Digital Marketing, Omni-channel marketing, e-commerce, Marketing

Sharon M Palmer

Mobile 416-***-**** ** Palmer Circle Bolton E-Mail **************@*****.*** Linked In Profile 1

Objective: Senior Leadership Role in Digital Marketing Summary of Qualifications:

Digital marketing strategy, e-commerce, multi-channel strategy and execution

Team leadership, coaching and development, vendor, merchant and agency partnerships and collaboration

Expertise in SEM, affiliate, email, social media, content marketing, re-targeting, display, video, mobile, website and app development

Creative Services management, content development, usability, brand standards

Customer insights, web analytics, customer research, channel attribution measurement

Budget planning and forecasting, ROI analysis, conversion optimization Professional Experience

Kids Help Phone 2015 to 2016

Director Digital and Direct Marketing

Developed an overall digital strategy for Kids Help Phone including social media strategy and content plan.

Developed a multimedia campaign (TV, radio, digital and social) to build awareness and drive online donations. Exceeded industry benchmarks for average donation amount

(+65%), % new donors (310%) and conversion (+5%).

Collaborated with Revenue Development, PR and Brand & Youth Marketing to build marketing programs to support key programs such as Walk So Kids Can Talk and Bro Talk.

Established conversion tracking, analytical reporting, social media protocols, and marketing calendars to improve decision making, prioritization and work flows

Instituted A/B testing program for conversion optimization

Prepared RFP for redesign of organization’s website Toys“R”Us Canada, 2011 to 2015

Multi-channel Marketing Manager

Developed the digital marketing strategy and annual plans for Toysrus.ca and Babiesrus.ca

Delivered 57% growth in online sales from performance channels in 2014 and trending

+51% as of Sept 2015 with ROAS trending +14%.

Drove online sales through Search Engine Marketing, Email, Affiliate Marketing, Re- targeting, Social, and Mobile marketing programs.

Sharon M Palmer

Mobile 416-***-**** 96 Palmer Circle Bolton E-Mail **************@*****.*** Linked In Profile 2

Introduced “purchase path” attribution measurement to better understand the role of various channels in customer experience and allocate budget accordingly.

Led a team of 5 including digital marketing specialists and web designers

Partnered with vendors and internal stakeholders to deliver multi-channel product launches and key strategic programs. Delivered over $1.1 million in vendor ad programs in 2014

Managed agency relationships, negotiated contracts and statements of work significantly reducing costs and improving ROAS.

Launched a mobile friendly content site to strengthen authority position in the baby category; relaunched in 2015 as babiesrus.ca/guides with deeper content, videos, blogs, and additional functionality.

Business lead on $250K email platform transition project working with global project team

Recipient of VITE award for innovation and contribution to business goals Canadian Tire Corporation, 1998 to Feb 2011

Manager Online Marketing and Creative Services, March 2009 to Feb 2011 Manager Online Marketing and Planning, Oct 2004 to March 2009 Category Advertising Manager, Jan 2004 to Oct 2004 Corporate Marketing Manager, March 2003 to Jan 2004 Manager Consumer Research, Sept 1998 to March 2003 In this series of roles I gained experience in retail marketing, brand positioning, category advertising, creative development, digital marketing, social media, and e-commerce. In my role as Manager Online Marketing and Creative Services, I led a team of 16 including the Online Creative Service team (Web Designers, Copy, Translation, Video production, Usability) and Digital Marketing consisting of Search Marketing, Email, Social, Display, Mobile & Affiliate marketing. Key accomplishments from my time in the Canadian Tire Online team include:

Marketing Lead on 2 site redesigns including research, usability testing, design and Implementation

Launched the Facebook & Twitter channels and achieved 100K followers on FB within a few months.

Implemented personalized email program with dynamic content, launched the first mobile optimized website, mobile app, sales alerts, widgets, dynamic rich media ads, and an interactive flyer resulting in top tier customer experience results.

Built enhanced content and video strategy to highlight innovative new products

Marketing lead on new digital technologies (e.g. Endeca, Omniture, Exact Target, Bazaarvoice) Education

University of Waterloo, B.A. Honour Roll

Sheridan College, Research Techniques Diploma Honour Roll

Contact this candidate