Mitra Shad

Experience

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  A.P. Moller - Maersk Group

  Apr 2004 - May 2006

  Client Services Supervisor

  - Led a team of 5-7 people, who collectively managed the Canadian shipping & distribution of the company's largest customer, Wal-Mart Canada Inc.- Ensured negotiated Level of Service was consistently provided to the customer by overseeing inbound and outbound traffic to distribution centres in Canada.- Operated as a SUPERUSER for the Customer Service/Logistics department during the new internet-based system introduction.- Planned for expedited service with outside carriers as requested by customer.- Interviewed applicants and trained all new employees in the department. Show less

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  BAT

  May 2006 - Jun 2011

  - Developed and drove execution and implementation of brand strategy for Peter Jackson & Fine Cut products in Canada in line with portfolio and pricing strategy.- Created and implemented consumer engagement activities and touch-points such as Out-of-Home media, trade media, POS material and industry events.- Devised trade related brand engagement activities such as price programs and retailer advocacy programs.- Managed a close relationship with external advertising agencies (Ogilvy & G2) and suppliers (CIM, Compuset Printing) to perform day-to-day activities related to the brand, as well as project launches.- Responsible for management of Value Brand Group’s budget – which amounted to over $15 million annually – and ensured all projects remained within budget. Show less - Successfully managed and executed 7-10 simultaneous brand & trade projects.- Responsible for both planning and execution of all projects under tight timelines.- Launched first brand migration in a restricted market (Matinee Slims to Vogue Slims) that resulted in 105% franchise retention.- Initiated a volume growth program for du MAURIER and drove it through the different departments such as Legal, Finance, Systems as well as Sales.- Facilitated the successful field execution of the first two targeted brand launches (du MAURIER duo & Vogue Superslims), first of which gained 0.5 share in GTA within the first few months of launch in a restricted tobacco market.- Developed an On-Going Mystery Shopper Platform to be used by several departments, including Brand, Trade, Key Accounts.- Effectively presented launch plans to large audiences at Ontario/GTA/BC regional meetings, as well as to the Marketing Drive Team. Show less - Managed client relations & services for over a hundred accounts in Vancouver.- Negotiated merchandising and POS contracts in all independent accounts.- Merchandised all accounts to ensure proper contract terms are followed.- Ensured win-win pricing at retail based on retailers’ desired profit margins.- Processed retail orders to ensure the optimal inventory levels for all products.- Launched a new brand as a Regional Project Coordinator in BC.- Negotiated merchandising, distribution and pricing with a regional key account.- Trained and coached new hires and summer student employees. Show less

  • Brand Manager - Peter Jackson, Pall Mall

    Apr 2010 - Jun 2011

  • Marketing Manager

    Aug 2008 - Mar 2010

  • Account Representative

    May 2006 - Jul 2008
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  Famoso Neapolitan Pizzeria

  Sept 2011 - Oct 2013

  Marketing & Communications Manager

  - Successfully developed a new strong brand identity which translated throughout all communication materials within the national network of stores, including the website, menu, and email campaigns.- Led the creative development and management of the new company website. - Planned and executed restaurant grand opening and special regional events that increased opening week sales by 15% and generated earned media.- Developed annual promotions calendar and executed initiatives such as Guest Appreciation Month, which increased social media following by 100%.- Developed a local-store marketing toolbox, which helped establish the two Toronto locations as the go-to neighbourhood pizzerias in their communities. Show less

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  Sleeman Breweries Ltd.

  Oct 2013 - Dec 2015

  National Brand Manager - Okanagan Spring & Old Milwaukee

  - Successfully launched 3 new innovative products and packs in 18 months.- Identified a market trend well in advance and pushed it through internal processes to launch a unique seasonal product in the marketplace.- Revised pricing strategy for a value brand under pressure, resulting in 10% volume increase vs. prior year.- Introduced 2 new Old Milwaukee pin-ups on packaging and in-trade executions.- Influenced senior management to invest in a value brand to increase brand consideration and trial through a national tasting program.- Adjusted annual ATL plan to focus on new product support in response to consumer research results and to maximize market impact.- Increased Instagram following by 1500% with #nofiltermoment campaign in support of the launch of the new Sonder Hefeweizen. Show less

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  Canterbury Coffee

  Mar 2016 - Apr 2017

  Director of Marketing

  - Led the portfolio management of 5 core coffee brands and strategy for re-branding of the corporate master brand.- Developed market segmentation of B2B customers for the food service channel to create a brand portfolio strategy.- Created a company-wide monthly staff coffee education and tasting event to strengthen coffee expertise and overall culture. - Facilitated the launch of OneCoffee on amazon.com along with an Amazon promotional plan (including A+ listing, vendor central introductory coupon, sponsored product, headline search ad, product display ad, retargeting).- Launched a multi-faceted digital campaign involving targeted display and banner ads, social media advertising, video content, and a landing page, resulting in engagement rates above industry benchmarks.- Responsible for developing three high-potential colleagues into a high-performance team. Show less

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  Define Group

  Apr 2017 - Apr 2018

  Head of Marketing + Partner

  Responsible for brand and marketing efforts to elevate our clients' business to a viable level for franchising across Canada and North America. Clients included:Pacific PokeFreshbowlTable Top CafeZaw PizzaStretch Roman Pizza Co.OEB

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  Kitsilano Women's Volleyball Club

  May 2017 - now

  Director
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  One Twenty Three West (123w)

  Jan 2019 - Jul 2019

  Account Director (Contract)

  Responsible for the Overwaitea/Save-on-Foods account as an in-house marketing manager.Management of several projects/campaigns for the Save-on-Foods and More Rewards brands:Overarching E-commerce strategyLocal/Quality Brand campaignMore Rewards website upgradesMore Rewards continuity loyalty program

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  Thinkingbox

  Jul 2019 - Jun 2020

  Account Director

  Responsible for client relations, growth of existing accounts, and production of OOH, experiential, digital and events.Clients included:PinterestlululemonRichmond Olympic Oval An interactive production studio equal parts craft and curiosity. A place driven by experiences that connect and resonate with audiences often through unconventional means. We produce digital and experiential stories for those in pursuit of imagination, intrigue, and ingenuity.Grown to span several key markets across North America, working both brand and agency-side. Show less

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  Plenty of Fish

  Jun 2020 - Oct 2023

  Global Director Of Brand Marketing

  Global head of brand with a focus on the US, UK, Canadian and Australian markets.Responsible for:Global brand strategy driven through member and consumer insightsIntegrated brand campaign development and executionCreative and content strategyOrganic and paid contentSocial media strategyConsult on product design, UX and UI

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  BrainStation

  Apr 2023 - now

  Lead Instructor
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  Match Group

  Oct 2023 - now

  Senior Director of Global Marketing

  Launching brands into new markets in the APAC regionLed the launch of Pairs Japan in the Korean market.Responsible for Brand, PR, Growth and Creative Services teams within the Japan office in an effort to successfully set up Japan's #1 dating app for global expansion into a net new market - South Korea. Through market-specific consumer insights and a brand re-alignment to appeal to the target consumer, we built a strong, media-worthy 360 campaign using Connected TV, OOH, celebrity partnership, influencer marketing, digital paid, offline activation and traditional PR tactics to cut through the noise. Show less