Rory Webber

Experience

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  Various Multinational Organizations

  Dec 2001 - Aug 2009

  Progressive marketing roles

  Progressive marketing roles within Virgin Media, The Carphone Warehouse, BT, Cable & Wireless EMEA and Lloyds Banking group.Highlights: • Go to market & Customer loyalty strategy lead: Worked closely with Product, Insight, Sales & Customer support teams to develop B2C & B2B propositions and marcoms programs including; web, social media, mobile, video, direct mail, TV, Radio, email, events, PR, sales tools and Point of Sale• Agency management: Managed creative and media planning agencies to deliver high volume campaigns on budget. • Consumer & Market Insight: Worked with the external partners and internal Research & Insight teams understand target audiences and competitors• Internal Communication consultancy: Project management and communications strategic advice to deliver successful business-unit wide trnasformation initiatives e.g. organization-wide online learning sessions • Management / coaching: (Solid & dotted) line manager of up to 7 manager-level teams (including coaching and mentoring) and 20+ cross-functional virtual teams • CRM strategy lead: Built business case to persuade Sales Director to change marketing strategy to long-term ‘lead generation and nurturing’ approach. Increased lead conversion by 22% in three months Show less

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  LexisNexis

  Aug 2009 - Feb 2011

  Marketing & Community Development Manager

  Dual Marketing & Community Manager role for professional social networking site Martindale.com Connected (www.martindale.com/connected)Martindale-Hubbell Connected won :* 2010 Social Media Marketing B2B Magazine award for Best Closed Community* 2009 Silver Award for Legal Technology Collaboration Tools http://bit.ly/LTN2009.Traditional & e-marketing • Lead development of 13 x country websites in 11 different languages• Responsible for go-to-market strategy, driving success via testing and metrics• Develop segmented e-marketing campaigns (Email, SEO, PPC and Social Media Optimisation) to drive member acquisition, increase engagement and loyalty • Work with existing affiliate partners (e.g. Lex Mundi) to develop programs to acquire members, increase user-generated content and drive traffic• Develop value proposition to acquire new affiliate partners from key global stakeholder associations• Establish key performance metrics & report monthlySocial media • Build and maintain content aggregation and syndication network via social media channels• Participate in professional networking by following the prominent bloggers and online writers & attending events• Industry-event speaker on social media e.g. (bit.ly/aOivKP) • Stay up-to-date on new social media tools and best practices• Sourcing and managing content development and publishingCommunity Management• Refining and building broader community strategy and implementation • Partly-responsible for developing the social media footprint and raising awareness for Martindale.com Connected brand via various social media channels• Utilise community engagement metrics to identify and analyse issues, patterns and trends• Serve as the ‘face’ of Martindale-Hubbell international for non-US member queries• Identify, engage and support advocates to support their success and increase UGC and member engagement• Author blog posts, articles, podcasts, videos and screencasts and webinars where necessary Show less

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  LexisNexis Canada Inc.

  Feb 2011 - Feb 2012

  Global Social Media Team Lead (internal promotion)

  • Social Business strategy: Worked with social media consultancy (confidential) to deliver consistent and scalable global social business strategy across LexisNexis. Included: garnering executive and senior management support, building business case for social media investments• Social Media training: Authored comprehensive social media Basic, Tactical and Strategic training for all LexisNexis employees globally, inclduing role-based (marketing, customer support, Executive etc) and geography-based training • Social media listening & socialCRM: Partnered with global Sales, Marketing and Customer Support colleagues to build programs to help deliver business objectives using social media listening & socialCRM applications • Social media governance: Chaired LexisNexis social media committee comprising senior PR, Marketing, Legal, Sales and Corporate Communications colleagues. Developed global protocols for social media listening, triage and response • Community Management (Martindale.com Connected): Lead international team of Community Managers for leading legal professional social network. Leveraged influencer communities and managing content strategies to deliver member acquisition and engagement objectives. Show less

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  Cisco Canada

  Jul 2012 - Mar 2014

  Digital Marketing Manager (Contract)

  • Web & 1:1: Launched Cisco Canada's first Midsize segment-focused website, implemented bi-lingual response tracking (Click-to-Chat, 1800 and email), lead various Demand Generation email, dirdct mail(via Salesforce) and Brand Awareness SEM/PPC. Budget management • Social Media Marketing: Led strategy, managed team to deliver tactical execution. Drove targeted social media presence across all relevant channels, content planning, story ideation, content curation and editorial development. Doubled Cisco Canada social media community in FY12• Social Business Strategy: Led strategy to empower all employees to leverage social media to achieve business outcomes, project includes: Listening/Triage/Response Management Process, Advocate Program, Internal Blogger Network, Measurement, Analysis and Monitoring, Channel Management• Mobile: Led innovative mobile strategy to launch first midsize market app. Show less

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  Tangerine

  Apr 2014 - Jan 2015

  Senior Manager, Social Media (Contract)

  Mandate: Simplify, innovate and differentiate to provide a superior social media experience for Tangerine’s audiences and employees.• Head of Social Media: Led team of 5 to deliver paid/owned and earned social media marketing campaigns to drive Revenue, Customer Satisfaction, Brand Reputation and Operational Effectiveness objectives and build sustainable competitive advantage• Leveraged ability to understand diverse audience and build messaging, to develop materials, and communicate effectively to stakeholders (c-level executives, internal teams and large groups) Show less

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  RRW Consultancy

  Jan 2015 - Jun 2018

  Marketing Strategy Consultant

  Clients: Scotiabank, Economical Insurance• Social Business strategy: Delivered consistent, scalable and enterprise-wide social media strategies that empowered client employees with the people, processes and technology to deliver their business objectives using social media & digital content. Agency: Publicis SapientClients: First Niagara, TD, Grey Goose, Loblaws, President’s Choice, Harley-Davidson, Jeep• Digital Marketing Strategy: Digital and social media strategies for Financial Services, Beverages, Retail Grocery, Food and Automotive clients.• Leveraged ethnographic research to build strategic social media campaigns targeted with community growth, driving engagement, data capture and achieving business goals• Led reactive and proactive social media customer service management to enhance Brand community experience• Led KPI measurement framework, communicating and tracking key performance indicators and providing iterative strategic direction• Led creative & community management teams to develop successful brand content. Show less

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  GTB

  Jan 2017 - Jun 2018

  Senior Strategic Planner

  • Strategy lead within team including creative, media and analytics experts delivering consumer-insight led, 360 marketing communications campaigns and annual plans to support Brand Equity, Revenue and market share goals for Ford Canada, Ford Service, Fleet and Lincoln Canada.• Drive research and client workshops to develop deep understanding of market opportunities, consumer needs and cultural trends to create unique national and regional, upper and mid- and lower funnel marketing programs.• Selling-through strategies via strong storytelling and presentation skills. Show less

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  MMK Marketing

  Jun 2018 - Feb 2019

  Digital Practice Lead

  • Leadership of MMK’s digital strategy capabilities, including responsibility for the strategic direction of digital & 1:1 marketing campaigns that drive clients' businesses.• Drive in-depth research, develop personae & customer journeys, using insight-opportunity frameworks to discover innovative opportunities.• Sell-through plans to client through persuasive presentation and empathetic senior stakeholder management skills.• Collaborate with creative, production and client service teams to create amazing work across consumer journey (Awareness, Brand Engagement, Shopping, Retail).• Manage in-depth post-campaign performance against benchmarks and objectives, directing media team to iteratively improve campaign performance & ROI.• Lead Amazon store team (Media planner, Designer, Analyst & Social media manager) to develop clients’ Amazon US and UK store presences.Clients: Best Buy Show less

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  Juniper Park \ TBWA

  Jul 2019 - Apr 2020

  Director of Strategy (Contract)

  • Lead day-to-day strategic brand & comms planning for multiple client business lines, taking shared accountability for growing those businesses.• Discover category, brand, cultural, consumer, competitor and technological insights to uncover whitespace strategic and creative opportunities aligned clients’ business challenges.• Partner with account leads to inspire and guide senior clients towards compelling and innovative strategic integrated campaigns.• Translate strategic discoveries into inspiring creative briefs.• Partner with creative, media, marketing science, production, and client service to deliver iteratively effective communications.Client: Nissan, CIBC, Cadillac Fairview Show less

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  Performance Art

  Aug 2020 - Sept 2022

  Director, Strategy

  Brand Strategy & Communications Strategy Leader:- Led award-winning brand and communications planning across multiple client business lines and managing gjunior team members.- Uncovered strategic whitespace opportunities through in-depth insights.- Translated strategic discoveries into effective creative briefs for impactful and award-winning campaigns driving acquisition, sales and loyalty.- Develop insight-driven customer journeys via client/agency workshops & desk researchWeb3/ Metaverse Agency Leader: - Developed agency strategy for web3/metaverse including internal technology, processes and client value proposition (Transition from Web 2.0 to web3)- Trained entire agency on opportunities of web3DEI Presenter- Led agency network-wide DEI talk featuring guest speakerClients: BMW US, BMW Canada, CIBC, WWF Canada, Jannsen Canada Show less

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  Doner Partners Network

  Sept 2022 - Oct 2023

  Director, Brand & Emerging Technology Strategy

  Spearheaded Strategic Marketing Initiatives for Emerging Technologies and Digital Ecosystems:- Led the establishment of the Emerging Technology Practice across Doner Partner Network(DPN) Agencies, fostering collaboration among cross-functional teams- Orchestrated successful cross-agency AI tool curation, testing, deployment, and employee training program to ensure consistent, scalable adoption and impact- Developed and launched compelling DPN Emerging Technology client value proposition- Devised strategic framework and client workshop, integrating relevant emerging technologies into client marketing strategies, aligning with business goals and winning new client business- Collaborated closely with Technology & Creative partners to develop innovative client solutions and maximize brand differentiationBrand & Communications Strategy- Day-to-day Brand & Communications Strategy Lead on numerous clients - working with Media, Creative and Account lead to service immediate and emerging client needs- Brought new client to business via previous client referralBrands worked on: Shoppers Drugmart, Loblaws, Best Buy, Stellantis Brands. Show less