Sian Mitchell

• Lead for Party City Canada's performance marketing campaigns. Monitor campaign performance, use data-driven insights to inform media planning, develop A/B testing strategies, and support creative execution.
• Manage the team budget, including invoicing, monthly accruals, reforecasting, and planning.
• Collaborate with cross-functional teams, E-comm, Merch, PR, Content Team, etc., to align and execute Party City initiatives.
• Point of contact in the execution of Jumpstart paid and owned campaigns.
• Lead for Party City's organic social strategy.
• Manage relationships with content creators and influencers.

• Team lead for Big Tire Sale multi-channel marketing campaigns (Fall '24/Spring '25), overseeing budgets of over $1 million, coordinating with the Tires merch team to meet business objectives, creating and presenting campaign briefs, managing agencies and cross-functional teams, media planning, trafficking, monitoring performance, and conducting post-mortem analyses.
• Implemented a new communication workflow process for auto digital campaigns between e-comm, the Google Analytics team, and the CTDI digital agency.
• Led partnership between the PADERNO brand and HelloFresh in the planning and execution of a 2-month BBQ giveaway contest that achieved 236k entries. Responsible for managing communications with the Hello Fresh corporate team, reviewing creative promotional content, navigating contracts with the legal team, and coordinating cross-country delivery of BBQs.
• Supported the production of several shoots for Tier 1 commercial campaigns, including Great Deals, Canada's Garage, and Noma. Worked with multiple merch teams and vendors to approve, source, and store products for filming, led the product photo shoot with an external agency, contributed to both creative and media planning, provided on-set support, ensured quality assurance, managed campaign trafficking, reporting, and post-mortem analyses of results.
• Supported the launch of Canadian Tire's net-new EV landing page through competitive audits, collaborated with the EV network, Auto, and E-comm teams on the wording of claims and offerings, and reviewed and edited the webpage before launch.
• Presented research and campaign results to senior leadership.
• Owned the tracking and analysis of the Strategic Marketing Brand Health metrics for senior leadership for 2024-2025.
• Supported team budget management, administrative tasks, and ad hoc requests.

• Supported the execution of multi-channel marketing campaigns through cross-functional collaboration, timeline management, quality assurance, completion of creative matrices, and tracking digital metrics.
• Conducted competitor audits.
• Supported the social media management of PADERNO, Party City, and Vermont Castings' Meta accounts.
• Owned the team admin, led status meetings, presented in department-wide meetings, and completed ad hoc tasks.

Worked in documentary film and television production in various roles, including researcher, on-set production assistant, story editor, and story producer. Career highlights include producing, writing, and story editing a 42-minute episode for the "History by the Numbers" series, chase producing for CNN's "The Story of Late Night," pitching murder cases for Discovery's "Secrets of the Morgue," and researching climate science for PBS' "Sinking Cities."