SERRENA MCDONALD
Toronto,ON
Summary
Experienced professional with an MBA and a strong background in client relationship management, business development, and category management. Skilled in project coordination, with a strategic mindset of achieving business goals. Hands-on experience with cloud migration projects and stakeholder management, ensuring smooth transitions and efficient operations.
Overview
21
21
years of professional experience
Work History
Associate Manager -Loyalty Products - Platform
Canadian Tire Corporation
07.2022 - Current
- Supported the successful migration of the Triangle Loyalty platform from an on premise system to a cloud-based solution, ensuring a seamless transition for all business teams
- Served as the key Business liaison between Loyalty business units and the IT vendor, ensuring critical platform functionalities remained intact and entire customer data was accurately migrated.
- Successfully managed multiple high-priority tasks simultaneously while maintaining strict deadlines
- Established strong relationships with cross functional stakeholders to support pre migration requirements and post-migration platform fixes
- Led the validation sign off of critical business platform functionality.
- Collaborate with cross functional stakeholders to optimize current platform performance, and drive new enhancements to elevate the loyalty experience.
Category Business Analyst, Plants
Canadian Tire Corporation
06.2019 - 07.2021
- Responsible for successful execution and support of all aspects of category management; Portfolio of over $120MM, 5000+ SKU count, and 50+ primary vendors across Canada
- Led execution of 10 category line reviews; Responsible for reviewing product assortment, new SKU planning, vendor onboarding, vendor cost negotiation, retail pricing review, digital maintenance and creation of the line review letter which includes, next year strategy, merchandising, ordering guide and ad plan details for all stores and vendors
- Perform accurate financial analysis to review sales, pricing, promotions, industry trends and strategies to ultimately support delivery of financial goals and KPIs
- Assist sales growth by identifying prospective vendors and opportunities within category
- Provide recommendations by delivering data-driven, actionable insights to improve sales
- Collaborate with Vendors to develop curated assortments for Ad Plans
- Track competitor pricing and analyze data to measure competitiveness of category
- Evaluate market trends through online sources, customer feedback and competitor shopping
- Lead CT promo flyers; Responsible for content selection, setting promo prices and creative
- Determine specific category review scheduling needs, lead cross-functional meetings and coordinate all key activities to enable on time delivery of key milestones
- Manage the communication & coordination of key activities with cross-functional teams to ensure smooth operations of the category: Pricing, Promo, Supply Chain, Regional Managers, Merch Systems, Vendor management, Dealer relations, Garden Center
Administrative Assistant
Canada Pension Plan Investment Board
04.2015 - 05.2019
- Provided administrative support to two Managing Directors and a team of senior investment professionals
- Managed calendars, meetings and complex global travel itineraries across various time zones
- Led planning and organization of local and international events
- Managed onboarding and departure processes for all department staff
- Reconciled credit card expenses, prepared requisite reports and processed department invoices
Client Relationship & Business Development Manager
Marksman Security
03.2010 - 08.2014
- Client Services/Business Development ; Established and maintained relationships with key decision-makers of clients to promote growth and retention
- Identified and pursued valuable business opportunities to generate revenue and improve bottom line profit
- Pursued and closed CAD$500,000+ in new business by negotiating contracts and coordinating requirements with internal stakeholders
- Subject matter expert that promoted efficient operational processes and high service quality
- Communications conduit between Client and Operations team to disseminate clients' service requirements and address deficiencies
- Conducted industry research and provided data to Management team
- Prepared new contracts, quotations, proposals and request for proposals (RFPs)
- Worked with existing clients to upsell products and services
- Identified and determined training requirements to improve operational service quality
- Conducted site surveys to determine resource and training requirements for each client
- Marketing; Collaborated with Group Marketing to devise and execute effective marketing and promotional initiatives
- Managed project budgets ensuring that initiatives stayed within designated expenditure
- Supported Group Marketing in creation of content for various marketing platforms
- Capitalized on industry trends to strategize marketing solutions and enhance business operations
Client Executive
Jamaica Promotions
03.2007 - 02.2010
- Managed a 100+ client portfolio. Provided industry-focused market research and analysis to identify export opportunities, resulting in market expansion for clients
- Provided support to clients and their international distributors, in implementation of marketing strategies resulting in expansion of their global distribution network
- Organized and managed international marketing initiatives to serve as a conduit between client and international buyer: trade shows, world expos and buyer missions in U.S.A, Canada, UK, Spain, Haiti, Cuba and China
- Collaborated with internal unit groups and external suppliers, in creation of booth design, decor and promotional material
- Successfully managed CAD$50,000 dollar and upward promotions budgets for marketing initiatives
- Monitored and tracked realization of trade leads into actual signed contracts
Product/Category Manager
Grace Foods International
09.2004 - 08.2006
- Managed portfolio ensuring that product volumes were optimized to support Sales/Marketing
- Implemented contracts and negotiated prices resulting in significant cost reductions
- Sourced new and alternate suppliers and coordinated timely delivery of products
- Engaged in troubleshooting supply chain issues and suggesting recommendations for their resolution
- Prepared Inventory reports, conducted data analysis and made recommendations for next steps
- Supported development of new products and worked with suppliers through the product development cycle
- Assisted in the planning and execution of marketing initiatives and campaigns overseas
Education
Executive Master of Business Administration -
Florida International University
Florida, USA07.2009
Bachelor of Arts - Spanish, Management studies
The University of The West Indies
Kingston, Jamaica06.2003
Skills
- Client Relationship Management
- Category/Account Management
- Business Development
- Project Coordination
- Marketing/Promotions
- Event Planning
- Cloud Migration Implementation
- Stakeholder Relations Management
- Office Administration
- Bilingual (English/Spanish)
Languages & Skills
English (Native), Spanish (Fluent), French (Basic)
Advanced Level Spanish Program: La Universidad del Norte, Barranquilla, Colombia
Proficient in Microsoft (Word, Excel, PowerPoint) ThoughtSpot, IMS, Jira, Confluence
Leadership and Volunteer Experience
Team Leader – Expo Zaragoza World Expo, Spain
Team Leader - Chinese sponsored seminar on Trade Development – Guangzhou China
Former Vice President (Entertainment and Sports), Jamaica Promotions Staff Association
Liaison Officer - Caribbean Special Olympics
Volunteer – The Salvation Army
Timeline
Associate Manager -Loyalty Products - Platform
Canadian Tire Corporation
07.2022 - Current
Category Business Analyst, Plants
Canadian Tire Corporation
06.2019 - 07.2021
Administrative Assistant
Canada Pension Plan Investment Board
04.2015 - 05.2019
Client Relationship & Business Development Manager
Marksman Security
03.2010 - 08.2014
Client Executive
Jamaica Promotions
03.2007 - 02.2010
Product/Category Manager
Grace Foods International
09.2004 - 08.2006
Executive Master of Business Administration -
Florida International University
Bachelor of Arts - Spanish, Management studies
The University of The West Indies
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