Work History

Work History
Dec 1999 - Present

Principal

leap frog marketing

Serve as expert marketing & communications resource for clients in both corporate and non-profit sectors. Provide services of an “in-house” marketing team, demonstrating critical expertise in the areas of strategic planning, brand strategy, market/competitor research, public relations, sponsor acquisition/management. Recommend web strategies and develop e-communications. Produce newsletters, brochures, annual reports, ad copy, and press releases. Specialize in online marketing, providing creative and effective solutions for clients with limited resources. Plan and project manage large-scale events. Collaborate extensively with senior management, volunteer boards of directors, employees, and vendors. Manage timelines, administer marketing budgets, analyze results, and present implications to key stakeholders.  

In 2009, introduced MarketingManageroftheDay.com as a way of working with forward-thinking organizations keen on new levels of online awareness, revenue growth and customer engagement.

2006 - 2011

(Contract) Director, Marketing

2009 World Police & Fire Games

Attracted 10,500+ international athletes for a 10-day competition featuring 65 sports, 40 venues, and estimated impact to the regional economy of $84+ million. Surpassed records for athlete registration and sport/event entries (in a recession and the year leading up to Vancouver hosting the Winter Olympic Games).

  • Directed all aspects of marketing including traditional advertising, social media marketing, research, print materials, and sponsor activation.
  • Served key stakeholders (while meeting budget constraints) through introduction of online initiatives such as Web marketing, e-marketing, blogging, Facebook, Twitter and mobile phone applications.
  • Created personalized URLs for athletes and their families that not only provided detailed information about their sport and stay in BC, but also served as the e-commerce platform for purchasing merchandise, attractions passes, transit and entertainment packages.
  • Implemented sponsorship programs to generate revenues for the Games as well as designated legacy organizations.
  • Completed all aspects of event on time and within budget.
  • To-date, the event has received four awards--including "Sport Event of the Year" presented by the Canadian Tourism Awards, and recognized for its social media marketing accomplishments.
  • Consult to 2011 (New York) & 2013 (Belfast) Organizing Committees
2003 - 2009

(Contract) Director, Marketing & Communications

Vantage Point (formerly Volunteer Vancouver)
  • Directed all marketing, communication and media outreach activities.
  • Published organization’s first book, A People Lens.
  • Launched new web site and promotional micro sites. Created all online marketing strategies including e-marketing, blogging, Facebook, Twitter and YouTube. Produced numerous mission-based videos.
  • Re-branded in 2007. Led name change project, relaunched as Vantage Point in 2009.
  • Developed sponsored advertorials, designed to broaden the definition of volunteering.
  • Planned 2008 and 2009 Volunteer Celebration Event. Organized 2004, 2005, and 2006 Volunteer Recognition Awards event; responsible for sponsorship, marketing, and event management.
  • Played key role in inaugural Timeraiser event raising over 5,000 hours and increasing awareness of specifically-skilled volunteer opportunities in Vancouver.
  • Developed marketing plans for membership, executive education & fundraising events.
1991 - 1999

General Manager, Marketing Manager, Membership Marketing Manager

BCAA (British Columbia Automobile Association)

Responsible for new product development, marketing programs for the acquisition & retention of 650,000 members, and 10-person marketing team for automobile, travel, insurance and loyalty programs.

Education

Education
2000 - 2001

Certificate in Peer Counselling

UBC
Sep 1985 - May 1988

BA

Wilfrid Laurier University

Interest

  • All things social-media, skiing & golf (when I can), Zumba and running...with my family!
  • Currently volunteering at Vantage Point with Communications & New Book Task Forces. I have volunteered with BCAIM (BC Association of Integrated Marketers) since 1991; served on the board, organized events and chaired the annual conference three times.
  • Writing a book about my mother called "Portrait of an EXTRAordinary Woman".

Sample Client List:

BCAA

BCAIM

BC Lottery CorporationBC Paraplegic Association BC Paraplegic Foundation

Big Sisters of BC Lower Mainland

Canada Volunteerism Initiative

Canada Wide Magazines

ContractTailor.com

FairDismissal.com

FiredWithoutCause.com

Kwantlen University

Legal Process Solutions

New Balance Vancouver

Royal Canadian Legion

Travel Underwriters

Vantage Point

Volunteer Vancouver

World Police & Fire Games: Vancouver, New York & Belfast

My References say:

Shirley is...:

  • "an idea factory!"
  • "a marketing superstar!"
  • "smart, savvy and gets things done!"
  • "creative, flexible...and the final result is always her priority."
  • "well-organized, has boundless energy and a strong business acumen."
  • "able to see and communicate the strategic direction for a project, and then translate that into specific, actionable steps to get there."

Read more LinkedIn recommendations

About me:

I play the role of Marketing Director for organizations ready to "leap to the next level."

I am known for my creative ideas, and my ability to translate vision into marketing plans that make a meaningful impact.

Often I work on a project basis; other times I'm contracted as the "in-house" marketing team, and always, I work with forward-thinking organizations seeking new levels of awareness, growth and engagement.

Accomplished Marketing Professional: 

  • 23 years of integrated marketing experience
  • Ability to creatively match organization's communication needs to market opportunities
  • Broad business understanding
  • Successful in employing online strategies to manage, monitor and measure results, increase revenues, improve efficiency & reduce costs.
  • 11 years experience working with clients to maximize their fund raising & sponsorship revenues.