PROFILE

  • 13 years of defining, planning and executing customer-first strategies in the digital space across multiple touch-points (web, mobile + social) in the B2B, B2C and financial sector including Manulife, Rogers, TD Wealth and CCH
  • Effective leader, contributor and collaborator; providing strategic direction and creative solutions to cross-functional teams, external clients and agencies, ensuring alignment with business goals throughout project lifecycle
  • Digitally savvy and quick thinking. Unafraid to go beyond the boundaries to bring necessary change to outdated user experiences, processes, tools and programs to foster customer advocacy, generate loyalty, improving the flow of how information gets delivered and consumed by internal/external stakeholders

PROFESSIONAL EXPERIENCE

Dec 2013 – Feb 2016 | Digital Channel Strategy Manager, Investments | Manulife | Canadian Division, Toronto, ON

Digital Strategy Lead for the following initiatives

  • Standard Life Integration: Ideal Segregated Funds re-brand + content migration to Manulife sites
    • Collaborated with internal marketing + product partners from Standard Life and Manulife to define digital content strategy for Consumer and Advisor portals (Manulife.ca and Repsource).
  • Goalkeeper + Planning Tools (Budget tool) Mobile Apps rebrand + migration
    • Goalkeeper + Budget Tool apps are savings + expense tools that help you reach your savings goals
    • Managed agency relationships, ensuring all phases of SLA were complete, and final product was delivered within business expectations
  • Advisor Tool Prototype
    • Advisor Tool is a responsively designed mobile/desktop app created to assist Advisors to connect with their clients and streamline the sales process
    • Engaged Agency (Delvinia) for 3 phases of SLA including Insights (stakeholder/advisor, client interviews, competitive analysis), Strategy (Ideation/Requirements), Design (UX design/testing), final output of functional prototype.
    • Managed agency and internal business client relationships
    • Established goals, timeline; provided continual feedback to ensure all internal business expectations were met
  • Manulife Private Wealth portal redesign initiative
  • Manulife Securities portal redesign initiative
  • Adobe DPS (Digital Publishing Suite)
    • Managed client relationships, in-house demos
    • Conducted research/analysis, presented deck to stakeholders

Digital Marketing Strategist for the following campaigns

  • Manulife Private Investment Pools (budget $500K)
    • Advisor + Consumer focused awareness campaign
    • Tactics included targeted/retargeted display ads (programmatic/contextual), video, paid search, mobile test campaign targeting advisors serving ads via Geo-targeting (Geo-fencing)
  • RetirementPlus market test (budget $100K)
    • Developed strategy to test new target market for retirement product
    • Tactics included driving traffic to 3 different landing pages, targeted display ads, Facebook sponsored ads
    • Worked with internal marketing + product partners/external agencies, DentsuBos, Mindshare
  • Globe Funds new product launch (budget $800K)
    • Advisor + Consumer focused awareness campaign
    • Tactics included targeted/retargeted display ads (programmatic/contextual), paid search
  • Google Paid Search ‘always-on’ SEO strategy
    • Partnered with internal brand/marketing partners/external agency, Mindshare to create an ‘always-on’ Google search campaign for investment products
  • Globe + Mail, Life + Health
    • Globe + Mail Life and Health initiative
    • Worked with internal brand partners/external agency, Mindshare to create campaign measurement plan

 

Feb - Sep 2010 | Manager, Web Strategy, B2B | Rogers Communications Ltd., | Toronto, ON

  • Lead vision + defined strategy for Rogers business portal (budget $3.5M)
  • Conducted in depth competitive analysis delivering UX Business Strategy ‘Roadmap’
  • Lead team meetings gathering requirements from stakeholders + product owners
  • Collaborated with cross-functional teams; worked within an Agile framework
  • Managed online marketing initiatives for iPad, iPhone4 + Live Agent

 

May 2007- Apr 2008 | Senior Analyst, Channel Analytics, Web Strategy Group | TD Wealth Mgt., | Toronto, ON

  • Measured traffic for TDWaterhouse.ca + WebBroker
    • Collaborated with Executive Team to set benchmarks + establish initial KPI’s delivering comprehensive dashboard including data on visitor activity, VOC loyalty, trade data + performance rating which provided a baseline to build on future success measures
  • Lead RFP for TD Waterhouse + WebBroker Web Redesign Initiative (budget $500K) inviting top-tier agencies to bid
    • Lead contact for agency communication; facilitated pitch meetings; wrote RFP; defined criteria + created comparison matrix to assist stakeholders in bid assessment; provided feedback throughout process
    • Initiatives included persona development, quantitative/qualitative analysis, UX design of TDWaterhouse.ca + WebBroker
    • Helped establish single vision + over-arching strategy for TDBFG web properties (TD Waterhouse/WebBroker + TDBank) to optimize customer experience for all TD online customers
  • Co-Lead ResponseTek online customer survey tool Initiative for tdwaterhouse.ca.

 

2002-2006 | eBusiness Solutions Consultant | CCH, a Wolters Kluwer Business., | Toronto, ON

  • Co-lead SharePoint company Intranet content strategy initiative; collaborated with Dept. Managers to assess needs; created initial wireframes + use-case
  • Lead company wide CRM Email Initiative to optimize all client-facing + internal email
    • Initiatives included incorporating email best practices in compliance with privacy laws, rebranding look + feel, standardizing email communications to reflect ‘one corporate voice’
  • Lead Coremetrics Analytics tool launch
    • Collaborated with stakeholders to set benchmarks + establish initial KPI’s
    • Analyzed visitor traffic making actionable recommendations to optimize user experience

SKILLS + STRENGTHS

Digital Strategy, Digital Marketing, Customer Experience, Web Analysis, UX Design, Social Media Marketing, Team Leadership, Cross-Functional Collaboration, Customer Satisfaction + Loyalty, Project Management, Business Process Transformation, Quantitative/Qualitative Research, Competitive Analysis, Market Research, Branding, Facilitation, SEO/SEM, Creative, Analytical, Critical Thinker, Problem Solver, Persuasive, Adaptable, Change Agent, Excellent Communication Skills, Public Speaking

EDUCATION + TRAINING

2016  |  BSchool, Marie Forleo Int’l, NY |  Online Business School

2014  |  IAB Canada, Toronto, ON  |  Integrated Digital Marketing

2012  |  Centennial College, Toronto, ON  |  Entrepreneurial Training Program

2008  |  University of British Columbia  |  UBC Award of Achievement in Web Analytics, Web Analytics

2004  |  Human Factors Int’l, Toronto, ON  |  Science & Art of Effective Web & Application Design

"I had the pleasure of working with Kristin at Manulife. As a Strategy Manager and a key person on Manulife Digital team, Kristin was always taking leadership and has demonstrated deep knowledge of marketing trends, modern technologies and business practices. On a personal level I found Kristin as a very enthusiastic, supportive and reliable person. Great team player bringing significant value to the business."
Irina Briand, Manulife
"Kristin is forward thinking and passionate about creating effective change. She has strengths around identifying processes that require optimization, suggesting incremental improvements and rallying colleagues around the vision. She has a solid grasp on strategies for doing business on the Web and is also a very capable graphic designer."
Paul Cowles, CCH, a Wolters Kluwer Company
"Kristin is great to work with. She brings creative and energetic vision to any project. She's passionate about effective change and was able to visually articulate all ideas from our group expertly. Kristin was always a joy to work with!"
BJ Byrne, Equity Retirement Rewards