Export Development Canada
September 2020 - Present
Connecting Canadian companies to opportunities in the Indo-Pacific.
Marketing Business Partner, Indo-Pacific Strategy & Market Investments for US & Europe
Key Role Highlights:
Develop & execute EDC's Indo-Pacific marketing strategy to grow business in the region, aligning 80+ marketing staff on the corporate priority
Support EDC's growing international presence including 2 new regional hubs (Indonesia, South Korea) in 2023, and 3 in 2024 (Japan, Philippines, Vietnam)
Connected Canadian companies with annual revenue of $10M+ to representatives in EDC's 8+ Indo-Pacific offices, contributing to a 15% increase in overall financing portfolio.
Develop & lead the Indo-Pacific content strategy, which included the production of 34 pieces of content (articles, guides, videos) which exceeded organizational benchmarks for content engagement (+3%) & social engagement (+5%)
Email Marketing & Acquisition Manager
Key Role Highlights:
Manage lifetime value, including acquisition and retention strategies across digital channels (email, web, digital) for over 60,000 contacts.
Key goals: improve customer lifetime value by creating qualified leads, delivering acquisition through low-cost digital channels, and improving retention.
Manage the strategy, design, and content for all email communications across a team of 10+ contributors to a customer base of over 8,000 Canadian companies and 52,000 prospective businesses.
Identify new market opportunities for Inclusive Trade Investment Program for Canadian SMEs; defined target profiles, conducted market research on comparative opportunities, created acquisition strategy, and executed campaign.
Develop strategy to convert prospects to qualified B2B leads in partnership with the business development team. Successfully executed campaign to convert inquiries to marketing qualified leads with a 15% conversion rate.
Led the design and implementation of the first churn prevention campaign. Identified opportunity to reduce churn in insurance customers and executed email campaign resulting in an 11% improvement in Q1 2022 customer retention.
Email Design
Design and build emails in Figma and Adobe Illustrator & Photoshop to be built in Oracle’s Eloqua Email Marketing platform.
Campaign Orchestration
Meet with internal stakeholders to determine the scope of their communication needs with prospects and/or customers. Once a project scope is agreed upon, I develop the campaign from end-to-end maping out the customer journey.
Copywriting
Develop copy in English for all customer and prospect email communications involving financial products. Each email is sent to customers in either English or French. All emails are translated by our in-house translation team and verified before deployment.