LEANNE SHARPE
Toronto
Summary
An experienced marketing and digital expert, I leverage world-class strategies and tactics to build brands, establish customer relationships and create sales funnel opportunities for top-tier Canadian companies.
Results-oriented achiever with proven ability to exceed targets and drive success in fast-paced environments. Combines strategic thinking with hands-on experience to deliver impactful solutions and enhance organizational performance.
Overview
17
17
years of professional experience
Work History
HEAD OF E-BUSINESS & DIGITAL COMMUNICATIONS
CHANEL Canada ULC
05.2022 - 02.2025
- Developed growth strategies, identified areas for improvement, and supported the team to manage daily operations that drove online sales (+22% YOY)
- Tracked sales performance and key metrics to improve performance and enhance customer experience using Power BI and Google Analytics
- Evaluated the performance of promotional campaigns, making changes as needed to maximize effectiveness.
- Responsible for developing the strategy to drive acquisition and retention of customers through Digital Marketing channels. Partnered with the Media team and external agencies to ensure sustained long-term growth of performance through Media channels to Chanel.com.
- Lead on the Paid Search strategy, utilizing expertise to drive search and Google Shopping performance with weekly and quarterly business reviews. As well as overseeing the Organic search channel focusing on SEO projects in partnership with 3rd party agencies.
- Lead and produced key presentations for Stakeholder meetings across Media, Marketing and regional teams, sharing insights and strategy for performance to drive future planning
- Stayed current with industry trends, technologies, and best practices in eCommerce
- Lead on digital strategy, and implementation for e-retail digital projects in Canada
- Managed conversations with senior external stakeholders at retail partner level, on all topics related to CHANEL e-boutique enhancements, and new content and product launches
- Contributed to the management of CHANEL e-boutique across all retailer sites to ensure campaign content and new product launches were delivered and live on time
MEDIA & CRM MANAGER
CHANEL Canada ULC
03.2015 - 05.2022
- Responsible for the Media and CRM strategy of the CHANEL Fragrance & Beauty (F&B) brand within Canada.
- In-depth understanding of the business and the 3 divisions (Fashion, Watches and Fragrance and Beauty) objectives/strategies to develop and deploy the most appropriate media strategies and drive best media practices both at a corporate level and across all divisions
- Identified opportunities for upselling and cross-selling by analyzing existing customer data, leading to increased average transaction value.
- Drive, challenge and influence the input/output of the media agency to deliver innovative and cost-efficient solutions to the media briefs, whilst upholding Chanel’s brand values
- Mastered the media landscape and all its evolution in order to secure Chanel leadership in media solutions (impacting Chanel business and brand equity)
- Analyzed customer behavior to identify trends and optimize marketing strategies for increased revenue growth.
- Championed a culture of continuous improvement by regularly reviewing and updating CRM processes and strategies, maintaining a focus on achieving organizational goals.
- Manage annual media investment for the entire portfolio
- Provide insight on agency process and assist Sales and Marketing in understanding how to manage agency and client relationships
- Provide recommendations and contributions to ensure ROI is positive and budgets are aligned.
- Evaluated the effectiveness of promotional campaigns using A/B testing methods, refining marketing messages for greater impact.
- Managed cross-functional teams to successfully execute CRM initiatives, ensuring seamless collaboration between departments.
Manager, Content Marketing
Canadian Broadcasting Corporation (CBC)
06.2012 - 03.2015
- Match advertisers with opportunities – developing customer solutions while appropriate
- Create and develop sponsorship marketing opportunities for the Arts and Culture portfolio, and Sochi Olympics
- Provide Sales with relevant programming details, broadcast/sponsor rights agreements and property partnership plans as well as develop integrated brand plans as required
- Collaborate on, negotiate and coordinate strategic plans and activities with internal partners regarding promotion, events and advertising opportunities for external partners
- Manage a team of 4 on brand strategy, creation of campaigns, deployment of activations and post analysis reports
- Work on RFPs for client presentations
- Manage annual media investment for the Arts and Culture Portfolio
- Provide insight on agency process and assist Sales and Marketing in understanding how to manage agency and client relationships
Account Planning Supervisor
MEDIACOM
07.2008 - 06.2012
- Company Overview: Strategy Magazine’s Media Agency of the Year ‘12
- Strategize, present and implement media and marketing investment plans for top-tier advertisers with minimum budgets of $10M per annum. Key clients include: Diageo, Volkswagen, and Audi
- Manage a team of 5 across many platforms including broadcast, digital, social, OOH, print, and experiential
- Implement and advance projects for multiple advertisers across several categories ranging from luxury automotive, to oil and gas, to luxury beverage alcohol
- Manage day-to-day communication with clients, partner agencies, suppliers, internal media planners, and media suppliers (i.e. Bell Media, CBC, Torstar, Rogers Media, Shaw Media, TC Media, Postmedia, etc.)
- Negotiate, purchase and execute television, print, digital, and outdoor campaigns to optimize ROI
- Create and action multimedia sponsorships/promotions
- Manage revenue and profitability of projects; ensure timely billing
- Strategy Magazine’s Media Agency of the Year ‘12
Education
Bachelor of Commerce - marketing concentration
Dalhousie University
HalifaxSkills
- SEO / POWER BI / GOOGLE ANALYTICS
- Conflict Management
- Proactive
- Decision Making
- Team Building
Timeline
HEAD OF E-BUSINESS & DIGITAL COMMUNICATIONS
CHANEL Canada ULC
05.2022 - 02.2025
MEDIA & CRM MANAGER
CHANEL Canada ULC
03.2015 - 05.2022
Manager, Content Marketing
Canadian Broadcasting Corporation (CBC)
06.2012 - 03.2015
Account Planning Supervisor
MEDIACOM
07.2008 - 06.2012
Bachelor of Commerce - marketing concentration
Dalhousie University
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