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Resume

Andre's Professional Summary

I’m a passionate, disciplined performance brand marketer that fuels innovative marketing strategies for businesses. I strive to simplify complex marketing problems by leveraging data along with marketing best practices to develop breakthrough strategies with measurable results.

I am a results-focused marketing professional who keeps up to date on industry trends, marketing innovation, evolving consumer habits and ever-changing digital platforms. I constantly challenge myself to test and learn while taking a consumer-centric approach when delivering compelling campaigns. 

Skills

Branding Building  SEO/SEM     Campaign Management    Lead Generation 
Social Media    Web Analytics   Project Management   Creative Initiatives   Agency Management   Marketing Leadership  C-suite communication

My
Experience

2024 - Present

Lecturer - Brand Management, University of Toronto 

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Deliver engaging lectures on brand management, guiding students in strategic brand development, and integrating industry trends into the curriculum to enhance critical thinking and practical application.

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Key Responsibilities:

  • Design lectures on brand management, boosting student engagement and understanding.

  • Guide students in brand strategy development, enhancing critical thinking skills.

  • Use industry case studies to address brand management challenges and solutions.

  • Assess student progress through projects, ensuring comprehensive understanding.

  • Collaborate with peers to update curriculum, integrating industry trends.

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2023- 2025

Director, Growth Marketing and GTM, Manulife

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Directly responsible for developing growth marketing strategies, optimizing engagement with high-value accounts, and building a comprehensive Go-to-Market playbook. With a focus on revenue-centric marketing, I lead the end-to-end management of marketing programs, leveraging data and insights to inform targeted strategies and prioritize initiatives based on revenue impact and ROI. Additionally, I ensures measurement and optimization of marketing campaigns through the use of metrics, dashboards, and Agile methodologies, while providing leadership, development, and fostering a culture of agility and continuous learning within the marketing organization.

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How I create impact everyday:

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  • I'm motivated by driving meaningful change and strive to make a significant impact on the organization with the work that my team does.

  • I'm motivated by the challenge of transforming traditional marketing approaches into revenue-focused strategies that generate tangible results.

  • I thrive on the opportunity to develop innovative growth strategies, optimize engagement with high-value accounts, and leverage data-driven insights to inform targeted marketing initiatives.

  • I focus on enhancing the customer experience, building strong relationships with stakeholders, and driving collaboration and alignment across teams.

  • I am motivated by the chance to lead a high-performing marketing team and contribute to the overall success and growth of the Advice Marketing organization.

  • I obsess about customers, listen, engage and act for their benefit.

  • I think big, with curiosity to discover ways to use your agile approach and enable business outcomes.

  • I take ownership and build solutions, focusing on what matters.

2021 - 2023

 

 

Collaborate with internal and external teams to manage multi-million dollar budgets across all marketing channels that drive acquisition, engagement and retention of Corus’ new platform brands - STACKTV, Global TV App, and Teletoon+. Guide, mentor, and develop a team of marketers who are instrumental in identifying, quantifying, and executing opportunities and strategies that drive long-term sustainable growth and awareness of the company’s streaming apps.

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Key Responsibilities:

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  • Develop a growth marketing strategy to drive new subscriber acquisition and engagement across multiple brands and distribution platforms.
  • Help define a Canadian strategy for driving acquisitions through paid and organic marketing initiatives.
  • Identify areas of opportunity in the marketing playbook to drive customer funnel conversion, continuously adding and experimenting with new connection points while solidifying proven channels.
  • Execute marketing plans, with the support of the internal brand teams, in-house Media agency, and in-house Creative team.
  • Work closely with our external distribution partners, to manage marketing opportunities across owned and paid channels, as well as identify customer experience improvements
  • Constantly analyze user data, attribution and trends, to iterate and optimize the marketing plan.
  • Experiment and explore new marketing channel opportunities.
  • Work with in-house Media team and Analytics team to develop dashboards for measuring attribution and sharing results.
  • A trusted advisor and leader across the organization in the Digital Marketing and Performance Marketing space.

Director of Marketing, New Platform, Corus Ent.

2018-2021

 

Brought performance marketing expertise to help Rogers Sports and Media connect with Canadian sports fans and grow our extensive digital product suite, including Direct-to-Consumer subscription services (SN NOW and NHL LIVE), as well as Sportsnet’s websites and apps for all digital and IP based platforms. Lead the vision for how Marketing can best support the rapid and radical growth targets to engage more Canadian sports fans to Sportsnet.

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Key Responsibilities:

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  • Own and drive roadmap and strategy for all Marketing plans and initiatives forSportsnet’s market-leading sports DTC offerings.

  • Developed marketing briefs for Creative and Media agencies.

  • Drive the strategy forward to enable both short and longer-term targets to be met.

  • Implement comprehensive test & learn strategies to improve and optimize quarterly campaigns.

  • Continually evaluate creative and media plans using data insights .

  • Reporting on key performance metrics to key stakeholders and executives.

  • Use product analytics and a commitment to data that will drive deeper engagement in our products, increase retentions, and convert sports fans to subscribers.
                                                                                             

Performance Marketing Manager, Rogers Communications 

 

 

Deliver dynamic multi-million-dollar mass national advertising campaigns on a quarterly basis to drive business results and contribute to the growth of the Rogers Brand. Working closely with our agency partners and internal teams, oversee the development and execution of targeted and multi-faceted campaigns that communicate the right offers to the right consumers. Ensure monthly tracking of campaign and product results; leveraging insights to drive the agenda and actions. Be the voice of the customer by understanding what consumers are saying about the brand, its products and services.

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Key Responsibilities:

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  • Manage the end-to-end advertising and campaign creative process for Rogers Consumer Wireless, ensuring the delivery of superior and integrated customer communications, on-time and on-budget. Includes: integrated briefing process, leveraging analytics, advertising/campaign strategy, agency brief development, creative development, production, approvals and sign-off.

  • Prime for all campaign elements to ensure consistency in execution.

  • Ensure monthly tracking of campaign and product results; leveraging insights to drive the agenda & actions.

  • Work closely with the media and insights team to grow the brand profile and improve brand health.                                                                                         

Brand Manager, Rogers Communications 

2015-2017

Marketing Manager, Pearson Education

Building and implementing dynamic integrated marketing campaigns for top-tier online University programs in North America. Manage end to end implementation of online and offline marketing strategy through analysis, research, and competitive intelligence assessment. Created detailed marketing briefs to deliver break-through lead generation campaigns to drive enrollments.

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Key Responsibilities:

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  • Managed and oversaw all aspects of the tactical implementation of marketing and enrollment strategies.

  • Provide University (Academic Partners) insights and strategies that enabled internal and external teams to deliver results.

  • Contributed to the evolution of new strategies/enhancements for program positioning, value proposition and unique selling propositions to various market segments.

  • Defined, managed and executed on-page and off-page SEO strategies to improve search rankings for key terms at the top, middle and bottom of the marketing funnel.

  • Manage all aspects of the paid advertising programs, including strategic planning, budget management, content development, ongoing optimization, landing page creation and lead management.

  • Monitored, tracked, recorded and reported paid search advertising performance metrics on an ongoing basis to identify opportunities/risks and implement solutions to reach KPI targets.

  • Implemented A/B testing initiatives in key areas such as ad creative, lead forms, email copy/subject lines and landing pages.

  • Act as the Marketing subject matter expert in program verticals for all client interactions.

Education

Ryerson University Ted Rogers School of Management

Bachelor of Commerce - Marketing Management Degree

Seneca College School of Marketing and E-Business

Business Administration – Marketing Diploma

Volunteer
Work

  • A Rose for Grandma Wellness Hub Charity - Board Member (2023 - Present)

    (A Rose For Grandma is dedicated to addressing the unique challenges faced by communities of Black, Indigenous, and People of Colour where dementia is often stigmatized or misunderstood.)

  • Seneca College - Marketing Management - Guest Lecturer (2022 - Present)

    (Seneca offers career-focused programs in many high demand professions related to applied arts, business, financial services, and technology.) 

  • Canada Marketing Association (CMA) Marketing Awards – Judge (2023)

    (The CMA Awards celebrate the best in Canadian marketing and recognizes the top campaigns and marketers from across the country.) 

  • Canada Marketing Association (CMA) – Insight Council Member (2019 – 2022)
    (The CMA Insights Council provides thought leadership to Canadian marketers about leveraging data, analytics and consumer insights to improve business decision-making.)

  • DECA - Marketing Competition Judge – (2015, 2017)
    (DECA prepares emerging leaders and entrepreneurs in marketing, finance, hospitality and management in high schools and colleges around the globe.

Get in touch.

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© 2023  Andre S. Beadle

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