Andrea B.

Experience

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  Consulate General of the United States of America

  Jan 1997 - Jan 1998

  Intern Trade Specialist - U.S. and Foreign Commercial Service, Department of Commerce

  As an intern, I had several responsibilities; I wrote and published five industry marketing articles for the National Trade Databank of the US Government. As well as assisting US companies import their products into Canada via Trade Mission events, research into industry related products and assisted in connecting businesses with appropriate agents, and or distribution channels.

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  TSX Group

  Jun 2000 - Jul 2003

  Brand Management and Marketing Specialist / Interactive Communication Specialist / Marketing Ass.

  I had was promoted two times while working at TSX Group:Brand Management and Marketing Specialist Dec. 2002 - July 2003Utilize a combination of business data research, direct marketing, strategic marketing management and internal/external customer relationship management skills to manage interactive communications, sponsorship programs and database training for a portfolio of “top tier” web content owners• Developed and administered the TSX Group sponsorship budget of approximately $1 million with focus on overseeing branding and proper communications execution • Screened and evaluated sponsorship programs for target market, effectiveness and returns on investment (ROI) in order to justify funding • Analyzed and interpreted research data to determine business development opportunities, competitive positioning, market share, consumer behavior, brand awareness and perceptionsInteractive Communications Specialist, Jun 2001 -Dec 2002Collaborated with integrated design and technology teams to validate design concepts while playing an integral role in the strategic evaluation and delivery of the tsx.ca website redevelopment & integration • Analyzed and identified project scope, objectives, dependencies, e-business requirements and marketing strategies for the website redevelopment & integration project Accomplishments• Selected by senior management to provide expertise for the development of a TV-based interactive media lobby showcasing TSX to all visitors; played a key role in creating the “look and feel”, developing TV content, screening videos, and selecting vendors and products used while generating savingsMarketing Assistant, Jun 2000 – Jun 2001 Show less

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  Department of Trade & Industry - Business Link, Small Business Services, UK Government

  Jan 2004 - Jan 2005

  Online Marketing Manager

  I was responsible for implementing the online search program for the new Business Link website. I also managed the online banner advertising, developed a BL microsite with MSN as well as participating and advising on appropriate online visitor tracking.

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  American Express

  Feb 2005 - Jul 2005

  Manager, Online Sales and Development (Personal & Small Business Loan Products)

  Actively manage the delivery of new internet applications and develop interactive marketing strategies for country specific eproducts for the Personal and Small Business Loan line.• Project manage the development of online application functionality and where required, improve existing prospect journey in order to drive eacquisitions and product profitability.• Drive PSBL acquisition results from the interactive channel across key International markets; Hong Kong, Canada and Germany. • Responsible for the development of interactive strategies by leveraging existing online channels and creating new ones for affiliate, one-to-one partnerships, search and paid media networks. Show less

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  Lloyds TSB

  Aug 2005 - Feb 2006

  Senior Product Manager, Online Acquisitions

  Develop and manage the sales and marketing strategies for all online credit card acquisitions including lloydstsb.com, co-brands and Goldfish products.• Accountable for online card profitability through implementing income activity initiatives, improving the customer experience, managing the product lifecycle, implementing MI strategies, ensuring consistent brand identity across products and competitive market positioning.• Manage and develop online sales through the creation of new pricing strategies and direct eacquisition activities such as affiliates, search, cross-sell, partnerships and comparison site advertising. • Cultivate strong internal client relationships in order to maximize card sales and meet marketing objectives on lloydstsb.com. Show less

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  Orange PLC

  Feb 2006 - Oct 2006

  Senior Product Marketing Manager, Online

  Strategic management of the online mobile phone and broadband acquisition program ensuring full optimisation and alignment in order to deliver against agreed commercial targets and brand objectives.• Lead the development of online direct acquisition activities to ensure they are on-brief, effective and integrated as appropriate with other activities in the communications plan. Digital acquisition budget of £17M. Some activities include creative development (Nokia Fashion Phone & Superman to name a few), partnership negotiation, media buying, search marketing, persona integration into marketing campaigns, affiliate management, Pay Per Call, SEO, and A/B testing.• Champion the drive for cost efficiencies ensuring best solutions are sought, without brand or creative compromise and delivered within agreed budgets. • Provide leadership and direction to agencies and manage Online Acquisition team in the development of such activities. Show less

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  BT

  Feb 2007 - Jul 2008

  Senior Online Product Marketing Manager, Search

  Strategic management of the online search campaigns for acquisition of BT Business products including but not limited to business broadband, mobile, value added services, and it networks. Project managing 25 business products across online search acqusition, including full optimisation and budget alignment in order to deliver against agreed commercial targets and brand objectives.

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  HSBC

  Oct 2008 - Feb 2009

  Online Product Marketing Manager, Search, Commercial Marketing Business Banking

  Online Search Marketing management for HSBC Business Banking. Overseeing 10 plus business banking products. Duties include strategic budget management, forecasting, tracking, agency relationship building and onsite statistical analysis. Consulted on SEO, affiliate programs, customer ecommerce journey's, and display advertising to name a few.

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  Online Marketing Consultant

  Mar 2009 - Oct 2009

  Online & Offline Product Marketing Consultant

  Online Strategic consultant for small businesses and private clients in the following industries: health and beauty, music and entertainment and publishing, to name a few. Provided online strategic management and implementation along side website project management and development and social media strategies.

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  HSBC

  Nov 2009 - Jan 2010

  Product Marketing Manager, Online Search & SEO, Business Banking, CMB

  Online Search Marketing management for HSBC Business Banking. Overseeing 10 plus business banking products. Duties include strategic budget management, forecasting, tracking, agency relationship building and onsite statistical analysis, and customer ecommerce journey's. Management of SEO implementation and online SEO agency for CMB (Business Banking) products.

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  She Chi Online

  Feb 2010 - Aug 2013

  Senior Online Marketing Strategist & Consultant

  Online Consultant, Guest Speaker and Online Coach to various small business clients and organisations in North America & the UK. Online Strategies included: Budget Management & Target Control, SEM & SEO, Website Development, Rebranding, Social Media Properties & Communities, Blogging, Affiliate Management, Analytics and Tracking, CMS Integrations, Agency Management, Trending of Executed Channels and Ensuring appropriate alignment and timing of strategies.Selected Clients & Industries include: Entertainment (Television Industry), Real Estate, Financial, and Small Business DevelopmentLEAGUE FINANCIAL PARTNERS, Vancouver (www.league.ca) Jul 2011 – Sept. 2012Director of Online MarketingProposed, implemented and project managed online strategies and channels for LEAGUE’s Financial Real Estate Asset Management Products. Increased lead generation for the organization by 119% within four months through developing and implementing new channel strategiesVIAX CORPORATE LANGUAGE SOLUTIONS, Varna, Bulgaria (viax-translations.com) May - Jul 2012 Senior Online StrategistCreated Online Digital Strategy - competitive analysis, digital content engagement mapping, social media plan, SEO and analytics to name a fewCONFIDENTAL PROJECT W/ RUKKUS HOUSE, Vancouver Jul 2010 – Jul 2011Senior Online Strategist Created online strategy for entertainment property GUEST SPEAKER FOR EMBERS, Vancouver (www.embersvancouver.com/) Aug – Dec 2010Social Media / Online Marketing Speaker to small business entrepreneurs. Also provided small business coaching.KIWI COLLECTION, Vancouver (www.kiwicollection.com) Jul - Aug 2010Senior SEO/SEM Online Marketing Consultant for luxury travel company.For more details, please email. Show less

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  LEAGUE Financial Partners

  Jul 2011 - Sept 2012

  Director of Online Marketing

  Led strategic planning and implementation - Project managed online strategies and channels for LEAGUE’s Financial Real Estate Asset Management Products including, but not limited to SEM (Marchex, Search & Multivariate Testing Strategies), Affiliate Marketing, SEO, Site Developments, Tracking, Analytics Reporting, Rebranding, Agency RFP process & Supervision and Social Media Properties to name a few

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  TD

  May 2013 - Mar 2015

  Search Engine Optimisation Manager

  Managed and delivered SEO online marketing strategies across 6 North American site properties and multiple products. Continuously developed and implemented strategic competitive positioning to enhance SEO KPIs, traffic and overall ranking on SERPs, while building systems and protocols to ensure highest-level of possible optimization is achieved across the business (Including: SEO roadmap with on-page and on-site optimization strategies; collaborated with partners / agencies, managed and coached the SEO Team; presented monthly analysis, recommended SEO for French and Chinese language sites, communicated and refined SEO Best Business practices). In addition, I also was the creative producer, project manager, script writer and host of the first-ever internal SEO TV training program for the bank. During my time, I was also recognized with the League of Excellence Award. Show less

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  Chartered Professional Accountants of Canada (CPA Canada)

  Aug 2015 - Oct 2021

  Digital Strategist & Team Leader (Strategic Digital Marketing Management/Transformation)

  • Spearheading the development of a digital marketing transformation strategy through collaborating with the IT team on the Business Intelligence project to create a new roadmap as well as a separate Digital Marketing project which outlined five key areas: Digital Ecosystem, Content Strategy, Data/Data Management Infrastructure, SEO, and Digital Literacy to develop a digital training roadmap.• Lead Project Manager to create first-ever membership and customer-based personas including two international-based customer personas and nine domestic-based customer personas to ensure the organization is targeting the right audiences within the relevant digital channels while mapping out the customer journey and story.• Implementing effective organization-wide SEO strategy by developing and executing an organizational strategy for implementing a new business model and omnipresent SEO strategy, which was presented to and received strong praise from the VP and Sr. VP executive leaders.• Developing the executive presentation titled ‘Future Proofing in a Digital Ecosystem’ including detailing critical business turning points, the steps to digitally automate and drive member value and financial sustainability while supporting brand influence and organization goals and exploring areas of data consent and optimization.**Above highlights only a few elements of my time here. Show less

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  Fanshawe College

  Jan 2021 - now

  Professor of Digital Marketing

  • Coached, mentored, and inspired over 6 classes and 90+ college students during the height of the pandemic and continue to do so in 2024• Some key areas taught: Inbound and Outbound Marketing (HubSpot); Digital Strategy, Content Marketing (SEO); Brand Awareness; Metrics & Google Analytics; Power of Personas; Buyers Journey; Competitive Analysis; Social Media (Listening, Monitoring, Measuring, Advertising); Video Creation; Lead Magnets; Email Marketing & Automation (Mailchimp), CRM Systems, and Canva• Developed an effective, fun, and innovative learning environment to accommodate students from diverse cultural, educational, and religious backgrounds and learning styles• Effectively created and implemented teaching plans, identify target audience attributes, facilitated online interaction, and created an online learning community with a spectrum of technological variables in the classroom environment• In addition to teaching and class management, I evaluated and validated learning outcomes and student achievements• Completed the "Learning to Teach with FanshaweOnline"Digital Marketing Professor from April 2021 to present Show less