Alison Spehar
Strategic Marketing Leader Drive Business Results | Empower People
About
Summary
Accomplished in shaping the vision, defining the marketing strategy and building the team responsible for developing and executing demand marketing and account-based marketing strategies. Proven track-record of leading change, defining business processes and implementing new ways of doing business.
Leadership reputation for building high performing, results-oriented, engaged teams that like to have fun! I am passionate about leading and developing people. I take pride in helping teammates realize their career aspirations and celebrating their accomplishments.
Known for my dedication, passion and energy. My collaborative style helps me build strong relationships, bring out the best in people and inspire greater collective success.
Seeking a leadership position within a customer-centric, collaborative, people-first organization that embraces data and technology to drive business results, and promotes opportunities for continuous learning and growth.
"You, as a marketer, are closest to the customer. You have the technology, and the tools, and the team, and the content that connects your company to your customers. And that's a very powerful place to be" Scott Dorsey, CEO ExactTarget Marketing Cloud
Career Accomplishment
Purolator Circle of Excellence Winner - 2014
Experience Highlights
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Senior Director, Demand Marketing Strategy
Quarry
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Senior Director, Client Results
Quarry
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Account Executive
Rapp collins worldwide
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Account Manager
Rapp collins worldwide
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Direct Marketing Specialist
Purolator Inc.
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Marketing Manager
Purolator INc.
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Customer Segment Manager - Small Business
Purolator INc.
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Senior Manager, Small Business Marketing
purolator inc.
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Director, Small Business and Retail
Purolator inc.
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Director, Customer Relationship Marketing and  Demand Generation
Purolator Inc.
Education Highlights
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Honours Bachelor of Business Administration (BBA)Wilfrid Laurier University, Waterloo, Ontario
Business Management - focus in Marketing and Economics
Interests
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Account-Based Marketing
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Demand Generation
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Sales & Marketing Collaboration
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Data & Analytics
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Customer Relationship Marketing
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Marketing Automation & Technology
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Driving Measurable Results
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Digital Marketing
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Leadership / Team Management
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Marketing Strategy
Timeline
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Demand Marketing Strategist, Quarry
Consult with senior leaders at leading B2B technology companies to develop and execute demand marketing and account-based marketing strategies that integrate with sales and drive measurable results aligned with business objectives. Senior leader overseeing team of Demand Marketing Planners with team and client responsibility for the strategic delivery of each engagement.
Collaborate with client stakeholders and Quarry experts to develop highly-targeted, data-driven demand marketing / account-based marketing plans (1:1 / 1:Few / 1:Many) that drive engagement to influence the buyer group and accelerate the buyer journey. Plans include: targeted inbound / outbound initiatives, data strategy, integrated touch-point and channel plans, sales enablement and supporting content and media strategy, and martech requirements. A B2B marketers “job” ultimately is to enable sales to sell; collaboration and alignment with sales is critical to execute and achieve overall marketing goals and objectives.
Engaged by clients to lead the development of annual marketing plans including facilitating cross-functional working sessions to align on goals, objectives and strategic imperatives to inform prioritized key initiatives. Collaborate on brand strategy, customer insight, market research, data and analytics initiatives. Experienced in facilitating cross-functional collaboration, alignment and education of client stakeholders.
Leverage enterprise leadership experience to confidently provide senior-level consulting and guidance to address organizational barriers, forge cross-functional alignment, improve marketing performance and effectiveness, design marketing/sales operations and workflow processes, improve use of data and analytics, integration of marketing technology and automation, to drive marketing excellence and performance.
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Senior Director, Client Results, Quarry
Partner with senior B2B marketing leaders in the development and execution of highly-targeted, multi-channel demand generation and account-based marketing strategies that engage the right buyer, at the right time and contribute measurable results aligned with marketing objectives. Lead the cross-functional client account teams to ensure on-strategy delivery of all engagements. Support client education and adoption of Account-Based Marketing as a strategic practice.
Leverage enterprise leadership experience to confidently provide senior-level consulting and guidance to address organizational barriers, forge cross-functional alignment, improve marketing performance and effectiveness, design marketing operations and workflow processes, improve use of data and analytics, integration of marketing technology and automation, to drive marketing excellence and performance.
Responsible for being knowledgeable in all facets of client business and building relationships to manage and grow client portfolio. Provide oversight to Quarry account team to ensure on strategy delivery. Lead and develop team of marketing professionals to the achievement of company, client and personal goals.
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Director, Client Results , Quarry
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Circle of Excellence Winner
Purolator Circle of Excellence Winner - 2014
Recognition for outstanding achievement in Marketing
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Account Executive, Rapp Collins Worldwide
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Account Manager, Rapp Collins Worldwide
Developed and managed integrated database marketing programs for both B2B and B2C clients, including strategy, planning, creative execution, production and data requirements, and project and budget management.
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Direct Marketing Specialist, Purolator Inc.
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Marketing Manager, Purolator Inc.
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Customer Segment Manager, Small Business, Purolator Inc.
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Senior Manager, Small Business Marketing, Purolator Inc.
Built Small Business Marketing department and led team to develop and execute integrated, data-driven CRM programs (strategies for acquisition, onboarding, retention, loyalty and cross sell). Instituted disciplined planning, program, and budget management processes, including comprehensive measurement, performance reporting, and ROI.
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Director, Small Business & Retail, Purolator Inc.
Managed and developed team of marketers responsible for Small Business and Retail segments. Developed strategies and marketing plans to achieve plan objectives. Led Retail Operations team with P&L responsibility for 40 shipping centers with 220 employees and network of 1.3K+ locations, including terminals, drop boxes, agents, and partners.
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Director, Customer Marketing & Demand Generation, Purolator Inc.
Consolidated commercial marketing teams (Retail, Small Business, Field Marketing) responsible for enterprise-wide demand generation and customer-management marketing. Developed integrated strategies, plans, and programs aligned with business and segment objectives. Streamlined business processes, resources, and management of budget. Advocated disciplined process and best practices for automated data-insight-driven program management, analytics, and reporting.
Results
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100%
Budget Management to Plan & forecast -
65%
e-marketable / opt-in Universe from 0% in 4-yrs -
91%
Marketable customer base -
170K
Customers managed to plan solely with marketing -
4-yrs
4-years of CONTINUOUS growth on declining segment -
100%
aCHIEVED REVENUE pLAN Â Â Â Â 3-YEARS IN A ROW -
39%
eMAIL eFFECTIVE RATES ON mARKETING EMAILS -
30%
opEN rATES ON mARKETING eMAILS -
30%
aVERAGE reSPONSE ON mARKETING INITIATIVES -
400%
rETURN ON iNVESTMENT ON mARKETING sPEND -
10%
reVENUE GROWTH YOy ON sMALL BUSINESS SEGMENT
Skills
- Account based marketing (abm)
- Business  STrategy
- Inbound / Demand Generation
- Modelling & SEgmentation
- Loyalty  & partner PRograms
- Marketing & Sales Automation
- Measurement & REporting
- Budget / P&L Management
- Cross-functional collaboration
- Project & Change  Management
- Data  & Analytics
- Small Business Marketing
- Integrated marketing
- Team LEadership
- B2b Marketing
- Marketing Strategy & Planning
- Digital Marketing
- Customer Relationship Mktg
