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Work experience

Aug 2004Sep 2008

Asst. Manager & Manager, Online Member Acquisition

Harlequin Enterprises Limited

KEY ROLE: Developed, recommended, and successfully executed strategic online promotion plans to meet marketing and finance objectives of Harlequin Direct-to-Consumer and Harlequin Internet & Digital divisions.

  • Managed and increased breadth of key relationships with external vendors, and internal stakeholders, to ensure cost-effective and timely implementation of campaigns.
  • Developed the growth strategy for’s affiliate program, implemented the plan’s tactics through developing relationships within the affiliate network and its partners to gain insight and research book sales trends on their sites.
  • Maintained all landing page collateral (creation and promotion tracking) for all lead generation promotions ensuring accuracy and timely set-up and removal for each campaign. Worked closely with Tech Lead to develop a more efficient way to maintain and set up each campaign.
  • Worked in collaboration with the digital marketing team on the search marketing campaigns (including keyword and landing page recommendations and monthly results review) to drive traffic and maximize return on ad spend; and aided in the roll-out of the eBook continuity program.
  • Lead the Project team to develop a customer contact strategy to increase offline customers’ use of online touchpoints, especially use of email. Worked with the Retention team on a full program review; updated backend messages to reduce attrition and developed a comprehensive recommendation for a day-to-day execution plan.
  • Tracked expenditures and performance results for each campaign against budget; and presented these results to all stakeholders
Oct 2002Aug 2004

Assistant Manager & Manager, New Member Acquisition

Harlequin Enterprises Limited

KEY ROLE: Developed, recommended, implemented and presented results for the semi-annual Brighter Vision direct mail and online acquisition campaigns for Brighter Vision and Harlequin Direct-to-Consumer divisions on time and within budget.

  • Managed the budget and execution of the online acquisition campaigns for Brighter Vision, including third party advertising and lead generation; and maintained all landing page creative and promotion tracking for all bulk and test campaigns.
  • Successfully managed vendor relationships for the online acquisition programs resulting in numerous successful tests and roll-out campaigns that met goals for increased volume of new members.
  • Set up the affiliate marketing strategy for Brighter Vision to ensure qualified leads were generated.
  • Managed the budget and execution of the semi-annual direct mail campaigns from initiating the brainstorm sessions, the copy approval process for marketing materials, package preparation, proofreading, to tracking progress, ensuring accuracy and that deadlines were met.
  • Investigated and the viability (including cost and resources) of new media for Brighter Vision to establish a broader foundation for future file size growth. Championed and implemented the telemarketing test campaign where success was identified in sufficient time that a roll out was completed.
  • Instituted a more effective order processing methodology for Brighter Vision that lead to higher qualified leads.
Feb 2000Oct 2002

Marketing Coordinator & Assistant Manager, Member Retention

KEY ROLE: Managed the execution of the Creativity Kits Program’s Membership Retention and Upsell Sales campaigns to ensure deadlines, budget, quality of marketing materials and product development objectives were met.

  • Communicated campaign plans to all Direct Marketing functions supporting effective execution; including marketing collateral production coordination with creative agency.
  • Forecasted and tracked campaign order volume; and managed its inventory for product (core and upsell), marketing materials and premiums.
  • Managed and updated the website; generated traffic through banner ad placement and drove membership by cultivating relationships with external online third party vendors.
Jun 1999Dec 1999

marketing coordinator

Serconbest N.A / Globe Union Industrial Corporation

KEY ROLE: Coordinated the development of marketing materials for sales support and trade shows on time.

Jul 1997Jun 1999

Marketing Coordinator/ Media Analyst

I.C.S Learning Systems

KEY ROLE: Developed and implemented ICS enrollment campaigns for: broadcast media; and French and Retail products.

  • Prepared, monitored and analyzed each campaigns' weekly reports and budgets to meet set goals.
  • Updated informercials for Canadian market with the creative ad agency; liaised with telemarketing for order taking accuracy.
  • Researched, evaluated and coordinated print and broadcast media for the French and Retail products.



Executive Course Certificate of Completion

Schulich School of Business

Bachelor of Commerce

Concordia University

Major in Marketing

Minor in Small Business Management and Entrepreneurialship


Diplome d'Etudes Collegiale

John Abbott College

Honours in 3 semesters


I am an online Marketing Professional with progressive experience in direct-to-consumer marketing. I have a proven track record of building productive business relationships with external resources and internal stakeholders. My experience in direct mail and digital marketing encompass customer acquisition and customer retention. I exhibit a high level of initiative, am resourceful, and am an expert in managing the execution of any project to its successful end. I demonstrate great attention to detail and enjoy challenges and am always willing (and wanting) to learn more. My interests lie in Direct-to-Consumer marketing, especially in the online space.


I enjoy experimenting with food, painting, volunteering at my child's school and continuing my love of lifelong learning.

Language and Technology

Mother Tongue: English | Beginner: French

Microsoft Office | Beginner: PhotoShop, HTML | Experienced in Social Media | Search Marketing


Eleanor Elliott

“Karen was a conscientious team member who worked diligently towards our departmental goals. She developed strong working relationships with her colleagues and vendors and fostered a positive working environment.” January 19, 2009

Garry Woodrow

“I had the pleasure of working with Karen in a number of different roles at Harlequin. Karen is focused, a strategic thinker, and a team player. She would be an asset in an online marketing role.” January 20, 2009

Katie Fisher

“One of Karen's great strengths is in developing excellent, productive working relationships with people at all levels inside and outside the organization, including agencies and business partners. Over the years at Harlequin, she gained the trust and respect of so many people, myself included.” January 19, 2009

Patrick Coleman

“Karen is the consummate online marketing professional. She is thoughtful, intelligent and a pleasure to work with. Karen proved successful at championing new business initiatives. She also helped overhaul an entire online marketing business engine, helping redesign and implement it from the ground up. Her experience and skills make her a great online marketing asset.” October 3, 2008

Keith Kleinmaier

“Karen is a dedicated, hard-working marketing professional with a flair for out of the box thinking. Karen has the ability to not only analyze a particular marketing campaign, but provide and discuss multiple solutions to increase productivity. We worked together on numerous campaigns, and she was always a pleasure to work with, making sure all sides fully understood expectations and objectives. I welcome the opportunity to work with Karen again.” February 4, 2009