Marketing & Branding Consultant

I'm a strategic global marketing expert with a track record of growth across 4 different countries, 8 different industries, and 30 brands, including Kellogg's, Cineplex, CN Tower and Compass Group.

I am the branding and marketing leader CEOs of mid to large sized companies hire when recent challengers are eroding market share and the future of their company is on the line. I am also the person they call if they are looking to significantly grow and need an expert to develop and implement the path forward.

Work Samples slide 2 of 9

Video Samples slide 1 of 1

The Best Fit

Small to medium sized businesses that are looking to take their businesses and marketing to the next level. Addressing new competitive entrants and eroding market share

- Reinvigorating underperforming mature/legacy brands
- Developing and implementing the path forward to deliver significant growth
- Enhance underperforming and/or under-developed marketing capabilities
- Lead organization-wide transformational change
- Create robust insights-driven marketing strategy
- Organization-wide digital and content strategy creation and channel oversight
- P&L; optimization via top and bottom line improvements My approach:
- Leverage best-in-class strategic marketing and brand building processes learned from Blue Chip companies
- Collaborative leadership and management style to build trust and drive consensus
- Insights- and data-driven approach
- Facilitation of strategic planning workshops – vision, mission, values, brand identity, market mapping, etc Awards & Accomplishments Best New Product Award, Kellogg's Eggo French Toaster Stix

slide 2 of 4 Working alongside Joanne at Compass Group was enjoyable, both professionally and personally. Joanne bought a fresh perspective to the marketing team and was committed to making a positive impact on the business. When Joanne joined Compass, she took it upon herself to understand the business and, in particular, to build a relationship with me as the key procurement partner.

This was new as historically the procurement team and marketing tended to work in silos. Through her outreach, she created an environment which helped us challenge each other and the status quo to come up with innovative and creative ways of working together to help us both meet our objectives. For example, together we developed a new process to help grow beverage sales that involved better training, more transparency and increased communication.

As a result, Joanne’s sector was the only one that achieved growth in beverage sales.

Bobbie Walker Director Retail Growth, Compass Group

Joanne is an external consultant under retainer and working under a non-disclosure agreement to support our leadership team by providing important marketing knowledge and professional expertise in brand and digital marketing initiatives. She has been instrumental in providing consultation and guidance in the development of our overall marketing and brand strategy and developing a quality marketing plan in partnership with us that will let us independently move in the direction we need; including the development of new digital brand assets, websites, etc.

Joanne has been exceptional to work with. She has maintained a professional, candid, and participative relationship that has led to effective communications and meaningful interactions with the entire team. She has consistently kept me, as executive sponsor, up to date and involved where necessary, while empowering my team members to take initiative where they need to.

Her knowledge and skills in developing a corporate brand position, marketing approach and in marketing vendor management have been instrumental in our strategic work to date.

Jamie McDougall President & CEO, Carleton-Fundy Mutual Insurance Company

Joanne is an exceptional executive who is able to navigate the fine balance between strategic outlook and practical know-how. Her ability to translate problem solving across multi-functional agile organizations, whilst building for success, make her a true asset.

Nick Williams President & CEO, HMV Retail

I had the pleasure of working with Joanne on two SBUs for which I was responsible with annual revenues approximating $400M. A capable strategic thinker, she was a terrific addition to the team and I appreciated her contributions on the businesses. She is very professional and brought a competent and disciplined approach to the marketing function.





She is strategic and detail-oriented with the ability to craft a vision and distill it down to deliverables on the line. With her CPG experience, she asserted technically correct approaches and her insights on brand discovery/building projects was invaluable. We worked together to fashion several strategic partnerships and she adeptly coordinated the ideation and concept development processes.

I would not hesitate to engage Joanne in any endeavor that requires a skilled marketing practitioner.

George Sautter George Sautter, EVP Corporate Development & Strategy, Cineplex Entertainment , & Principal & Managing Member, The Pretium Company, LLC

Working alongside Joanne at Compass Group was enjoyable, both professionally and personally. Joanne bought a fresh perspective to the marketing team and was committed to making a positive impact on the business. When Joanne joined Compass, she took it upon herself to understand the business and, in particular, to build a relationship with me as the key procurement partner.

This was new as historically the procurement team and marketing tended to work in silos. Through her outreach, she created an environment which helped us challenge each other and the status quo to come up with innovative and creative ways of working together to help us both meet our objectives. For example, together we developed a recent process to help grow beverage sales that involved better training, more transparency and increased communication.

As a result, Joanne’s sector was the only one that achieved growth in beverage sales.

Bobbie Walker Director Retail Growth, Compass Group

Joanne is an external consultant under retainer and working under a non-disclosure agreement to support our leadership team by providing important marketing knowledge and professional expertise in brand and digital marketing initiatives. She has been instrumental in providing consultation and guidance in the development of our overall marketing and brand strategy and developing a quality marketing plan in partnership with us that will let us independently move in the direction we need; including the development of new digital brand assets, websites, etc.

Joanne has been exceptional to work with. She has maintained a professional, candid, and participative relationship that has led to effective communications and meaningful interactions with the entire team. She has consistently kept me, as executive sponsor, up to date and involved where necessary, while empowering my team members to take initiative where they need to.

Her knowledge and skills in developing a corporate brand position, marketing approach and in marketing vendor management have been instrumental in our strategic work to date.

Jamie McDougall President & CEO, Carleton-Fundy Mutual Insurance Company

Working with Joanne

I’m located in Toronto, Ontario. I’m available for

- Projects

Connect with me

Specialties

Branding &

• Marketing Strategy Ad Campaigns B2B Engagement B2C Engagement Behavior Strategist Brand Architecture Brand Development Brand Equity Management Brand Extension Brand Guidelines Brand Management Brand Messaging Brand Packaging Brand Partnerships Brand Planning Brand Positioning Brand Reputation Management Brand Strategist Brand Voicing Campaign Development Campaigns Online Publicity CMO Competitive Analysis Content Marketing Corporate Identity Data Analytics Digital Marketing Email Marketing Experiential Marketing Guerrilla Marketing Influencer Marketing Market Positioning Market Research Marketing Audit Marketing Communications Marketing Sales Execution Marketing Strategy Online Marketing PR Campaigns Pricing Strategy Product Marketing Television Print Campaigns Traditional Print Campaigns TV Spots Radio Campaigns Market Research Attitude and Image Studies Competitive Analysis Consumer Insights DiSC Assessment Focus Groups Google Analytics Market Intelligence Persona Development Qualitative Research Quantitative Research Segmanetation Survey Design CRMs, Sales, Marketing Tools &




- Softwares Google Ads Google Analytics Hootsuite HubSpot MailChimp Moz Smartsheet Sprout Social Customer Experience Buyer Journey Mapping CRM Customer Communications Customer Data Analysis Customer Engagement Customer Experience Strategy Customer Journey Mapping Customer Journey Optimization Customer Loyalty Programs Customer Persona Development Customer Relationship Management (CRM) Integration Customer Retention Strategies Customer Satisfaction (CSAT) Analysis Customer Segmentation and Targeting Customer-centric Culture Development Digital Customer Experience Employee Engagement for Customer Experience Mobile Customer Experience Net Promoter Score (NPS) Analysis Omni-channel Experience Design Personalization and Customization Strategies Quality Reporting Quantity Reporting Social Media Customer Experience User Experience (UX) Research Voice of the Customer (VoC) Analysis Public Relations, Stakeholder Relations &
- Communications Board Management/Governance Brand Reputation Building Communications Development Communications Planning Community Relations Corporate Communications Crisis Communication Planning Crisis Communications Crisis Management Customer Engagement Customer Experience Training Customer Journey Mapping Employee Engagement Government Relations Influencer Relations Internal Branding and Employee Advocacy Internal Communications Issues Management Key Messaging Media Coaching Media Relations Media Training Press Release Reputation Management Stakeholder Relations Thought Leadership Strategy Digital Strategy and Execution A/B Testing Analytics Competitor Analysis Content Analysis Content Planning Customer Segmentation Strategy Data Analytics Strategy Digital Advertising Digital Asset Management Ecommerce Strategy Google AdWords Google Analytics Influencer Marketing Strategy Keyword Search Strategies Landing Page Strategies Marketing SEM Multi Channel Marketing Strategy Web Optimization Wireframing Social Media &
- Community Engagement Content Calendars Content Production Crisis Management in Social Media Facebook Ad Creative Design Facebook Ads Manager Facebook Audience Insights and Targeting Facebook Content Strategy Facebook Events and Webinar Promotions Influencer Marketing Management Influencer Marketing Management Instagram Ad Campaigns Instagram Insights and Analytics LinkedIn Advertising LinkedIn Analytics and Metrics LinkedIn Company Page Management LinkedIn Employee Advocacy LinkedIn Personal Branding Strategy LinkedIn Recruiting and Job Postings Social Advertising Social Content Strategy Social Media Analytics Social Media Campaign Planning Social Media Community Building Social Media Content Curation Social Media Engagement Strategies Social Media Listening and Sentiment Analysis Social Media Marketing Social Media Measurement Social Media Strategist TikTok Influencer Collaboration TikTok User-Generated Content (UGC) Campaigns Event Management &
- Sponsorship Budget Management Conferences Corporate Events Entertainment Booking and Management Event Branding and Design Event Management Event Marketing and Promotion Event Registration and Ticketing Event Sponsorship Activation Events Professional Sponsorship Festivals Fundraising Events Golf Tournaments Launch Private Events Membership Events Sponsorship Strategist Trade Shows and Exhibitions Venue Selection and Management Graphic Recording &
- Meeting Facilitation Brainstorm Facilitation Meeting Facilitation Meeting Facilitator Stakeholder Engagement Strategic Reporting Workshop Design Workshop Facilitation Project Management Marketing/Advertising Project Manager User Experience Strategy Customer Journey Mapping Sitemap Development UX Strategy

Client Resume

Carlton-Fundy Mutual Insurance Company/Eastern Insurance iShared Transportation (US-based 3PL business)

Ideovation/Canadian Food Innovation Network

VR Studios (US-based virtual reality provider)

HMV Canada (retail, loyalty)

ClearMotive Marketing Group

Call2Recycle (Not-for-Profit, Sustainability)

Connect with Joanne

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$100-$500$500- $1K$1K- 5K$5K - $10K$10K–$25K$25K–$50K$50K-$100KMore than $100K

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Let’s not make this creepy. We’ll email you just once and not again unless you explicitly ask us to.

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