Michelle Gordon
Director of Marketing @Yyoga
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WORK HISTORY
Director of Marketing @Yyoga
Vancouver, BC, CA
As the head of marketing, I lead the team, vision, planning, budgeting and strategies that support Canadian studio locations + franchising expansion + all virtual offerings including YYOGA at Home— a class streaming platform and app, created to make yoga and mindful movement more accessible to Canadians.In addition to broader marketing strategies to support the integration of 3 core pillars (brick and mortar, digital, franchising), I am responsible for overall growth and retention, guest journey mapping and touchpoint optimization, and the integration of both offline and digital brand channels like yyoga.ca, email, content, social, search, paid media, creator partnerships, influencer relationships, strategic partnerships, community marketing and more.I\'m also responsible for content strategy, subscription growth and overall performance including pricing and promotional strategy, acquisition, retention, LTV, content strategy/development, content licensing, and strategic partnerships including TELUS Healthy Living Network, TELUS Health MyCare, WW (Canada and USA), Virgin Mobile, Hello Fresh, Amazon Video Prime and Class Pass.
EDUCATION
UBC Sauder School of Business
Certificate in Digital Leadership, Executive Education
British Columbia Institute of Technology
Design & Analytics, Continuing Education
Capilano University
Bachelor of Tourism Management and Outdoor Recreation, Business
ABOUT MICHELLE GORDON
For 17 years I’ve been designing integrated and customer-centric DTC marketing strategies for brands with purpose primarily within retail, health and wellness. As a brand builder, go-to-market strategist, and integrated storyteller, I\'m passionate about connecting people to brands in authentic, meaningful and memorable ways.Harnessing an entrepreneurial drive, strategic mind and strong vision, I lead team execution by creating clear strategies and rallying people behind common goals and a shared sense of purpose.
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