Justine Adams

About

As a strategic product marketing leader with over 15 years of experience, I specialize in driving go-to-market strategies, customer engagement, and revenue growth across both B2B and B2C industries. My expertise spans multiple sectors, where I have led cross-functional teams, managed high-impact campaigns, and developed market positioning that differentiates brands in competitive landscapes. I am deeply customer-centric, ensuring that marketing strategies align with real customer needs and behaviors. A strong collaborator, I work closely with sales, product, and executive leadership to craft compelling narratives, execute integrated campaigns, and optimize the customer journey. My leadership experience includes managing teams of various sizes, up to 15 members, fostering high-performance cultures that drive results. I thrive at the intersection of strategy and execution—turning insights into action, enabling sales teams, and ensuring marketing efforts contribute to business growth. Passionate about innovation, I continuously refine approaches to ensure alignment with evolving market trends and customer expectations.

Experience

• Senior Product Marketing Manager · Sherweb2024-05 –
• Director, Product Marketing & Insights · Lighthouse Labs2021-07 – 2024-05

  My focus is deciphering consumer trends, market trends and internal analytics to fuel our corporate and product strategy with actionable insights. With a keen eye on the pulse of the industry, I drive our team to craft impactful narratives and experiences that resonate deeply with our multiple B2B and B2C audiences. Through collaboration and data-driven decision-making, my goals is to propel Lighthouse Labs towards continual growth and relevance in the ever-evolving tech landscape.

• Market and Member Insights Lead · Servus Credit Union2016-07 – 2021-07

  As the Market and Member Insights Lead at Servus Credit Union, I led a team of five specialists in deciphering consumer behavior and financial trends to develop products and experiences. Our goal was to empower Servus with relevant actionable intelligence, enhancing member experiences and driving organizational growth through member acquisition, increased share of wallet and improved member retention. Through cross-functional collaboration and data-driven strategies, we fostered innovation, ensuring Servus remains a trusted financial partner for our members.

• National Marketing Research Manager · Sobeys2010-09 – 2016-06

  As the National Marketing Research Manager at Sobeys, I led a cross-Canada team from our base in Edmonton, overseeing primary and secondary research for all Western Canadian brands, including Sobeys, Safeway, Thrifty Foods, and Sobeys Liquor. Utilizing pricing basket analysis, Nielsen analytics, internal buyer behavior and primary customer research, I supported leadership and cross-functional teams to drive desired customer buying behavior.

• Customer Loyalty Manager · The Babymarketplace.com2006-02 – 2009-03

  Working for a startup company involved many roles including development and management of a customer loyalty program. Customers were given targeted emails and offers based on previous spending behavior. Results were used to drive ongoing campaign development. Established digital analytics monitoring to determine customer behavior on the website including identification of pain points. Created a customer research panel to test and share reviews of new products. The company was bought by a larger Canadian retailer.

• Customer Satisfaction Junior Manager · Zurich Bank2002-01 – 2005-04

  Developed customer satisfaction metrics for Zurich Insurance subsidiary. Actionable insights that contributed to rapid member growth with high satisfaction levels.

• Senior Process Engineer · Zurich Insurance Company Ltd1999-03 – 2002-01

  Part of a cross-functional team designing and refining customer processes through journey mapping and identification of pain points. Subject matter expert for customer research and competitor activity within pensions.

• Market Research Assistant · Zurich Insurance Company Ltd1996-09 – 1999-03

  Working within Investments product team. Competitor Intelligence monitoring. Sales force material development. Product sheets creation and distribution. Customer surveys.

Education

• Aston UniversityBACHELORS DEGREE, Marketing

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