Shawne Elnicki
Toronto,ON
Summary
A results-driven Group Account Director, focused on fostering growth by unlocking the potential of iconic brands and growing Client businesses through partnership. A ride-or-die team member with a passion for finding creative solutions for complex business problems, with experience executing for broadcast, digital, social, 1:1, PR, partnerships, and more.
Overview
7
7
years of professional experience
Work History
Group Account Director
No Fixed Address
Toronto, ON
11.2023 - Current
- Oversee portfolio valued at $7MM+, including iconic Canadian and US companies like Maple Leaf Foods and Diageo.
- Build and execute presentations for brand strategy, creative, and production to senior and C-suite level client stakeholders.
- Lead cross-functional teams to execute omni-channel campaigns in Canadian and US markets, working with celebrity and influencer talent across broadcast, online video, social, out of home, digital, 1:1, and web, liaising with in-house Media team for maximum effectiveness.
- Lead development of net-new brands with client Innovation teams, including brand strategy and architecture, naming and visual identity, social strategy, partnerships, and go-to-market launch campaigns.
- Scope development, management, and ongoing revenue monitoring to ensure Agency profitability.
- Day-to-day management and mentorship of a team of six.
Account Director
No Fixed Address
Toronto, ON
11.2022 - 11.2023
- Grew existing client portfolios and helped secure new business, increasing Agency revenue by $6.5MM.
- Oversaw strategic development and execution of Greenfield's second US campaign across broadcast, online video, social, out of home, and web, resulting in a +6pt increase in Net Promoter Score, a +3.9% total brand volume consumption growth, and an +11.4% product volume consumption growth.
- Developed Social Strategic Playbooks for key client portfolios to modernize how brands were meeting audiences online, drive relevancy and loyalty through market research, and platform best practices.
- Managed day-to-day operations of account team members to ensure timely completion of tasks.
Account Supervisor
No Fixed Address
Toronto, ON
09.2021 - 11.2022
- Oversaw onboarding and management of NFA's first cross-border client.
- Identified opportunities to expand service offering for existing clients, increasing agency revenue and maintaining oversight of project execution across all touchpoints.
- Managed strategic and creative execution of Greenfield's first mass marketing effort in the US market, increasing brand awareness and helping clients secure new partners and better shelf space.
- Concepted and executed experiential and partnership activations to help promote awareness and drive trial of new Ready to Drink cocktail from Diageo across the US market.
Account Supervisor
TAXI
Toronto, ON
08.2019 - 09.2021
- Coordinated with cross-functional teams to develop strategies and promotional campaigns for TAXI's nonprofit portfolio, including United Way, Covenant House, and AfterMeToo.
- Prepared presentations that showcased current projects, successes, and future plans.
- Monitored financial performance of accounts to ensure profitability.
- Helped build a positive in-agency culture and fostered a collaborative atmosphere.
Account Manager
TAXI
Toronto, ON
07.2017 - 08.2019
- Led planning and execution of bilingual retail campaigns for Audi across traditional and digital platforms to attract new customers and increase market share.
- Conducted research on competitors, market conditions, and industry trends to help inform Audi's social positioning and strategy.
Education
Post Grad Certificate - Marketing Management
Humber College
Toronto, ON07.2017
Media, Information & Technoculture -
Western University
London, ON04.2015
Skills
- Business Development
- Strategic Planning
- Omni-channel Marketing
- Cross-Functional Collaboration
- Market Insights Research
- Relationship Management
- Partnership Development
- Dynamic Public Speaking
- People Management
- Trend Forecasting
References
Available upon request
Timeline
Group Account Director
No Fixed Address
11.2023 - Current
Account Director
No Fixed Address
11.2022 - 11.2023
Account Supervisor
No Fixed Address
09.2021 - 11.2022
Account Supervisor
TAXI
08.2019 - 09.2021
Account Manager
TAXI
07.2017 - 08.2019
Post Grad Certificate - Marketing Management
Humber College
Media, Information & Technoculture -
Western University
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