Director, Communications
SPAN COMMUNICATIONS INC
Total des années d'expérience :29 years, 9 Mois
A senior member of this Marketing, Advertising & Public Relations Consultancy based in Mississauga, Canada, with associate offices in Vancouver, BC. This is a full-service communications outfit designed specifically to communicate with the growing South Asian, Arab, African & Filipino markets in Canada. Top clients serviced: Western Union Financial Services (Dubai & Canada) Barclays Bank Ria Financial Services Unilever Henkel Bose Acoustics BRAND Energy & Infrastructure Services USA, and many more.
Key Accomplishments:
Set down SOP/operational systems for the startup.
Recruited & mentored a Marcom team comprising of a social media strategist, web designer, an art director, media & OOH manager, event & P.R. manager, graphic designers & full-time writers (English & ethnic languages), translators, and graphic designers.
Established in-house Radio & Television Production facilities to build a separate revenue stream. First year’s turnover: $175K. 2nd year: $203K.
Created opportunities for 'instant' revenue generation by associating Company with established multicultural advertising agencies that needed strategic & creative assistance to serve their mainstream clients.
Won 2 major clients in the first year of the company's operation for a combined value of $1.6 Million.
Added 3 additional clients in the 2nd year of the company’s operation to cross the $4.5 million mark.
Went beyond Canada to pitch for US-based businesses wishing to market their products & services in Canada. Was appointed AOR for one of the top 2 U.S. construction services companies in 2007. 1st-year budget: USD 330K. The relationship has matured through the years, and the company more than tripled its communications budget with SPAN between 2007 - 2019.
Led an active debate (through newspapers, community groups, and blogs) on the weakness/insufficiency of ‘ethnic’
media in Canada. The objective was to motivate discussion and subsequently spearhead new ideas, plus new investment, to revitalize this mostly neglected sector of the multicultural market.
Lead the launch of a new multicultural version of 'Yellow Pages.' Define strategy and develop, execute, and manage an integrated advertising & promotions initiative to penetrate and grow targeted markets.
Introduce 'new concept' to stakeholders within the Ontario Provincial Government - invite direct participation and win acceptance in the public sector.
Communicate with customers, management, internal departments, and vendors to coordinate overall marketing effort; Plan and carry out informal quarterly market research and analysis.
Lead and direct a forward-thinking communications team; Build & sustain liaison with Media; Supervise creative department for the accurate translation of communications' briefs.
Key Accomplishments:
Hired & trained the Sales Team to establish 'first-time' product revenue of $ 328, 000 within four months by spearheading creation and implementation of an extremely aggressive marketing campaign; crossed the $1.3 Mil mark at the end of the first 12 months.
Organized Launch Event; coordinated total media coverage; appeared 'live' on T.V. Channels for introducing the concept to market.
Brought dedicated governmental - Ministry of Citizenship & Immigration - & quasi-official organizations like Settlement Dot Org (United Way) & Ontario Immigration on board; linked web-platforms to increase traffic to the product website.
Designed add-ons to product for enhanced acceptability within specific interest groups; exceeded the business goal of 25% market addition in 2nd issue of product. Awarded with a specially created 'Performance beyond Expectations' Citation by the Board of Directors.
One of the 3 founding members of the group; Hired, trained and mentored total communications team; Identified top 20 marketers & advertisers and initiated new client pitches; Managed a 22-member communications team to efficiently service MNCs and local corporates; Developed communications strategy, market planning and presentations for clients; Wrote press adverts, radio programs & TV screenplays; Supervised graphics, Radio & Television Production; Handled Product Launches & Events.
SELECTED CONTRIBUTIONS:
- Established company policies & guidelines.
- Designed hiring & training policies & systems.
- Networked with a top sales trainer to establish unique 'Communications Training' programs for its clients and win acceptability for own company within a 'new' market.
- Initiated first-time contact with top 10 advertisers/marketers in the country. Successfully presented and won the top 2 spenders - each with a group of multiple companies.
- Posted a first year turnover of US$ 245, 000 and a 2nd year turnover of US$ 800, 000+.
Degree in History. Scored the highest grades in my batch.
Bachelor (Honors) Degree in English, Economics & History. Awarded the 'President of India Gold Medal' for scoring the highest percentage in my batch.
