technology understanding

Acquisition Lead, Direct Marketing

Sirius XM
Toronto, Canada
02.2014 - 05.2015
  • Partnered with agencies to create targeted Direct Mail and Electronic Direct Mail campaigns, driving a 10% increase over year-end goals.
  • Analyzed campaign metrics to provide actionable insights for strategic improvements, championing new ideas and opportunities via effective leadership level presentations.

Media Executive – Contract

Mediacom
Toronto, Canada
11.2013 - 02.2014

Senior Associate – Radio Investments

MacLaren McCann Mediabrands
Toronto, Canada
05.2011 - 11.2013

Education

Advertising and Media Management - Post Graduate

Centennial College
Toronto, ON
01.2011

Honors Bachelor of Arts -

Wilfrid Laurier University
Waterloo, ON
01.2007

Skills

  • Market research
  • Campaign development
  • Team leadership
  • Innovation strategy
  • Strategic planning
  • Partnership development
  • Cross-functional team leadership
  • Effective communication

Accomplishments

  • 2025 TELUS representative at Forward Together Conference

Timeline

Sr. Manager, Product Marketing

TELUS
08.2021 - 05.2023

Sr. Marketing Manager, B2B Dealer Optimization

TELUS
09.2018 - 08.2021

Marketing Manager, Multicultural Marketing

TELUS
07.2017 - 09.2018

Sr. Manager, Marketing Strategy & Programs

TELUS
05.2015 - Current

Strategy Manager, Channel Strategy & Planning

TELUS
05.2015 - 07.2017

Acquisition Lead, Direct Marketing

Sirius XM
02.2014 - 05.2015

Media Executive – Contract

Mediacom
11.2013 - 02.2014

Senior Associate – Radio Investments

MacLaren McCann Mediabrands
05.2011 - 11.2013

Advertising and Media Management - Post Graduate

Centennial College

Honors Bachelor of Arts -

Wilfrid Laurier University

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Sarah Beale