Gillian Francis

Experience

• Brand manager · Barilla07-01-2021

  • Crafting brand plans, innovative launch decks, and effectively briefing agencies on brand objectives and targets • Spearheading innovation projects through entire lifecycle, collaborating with a diverse cross-functional team • Orchestrating social media and website content management in partnership with agencies • Successfully planning and executing newsletters in collaboration with agency, achieving a 37% open rate • Enhancing retailer e-commerce sites through implementation of SEO-relevant copy and compelling imagery • Developing and overseeing the execution of in-store display tools and point-of-sale (POS) materials • Planning and executing impactful experiential brand events through close collaboration with external vendors • Demonstrating leadership and mentoring skills by coaching summer interns • Efficiently managing and optimizing marketing budgets to maximize ROI • Providing support to the Foodservice business through innovation, trade shows, sell sheets, and trade materials

• Senior ABM · Lactalis08-01-2019 – 06-01-2021

  • Presented strategies and recommendations to improve sales, drive brand awareness, and build brand salience • Planned and executed packaging updates, in-store programs, digital coupon programs, cross-category consumer promotions, and social media contests • Preparing and presenting monthly reports and analysis to senior leaders, with short and long term action plans • Working closely with Trade and Sales to plan and execute vendor specific promotion strategies and ensuring monthly sales volume, and share targets are met • Spearheading development and execution of innovative in-store fixtures that drove 38% increase in units sold

• Brand Consultant · Canadian Tire09-01-2017 – 07-01-2019

  • Developed and executed multiyear brand strategy and for two multimillion-dollar private label brands • Collaborated effectively with cross-functional teams and ensured brand consistency across multiple consumer touch points across pre-purchase/ purchase/ post-purchase • Initiated and led all phases of product development, including ideation, research, consumer testing, packaging, in-store fixtures and point of purchase displays • Assisted in the development and enforcement of brand guidelines including messages, tone and visuals • P&L management, and monthly reporting of brand and category level performance to senior leaders • Implemented a new process for product quality management that resulted in 25% reduction in defect rates

Education

• Wilfrid Laurier UniversityBachelor's Degree, Marketing

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