Director Communications
Eslight International Inc.
Total years of experience :24 years, 0 Months
Spearhead and provide overall strategic communications counsel, creative insights and manage annual B2B marketing strategy programs and budgets. Initially responsible for communications and marketing that grew into recruiting, employee relations, customer and partnership relations and compensation. Provide direct communications support for CEO and Founder with all important company stakeholders and contribute to solutions and strategy on various complex issues with investors, partners (HD Supply, JCT Limited, Riolite, Crompton Greaves, Shandong Corp and LX Investments), legal counsel and customers. Responsible for market research involving industrial products, LEDs, textiles and studied market demand while supporting company with trade show management and product studies which involved extensive travel to India and China.
Key Achievements:
Successfully developed and managed company’s rebranding and relaunch on budget into Canadian and International markets through sourcing key suppliers to design new logo, catalogue and website with B2B marketing and communications initiatives.
Launched company’s new North American partnership with JCT Limited as the new business development arm in textile and apparel sales by generating extensive B2B press and forming new relationships with important fashion industry 'influencers'.
Developed project with the Fashion Design Council of Canada as lead program developer to foster new relationships with Canadian apparel retailers and brands with Eslight International .
I lead a team of five through an intensive cross municipal government brand marketing - communications program in Abu Dhabi. This project was to develop the entirely new amalgamated internal communications system, while establishing the process and best practice for external (regional and international) communications across the board for all the municipal offices. Developing and managing all necessary communications marketing budgets (annual 1.5million U.S.) allocated to PR programs on behalf of client - Department of Municipal Services. Mentored and provided additional training for communications teams and in-house communications staff/clients at municipal offices, while providing overall assessment and development of all proposed departmental or cross municipal sponsorships and participation of international events. Lead new business development and pitches that grew IPN’s revenue for Abu Dhabi operations.
Key Achievements:
Played a key role in the successful launch and rebranding of Abu Dhabi municipality (Department of Municipal Affairs) by orchestrating national and global media relations.
Achieved successfully developing the first cross municipal communications system in the Gulf (UAE) with a collective budget, operations and internal and external communications process and operations running on an annual budget of 3 million. This included all staffing, teams, operations expenditures for media relations, marketing of services, press relations, community relations, sponsorships and events (regional and international).
Developed key communications proposals and plans for newly restructured municipal system of the Emirate of Abu Dhabi on behalf of IPN for the Department of Municipal Affairs (DMA) with a focus on programme design and project management.
Developed and outlined municipal communication department’s first initial comprehensive policy on media and international visitation by foreign ambassadorial delegations/officials from other countries with the Emirati customs being the foundation.
Developed and managed overall communications strategy and budgets for the launch and ongoing programming of the new local television station Toronto 1. Created communications strategies to get corporate identity for parent company from Calgary, Alberta and overall local and national market key publicity for build up to launch of the channel. Managed two direct reports, including two promotions staff on day to day station publicity and promotions with key advertisers, and print partners. Developed and coordinated annual community investment program with local charity, along with identifying sponsorship opportunities and creating effective community relations programs to build local brand and market awareness. Handled different consumer/trade events and media outreach, including press and talent interviews in conjunction with coordination of content delivery with production companies and important channel stakeholders. i.e. Cable companies, print partners and suppliers…
Key Achievements:
Launched within budget ($110, 000) the new local TV station with an intensive publicity program that successfully secured over 20 million positive impressions at launch date and placed the new station firmly top of mind in the marketplace as a new destination on the dial.
Secured extensive earned interviews and placement for the senior executives during the launch of the new local TV channel.
Launched NASCAR programming on the first Canadian local television station with successful expansive national coverage for local TV and secured prime placement in entertainment magazines and sections for Toronto 1 programming - i.e. 1st Canadian TV cover for Nascar, Ellen, Sharon Osbourne…
Developed a successful community relations programs for the TV station supported by local daily print media partners, non for profit partners, consumer brand partners and local City councilors with the Mayor David Miller and city Councilor Olivia Chow i.e. Well-known international non for profit partner Free the Children. - “It’s Up To Youth Campaign!
Organized publicity campaigns with trade and consumer media for children’s classic book properties, including family and children’s entertainment - television content, toy products, and licensing and merchandising. Secured national and international media while coordinating talent and production publicity tours. Working with Corus international offices and managing local PR agencies to provide publicity and marketing support with background materials, while approving all press/marketing materials from broadcast and licensing partners that include promos, special project sizzles and promotional b’roll. Arranged trade (B2B) interviews for Corus Entertainment’s Nelvana senior executives in all international offices (France, London, Los Angeles, Japan…). Reviewed corporate donation and sponsorship requests and provided direction on overall corporate giving. Responsible for all broadcasters, licensees, programming and character related sponsorship, and event appearances to enhance Corus - Nelvana corporate name and brand while liaising with Business Affairs on all copyright and rights issues.
Key Achievements:
Developed and planned over 25 successful trade and consumer media campaigns and community related events in various markets that included France, Canada, U.K. and U.S. with licensees and broadcasters.
Successfully supported Nelvana’s launch on NASDAQ with extensive North American media placement and creative stunt publicity support in Times Square blanketing the NY Times -U.S. and National Canadian media with Babar image placement.
Successfully managed publicity/marketing strategy and direct PR firms with $110, 000 U.S. outsource budget for broadcast and merchandising/television/broadcast markets (MIPCOM, TOY FAIR, LICENSING SHOW AND NATPE).
Developed publicity opportunities for Nelvana’s productions and celebrity talent associated with productions (Catherine O’Hara, Eugene Levy, Andrea Martin, Nathan Lane, Alicia Silverstone and David Arquette).
Launch Japanese mega global children’s brand and toy sensation Beyblade in North America with over 10 million units sold within the first quarter of sales by Hasbro and over 50 million media impressions timed with the launch of the show on kids TV networks in Canada and U.S. Managed all public events with strategic publicity plans with large tournaments, large teams and significant cross-promotional and stunt publicity events in-stores (ToysRUs Times Square), in malls and on-air that garnered extensive experiential engagement of toy and ongoing consumer appeal and buzz factor.
Social Services Program and State Benefits Administration Program – GA, U.S. Atlanta