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ABOUT ME

Senior marketing professional with over 10 years of experience working in start-ups, small to medium size businesses across diverse industry sectors.  Successfully built two thriving businesses achieving 6-figure annual sales since first year, more than 4000 customer accounts, with continued annual sales growth, through creative marketing & business development efforts.

Work Experience

Oct 2010Present

Founder/VP Marketing & Business Development

Build My Body Beautiful (BMBB) offers lucrative fitness and wellness programs exclusively for women across three locations downtown Toronto.

BodyBeautiful.Fitness provides online fitness and nutrition solutions for women via Body Beautiful mobile application & online training portal.

  • Responsible for Company's long-term strategic plan, business development and all marketing initiatives
  • Develops and implements annual sales and marketing plans that resulted in consistent annual sales increases
  • Responsible for creating all marketing campaigns & sales tools: web development and UX design, lead and customer segmentation, email marketing campaigns/auto-responders, management of various social media platforms, all SEO implementation, CPC/SMM advertising)
  • Spearheads lead generation/list building utilizing various organic and paid Google and social media marketing and advertising strategies
  • In charge of managing a team developing all branding, content, and design (websites, social media, newsletters & advertising materials)
  • Develops and designs all web properties ( two 35+ page websites with an e-commerce platform, squeeze pages and blogs)
  • Works with joint venture, media & affiliates to create cross promotional campaigns and long-term partnerships
  • Authors business proposals/plans, legal/employment contracts, lease and service agreements
  • Hires, trains and manages other supporting roles in sales, marketing & administration

Accomplishments:

  • Grew business from start-up to 500K in annual sales through effective business planning, creative sales techniques, and innovative (mostly organic) marketing
  • Has built a client portfolio of over 4000 clients, expanded fitness programs across three locations and grew sales by 20-30% each year
  • Maintains an exceptional client retention through continuous content creation that promotes client engagement and excellent customer service. This has resulted in decreasing BMBB's marketing expenses by 50% in the last two years
  • Increased average transaction per client per month by 100% through introducing new programs and offerings
  • Has an exceptional marketing and sales track record of closing nearly 100% of all sales of BMBB's fitness programs through online marketing 
  • Built great media relationships, and was featured in various publications including having the Build My Body Beautiful Bootcamp Program being featured as the number one fitness boot camp for women in BlogTo and NOW magazine
  • Has built an exceptional online presence including an outstanding SEO ranking (first page on multiple keywords) and social media following: 20K Facebook followers, 18K Instagram followers and over 15K newsletter subscribers
  • Introduced various new programs including corporate wellness seminars, and Body Transformation Programs, Charity events which generated new leads and contributed to significant sales increase
  • Developed various online programs & products including co-authoring 7 fitness/diet books and BMBB Mobile App
Sep 2009Sep 2010

Director of Marketing & Product Development

Achilles Media (acquired by Brunico Communications) facilitates professional and creative relationships by providing event-centered transaction platforms that enable business community members to increase their market engagement and revenue. Event portfolio includes some of the biggest B2B conferences in entertainment, digital media, business and finance, technology and innovation including: BANFF World Media Festival, Canadian Innovation Exchange, nextMEDIA

  • Managing and hiring the marketing, web & product development teams including: PR, account managers, marketing coordinators (copywriters, email marketing and social media specialists), project & product development managers, various developers (PHP, Pearl, Java), graphic designers, as well as various freelancers
  • Responsible for managing the development of eight conference & social platform websites
  • Responsible for all delegate revenues and maintaining ROI targets through creating effective multichannel marketing campaigns (PR, social & email marketing, online advertising, affiliate marketing, and print)
  • Creating and managing marketing, product development budgets & forecasts
  • Planning & managing the development of various new online products and platforms that both market to and connect the communities that Achilles Media serves
  • Working and developing relationships with various vendors, board members and industry alliances to support Achilles Media's vision

Accomplishments:

  • Completely re-built a multifunctional marketing, web & product development team of professionals to execute on the Company's current strategy to transform Achilles Media into an industry-leading business facilitation company
  • Exceeded delegate revenues for all conferences and ROI targets by 15-20%, while continuously keeping the marketing budget below the forecast
  • Appointed to take part in the Executive Management Committee working closely with the CEO, COO and CFO to design the company's long-term strategic plan
  • Brought various new events and products into market including Canadian Innovation Exchange & The NextMEDIA Source
  • Developed outstanding relationships with various vendors, board members and industry alliances to support Achilles Media's vision
Sep 2008Sep 2009

Product Marketing Manager

Vircom, Inc. is a privately held software development and professional services company focused exclusively on B2B email messaging security.

  • In charge of developing and managing the yearly marketing plan, schedule and budget
  • Working very closely with executive management on creating and articulating successful positioning, compelling differentiation and go-to-market strategy for Vircom
  • Managing and coaching the marketing and product development team to design, build, and coordinate a wide mix of marketing campaigns and activities: partner programs, whitepapers, webinars, PR, tradeshows/events, Google ad word campaigns, banners, e-newsletters, website/SEO
  • Building relationships with marketing vendors to negotiate best program rates for Vircom
  • Accountable for identifying and analyzing key marketing metrics to measure success of activities and campaigns and adjust strategy and investment to maintain a positive ROI
  • Building lead generating and nurturing programs to attract viable prospects and build relationships by developing consistent and meaningful communication

Accomplishments:

  • Developed a multi-layer lead nurturing process that increased sales by 30% compared to last year, despite a 70% reduction in sales staff
  • Hired and retained key contributors to the marketing team and empowered them to execute the plans and processes through effective coaching, motivation and ongoing performance evaluation
  • Started and implemented a companywide social media marketing strategy and execution plan
  • Selected and implemented company's CRM solution (Salesforce) and developed internal work processes used across multiple departments for a more effective prospect and customer management
  • Developed a cross-functional action plan for the transition of the Company's current website to a Content Management System (CMS), and implemented Search Engine Optimization approach that significantly increased company websites ranking, and web traffic
Aug 2007Sep 2008

Marketing Manager (CRM, Planning & Analysis), Montreal, QC

Aug 2007- Sep 2008 (Montreal, QC)

Ice.com is one of the biggest jewelry online retailers; it has been voted in Top 50 online retailers and serves over half a million customers. Diamond.com is a division of Ice.com providing luxury line of fine gemstones and diamonds.

Customer Relationship Management:

  • Managed a multi-million dollar marketing budget and was responsible for managing one of the biggest revenue building areas in the company
  • Managed the operation of the CRM Marketing Department: led, coached & mentored a team of marketing professionals for two lines of online jewelry retail businesses
  • In charge of planning and developing a customer retention strategy by identifying new revenue opportunities, using various Customer Relationship Management tools and supporting business functions from merchandising, sales, marketing, customer service, and fulfillment
  • Responsible for strategy and execution of company's e-marketing, including overseeing merchandising plan, creative and technician development and email deployment (eNewsletter program includes 1MM house subscribers, 1.5MM subscribers through partnerships, and deployment of 12-15 newsletters/week)

Planning & Analysis:

  • Planning and management of the integrated marketing calendar, budget process, reporting and process flow
  • Forecasted sales, demands, future customer orders, required inventory levels and all the related business metrics (conversion rates, gross and net margins, ROI, etc.)
  • Promotional activities analysis using P&L and/or present value to elaborate and give sound conclusions to executive management on marketing promotional activities (SEO, CPC ads, portals, affiliates, newsletters, etc.)

Accomplishments:

  • Promoted from Planning and Analytics Manager to CRM Manager in three months and was given the responsibility customer retention an area of business that generated 45%+ of overall sales
  • Developed KPI business model which predicts gross sales, margin and contribution by customer segments
  • Created a marketing planning process and a master calendar to include all functional areas within marketing department and all other relevant parties
  • Streamlined the Newsletter execution process to increase deployment efficiency, market testing and sales performance
Jun 2007Dec 2007

Marketing/Business Development Manager

Enterprise 2.0 start-up. Financed by Garage Technology Ventures Canada. Company closed Dec 2007

B2B Social network for the high end luxury furniture industry.

  • Worked closely with VP of Development to define detailed requirements & implementation approach for development of a new Web 2.0 product for Interior Design industry
  • Defined the product & marketing strategies by creating and managing the execution plans to achieve aggressive financial goals and establish clear leadership for the new offering
  • Developed and executed an engaging communications strategy and plan that includes an active online presence, community engagement and development
  • Created executive summary presentations for venture capital investors to secure and raise additional funding

Accomplishments:

  • Redefined new product business concept plan & development model to secure venture capital funding. 
  • Developed the company’s marketing plan, calendar, resource plan and budget for 2008
  • Developed a model for revenue opportunities.
  • Managed various other projects including the creation of company’s new website.
Jun 2006Jun 2007

Project Manager

Exchange Solutions is a consulting firm that develops, designs and hosts innovative buyer-seller collaboration solutions and loyalty rewards programs primarily for the financial and telecom industry.

  • Key participant in program design, launch and in-market program performance optimization for a loyalty rewards program for Company’s biggest client - US Bank
  • Project managed technology initiatives - worked with technology staff to determine the required process and platform changes for capability implementations
  • Managed the development and related program workflow processes of US Bank’s customer software portal and back-office fulfillment portal.

Accomplishments:

  • Recognized as a key contributor in the designing of an effective performance indicator reporting measurement tool - used for communicating program results across 400 bank branches in USA
  • Developed an effective internal program improvement Best Practices framework
  • Implemented a product testing roadmap process and was a key contributor to the client’s user acceptance testing efforts

Dundas Jafine Inc

May 2004Jun 2006

Marketing Services Manager

Dundas Jafine is a manufacturer & distributor of Heating, Ventilation and Air Conditioning (HVAC) products. 

  • Developed, executed and maintained sales and marketing budgets including forecasting, tracking, and reporting
  • Managed the design and production of all marketing and sales materials including product packaging, sales presentations, new product launch, product catalogs, direct mail, Yellow Pages and tradeshow collateral
  • Managed and negotiated with all vendors of marketing tools, supplies and services

Accomplishments:

  • Designed and developed new product packaging (for over 150 SKUs) and completed the overhaul of existing packaging resulting in new business gain of various enterprise accounts
  • Developed company wide sales forecast and summary analysis methodology
  • Promoted from Marketing Coordinator to Manager in eight months

Education

Google Analytics/AdWords Academy

20162016

Google Analytics & AdWords Certification

Google Analytics (IQ) Individual Qualification 

AdWord Fundamentals

Yoast Academy

20152017

Search Engine Optimization

Various programs: Technical SEO, Copy Writing SEO, Site Structure, UX Design & SEO

RED Academy

20162016

Certificate in Digital Marketing

Content Management, Marketing Strategy, Online Brand Strategy, CRO and A/B Testing, SEO and SEM, Social Media Management and Advertising

Sep 1999Apr 2003

Honours in Business Management 

  • Major: Administrative Commercial Studies with focus in finance
  • Minor in Psychology 

HIGHLIGHTS & INTERESTS

Start-ups: Worked with various web 2.0 and technology startups (Lure Media, Eteriors) & launched 2 successful businesses and a social media platform (5000+ members).

Marketing Consulting: Worked as a marketing consultant to help with new projects with various small and medium businesses as well as former employers. 

Health & Fitness:

  • Certified Personal Trainer, Sports Nutritionist, Kickboxing & Boot camp Instructor
  • Certified Hypnotherapist
  • Award Winning Fitness Competitor
  • Black Belt in Karate with over 18 years in martial arts training

Management & Marketing Expertise 

Start-up, Business Development
Team-Building, Leadership
Business Plans & Marketing Strategy
Ecommerce
Product Development & Launches
Email Marketing & List Building
Social Media Organic Marketing
Website Development & Project Management
Branding/Re-Branding
Search Engine Optimization
Affiliate Marketing
Google & Social Media Paid Advertising
Public Relations

Exceptional Technical Skills

List Building Tools

Ninja Popup, SumoMe, Privy, OptinMonster

Web Development

Basic working knowledge or HTML, exceptional knowledge working with various WordPress tools and plugins

Various SEO Audit, Ranking & Analytic Tools

Yoast Pro & Yoast Local, Moz, Ranktrackr, SpyFu 

Email Marketing Tools

AWeber, Vertical Response, Constant Contact, MailChimp

Adobe Creative Suite

Photoshop, Illustrator, InDesign

Statistical and Web Analysis Tools

Google Analytics/Webmaster, SPSS, Visual Sciences

Various CMS, membership & e-commerce platforms

Wordpress, Joomla, MagicMember,  Wishlist Shopify, WooCommerce, Ecwid

Customer relationship management (CRM) software/tools 

References

Brian McGlynn, VP of Sales ETERIORS

Ana is an exceptional performer in Sales, Marketing, and Business Development. Ana hit the ground running and showed an eagerness and drive to learn new things and exceed expectations. It was a pleasure to work with her and I would do it again anytime.

Gordon Haight, Managing Director/Chairman

Ana is an absolutely first-rate thinker. She takes the initiative, creates options, pursues solutions and follows projects through to conclusion. She also a team player who is well-regarded both by colleagues in the company and by peers in the industry. I have no hesitation to recommend Ana and invite any prospective employer to call me for a reference.

Ariel Roberge, VP e-business Development, ETERIORS

Dedicated, professional, smart, forward thinking and an excellent team player. It was an absolute pleasure to work with Ana. I would recommend her any time without hesitation.

Hendrik Dimter Art Director, ice.com

I worked with Anna in a high-paced commerce environment, where she proved to be an exceptional worker with outstanding organizational talent. After the departure of one of the company's CRM-Managers, she found herself in the position of having to take over a business-crucial management task. I was impressed with how quick she seemed to own that position, filling the void the other person had left in an instant while single-handed improving on the process of that department. I believe that a success of a business relies on people like Anna! She is a great addition to any team and I can strongly recommend her!

Margot MacNutt, Business Analyst, Vircom Inc.

Ana is an extremely bright, dynamic, go-getter who made an immediate positive impact when she joined Vircom. Even though she had never worked in the IT industry before, she learned very quickly. Through her hard work and dedication, she introduced several changes that are still benefitting the company today. Her energy and personality brought back some fun to the workplace, making the environment more enjoyable for everyone who worked with her. Ana genuinely cares about the what she does and the people she works with, giving her all to any task she takes on. I highly recommend Ana for any role she seeks, and would enjoy the chance to work with her again.

Avi Posesorsky, Regional Sales Director, Vircom Inc.

It was a pleasure working with Ana. She is a talented professional who is relentless in her work efforts and the delivery of quality work, dedication and focus on the job. She continously strives to improve by looking for new ideas to create marketing plans with a focus on results. I had the opportunity to work with Ana on several projects that included some of the following: Implementations of a CRM, Channel Portal, Channel Programs and print catalogues for one of the largest Direct Marketers in the US. It would be a pleasure to work with Ana again in the future.

Robert Montgomery, CEO & Investor, Achilles Media Media

Ana is smart, diligent, creative and an excellent leader. I strongly recommend her.

Mark Greenspan, COO, Achilles Media

Ana has a tremendous amount of drive and ambition. She is an excellent team builder and built a multi-functional marketing department while at Achilles Media. She is detailed oriented and can multi-task effectively.