SENIOR DIRECTOR, MARKETING COMMUNICATIONS
October 2021 – Present
Reporting directly to the CMO I manage an 18M USD budget and am responsible for all aspects of marketing, communications, brand management and media from strategy to execution while also leading all integrated cross-functional initiatives including upcoming product launches.
Manage and motivate a core team of 10 and oversee the management of 6 external agencies and over 30 external individual contributors in areas including but not limited to Creative, Media, and PR
Oversee the development of all integrated marketing campaigns from brief to execution.
Drive creativity and innovation with internal and external teams to deliver a distinct tone of voice and creative executions
Direct the development and production of all communications and marketing materials across numerous consumer touch points including but not limited to Social, Digital, OOH, Retail, TV and Audio.
DIRECTOR, MARKETING COMMUNICATIONS
May 2020 – October 2021
Reporting directly to the CMO I managed a 10M USD budget and was responsible for all aspects of marketing communications and brand management while also managing integrated cross-functional initiatives including product launches.
Managed a core team of 5 and oversaw the management of 6 external agencies including Creative, Media and PR AORs
Championed a multi-year marketing strategy rooted in market data, consumer research and insights. Received unanimous and enthusiastic alignment from the c-suite
Led a cross-functional team of internal stakeholders and external partners in the execution of an integrated marketing campaign spanning traditional and digital media. Successfully lifted unaided brand awareness from 11% to 18% and surpassed revenue targets.
Scaled ecobee’s always-on media investment by 1500% over a 12-month period and saw a lift of 3500% in ad-assisted revenue while reducing CPAs by 3x
DIRECTOR, COMMUNICATIONS
February 2018 – May 2020
Reporting directly to the CMO I managed all aspects of communications and brand management with the goal of improving consistency and memorability.
Managed a core team of 3 and oversaw the management of 3 external agencies.
Led a cross-functional team in a corporate rebrand to differentiate and modernize ecobee’s visual identity and public persona.
Led the go-to-market of ecobee’s latest generation flagship product the ecobee SmartThermostat with voice control. Achieved a 7x lift in weekly registrations in the first 8 weeks in market compared to the previous generation launch.
Initiated and managed a CRM migration to Salesforce and integrated first party ecobee data into the Salesforce platform to enhance customer base communications.
MANAGER, COMMUNICATIONS
April 2017 – February 2018
Managed all aspects of strategic communications, public relations and community management. Successfully championed and executed an intercept strategy with the objective of winning with professional and customer reviewers and beating competitors along the research path and at points of sale.
Managed a core team of 2 and oversaw the management of an external PR agency.
Drafted press releases, speeches, product positioning and pitches.
Developed and executed media outreach plans and tracked media coverage
Championed and executed experiential activations at Collision Conference, SXSW and key press events to engage onsite reporters and influencers.
Spearheaded a cross-functional triaging system to reduce average response times on social platforms from 48 hours to under 12 hours with a single dedicated resource.
DIGITAL CONTENT MANAGER
May 2016 – April 2017
Introduced content and email marketing to ecobee. Successfully established content-rich channels to drive engagement, improve product knowledge and inspire customer advocacy
Grew Facebook community by 167% YOY and increased paid reach by 2000% to 2MM monthly while maintaining an engagement rate of 3.5%.
Developed and launched a customer onboarding strategy that used real time registration data to trigger email workflows and improve the user set up experience. Reduced customer service inquiries for core product features by 80% and lifted NPS by 10 points.