Social Media Marketing

Tanya E Jenkins

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

Richmond Hill, ON

L4E 3X5 416-***-****

May 5, 2020

Hello, my name is Tanya Jenkins. I have over 20 years of diverse experience leading and executing strategic programs, leading teams, and driving change. Throughout my career, my strength has been to be the trusted advisor, influence senior decision makers to drive change and ultimately help grow the business. That has included being able to profile a brand/service, to developing account plans to drive a culture of growth, develop and grow teams, implement new systems, and to understanding the business needs may not match the organization’s existing processes or technology, resulting in working with teams to fix / replace / invest where needed.

Currently, I am the Managing Director of Operations for a medium sized law firm in Ottawa. In my position I am given the autonomy to oversee all day-to-day aspects of the firm (Strategy, Marketing, Business Development, people management / HR, IT, vendor selection, accounting, communications and crisis management). I am an active member of the management committee, developing and facilitating the agenda/discussion among the equity partners. When I joined the firm over two years ago, the firm was going through growing pains. Morale was low among staff and Associates. Further, several key operational items required immediate attention. Over my time to-date I have:

1)made infrastructure changes (implementation of two new software programs – Collage HR to track people management, and GhostPractice a replacement for PCLaw for accounting and since we have once again moved to Soluno). Further I undertook an IT vendor review, resulting in a new external partner and greater investment in the proper technology to ensure security and reliability (notably has helped ensure a seamless transition to being a virtual office with Covid-19) for all lawyers and staff.

2)focused on people management - restructured their engagement with leadership and my role to allow people to feel like they were valued, while at the same time treated as professionals. The tracking of their salaries, vacation, overtime, and performance was not consistent nor centralized. With Collage HR I have made it very simple and easy for everyone to track and approve.

3)grown the physical size of the firm by 20% both staff and lawyers and we are on track for the same growth this fiscal year. I have led entirely the hiring (and letting go) of all staff and professional. The hiring of summer and articling students process internally was overhauled. As well, I have worked with external recruiters to help with recruiting the hard to find positions in this market (seasoned clerks and senior lawyers). A review of additional space (physical footprint) was underway in the building for expansion (prior to Covid-19, now on hold).

4)begun to focus on marketing (rebranded two of the four separately branded firms, and currently working on the third sister firm) and business development (networking opportunities to improve the legal brands, as well as encourage the individual lawyers to develop a personal plan for targeting).

I have successfully held two senior positions with two of the largest professional services firms (Deloitte Canada and KPMG Canada / Global) leading various areas for marketing and business development, development and implementation of systems, led a change management initiative for firm senior leaders, as well developed people management on both a national and international level. Details of both positions can be reviewed in greater detail in the attached CV.

I am very interested in your position, as my robust career experience in senior positions brings hands on working knowledge of the challenges and opportunities facing this position.

Please find attached a copy of my most recent resume, which showcases in greater detail my career experience. I would be very pleased to speak with you at your earliest convenience to further discuss this exciting opportunity. I can be reached directly at adc5c6@r.postjobfree.com or on my personal cell 416-***-****).

Best regards,

Tanya E Jenkins

LinkedIn: http://ca.linkedin.com/in/tanyajenkins/

Tanya E Jenkins

63 Antique Drive Richmond Hill, ON L4E 3X5

416-***-**** adc5c6@r.postjobfree.com ca.linkedin.com/in/tanyajenkins/

PROFILE

A senior professional with over 20 years of experience leading change, driving growth. A proven track record working with executives and teams to drive business objectives and a strong brand. Strengths include adaptability, strategic planning, people leadership, marketing operations, campaigns, content marketing / thought leadership, influencing, driving marketing programs, navigating a matrix organization, developing partnerships, budget administration, communications, market research, market tracking, competitive intelligence, loyalty, B2B, business development, and brand awareness. Solid reputation for successfully delivering regional / national / global programs. A respected team player, who has coached, mentored, and inspired high performing individuals across virtual teams.

PROFESSIONAL EXPERIENCE

Brazeau Seller Law, Ottawa, ON 2018 - Current

Managing Director Operations (Strategy, Administration, HR, IT, Marketing, Business Development, Communications, PR)

Developed a new firm go-to-market strategy across services and for senior partners to promote firm

Drive change management to help the firm improve business processes and efficiencies. Lead the firm to the next level of business engagement within the business community (including training partners and lawyers on how to network, engage clients, cross sell) through the development of a new firm strategy (identify new accounts, new segment opportunities, cross sell within existing client contacts).

Marketing – brand development, thought leadership (sales sheets, brochures, bios), internal and external communication messages, social media reach across 4 sub-brands, PR and crisis messaging, website development (relaunch), successful award submission for recognition of firm and individual lawyers

Implement new business IT solutions for client management, accounting (GhostPractice), & HR (Collage HR)

Negotiated contract with new IT partner to support firm technology needs, cybersecurity, and new desktops

Oversight of office management, support office improvements, office construction project, & support staff

HR lead - coach, mentor, performance assessment, develop firm policy, senior partner succession planning, hiring new employees (lawyers, clerks, admin), launched new HR portal for employee engagement/comms

Jenkins Consulting Richmond Hill, ON 2011; 2016 - current

Market and business consulting across industry (not-for-profit, energy, consulting, financial services, professional (legal / accounting) firms, hospitality, health). Developing strategy, identifying market opportunities, executing strategic plans, client service feedback, executive interviews (IDIs), account planning, marketing campaign development/management, website development, communication plan

B2B Bank, Toronto, ON 2017

Senior Manager, Content Marketing

Responsible for the development, planning, oversight, and execution of marketing campaigns, development of new content / thought leadership, launch of new products / services, external website rebrand and launch of content in both English and French, event management on behalf of the bank nationally, and direct email marketing programs

Assisted in driving the transformation of the bank to become a digital online bank by 2020 – through recommending and leveraging new technologies, developing new business processes, training teams, short and long term project management of marketing programs, and sales collateral to support new product launches across the Canadian landscape

Developed and executed marketing strategies: brand awareness, social media, advertising, sales sheets, information circulars, media announcements (PR), data analytics, market research tracking, CRM targeted direct email communications, events, market tracking, ROI

Managed strategic partnerships and vendor relations; managed a team (5 directly; 4 indirectly)

Deloitte Canada, Toronto, ON 2011 - 2015

National Marketing Lead, Tax & Legal Services

Senior marketing adviser to leaders of the Canadian Tax practice. Responsible for development and implementation of marketing strategy across 12 distinct service lines, across all industries to differentiate Deloitte.

Responsible for the overall marketing function; strategic market plan; national marketing budget ($1M +), Toronto marketing budget ($500K), other regional budgets ($500K); drive and support the vision of the practice to have “Eminence” or notoriety in the marketplace; position partners “at the podium” to increase credibility and personal brand; identify strategic business development targets and report ROI

Reported to Managing Partner of Tax, Managing Partner of Clients & Markets for Tax, and the CMO.

Positioned the brand in the marketplace through strong marketing campaigns for each service line; Internal and external communication plans, website updates with new content or announcements including custom built web pages, developing strategy for target identification / account planning / proposal support / and targeted client events to launch services and products and support business development. This included several large annual events held nationally.

Successfully positioned the Tax practice as the leading firm in the ITR (International Tax Review) awards; Tier A status

Developed and implemented research program to support revenue generation and brand presence in the marketplace; developed thought leadership based on market research and intelligence

Developed innovative new campaign approaches to position individual experts and sub-brand service lines

Led national executive interview process to assess practice areas of strength/weakness, establish new strategic areas of investment for Tax practice nationally; Conducted executive face-to-face Interviews with business leaders to identify business development opportunities and identified brand strategy – annual practice growth exceeded 4%, with several service lines realizing double digit growth

Branded and launched three new boutique law firm acquisitions (immigration law; controversy and litigation law). Specifically, I developed the Legal marketing strategy including website (setting SEO criteria / tagging), media, communications, marketing collateral, targets to pursue, established key account program, hosted high-profile launch event to profile sub-brand into the Canadian marketplace:

oGuberman Garson Segal LLP (2015); Shouli & Partners LLP (2013); Deloitte Tax Law LLP (2012)

Led annual firm response to the Federal budget and Provincial budget announcements (national and regional communication plans, media, social, YouTube videos, webinars, collateral, web content (AODA compliant and bilingual)

Successfully launched the proprietary Deloitte Tax App into the market (Tax@hand)

Managed strategic partnerships/alliances with third party associations (i.e. Canadian Tax Foundation)

Ensured client lists in CRM were CASL and PIPEDA compliant and improved open rates by 40%

Selected to support senior firm leaders to help analyze and identify key market opportunities for the GTA

Mentored and coached team members (up to 15 per project / campaign) and peers

KPMG Canada, Toronto, ON 1999 – 2010

Executive Director, Marketing (National Strategic Research, CRM)

Led the marketing operations teams – Research, CRM, Client Care/Loyalty Program, Market and Competitive Intelligence, Market Analytics, Brand tracking, Proposal feedback, Targeting. Was strategic adviser to senior leaders within the firm to provide intelligence on market position and opportunities across industries, position the brand thru strong marketing collateral, launch new services/products to targeted markets, identified annual key account program pursuits nationally, managed marketing plans, and supported the communications team with key messaging.

Position reported directly to CMO and managed a national team of 40 people, along with global vendors

Managed a national budget of $4M, and an additional $3M on behalf of internal clients; including negotiation of contracts and licensing with external vendors and suppliers

Developed customized programs to support business development opportunities, brand awareness, event management, and business planning. Some noteworthy examples:

oSet the national go-to-market strategy of the priority account program - Identifying/tracking Key Clients and Targets, Market Analytics (database management, identify prospects and business leads), Market Share position, Market/Competitive Intelligence KPIs, Competitor tracking (including media, legislative)

oRedeveloped research program - Brand Tracking/Measurement, Acquisition suggestions, Procurement, Primary Research (Surveys, Focus Groups, Thought Leadership development, Executive Interviews with senior business executives, government, stakeholders), Secondary Research (Company profiles, Executive Biographies, Industry & Economic trends, key performance stats)

oIdentified and maintained lead generation targeting lists nationally by industry segment

oDeveloped HR recruiting program (new branding “The Perfect Fit”, key messaging for experienced professional hires versus student hires being recruited on-campus) based on focus groups I moderated, executive interviews, and surveys

oDeveloped methodology to track market position by industry and geography across Canada

Supported national communications team with proper positioning of brand messaging in media

Re-developed and launched Client Care/Loyalty Program

oRedesigned and rebranded as ViewPoint - included three distinct client touch points: proposal feedback (win or lose); new online survey with all clients (Net Promoter Score included in measurement); and face-to-face interview guide with Key Accounts (senior C-Level executives and Board members); Recommendations to improve client delivery; Participation from internal stakeholders increased 200%

Transformed culture to embrace CRM technology - utilizing InterAction, SalesForce, Tikit, and SAP.

oThe CRM technology became an integrated marketing tool which grew to include over 400,000 high quality contacts. Data quality was significantly greater than industry standards, <15% bounce-backs

oLaunched internal communication campaign coupled with a streamlined training program

Global Champion representing Canadian firm on several key initiatives, including:

oGlobal SAP integrated business operational platform; CRM; Alumni; Market Research (thought leadership); Competitive Intelligence; Client feedback

Partnered with HR - oversaw HR matters on behalf of the Canadian Marketing department to ensure compliance to HR matters such as goal setting and performance reviews (180 people)

Embraced and transformed a disengaged knowledge management team - the services offered became recognized as best practice among teams globally

Note: Achieved continuous advancement opportunities throughout career with KPMG

Decision Resources Inc., Toronto, ON 1998 - 1999

Project & Logistics Manager Primary Research Consulting Firm

Managed two distinct areas of research specialization: legal market research (branding and copyright issues); B2B/B2C market research which examined a broad spectrum of issues including consumer and executive feedback, product development testing, brand testing, customer loyalty, and pricing initiatives

Pharma Plus Drugmarts Ltd. (Rexall), Mississauga, ON 1996 - 1997

Marketing Analyst

Metro Toronto Planning Department, Toronto, ON 1996

Research Assistant, Research and Special Studies Division

EDUCATION & PROFESSIONAL TRAINING

Marketing Management – Schulich York University, Feb 2011

Finance for the Non-Finance Manager - CMC (Canadian Management Centre), Jan 2011

SAP CRM Fundamentals I & 2 (custom course) – 2008

Building Your Brand Equity - Business Plan for Higher Sales & Profits - Schulich York University, 2005

Executive Leadership Program – Ivey School of Business, 2003

Moderator Training Course – PMRS, 2003

Research Analyst Diploma (RAP) – Honours in Graduate Program, Georgian College, 1996

Hons. Bachelor of Arts, Specialized Geography Degree – York University, 1995

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