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Work experience

Jul 2012Feb 2016

Online Marketing Manager

Lowe's Companies Canada, ULC
I am accountable for building a best in class digital content, promotional and marketing strategy to support the Lowe’s Canada business both online and offline. This involves developing and managing the weekly, promotional and seasonal strategy for promotional and inspirational content on and ensuring that it is integrated and consistent with other digital and non-digital initiatives throughout the company. Manage weekly marketing email strategy, content and deployments. Work with the online category team to ensure that the execution of weekly promotions is effective, accurate and consistent with the best customer experience. Manage all transactional and marketing email data, databases and eCRM utilizing the Salesforce Marketing Cloud (formerly Exact Target) platform. Develop and manage weekly bonus digital flyer content and strategy. Generate ad hoc reports using Google Analytics and in-house web reporting tools. Work with business development and web developer teams to create, improve and stabilize web tools that manage and support both the website and the cart data that feeds transactional emails. Manage weekly site reset triage - working with developers, pricing, merchandising, category managers and creative agencies to ensure weekly site changes are accurate and the best customer experience. Work with development team to build and trouble-shooting site issues and development. Work with Operations team to ensure customer satisfaction.
Jan 2010Jul 2012

Manager, eMarketing

Transamerica Life Canada

Transamerica provides innovative and flexible life insurance and segregated fund products, services and solutions - all designed to improve the lives of Canadians from every walk of life.

  • Responsible for online initiatives across various web and micro sites
  • Manage all electronic marketing initiatives
  • Work with the business units and marketing teams to create and deploy effective and results-orientated e-marketing
  • Develop methods to monitor site access patterns to identify customer habits and use them to develop effective online marketing strategies, tactics and programs to influence customer
  • Conduct and manage research and reports regarding online trends to help identify the most effective electronic marketing techniques that can be utilized (competitors, industry and general
  • Proactively seek out customers/stakeholders for requirements/feedback of website improvements and enhancements
  • Ensure content and functionality requirements are developed through the work request process and that scope is complete, clear and concise and consistent with the defined user experience.
  • Develop regularly scheduled scans of AEGON Canada's external websites for accurate and up-to-date content. Manage updates and make recommendations.
  • Manage online development and projects within strategic timelines
  • Develop process, documentation and control adherence to web standards in alignment to corporate, product and/or industry(web) practices/standards
  • Develop and drive the online marketing plan to build competitive advantage and support strategic business objectives
  • Responsible for implementation and management of cloud communications development including impactful messaging, workflow development, tracking and reporting and expansion of communications capabilities and impact.
  • Facilitate competitive, industry and general research, reporting on online trends to help identify the most effective electronic marketing techniques that can be utilized.

Recent Accomplishments:

  • Assisted in the development of detailed business requirements and functional specifications for the redevelopment of all AEGON Canada web properties.
  • Developed web content development process including online web forms and tracking database.
  • Facilitated and developed cloud-based communications utilizing Silverpop including management of newsletter design and development process, automated communications programs and management of and reporting from multiple databases.
  • Developed multi-tiered SharePoint 2007 site for collaboration in and with the eMarketing department.
Jun 2007Jun 2009

National Marketing Manager / Editor, PhotoNews Magazine

Amplis Foto Inc

Amplis is the exclusive Canadian distributor of over 30 brands of globally recognized, professional imaging products for photo, video and digital industries and individuals. Its core suppliers are leaders in innovation, reliability, durability and versatility.

  • Developed the product release process for marketing and sales in order to deliver products to the retail market in a more timely, effective and satisfactory manner.
  • Reduced the costs to develop PhotoNews while increasing the frequency of the magazine from 3 times per year to 4 and increasing the page count, attractiveness and effectiveness of the magazine.
  • Increased paid advertising for PhotoNews.
  • Developed a budget tracking and monitoring database and process.
  • Developed a supplier marketing reporting database and process.
  • Restructured the marketing department to enable more efficient and effective business.
  • Organized the marketing promotional materials for access and tracking.
  • Assisted in developing a more effective showroom.
  • Developed an effective trade show process and presence.
  • Developed a web strategy for consumer-based marketing.
  • Sourced effective and interesting contributors for PhotoNews magazine.
  • Increased communications with customers and press.
  • Increased presence in national media.
  • Developed effective relationships with national advertising partners.
  • Launched the following web properties:,,,,,,,,,,, ( in development)
  • Managed, and
  • Launched and populated Entries
  • Created a clearance centre on to sell discontinued products through Paypal.
  • Developed content for to support Canadian brand recognition.
  • Developed relationships with MarketNews, Outdoor Photography Canada, Here's How, Canadian Geographic, Home - for both print and online presence.
  • Developed relationship with The Toronto Zoo for unique marketing opportunities.
  • Facilitated a successful warehouse sale (over 20K in sales of discontinued inventory).
  • Expanded PhotoNews distribution to include NMSO inkjetted copies to all Department of National Defense bases. (the NMSO or National Master Standing Order is a code to indicate that the supplier is authorized and approved to sell to the Department of National Defense – the code must be included on all purchase orders)
Dec 2005Jun 2007

Manger, Marketing Deveopment

The Financial Advisors Association of Canada (Advocis)
  • Developed the project development process for marketing and creative services in order to deliver projects in a more timely, cost-effective and satisfactory manner.
  • Developed and wrote manual for company-wide branding guidelines to ensure that all materials met brand standards and illustrated the appropriate level of professionalism to reflect the organization.
  • Developed overall marketing collateral plan to eliminate wasted and stale material.
  • Edited and wrote marketing and communications pieces in order to maintain a consistent voice and an effective marketing message in all collateral and correspondence.
  • Developed business case to reduce printing costs by approximately 66%.
  • Managed budget for marketing, creative services and Chartered Life Underwriters Institute in order to reduce costs and monitor expenses.
  • Manage creative services team to deliver consistent, effective marketing collateral.
Apr 2001Dec 2005

Project Manager, e-Business

The Canada Life Assurance Company

Canada Life is the oldest Canadian life insurance company and delivers investment and insurance products to groups and individuals.Project Manager, Business Connectivity, Senior Marketing Communications Consultant

  • Delivered overall individual insurance brand strategy and definition in order to ensure that materials created by all business units met defined standards.
  • Presented brand strategy to Canada-wide marketing centres to educate staff on the brand and how to implement the brand in all materials being presented to customers.
  • Implemented the overall strategic planning, direction and delivery of an award-winning individual insurance broker extranet, individual insurance internet and business-to-business initiatives.
  • Created training and orientation materials in order for users to quickly understand complex technology.
  • Coordinated the marketing and information technology teams in the creation, development, delivery and communication of industry leading secure extranet online applications and B2B (direct data delivery) initiatives.
  • Managed relationship between technical leaders and business owners to provide informed business decisions for individual online services.
  • Communicated with external customers (Managing General Agency principals, National Account Managers, IT Resources) to identify business and technology needs and to train on new deliveries to ensure that resources were utilized on effective projects and that customers were up-and-running on new technology.
  • Managed content and strategic team members’ day-to-day activities.
  • Developed product collateral, including marketing catalogues, forms, sales strategies, PowerPoint presentations and web site content development.
  • Managed relationship with marketing and communications suppliers and agencies.
  • Responsible for planning, writing, editing and design of printed and electronic marketing and communications materials for individual life insurance products.
Jun 2000Apr 2001

Senior Artist

Senior Artist responsible for copy-editing, design, production and distribution of printed incentive materials for this captive-agent insurance company (part of Aon).

  • design and production of printed incentive materials
  • distribution of incentive materials
  • copywriting, proofing and editing
  • technical support for department Macintosh systems and PC systems, Fiery servers, colour copier/printers
  • software evaluation
  • scanning, photo editing, file conversions
Jul 1992Nov 1999

Marketing Creative and Website Coordinator

Marketing Creative and Website CoordinatorDesktop Publishing CoordinatorDesktop PublisherMarketing AssistantResponsible for coordinating the development and activities for the marketing, website and desktop publishing services for this major downtown law firm.Responsibilities included:

  • design and creation of all printed marketing materials (portfolio available upon request);
  • coordination of advertising schedule, service and placements;
  • research, planning, design, implementation and maintenance of internet and intranet sites;
  • establish and track $500K+ annual budget;
  • liaise with 140+ local lawyers and 700+ international lawyers;
  • liaise with international marketing contacts for joint marketing projects;
  • tracking of referrals;
  • planning and running of meetings and teleconferences;
  • planning marketing strategy and measuring and reporting results of all events and campaigns to administration, partnership and executive;
  • co-ordination of international practice groups;
  • generation of international branding and development of international marketing materials;
  • selection and service coordination for printers, suppliers, service bureaus;
  • research, acquisition and coordination of internet information, materials, and utilities;
  • design and creation of live presentation materials;
  • design and maintenance of databases;
  • design and maintenance of desktop publishing system (Macintosh system, Fiery print server, scanner, colour printer, laminator);
  • on-staff micro-support in FileMaker Pro, Quark XPress, Power Point, Word, Excel.




I am an avid amateur photographer with a strong interest in both nature and architecture. I have previously had a pet photography business Mutt Moments, for photographing and printing pet portraits on canvas. 

Technical Skills

I have extensive technical skills in various programs for marketing, email marketing, design and business applications on both the Mac and PC platforms: Acrobat, Aperture, Director, DotNetNuke, Dreamweaver, Excel, FileMaker Pro, Freehand, Google Analytics, iDVD, Illustrator, iMIS, iMovie, InDesign, Internet Explorer, iPhoto, Lotus Notes (mail, and Domino-based content management system), Mini CAD, Netscape, Ofoto, Omniture, Outlook, PageMaker, PageMill, PhotoShop, Pointforce, PowerPoint, Premiere, Quark XPress, Safari, Salesforce Marketing Cloud (formerly Exact Target), Sharepoint, Siebel, Silverpop, Sound Edit, SmartDraw, Strata Vision 3D, Streamline, Pointforce Enterprise, Word, Visio; network troubleshooting, design and installation, software needs analysis, system software installation and analysis, hard drive management.


Susan Kelly

As the art and production supervisor, I hired Sandra to be a senior graphic designer at Combined Insurance in Toronto. Because of her organizational skills, attention to detail, sense of responsibility and willingness to learn and always go the extra mile, she quickly became an extremely valuable employee. Not only could she design from concept to print execution, but she was able and willing to work with external vendors, and mentor the more junior artists. Sandra always remained current in design software, current design trends and developments, and advised on marketing strategies. I thoroughly enjoyed Sandra's professionalism and positive attitude. I highly recommend Sandra and believe that she would be an asset to any company.

Phil Nielsen

Sandy was a tremendous resource for me at Amplis. With her background in web based marketing she was able to dramatically increase the awareness of the brands that I manage. Any task that we discussed was undertaken with speed and professionalism, whether it was a simple Press Release, Trade show planning, ad co-ordination or any thing else in the marketing realm.

I was very sorry to see her leave Amplis and feel sure that she will be a valuable asset for any company that hires her.

Fred Taggart

It gives me great pleasure to write this recommendation letter for Sandy Kay. 

I had the good fortune to have Sandy on our Marketing Team for over two years and this working relationship ended with my retirement in 2003. 

Sandy is a very talented individual who learns quickly and has a strong work ethic. She is very creative, and brought many innovative ideas to her task of marketing Canada Life products and services to various interest groups. She was a major driver of our web-based and print communications and of our award winning portal for independent brokers. She was a strong advocate for the company in our B2B dealings with Managing General Agencies, our primary product distributors.

Sandy works well individually and as a member of work groups. She has a special zest for her work that inspires those around her and she has great fun while getting things done.

Her track record shows these qualities consistently both prior to and subsequent to her time at Canada Life. I would hire her without hesitation, safe in the knowledge that she would bring value to any organization in any number of roles.

I would be pleased to provide further details to any prospective employer.

PhotoNews Magazine

Layout and Design


I am a strong leader with strategic skills, project management expertise and a proven commitment and track record for delivering creative and strategic marketing and communications solutions. I work outside of the box and get to know my surroundings to become an expert in your business and deliver results. I am experienced in marketing, communications and web development mainly in services industries (legal and financial). I am well regarded by my peers and my superiors because I work hard and I work smart … and I have fun doing it. I learn quickly and I work to see the big picture. I apply logic and effective process to everything that I do.


Web Properties (archived)


I am experienced in marketing, communications and web development in services industries (legal, financial) and in retail. I am well regarded by my peers and my superiors because I work hard and I work smart. I learn quickly and I work hard. I apply logic and effective process to everything that I do and I am willing to jump in to accomplish any task.

  • Strong writing and editing skills.
  • Strong analytical, problem solving and project management skills.
  • A successful track record in development and execution of effective, print and e-business, brand and promotional campaigns.
  • A proven ability to lead, develop and retain a high performance team and to achieve results that meet both long and short term business objectives.
  • Business and high-level technical analysis skills.
  • Strategic planning and business development skills.
  • Skilled in presenting to and writing for various audiences in various media.
  • Self-motivated and goal-oriented.
  • High level of computer skills.
  • Strong relationship building abilities.
  • Extensive experience in building and maintaining brands.