Alison Clarke

About

With over 10 years of experience in marketing communications, I am a passionate & creative manager who leads Buick & GMC Canadas retail advertising, manages Buick & GMC Canadas digital properties, & champions Buick & GMC Canada's CRM campaigns at General Motors. I am able to leverage my skills & knowledge to execute effective & innovative campaigns across multiple channels & platforms. I have a proven track record of delivering results & exceeding expectations, as demonstrated during my time supporting General Motors agency-side. I launched the first video-based campaign for GM Canadas CPO Program, which doubled website traffic in the first month, & liaised with McCann China to adapt a Mandarin-language campaign for the GM Corporate EV-focused 'EVerybody In' campaign. I am also a collaborative & enthusiastic communicator who excels at building consensus across teams & managing horizontally. I thrive on solving complex problems, simplifying processes, & driving continuous improvement for the Buick & GMC brands & for the GM Enterprise.

Experience

• Marketing Communications Manager, Buick GMC · General Motors11-01-2021

  Nationally supporting the Buick GMC Canada Advertising team, the Buick GMC Canada Marketing teams, & the GM Enterprise Marketing Retail Planning team to execute retail advertising campaigns, CRM campaigns, & provide digital support for buick.ca & gmccanada.ca.

• Account Supervisor · McCann Worldgroup Canada03-01-2021 – 11-01-2021

  Earned a promotion to Account Supervisor, overseeing eight lines of General Motors' business: Clients: CPO, Fleet, GM Protection Plan, Accessories, & Enterprise Programs: National Point-of-Sale Signage, Dealer Graphics, Colour & Trim, Corporate. Directly managed an Account Executive; fostering a culture of trust by readily sharing my substantial GM knowledge & coaching for successful partnerships both internally & externally. Launched the first video-based campaign for GM Canada's CPO Program; doubling website traffic during the campaign's first month. Liaised with McCann China to adapt a Mandarin-language campaign for the GM Corporate EV-focused 'Everybody In' campaign.

• Account Executive · McCann Worldgroup Canada08-01-2020 – 03-01-2021

  Was given the opportunity to transition over to the Chevrolet brand's global AOR, Commonwealth//McCann: Managed all monthly retail campaigns for the biggest brand in General Motors' portfolio (including TV, OLV, digital, print, owned media, & social). Quickly established trusting relationships with clients & regional agency partners by communicating transparently, identifying pain points proactively, & being an effective listener. Developed concise creative & production briefs to ensure our creative team & studio delivered their best work. Positioned Chevrolet's retail work as an integral part of the Chevrolet brand. Built relationships within the agency & across our agency partners to ensure Chevrolet clients receive the highest level of service possible.

• Account Executive · McCann Worldgroup Canada10-01-2017 – 08-01-2020

  Cultivated the ability to enthusiastically communicate across all levels of the agency: Managed agency resources, workflow processes, & was the main point of contact for up to seven lines of General Motors business. Launched OnStar marketing initiatives for the first time in Canada. Responsible for leading Certified Service clients through a complete revamp of their brand strategy at a regional & national level. Overhauled Certified Services creative guidelines & processes, implementing them nationally & across four regional business leads & their respective creative agencies. Lead Certified Pre-Owned clients through a web platform migration & redesign alongside a creative refresh of all digital advertising & Point-of-Sale materials. Assisted the Chevrolet team in migrating our clients' content to a new web platform. Managed Point-of-Sale signage for all four of GM's vehicle brands' monthly retail campaigns across all Canadian dealerships.

• National Account Coordinator · Glacier Media Inc.03-01-2014 – 08-01-2017

  I spent three & a half years living in beautiful Vancouver working with a fantastic group of people: Used extensive digital & print media knowledge (with Glacier's network of newspapers, magazines, specialty publications, digital properties, & apps) to develop custom quotes for Canada's largest retail brands & agencies. Expertly liaised between hundreds of direct customers, agencies, warehouses, shipping companies, printers, distribution teams, publishers, & sales managers. Helped establish the new Toronto office, training new hires, transitioning all East Coast customers to new account teams & providing ongoing support. Seamlessly covered holidays for Account Executives, Account Coordinators, & Ad Trafficking teams. Initiated, organized, & maintained electronic files & folder structures on a shared drive for all national offices to pool sales resources (drastically reducing RFP response time).

Education

• Toronto Metropolitan UniversityB.Tech., Graphic Communications Management (Minor in Organizational Leadership)
• Stuttgart Media UniversityBachelor of Science (BS), Print-Media-Management

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