Creative & strategic leader with 12+ years of cross functional marketing experience with proven track record at leading the development & deployment of strategic branding initiatives rooted in customer insights. Successful at navigating complex environment & skilled at building relationships with executives, key stakeholders, and cross-functional teams. Ability to positively lead team through changes while maintaining focus on business KPI.
Hi, I’m
SARAH MAJOR CHARRON
Boucherville,QC
Summary
Overview
13
years of professional experience
1
Certification
Work History
Parkland Corporation
Director, Customer Insights & Brand Development
01.2023 - Current
Job overview
- Supervise implementation software & internal process to identify friction points and deliver enhanced customer experiences.
- Enhance management of Google Listings and Social channels to strengthen positioning and brand relationship.
- Consulted with internal stakeholders to identify survey needs and requirements.
- Provide direction to enterprise to ensure all campaigns and marketing collateral in line with branding and focused on target consumers.
- Managed annual marketing budget in excess of $10M.
- Provide direction, coaching and continuous evaluation to a dynamic team of 6 individual contributors and managers to ensure development & reach of objectives.
- Monitored office workflow and administrative processes to keep operations running smoothly
Parkland Corporation
Senior Manager, Brand & Customer Insights
09.2019 - Current
Job overview
- UX/UI Lead on the development of Parkland consumer's facing new loyalty & convenience app that launched in 2023 with eCommerce functionalities
- Oversaw international growth of ON THE RUN convenience store with focus on refreshed brand architecture, brand visual identity and store design that exceed target segment’s expectation while meeting dealer's requirement
- Successfully launched proprietary loyalty program, JOURNIE Rewards, across 1,500 retail locations in Canada while acquiring more than 2.5M members 18 months after launch
- Supervised RFP process to streamline printing & warehousing process from 7 local printers to 1 national provider
- Manage and provide coaching to team of 4 individual contributors
FGL Sports Ltd. / Canadian Tire Corporation
Senior Brand Manager
10.2016 - 08.2019
Job overview
- Lead the development of Sport Chek’s multi-million dollar “#WhattTakes” advertising campaign as a national partner of the Canadian Olympic Committee for the 2018 Olympic Winter Games ensuring breakthrough with disruptive content & media strategy
- Acting Associate Vice-President (Strategic Marketing) from October 2016 to May 2017
- Lead external agency relationship including RFP, definition of SOW, retainer negotiation resulting in annual saving of more than $1 million dollar
- Oversaw Sport Chek 2019-2021 master brand repositioning roadmap including customer research, briefing, revised brand architecture, strategic communication plan & visual identity guide
- Developed innovative marketing campaigns based on key objectives
- Responsible for multi-million dollars annual budget used to support top line sales and brand growth, while ensuring spend effectiveness
- Managed and provided coaching to team of marketing advisors, analysts and designers
FGL Sports Ltd. / Canadian Tire Corporation
Strategic Marketing Manager
11.2014 - 09.2016
Job overview
- Successfully introduced SCENE, Sport Chek's loyalty program, and manage its development including data infrastructure, promotional activations, and advertising plan
- Conceived Annual Marketing Plan and Integrated Marketing Communication plans for brand and tactical advertising campaigns based on marketing and business objectives
- Supervised research and analytics projects and leverage findings to support decision making
- Managed and expand the potential of critical partnerships including gift card distributors, loyalty program (SCENE), and Ski and golf resorts
- Managed and coached team of marketing advisors and analysts
FGL Sports Ltd. / Canadian Tire Corporation
Campaign Analytics Specialist
02.2013 - 10.2014
Job overview
- Developed easy to read insights reports that became intrinsic part of annual marketing plan and brand development plans
- Monitored reception of each campaign in market and evaluate its overall performance in both business (ROI) and brand perspectives
- Developed research projects including definition of business needs, choice of appropriate type of research, approval of methodology and review of questionnaire
Alimentation Couche-Tard, Atlantic
Marketing Manager
05.2011 - 10.2012
Job overview
- Worked with Division Vice-President to structure new division and its marketing department/team
- Planned and directed advertising campaigns, media buys and market research studies in line with business objectives & marketing annual budget
- Built and maintained strong relationships with national suppliers to achieve traffic and sale objectives – Coca-Cola Refreshment, PepsiCo, Molson Coors, Ab InBev, Nestlé, etc.
Alimentation Couche, Tard
Marketing Advisor
05.2010 - 04.2011
Job overview
- Coordinated advertising campaign supporting the introduction of new frozen dessert in collaboration with Nestlé Canada resulting in brand awareness above industry standard
- Led development of following national adverting campaigns which all included TV production and major digital pushes: Sloche - Paparmane (QC, 2010), Slush – Cheddar (ATL, 2010), Sloche - Enfin Réunies! (QC, 2011), Crave – Verse, Mélange, Mange (QC, 2011)
Alimentation Couche, Tard
Marketing Technician
10.2009 - 04.2010
Job overview
- Coordinated production of monthly print advertising designed for point of purchase, from printer submissions to delivery into 700 branches located in 5 provinces
Education
Université Du Québec À MontréalMontreal, QC
Bachelor of Arts from Communication Marketing
06.2012
University Overview
Cégep De JonquièreJonquiere, QC
DEC from Journalism
05.2007
University Overview
Skills
- Brand Building & Development
- Strategic Planning
- Content Marketing
- Annual Planning & Budget Management
- Traditional, Digital & Social Marketing
- Market Research & Customer Insights
- User Experience Design (UX)
- SEO, SEM
- Team Leadership
Certification
Executive Education - Strategies that Build Winning Brands, Northwestern Kellogg, 2021
Additional Information
Additional Information
- Gold (Media Innovation Awards) – #WHATITTAKES Summer Olympics Games 2016 – FGL Sports 2017
- Marketer of the Year (Marketing Magazine Award) – Canadian Tire Corporation /FGL Sports 2013
- Grand Prix Créa (Créa) – Sloche 10e Anniversaire – Alimentation Couche-Tard /Bos 2009
Timeline
Director, Customer Insights & Brand Development
Parkland Corporation
01.2023 - Current
Senior Manager, Brand & Customer Insights
Parkland Corporation
09.2019 - Current
Senior Brand Manager
FGL Sports Ltd. / Canadian Tire Corporation
10.2016 - 08.2019
Strategic Marketing Manager
FGL Sports Ltd. / Canadian Tire Corporation
11.2014 - 09.2016
Campaign Analytics Specialist
FGL Sports Ltd. / Canadian Tire Corporation
02.2013 - 10.2014
Marketing Manager
Alimentation Couche-Tard, Atlantic
05.2011 - 10.2012
Marketing Advisor
Alimentation Couche, Tard
05.2010 - 04.2011
Marketing Technician
Alimentation Couche, Tard
10.2009 - 04.2010
Université Du Québec À Montréal
Bachelor of Arts from Communication Marketing
Cégep De Jonquière
DEC from Journalism
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