Lara V.
Manager, Marketing Owned Channel Strategy @WestJet
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WORK HISTORY
Manager, Marketing Owned Channel Strategy @WestJet
Marketing Channel Leader, responsible for overseeing the strategy, planning, content performance and technology capability roadmap for the marketing channels of email, website, digital screens, push notifications, in app messaging, social audiences and 1st party data for paid advertising. Leads, develops and supervises multiple channel strategists of various levels of experience, and supports the Director of Marketing in the delivery of WestJet\'s strategic plan, marketing initiatives and channel performance. Specific responsibilities include- Leadership of 7+ Channel Strategists & Leads, within the channel disciplines - Facilitate development opportunities for entire team through on-the-job training, self-development and formal education with the goal of staying current on marketing trends and technology- Development of WestJet’s Guest Contact & Marketing Strategy for owned channels, and day-to-day oversight of delivering across these same multiple channels, throughout the pre-purchase and loyalty lifecycle stages of the guest journey- Business lead for enhancements & roadmap development of multiple SaaS Marketing Technology systems (i.e. Adobe Campaign, Experience Manager, OneMedia) and channel/technology capabilities in partnership with Digital and IT teams. Includes development of project profiles and business cases for any resources or capital funding required- Development of strategies for guest facing programs that support Pricing & Revenue, Loyalty, Sponsorships, Brand, Product, Retail and Destination Marketing teams in accordance with organizational goals- Implement processes that maximize organizational efficiency while utilizing relevant marketing and content publishing technology- Stays informed of trends in marketing and consumer behaviour- In collaboration with Legal team, responsible for documentation and training of compliance for CASL legislation, and other communication regulations such as APPR, ATPDR, GDPR, etc.
EDUCATION
University of Calgary
Bachelor of Commerce, Marketing
SKILLS
ABOUT LARA V.
As a results-driven marketing and CRM leader with 15+ years of experience in lifecycle…
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