Marketing Sales

Diane Viveiros

Tel: 416-***-****• E-mail: ****************@*******.***

PROFESSIONAL PROFILE

A seasoned- results oriented administrative professional with extensive experience in Marketing.

Strong track record as a change agent who effectively works as a trusted advisor with all levels of management to transform organizations to meet evolving business needs.

SOFTWARE SKILLSProficient in MS Word, Excel, Access, PowerPoint, MS Outlook Express and Publisher. Filemaker, Adobe Acrobat, Adobe design, Photoshop, Dreamweaver, HTML and Illustrator

EMPLOYMENT HISTORY

Skyline Hotels and Resorts (Corporate office) Oct 2011-Present

Digital Marketing Manager Leads and implements online strategies and goals through web marketing. Monitors and tracks utilization, performance and traffic analytics to optimize keyword efforts for the Pantages and Cosmopolitan Hotel, Skyline Hotels and Resorts, Deerhurst Resort and Horseshoe Resort and Shizen Spa website.Day-to-day contact point with key internal stakeholders and external agencies to create and develop digital (web, mobile, social) media opportunities in support of marketing initiatives. Liaise with teams and agencies to ensure effective execution of all plans.Accountable for the overall compliance of all online policies, procedures, and brand guidelines for any/all online properties within Skyline Hotels and Resorts which includes websites, development of new business initiatives/proposals for implementation in the online medium, create/maintain industry and competitive analysis relating to trends, business drivers etcOversee the Digital and New Media Marketing project portfolio, developing program and project plans for initiatives to ensure successful completion and delivery. Work with Marketing teams, IT and External Vendors to review project requirements, identify resources and timelines to participate and ensure these are integrated into overall plans. Develop and implement a project reporting format to stay on track and provide timely updates to business stakeholders/senior management.Extensive experience in developing consistent brand identity, including experience in developing a style-guide to ensure consistent application of branding marks and references in all materials, overseeing aesthetic design, user experience and editorial content of all marketing and communication materials such as the website, promotional materials, videos and digital media installations.Lead the eCommerce Marketing calendar. Develop and implement digital and new media marketing plans that drive brand awareness and consumer acquisition, leveraging sponsorship from vendor partnerships. Manage the online marketing and development budget and assess return on investment for all online campaigns against plan objectives. Measure traffic driving measures to optimize spend allocation according to performance. Define all reporting needs to effectively manage programs and provide insights and analysis on program, KPIs and weekly performance.Manages a team of 3 coordinators; graphic designer, marketing coordinator and sales coordinatorResponsible for researching and analyzing latest trends/platforms/technologies in CRM, direct marketing and other emerging technologies and actively identifying how and where to best leverage them to achieve marketing goals and improve consumer engagementImplements and manages companywide social media strategy for all properties including creative content for ongoing communication dissemination through, email blasts, quarterly newsletters, Twitter, Facebook, Linkedin, Youtube, Google +

Pantages & Cosmopolitan Hotel (Skyline Hotels and Resorts) Jan 2010-Oct 2011

Marketing & Media Relations ManagerOrganizes and implements strategies for the sales team to utilize outlets such as Linkedin and twitter to gain business leads. Created all pages and maintains social technology solutions for both properties with media outlets such as Facebook, Twitter, Youtube and Flicker.Proven ability to initiate, develop, and maintain effective relationships necessary to drive successful collaboration across a highly matrixed enterprise as well as external agencies and vendors; visible champion and spokesperson for changeCoordinates, manages and leads all social media projects such as setting up campaign ads for Facebook, online giveaways and promotions via twitter as well as daily updates to both outlets.Leads the ongoing development of the primary digital property including its design, functionality and technical maintenance required to optimize the visitor experience. Ensures key content sections of the site remain current and reflect marketing and organizational priorities.Implemented new online booking system and strategies for both properties with an achievement of a 30% increase of online business in comparison to 4% in the previous year.Supervises a team of 2 marketing specialists/coordinatorsDirects and executes all mobile marketing for the Pantages and Cosmopolitan sites. Ensures to implement best practices for design, branding and search optimization.Monitors and oversees search engine optimization implementation, paper per click program as well as Google, Bing and Yahoo search engines. Monitor campaign results, analyze key metrics, and optimize click-through and conversion rates using Google Analytics and paid search platform reporting tools. Conducts market trends analysis and provide strategic insight to organization regarding relevant emerging trends/best practice in digital marketing. Works closely with sector/segment practitioner & marketing teams to provide media strategy to generate positive editorial coverage for thought leadership including the identification of news worthy topics, release development, pitch strategy and support.Develop and manages the firm’s media training program for identified spokespeople including the firm’s leadership and sector and service line representatives.

Dion, Durrell & Associates, Toronto, ON July 2008-Dec 2009

Marketing & Events Manager

Provided the strategy and direction for the development and maintenance of the brand by communicating our client’s value proposition to current and potential customers, employees, and new acquisitions. Implemented and managed all components of DDA`s e-marketing strategy to achieve acquisition and revenue goals, ensuring alignment with Strategic Imperatives, marketing plans, and brand strategies.Lead the collaborative efforts between Marketing, Information Systems and Customer Insights to execute marketing plans for B2C and B2B campaign efforts. Manage the ongoing data flow requirements and integration across multiple systems: Omniture, ExactTarget, Enterprise Database, and the sales CRM platform.Provide the tools and direction that support the sales team and branches to drive sales to within certain segments/products categories/regions. Manage partner relationships (agency, printer, signage, suppliers, etc.)Worked with internal teams and external suppliers on event planning and execution for all Canadian and international events including weekly sales training programs, internal and external events, trade shows and conferences.Updated and maintained DDA client database using Filemaker. Exported and imported contact information for major mailings, company events and projects.Responsible for the various marketing sales tools and material libraries (brochures, PowerPoints, Tier3s, photo, video library) and facilitates global distribution of same. This includes coordinating creation, production, printing and web uploading.

Fidelity National Information Services, Toronto, ON Sept 2006 – July 2008

Marketing and Sales ManagerProvided executive support to the President & Senior Vice President (Sales & Marketing) in the preparation of correspondence, presentations, proposals, reports, spreadsheets, briefing documents, speaking materials. Assisted with annual marketing plan that is in direct alignment and support of Fidelity's institutional business plan. Work closely with internal institutional business partners to develop key objectives, marketing strategies and programs that help further the institutional business.Established and maintained strong working relationships with creative and public relations agencies by initiating regular contact in order to ensure optimal delivery, integration, and relevancy of marketing efforts. Participate in relevant management meetings and present marketing strategy and programs

Humber College, Etobicoke, ON June 2002-June 2006

Facilities & Events Coordinator Recommended, developed and managed all aspects for multiple conferences, tradeshows, industry meetings, internal functions corporate conferences and other events plans to achieve corporate objectives in order to drive the success of marketing and sales strategy across all Canadian business lines. This includes venue selection, agenda development, travel arrangements, onsite coordination, and event follow-up.Managed on site staff during events, which includes mandating schedules, delegating responsibilities, and ensuring professional conduct is maintained during the events. Also manages the booth install, dismantle and maintenance throughout the show.

EDUCATION

HUMBER COLLEGE, Etobicoke, Ontario 1999-2002

Business Marketing & Business Administration Diploma

HUMBER COLLEGE, Etobicoke, Ontario

Public Relations Certificate 2002-2004

RYERSON UNIVERSITY, Toronto, ON

Event Management 2009-Present

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