Anna Beard
Manager, Content Strategy @Canadian Tire Corporation
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WORK HISTORY
Manager, Content Strategy @Canadian Tire Corporation
Toronto, ON, CA
Drive the development of content programs that strengthen brand equity and enhance the full-funnel customer experience, resulting in increased engagement and conversion.Lead creative direction for key channels, guiding AORs to produce relevant, seasonal, and value-driven content that resonates with target audiences.Strategically plan and evaluate content initiatives based on business objectives, consumer insights, sales priorities, retail seasons, and evolving audience needs, ensuring measurable impact.Serve as a subject matter expert on digital content trends, SEO, and best practices for e-commerce, digital publications, and social platforms, driving content performance.Establish robust measurement frameworks, leveraging multivariate testing and KPIs to optimize social and user-generated content effectiveness.Collaborate with research agencies and cross-functional teams to align content strategy with customer insights, merchandise priorities, and strategic marketing initiatives.Lead external partnerships with brands, creators, and agencies to develop collaborative content that reinforces brand positioning and enhances customer engagement.Work closely with the Director, Social Media to shape AOR scope and budgetary planning, ensuring resources align with strategic content goals.
EDUCATION
University of Waterloo
Honours BSc., Ecology and Environmental Biology
SKILLS
ABOUT ANNA BEARD
I\'m an experienced marketing and communications manager who loves investigating client goals in order to create unique, conversational, integrated digital campaigns. With over a decade spent working in retail, higher education, technology, municipal, and nonprofit industries, I\'ve developed campaigns on everything from fundraising and product awareness, to political campaigns and art exhibits. The parts of my work I love the most? Communications strategy, unlocking micro moments, brand marketing, copywriting, community engagement, email marketing, and content strategy.
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