ELLY PERRICCIOLO

** ********* *****

Woodbridge, Ontario L4L 6N6

Cell: 416-***-****

Email: acqv96@r.postjobfree.com

PROFESSIONAL PROFILE

Creative marketer with over 15 years experience in creating and directing strategic branding, marketing and integrated communications solutions. A highly strategic and resourceful marketing executive with a depth of experience and understanding in strategic planning, brand building, integrated communications and product development. A passionate marketer and effective communicator who combines innovation, vision and execution, with a proven track record working with retail and consumer brands in following areas: o Brand & Retail Strategy

o Integrated Marketing Communications Planning

& Management

o Interactive strategy and execution

o Brand Creation, Reengineering and Revitalization o Product Management and New Product

Development

o Creative Direction and Execution

o Private Brands

o Consumer Insights

Known for a blend of strategic and creative strengths, I have become expert in creative problem solving and envisioning the consumer experience to develop brand stories that engage and compel the consumer to action. Industries / Category Experience: Retail (grocery/food, specialty, Mass merchants, women's apparel, bridal, shoewear, fashion, housewears, garden/home), Consumer Packaged Goods, Arts/Not for profit, Health, Healthcare & Access Services, Financial Services & Banking, IT and Technology, HABA, Pharma, Government, Telecom, Insurance, Consumer Hard Goods.

Breadth of Marketing disciplines: Strategic Planning, Integrated Marketing Communications, Design, Creative Direction, Product Management, New Product Development, Packaging, Brand Identity, Retail Merchandising, Environmental Design, Private Label branding, Interactive (web, social media), Advertising, Media, Print, Direct Marketing, Customer Loyalty, Event Marketing, Promotions, PR and Consumer Research and analysis. SELECTED SKILLS & ACHIEVEMENTS

Provide senior level strategic leadership, with a demonstrated ability to deliver business, marketing and communications plans that are progressive, effective and transform brands.

Significant experience and knowledge of web and social media strategies and tactics, integrated marketing and leveraging new emerging opportunities to align with overall brand.

Extensive strategic marketing management experience; responsible for the development of objectives, strategies and plans that help achieve business goals. Lead successful implementation of marketing initiatives in support of objectives that are aligned, integrated, and help drive brand equity, customer awareness and brand loyalty.

Successfully lead creative, promotional, print and interactive resources (internal or external), as well as partner with agency and client business teams to deliver on marketing objectives.

Drive brand vision and alignment of marketing efforts for multi unit retailer, resulting in increased +5% retail sales and new location unit chain growth.

Experienced with building and working with internal and external teams, to achieve agreement and action, including multi stakeholder and senior management agreement to deliver results.

Experienced brand management, creating, launching and managing brands across a range of categories and markets; conduct brand evaluation, re engineering and revitalization to offer unique and differentiated brands that resonate with target audience. Direct and manage new product development, working with multi disciplinary teams for new and licensed opportunities.

Experienced in both B2B and B2C marketing. Developed and managed national and local level marketing initiatives, both on & off line. Experienced with campaign management for NA, UK and EUR markets.

Lead comprehensive Private Label business and brand strategy revitalization initiative for mass market Retailer. Re engineering all Private Label portfolio and re launching of brands/+1000 skus. Lead planning, development and roll out of strategy, including creative, product development, sourcing, category management and merchandising.

Developed and managed client Brand Loyalty program, with launch acquisition campaign resulting in a 30% initial subscription rate, and an on going 92% loyalty rate among members. Year over Year growth avg. +15%. CURRICULUM VITAE

PROFESSIONAL HISTORY

MARKETING & STRATEGY MANAGEMENT CONSULTANT June 2001 – present Provide strategic planning, developing client Business, Brand and Marketing plans. Brand and product development (new & reinvention). New product generation, Product conception, development and launch. Develop short & long term Brand and marketing plans, calendars, budgets. All channel + Integrated marketing communications management. Interactive strategy planning & execution, digital, social media marketing. Creative direction and management, lead design strategy, manage creative process and design execution. Internet start up development & launch, Online business applications, websites & ecommerce. IT and interactive software development Project management, Project team leadership and management. Business process solutions/enhancements. Product/business management & growth.

Clients: The Art Gallery of Ontario (AGO), Savaria (elevator & vehicle group), Bowring/Benix/B&C Group, CBI Health Group, Hudson’s Bay Company, Sobeys, Unitron Hearing, CIBC, BMO, York University, Loblaws, Sunoco, DHL, Travelex, Chateau des Charmes, Fuji Film, Brookfield Properties, Kitchen Stuff Plus, Esselte Canada Inc., Royal Ontario Museum, The PowerPlant Art Gallery, Veroli Foods, National Meats & Food Distributors, Dufflet Pastries Inc., FoodLion, Coles Books/Indigo, Bata Limited, Zero Footprint, Red Carat, Moroco Chocolat, Solvware IT, Contago Software, Muskoka Lakes Wahta Community Broadband. Agency Clients: Fish Out of Water Design, Consumption Inc., Shikatani Lacroix, DW+Partners, Watt International Inc., Perennial Inc., Pi Media/St. Joseph’s Communications Inc., Big Image Studios, Riverhorse Communications, OEB Communications. Bowring / B&C Group – Marketing Director

Responsible for leading and producing Marketing initiatives for 65 store Bowring chain, as well as support Benix 20 store chain. Plan, develop and deploy integrated marketing, advertising and communications strategies. Create promotional calendar and establish strategic planning process. Direct and produce all media efforts. Establish process for creative production and photography assets. Lead the creative design process, manage an internal team of designers that produces all marketing materials and campaigns in house including packaging, photography, print and content. Manage all daily operations of department, HR and team development, internal teams and resource allocation. CBI Health Group – Marketing Director

Lead corporate marketing and annual integrated marketing communications planning for national and regional activities. Build department structure and enabled Marketing Services delivery model for cross country chain. Lead web and online marketing efforts, launching new CMS based corporate website, and directing company’s first approach to social and digital media. Manage off line marketing activities including brand campaigns, internal and external communications, print and in clinic marketing initiatives. Fish Out of Water Design – Strategic Planner & Group Account Director Provided strategic leadership, planning and management of projects, developing brand and marketing plans, and providing brand, consumer and market place insights to deliver effective creative solutions. Lead creative process, studio management, project management and service delivery, budgets and timelines. Managing all aspects of client relationships. HBC – Sr. Director Strategy, Private Label, Total Brand Management (HBA/Consumables) Responsible for design, creation and management of new Private Label brand portfolio and business strategy, reengineering and expanded existing portfolio to address business objectives and consumer needs. Developed overarching business strategy and detailed ‘go to market’ product and marketing executional plans.

Watt International Inc. – Strategy Consultant

Lead and delivered comprehensive Private Label Business and Brand Strategy, for both consumables and apparel categories, including business analysis, forecasting, Business and Brand strategy platform, recommendations. Perennial Inc. – Group Business Director, Senior Strategic Lead Providing strategic leadership, building client strategy, marketing and brand plans, developing retail store design & environmental solutions, managing brand and store design creative development process, and executing Retail Marketing communications programs. Management of client relationships, project delivery and management of budgets and timelines. CIBC – Senior Project Manager CIBC Marketing, Merchandising Distribution Fulfillment Responsible for planning, development and project management of merchandising and process Control projects. Developed internal Project Management Process Standard Guideline, implemented process management improvements; Developed and negotiated SLAs & vendor contracts. Project Lead for internal Profile/MDF Systems Redevelopment program, to enhance planning and distributions operations, SCM/WMS systems, improving efficiencies, business processes and reducing overall operational costs. Solvware Information Technologies Inc. – Marketing Director International telephony/internet product technology, in Mobile communications entertainment categories. Responsible for Global Marketing and Product Management, including strategic Marketing and Business plan development, Product development and Sales, for both B2B & B2C target segments. Plan, develop and deploy integrated Marketing and business strategies; developed plans for global launch, creation of new brand, segment strategies and advertising initiatives. Launched website & new online products in NA, Europe & Australia. KITCHEN STUFF PLUS – Marketing Director June 2011 – May 2013 Responsible for leading and producing all Marketing initiatives to build strong brand equity, drive sales and meet business objectives. As department head, I lead the marketing and social media team to ensure the effective delivery of the retail brand, grow customer loyalty and direct all chain wide marketing, digital, communications, product, packaging, merchandising and sales activities.

Developed the brand direction and yearly integrated marketing & advertising planning, including annual budget and tactical calendar for all channels and stores that delivered an increase of 3% in revenue year over year. Plan, develop and deploy 360 integrated marketing, advertising and communications strategies; overseeing Owned, Earned and Bought Media.

Direct and produce all traditional media efforts including print magazines and newspaper campaigns, TV and outdoor. Direct and produce all online and digital marketing activities including ecommerce, CRM, email, QR/digital, mobile/APPs and social media channels. Plan, manage and produce all print Flyers including product selection, copywriting, art direction, print management and analysis. Manage all Media planning and purchased mass media advertising including flyer, print, SEO/SEM, billboard, TV and direct mail. Manage all PR, events, sponsorships, promotions and local store marketing initiatives. Lead all in store communication initiatives including store design, new store openings, signage and customer communications.

Lead the creative design ensuring brand alignment, and manage an internal team of designers and that produces all marketing materials and campaigns in house including packaging, photography, print and content.

Manage all daily operations of department including budgeting and PL responsibilities, HR and team development, partnership and co ordination with stores and internal teams, and resource allocation. Manage marketing intelligence efforts including competitive audits and market place research, insight and analysis. Management of agencies and vendor partner relationships. REBELLIUM.COM – Director of Client Services 2000 – 2001 Digital communications agency. Senior Strategy and Client management; lead strategic planning, provide technical/creative solutions, lead creative direction. Interactive projects, loyalty programs, web applications & multimedia materials; E business & communications solutions; supervised creative and technical resources, budgets, and timelines. Clients: CIBC, AOL Canada, Bata Limited, AstraZeneca, Canon, Telus, Ontario Government, Hidden Valley Ski Resort, Harbourfront Reading Series. BATA LIMITED – Contract Consultant: Manager, e Business and Web Development 1999 – 2000 Became this international retailer’s first e business & Internet manager, implementing new international web site for +160 offices, multiple languages, and developing overarching corporate e business strategy. SONAR COMMUNICATIONS – Contract Consultant: Director 1998 – 1999 Event & marketing communications agency. Advertising programs, Events and conferences, Consumer Promotions, In store Merchandising, Media planning and Consumer Research. Clients: AIM Mutual Funds, Eaton’s, Bank of Nova Scotia, CIBC Merchant Services. PUBLICIS SMW – Senior Account Manager 1996 – 1998

Integrated advertising agency. Consumer, Trade and Pharmaceutical Advertising, Direct Marketing and Customer Loyalty programs, In store Merchandising, Consumer Promotions, Media and Consumer Research for clients. Clients: SmithKline Beecham, W.K. Buckley, Nikon Canada. BELVEDERE INTERNATIONAL INC. – Marketing Manager 1994 – 1996 Health & Beauty Aids Manufacturer. Full brand management and PL responsibilities for portfolio of brands. Lead marketing department, directing corporate marketing efforts and business strategy. Created all brand marketing plans, establishing positioning, segmentation strategies and support initiatives. Managed new product development team and implemented new NPD process. Developed all sales, product and inventory forecasts, responsible for budgets and profitability, inventory management, sku rationalization, supervised sales force, key account sales and executed all aspects of brand plans.

CUNDARI GROUP – Manager, Account Service 1993 – 1994 Integrated advertising agency. Clients: SmithKline Beecham, J.B.Williams Group, Primo Foods, Procter and Gamble, Sony of Canada, Coca Cola Ltd., Hershey Canada.

PYXILUS COMMUNICATIONS LTD. – Sr. Account Executive 1991 – 1993 Brand design & promotional agency. Clients: Procter and Gamble, Coca Cola Ltd., Hershey Canada. EDUCATION

1992 Schulich School of Business, York University – Bachelor of Business Administration (B.B.A.) Awards and Activities: York University Academic Entrance Scholarship, 1988. Editor of BBA 1991/92 Yearbook, Yearbook photographer, BBA Marketing Club, BBA External Promotions committee, BBA Charity Fund Raising team. PERSONAL SKILLS, STRENGTHS & INTERESTS

Fluent in Italian and have a strong working knowledge of French

Ability for both strategic planning and high executional detail

Strong knowledge across all Marketing disciplines, all consumer touch points

Strong Project Management skills

High Interpersonal skills

Superior Management skills

Superior Communication and Organizational skills

Results oriented, committed, thorough, bias for action

Thrive in creative, fast paced environment

Creative, forward thinker

Analytical thinker, strong problem solving skills

Service oriented

Strong relationship & team builder, ability to manage cross functional teams

Experienced in a variety of computer applications and platforms: both MAC and PC – Microsoft Office, InDesign, Photoshop, Navision, LifeRay CMS, HTML

Strong knowledge of Internet, Wireless and Telephony, and Database technologies

Interest include art, theatre, books, design, ideas, innovation, travel

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