Global Marketing & Communications Lead

Cinnaroll Bakeries Limited (Calgary) (July 2012 – July 2013)

 

As the Global Marketing & Communications Executive I was responsible for providing marketing programs and direction to new and existing franchisees for Cinnzeo and managed the Bakers Boys brand. I worked with the President and Regional Bakeries Operations Manager to develop the overarching brand strategy and execution increasing brand awareness and development of the organization’s value proposition.

 

I was responsible for developing and leading the implementation of national advertising campaigns to consumers and the industry. Responsible for partnership and for providing direction to agencies for both national and international marketing and branding efforts to a global and international audience. In addition, this role ensured the franchisee event strategy was aligned with the overall brand vision to drive engagement with the agent and broker community.

 

Accomplishments: 

 

• Responsible for Cinnaroll Bakeries Limited global marketing communications initiatives on corporate and franchise levels

• Project management of corporate marketing initiatives for Canadian & international markets of Cinnaroll Brands; CinnZeo (cafe style baked goods) and Baker Boys (wholesale manufactured baked goods)

• Communication with both local and international franchisees on marketing plans and events. Review requests for creative design and approve all outside marketing

• Manage all non-profit and community involvement for Cinnaroll Bakeries, including shopping mall involvement, media involvement, sponsorship opportunities, event involvement (i.e. Calgary Stampede, NHL involvement), KidSport Calgary, Tim Hortons Kids Hockey

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Key responsibilities:

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• Developed, implemented and controlled national programs and events to enhance the franchise brand; direct investments in national advertising and marketing to increase efficiencies while ensuring deliverables were consistent with the overall strategy and meet objectives and KPIs.

• Enhanced the brand image nationwide, reinforce top-of-mind awareness and stimulate preference.

• Partnered with and lead relationships with external agencies to project brand value proposition and marketing efforts both nationally and internationally.

• Negotiated and leveraged marketing campaigns to effect demand.

• Developed and defend a comprehensive national and international marketing plan targeting both traditional and non-traditional markets including diversity segments, social media, content development, industry shows and events.

• Established Sponsorships that enabled local activation and help create greater affinity for the brand.

• Established consistency in brand advertising regarding identity standards inclusive of logo, trademarks, ad formats, and appropriate tone in communications, signage, and collateral.

• Ensured marketing communications were coordinated, support marketing plan objectives and are in alignment with expenditure targets.

• Managed marketing related expenses and tracked advertising contributions.

• Identified key marketing, advertising, and public relations opportunities for the brands.

• Ensured cross functional marketing teams deliver on brand vision from tone, look and feel.

• Acted as the voice on marketing related issues and feedback to the President and Regional Bakeries Operations Manager.

• Baker Boys Trade Show Management including development of marketing collateral and promotional items and regular brand ambassador at trade shows.

Featured skills:
 

• Marketing experience including management/leadership responsibility
  Experience working with both national and international audience including agency partnerships and consumers highly recommended

• Creative design experience

• Must have experience creating and managing to budget

• Must have vendor management experience

• Superior communication skills (written and verbal) including excellent presentation skills

• Strong project management skills

• Strong customer orientation

• Ability to build relationships, and influence others

• Proactive self-starter that exhibits a personal responsibility and commitment to his/her work; follow-through and accountability

• Franchise industry experience