I’m a Brand Strategist who has been bringing seamless brand experiences to life for the last nine years. I’ve spent the majority of my years in the Communications field working at creative advertising agencies in Toronto as an Account Planner, and most recently lead foodora Canada’s brand initiatives as a Marketing Campaigns Manager.
Outside of the marketing world, I am an advocate for Mental Health, and the LGBTQ2+ community. As a Gay man who has had experience with Mental Health, I feel as though it is my responsibility to further the conversation around normalizing Mental Health, where I leverage my social platform (IG @lncek) and blog (comeonthenchaos.com) to do so.
Work history
f
f
Marketing Campaigns Managerfoodora
- Toronto, CanadaFull Time
Directed all of foodora’s marketing channels pertaining to the online delivery platform. Managed 5 marketing specialists across PR, CRM, and online (social, influencer, performance marketing), with a primary focus on brand strategy, offline channels, process implementation, campaign reporting, and partnership marketing.
• Brand Repositioning – Led the process of redefining the brand strategy for the Canadian market, which included a national brand health qual and quant study, a brand workshop, the development of a new brand architecture, and a revamped brand guide. With the application of the newly repositioned brand, foodora’s communications told a cohesive brand story, leading to an NPS increase.
• Quarterly & Campaign Planning – Established a quarterly planning process for the marketing department, inclusive of a strategic planning template, marketing calendar, budget report, KPI benchmarks, and performance reporting template. Supplementing the quarterly plans, a campaign planning process was designed, which guided all national and local initiatives through a goals and objectives exercise, connections plan, workback schedule skeleton, and briefing template. Through implementing the new planning process in Q2 and Q3 of 2019, CPA averages decreased and foodora experienced an uplift in YoY incremental order growth.
• Liquor Control Board of Ontario (LCBO) x foodora Partnership – Shaped the launch strategy for the first-to-market partnership with the LCBO. The partnership launch drove $1.94MM in earned media, accounting for approximately 5% of foodora’s new customer acquisitions on a monthly basis.
• foodoraFIFTY Campaign – Identified gaps within the category through first and third party data analysis and developed a campaign strategy that launched foodora’s most successful campaign ever. Directed the strategic briefing, creative execution, and production of OOH, print, direct mail, radio, CRM, and paid social elements. The campaign increased new customer acquisitions by 228% and drove 69,000 incremental orders during the campaign period across Toronto.
S
S
Account SupervisorSid Lee
- Toronto, CanadaFull Time
Client: President’s Choice Financial (PCF)
Led cross-functional teams in all aspects of PCF’s (Canada’s leading grocery bank) strategic marketing initiatives, guiding the process to develop results-oriented marketing plans through to campaign execution. Managed an account team of 3 focusing on career development, and under mentorship a direct report was promoted.
• PC Optimum Launch (Canada’s leading loyalty program) – With a budget of $10MM, led the entire campaign process, inclusive of communication strategy design, creative execution, and campaign reporting, encompassing TV, content, OOH, direct mail, and paid digital campaign elements. Implemented a streamlined process of governance involving key decision makers (PCF, Loblaws, and Shoppers Drug Mart). The campaign achieved the lowest CPA ever for a PCF campaign digitally and exceeded the acquisition target by 9%. Also spearheaded the integrated agency team’s campaign report.
• PCF Brand Platform Development – Effectively worked with executive stakeholders to establish a new brand platform, involving a national qualitative study, the development of a brand architecture, and consumer journey mapping.PC Optimum Launch (Canada’s leading loyalty program) – Led the entire campaign process, inclusive of communication strategy design, creative execution, and campaign reporting, encompassing TV, content, OOH, direct mail, and paid digital campaign elements. Implemented a streamlined process of governance involving key decision makers (PCF, Loblaws, and Shoppers Drug Mart). The campaign achieved the lowest CPA ever for a PCF campaign digitally and exceeded the acquisition target. Also spearheaded the integrated agency team’s campaign report.
• PCF Brand Platform Development – Effectively worked with executive stakeholders to establish a new brand platform, involving a national qualitative study, the development of a brand architecture, and consumer journey mapping.
+ Show more
Skills
- Project Management
- Brand Awareness
- Marketing Communications
- Stakeholder Management
- Brief Development
- Brand Strategy
- Brand Research
- Advertising Production
- Paid Media
- Presentations