SHEENA LLOYD
Toronto,Canada
Summary
Innovative and results-driven marketing professional with over 10 years of experience leading eCommerce, Trade Marketing, and Digital Marketing campaigns. Proven ability to drive growth through strategic leadership, cross-functional collaboration, and executional excellence. Adept at measuring campaign effectiveness and ROI, with a passion for coaching and developing high-performing teams.
Overview
15
15
years of professional experience
Work History
Senior Manager, Marketing
Telus Communications Inc.
Toronto, Canada
01.2022 - 01.2023
- Managed a customer base of over 250K Koodo prepaid customers, and led the strategy, planning, and migration initiatives to transition Koodo prepaid customers to monthly plans
- Successfully drove revenue through key campaigns and innovations, to retain and keep customers loyal to the Koodo brand
- Spearheaded the development and execution of marketing campaigns across E-Commerce, Trade/Shopper Marketing, and Always-On Digital Marketing platforms, contributing to a $1MM increase in annual sales
- Led cross-functional teams in the development of creative campaigns, resulting in a 127% increase in web sales
- Developed and tracked campaign KPIs, leveraging Tableau/Domo to guide future campaign planning and investment prioritization
- Collaborated closely with channel teams and external agencies to ensure best-in-class campaign execution
Director, Trade Marketing and Strategic Partnership
Humble + Fume
Toronto, Canada
01.2021 - 01.2022
- Led the North American Trade Marketing and Strategic Partnership Team, by developing strategies to attain defined business objectives with external cannabis brand partners and accessory vendors
- Responsible for all trade marketing, E-Commerce, and sales go-to-market marketing execution plans
- Spearheaded the execution of multi-channel marketing campaigns, with a focus on E-Commerce and Trade Marketing, resulting in a 25% revenue increase
- Provided thought leadership and coaching to the marketing team, developing internal capabilities and driving a new approach to performance measurement
- Collaborated with cross-functional teams to navigate organizational complexity and deliver marketing excellence in a fast-paced environment
Senior Manager, Customer Marketing
Canopy Growth/Supreme Cannabis
Toronto, Canada
01.2020 - 01.2021
- Created trade and digital marketing strategies, solutions, and tools, ensuring marketing execution had a 360 approach
- Oversaw the digital marketing team, driving social media engagement and provincial product launch awareness
- Led the planning and execution of Always-On Social & Digital Marketing campaigns, achieving significant growth in brand engagement and consumer loyalty
- Managed multiple high-impact projects within tight timelines, utilizing strong analytical skills to generate insightful reports and optimize campaign effectiveness
- Played a key role in the development of long-term category growth strategies, shaping the future of the brand within the competitive marketplace
Manager, Customer Marketing (Convenience Retail Channel)
Coca-Cola Limited
Toronto, Canada
01.2012 - 01.2020
- Created and led all marketing strategies for all national retailers within the convenience retail channel, by leveraging and identifying customer specific initiatives, and prioritizing brand strategies and shopper insights that were best suited for the channel and customer needs
- Developed and led marketing strategies for national retailers, increasing vitaminwater sales by 37.5%
- Drove revenue and volume growth, collaborating with sales teams and customers to create tailored plans
- Managed a $3MM marketing budget, optimizing spend and driving a 9.3% revenue increase
- Developed and executed promotions, contests, and brand messaging across social media and web channels
Manager, Shopper Marketing (Grocery and Convenience Retail Channel)
Coca-Cola Limited
Toronto, Canada
01.2012 - 01.2020
- Led the FIFA 2018 National Shopper program; lead global FIFA programs for Canada and lead the customer specific global plans for 7-Eleven (+7.5% in sales from prior year) and Walmart (+12.5% in sales over prior year)
- Won multiple internal awards for category leadership and collaboration
- Developed shopper plans, ensuring alignment with brand and IMC teams
Merchandise Flow-Retail Fashion (Fashion Jewelry-$23M Business) Analyst
Sears Canada
Toronto, Canada
01.2008 - 01.2012
Education
Diploma - Business Marketing Courses, General Arts and Science
Seneca College
Skills
- E-Commerce & Digital Marketing
- Trade/Shopper Marketing
- Integrated Campaigns
- ROI & Performance Measurement
- Leadership & Team Development
- Cross-Functional Collaboration
- Strategic Planning & Execution
- Brand Management
- Data Analysis & Reporting
Timeline
Senior Manager, Marketing
Telus Communications Inc.
01.2022 - 01.2023
Director, Trade Marketing and Strategic Partnership
Humble + Fume
01.2021 - 01.2022
Senior Manager, Customer Marketing
Canopy Growth/Supreme Cannabis
01.2020 - 01.2021
Manager, Customer Marketing (Convenience Retail Channel)
Coca-Cola Limited
01.2012 - 01.2020
Manager, Shopper Marketing (Grocery and Convenience Retail Channel)
Coca-Cola Limited
01.2012 - 01.2020
Merchandise Flow-Retail Fashion (Fashion Jewelry-$23M Business) Analyst
Sears Canada
01.2008 - 01.2012
Diploma - Business Marketing Courses, General Arts and Science
Seneca College