Alison Branco
CV
Skills
Summary
I am an accomplished goal orientated marketing professional who has garnered over 20 years of expertise working for both large and small organizations. Extremely comfortable and nimble in a fast paced work environment. My recipe for achieving exceptional business results is a solid work ethic and an endless thirst for knowledge and trying new things. I have a can-do attitude that breeds creativity and out-of-the-box thinking.
Direct management experience in consumer segmentation, brand positioning and building effective creative campaigns that align with business goals. I have achieved success in all areas of marketing: communications, brand development & management, story telling, digital & social media, media buying and customer experience. Proficient at team building, coaching & mentoring, procuring sponsorships and developing relationships with community partners.
Outside of work I am very passionate about fitness, health & wellness and good food. On weekends she can be found trial running on the North Shore or hiking the Grind and BCMC trails.
B2B
B2C
CRM
SEO
SMM
Languages
ENGLISH
Director of Marketing 2017 to 2020
Created and implemented an integrated marketing strategy with the overall objective of doubling the company business. T
Managed a budget of$1.15M.
Increased in-bound leads by 160% and sales by 20% in a 12 month period using a digital strategy, SEO, SEM, SMM, CPC and CRM.
Directed and managed a new website and new company branding project.
Coached and mentored a team from 3 to 5
Director of Advertising 2016 to 2017
Responsible for: Created and executed integrated strategic advertising and creative campaigns for more than 20 clients with an annual budget of $1.85 million that allowed LBMG clients to cultivate and enhance meaningful relationships with targeted, high-quality external audiences that supported business objectives
End-to-end campaign execution including: strategy development, planning advertising and creative campaigns, client relations, negotiating and executing media buys, on-site activations, invoice reconciliation and presenting the advertising plan and wrap report to clients
Managed and executed promotional components
Oversaw the day-to-day activities of the Advertising Department including planning and staff development
Identify challenges and emerging issues faced by the organization and clients. Worked with the leadership team and staff to develop solutions
Collaborate with the PR team to provide an integrated experience for clients projects that leverage the media buy for effective earned media
Recruit, managed and mentored a team of three including the office manager
Marketing Director 2011 to 2015
Vancouver Properties
Office and Retail
Responsible for: B2C marketing for retail, B2B marketing for office leasing and tenant relations for Vancouver Properties including: Pacific Centre (a mixed-use Complex - 8 office towers and Pacific Centre shopping mall) and The Waterfront Properties (4 office towers and retail concourse). Calgary Office Properties was also in scope as a result of success for Vancouver Office Leasing. Total: Office 5.3M sq. ft. Total: Retail 500K sq. ft.
Prepared and managed a self liquidating retail marketing budget, utilizing innovation to effectively stretch the budget to achieve objectives. Created and executed a comprehensive marketing and strategic plan
Built and implemented four comprehensive multi-level communication plans for major redevelopments at Pacific Centre. Most recent the 725 Granville project (Sears Redevelopment) Including: website, video wall, signage, internal and external communications, media and PR
Digital Marketing Strategy including: SEO, SMM, CRM, Web and Social Media. Omni Channel Marketing for Retail and Office including: media buying, production management, social and traditional media
Corporate Social Responsibility (CSR): Worked with a steering committee to create a CSR Strategy that was the driver for the property. Surpassed the 2014 objective by 67% or $30,000
Strategic Planing: Prepared and executed strategic plans for both Office and Retail which resulted in low vacancy rates (2.25%) and Tenant Satisfaction of (75%) for Office
and increased traffic, sales and dwell time by 2% for Retail
Coached and mentored a team of 8 people
Marketing Manager
2007 to 2011
Pacific Centre Retail
Responsible for: B2C marketing for Pacific Centre retail, Specialty Leasing, Guest Services, tenant relations and Gift Card Program
Sponsorship and Special Events. Including: movie shoots, in-mall activations and in-property advertising. Exceeding yearly budgets over 4 years by 34%
Managed and mentored the Guest Services team who achieved above company average Mystery Shop Survey results at 98%
Working in collaboration with the Marketing Director to prepare and execute the marketing budget and plan
Worked with and negotiated with 3rd party vendors
Created and executed in-centre events including the I AM DOWNTOWN SHOPPING NIGHT a VIP shopping event that increased traffic by 10%, sales and dwell time and raised over $12,000 for Coast Mental Health
Promoting Green Property Initiatives. Created and deployed an internal and external communication plan to promote property green results.
Retail and Marketing Coordinator
1999 to 2007
Pacific Centre: Retail & Office
Responsible for: Assisting the Marketing Director with marketing Pacific Centre shopping mall. Also assisted the Office Property Manager with tenant relations.
Event creation and execution for retail customers
Not-for-Profit and sponsorships
Designed and coordinated office tenant events: Lunch & Learns and Tenant Appreciation
Managed, hired and supervised the seasonal Guest Services team - summer and Christmas
Tourism relations: working with the Les Clef d’Or Association, Tourism Vancouver and local Tourist Attractions
Work
experience
Education
2010 Project Management
This course looked at the total project management process: from planning and organizing to implementing and closing. It dealt with the stages and processed of controlling scope, quality, time and cost while at the same time managing risk at every stage. It also emphasized the human factors that play an important role in every project
2008 Strategic Marketing Management
This course developed competencies in creating effective marketing strategies for organizations. It deepened the understanding of the competitive environment, and built skills in market research, segmentation and positioning. It also taught to develop powerful brands that will keep customers coming back
University of Windsor
Associations
Courage to Come Back Awards Panelist 2014 & 2015. This entailed reading 12 to 24 award entries and rated them according to a criteria along with one 3 hours meeting with a facilitator to put 3 to 5 entries forward to the final selection committee.
Holiday Hamper Committee Member 2014: Working with volunteers from the office 6 hampers were put together and deliverede to the residents of Chester House.
From 2008 to 2014: I sat on and chaired the CSR Committee at Cadillac Fairview that raised over $300K for Coast through various events: Big Brolly Gala, Connecting with Communities Luncheon and Sunday Occasion (a shopping event)
(DVBIA) Vice Chair of the Place Making and Marketing Committee: 2014 - To act as a consultative and discussion resource for the DVBIA Board of Directors and staff on place making and marketing initiatives that will help attain the marketing goals of the association. Active committee member since 2011
Secretary and Co-Treasurer of the Tecumseh Parents Advisory Committee (PAC) 2005 to 2014. Coordinated and participated in yearly events: Christmas Party, End of the Year BBQ Party and Hot Lunch Program. All fundraising efforts raising money to replace the school playground. Attended monthly meetings scribed and published the meeting minutes. Co-signer for the PAC bank accounts
Festival of Trees Committee. 2008 to present. The trees are generously sponsored and decorated by individuals and corporations who are committed to supporting child health in BC. Over my involvement with this committee over $1M was raised for BC Children’s Hospital
Interests
Exercise and health in general, more specifically: Running, hiking, skiing, snowshoeing, golf, reading, nutrition