Experience

Marketing Business Partner, Indo-Pacific Strategy & Market Investments for US & Europe

February 2023 - Present.

• 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 | Export Development Canada

January 2021 - March 2023.

• 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.

Digital Marketing Specialist | Export Development Canada

September 2020 - January 2021.

• Create and execute email nurturing campaigns to promote EDC’s products and services that drive engagement, and ultimately result in lead generation.

• Manage all email communications to a customer base of over 8,000 Canadian companies.

• Analyze campaign effectiveness and continuously iterate to drive results using Power BI, Adobe Analytics, and Oracle’s Eloqua Insights.

• Incorporates exporter personas and leads the evolution of audiences to deepen relevancy of digital strategies.