Hi there, I’m Lauren!
I’ve been referred to as the “bedrock of the marketing team” as a senior / director-level brand marketing and creative professional and people leader.
I’m a strong brand storyteller skilled at setting direction and connecting ‘the dots’ through the marketing funnel and customer journey. My career is a cross-section of strategic brand marketing and media planning, messaging development, hands-on campaign management, communications planning, presentation crafting and writing, and the development of stellar, eye-catching, and memorable creative.
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PROFESSIONAL Experience
Senior Manager Brand and Creative, Specsavers (2022-2026)
Reported to VP Marketing + PR, I spearheaded all above and below-the-line brand and retail campaigns and creative to drive awareness, consideration, activation, and retention. People leader to brand team of four.
Led high-profile initiatives including all television ad shoots, all model and product photography, all visual identity rejuvenation, pitch days, creative automation, and recognition programs.
Customer Education Project Manager, Eminence Organic Skincare (2020-2022)
Reported to VP Product + Education, I led GTM planning, content and creative development, cross-functional project management of multi-product collection launches. Led facilitation of live webinars, focus groups, video productions. People leader to team of five.
Content and Broadcast Producer, Rethink (2019-2020)
Producer of TV ads, video content, digital and social ads and content, and radio ads for BC Hydro, BCAA, Vancouver Canucks and Warriors, FairTrade Canada, Coast Capital, driving brand awareness.
Brand Manager and Video Manager, Best Buy (2011-2019)
Reporting to the Senior Director Marketing, led end-to-end development and execution of national brand campaigns across broadcast, digital/online, and in store video network channels driving brand awareness and activation. Led external creative, media, and production agencies and creative development of brand cues and standards.
Led all vendor-partnership and influencer campaigns working directly with top-tier brands including DJI, Samsung, Sony, Microsoft, Google, and more, working with talent incl Jann Arden, Jillian Harris, Rick Hansen, Jon Montgomery and others.
Skills + STRENGTHS
Market Dynamics and Data-driven Decision Making
Deep understanding of Canadian market dynamics and culture, consumer behaviour, and skilled at analyzing brand tracker metrics and insights, research, and creative and performance data to develop marketing campaigns that resonate with target audiences.
Written and Visual Content Creation
Skilled and sharp at crafting compelling content across various platforms, including briefs and presentation decks to engage internal stakeholders for buy-in, scripts for video content and mapping activations, social media, blogs, and email campaigns to engage audiences drive comprehensive brand storytelling. Created and produced my own 30-min arts and entertainment TV show, nominated for two AMPIA awards (Alberta Media Production Industries Association).
People Leadership
As a long-time people manager one of my greatest strengths is to unlock the potential of the people I lead, through coaching and mentorship, and the design of bespoke development programs.
Interests
Photography and Birding
Love being out and about in BC, photographing nature and in particular, birds. I’m an avid bird watcher and have fun keeping track of those flying dinosaurs.
Keeping it Healthy
I’m learning the sport of lawn bowling and love swimming and pilates, or I’m out and about for a walk somewhere.
Community Involvement
Committed to giving back to the community through volunteer work for Black Women Connect Vancouver and Wildlife Rescue Association of BC.