Serena Ponomarev
Toronto,ON
Summary
A result-driven Senior Marketing Manager with a proven track record in developing and executing comprehensive marketing strategies. Adept at driving brand growth, new customer acquisition and extending customer lifecycle through innovative 360 marketing campaigns. Leads cross-functional teams in creative development, fostering collaboration and synergy to deliver compelling marketing assets across diverse channels.
Overview
12
12
years of professional experience
Work History
Sr. Marketing Manager
Lorex Technology
10.2018 - Current
- Develops and implements innovative Go-to-Market product launch strategies, encompassing market research, target audience identification, product positioning, creative development, channel selection and utilization to surpass launch sales targets
- Directs comprehensive data-driven 360 brand marketing campaign, tailoring messaging and assets to diverse customer segments and leveraging analytics for real-time optimization to achieve impactful results maximizing return on investment
- Leads marketing initiative for Global expansion with regions such as Europe, Australia, South America and Asia. Creates and caters marketing universal and multi-lingual assets and messaging to support region expansion. Created and optimized brand awareness campaigns to drive international market penetration and sustained brand growth
- Spearheads product positioning and content development, overseeing creation of compelling marketing assets for both B2B and B2C product lines, leveraging market insights to drive customer engagement and business growth. Ensures a cohesive and impactful brand presence across omni-channel platforms from retail Point of purchase to ecommerce, syndicated platforms, Amazon, social media and trade publication.
- Manages Public Relations and creates strategic media messaging for product launches and brand initiatives. Sources and directs key targeted influencers, leveraging catered content to amplify brand messaging resulting in target segment engagement
- Leads and inspires cross-functional marketing team, fostering collaboration, result-drive KPIs. Cultivates a learning culture, providing mentorship and coaching for professional development opportunities and extension of skill set and expertise
Marketing and Community Development Manager
FitRep
08.2016 - 09.2018
- Led product marketing strategy development - formulating, executing and implementing marketing campaigns for launch
- Led marketing team to create a comprehensive brand identity and all creative campaign asset development for unique market position with consistent representation across all channels. Led product team in regards to platform functionality based on user and market insight and brand representation.
- Formulated and executed strategic brand awareness and outreach campaigns, leveraging social platforms to expand brand ambassador program, fostering community growth through effective onboarding and engagement initiatives
Account Executive
Drive Agency
09.2014 - 08.2016
- Managed client accounts and relationships, developing and executing strategic marketing campaigns ensuring alignment with client’s objective delivering impactful and measurable results
- Executed compelling creative marketing proposals and programs to meet project targets and identified market opportunities for growth
- Conceptualized and executed creation of sales center design and point of purchase displays, seamlessly blending functionality and aesthetics to enhance customers engagement to drive sales performance
Public Relations Consultant
Brandon Communications
09.2011 - 09.2014
- Crafted strategic media messaging and compelling editorial content resulting in wide-spread media coverage for client's product launches and brand initiatives. Wrote and executed placement of effective press releases and articles for diverse and segmented platforms
- Wrote and executed crisis communication material, navigating dialogue to mitigate potential reputational risks
Education
Master of Arts - Communications | Public Relations
The University of Queensland
Queensland, Australia 06-2010
Bachelor of Arts - Communications
St. Francis College
New York, NY06-2008
Skills
- Marketing Campaign Management
- Go-To-Market Strategy Development
- Global Marketing
- B2B and B2C Marketing
- Retail Marketing
- Omni-Channel Marketing
- Social Media Marketing
- Public and Media Relations
- Project Management
- Market Analysis
Timeline
Sr. Marketing Manager
Lorex Technology
10.2018 - Current
Marketing and Community Development Manager
FitRep
08.2016 - 09.2018
Account Executive
Drive Agency
09.2014 - 08.2016
Public Relations Consultant
Brandon Communications
09.2011 - 09.2014
Master of Arts - Communications | Public Relations
The University of Queensland
Bachelor of Arts - Communications
St. Francis College
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