Regan Beckett

National Digital Marketing Manager, Jägermeister & PMA Portfolio

PMA Canada Ltd., Dec. 2020-Present

Jägermeister Canada: own national digital channels, content, and cross-channel campaigns

• Initiated identification of new, highly-engaged target consumer via web analytics in early 2021; global team recently announced similar findings and directive to target group

• Lead e-comm, JagerShop.ca; develop strategies to turn over dead inventory; increased conversions (↑36%), return customer rate (↑28%), orders (↑8%), YoY

• Oversee all owned digital properties; followers (↑10%),  site traffic (↑77%) YoY

• Manage global campaigns to suit Canadian market, including Post Malone partnership

• Design and lead 3-phase, multi-year music campaign, #FORTHELOVEOFLIVE

PMA company and portfolio of brands: digital transformation, portfolio consultation

• Leading digital component of company rebrand; build digital transformation agenda for PMA; develop business cases, strategic plan, journey maps, and programming

• In-house digital advisor. Consult across PMA’S portfolio, leading ad buys, managing social channels, managing brand website, and advising on agency proposals and results

Diversity, Equity, & Inclusion: transformation and implementation team

• Develop vision and steer DE&I transformation across company; advise executive team

• Design and execute 2021/22 roadmap that will positively impact PMA culture, including mentorship program and DE&I lunch & learns

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Freelance Marketing Consultant
Regan Beckett Marketing & Communications

Dec. 2017-April 2021
Independent consultant providing clients with:

• Digital brand management, monitoring, and reporting

• Integrated communications planning, content creation, & messaging

• Project management for short term or multi stage roll out projects

• Event management including product launches and brand activation

Client: Trade Commissioner Service, Gov. of Canada, 2020-2021

• Researched and wrote articles and promo copy for TCS; led product page audits and recommendations

Client: Terra Gold Landscaping, 2020

• Created online presence (website, social) for fast-growing company expanding their market

Client: Nokia, Jan. 2018-Dec. 2019

• Supported global teams with campaign management and launches

• Briefed agencies for development of infographs, brochures, and demos

• Ran thought leadership blog series and created related sales materials

• Updated corporate verbal brand guidelines with senior stakeholders

• Led integrated marketing and CRM strategy for 6 large scale events in N.A, EU, Asia. Developed social strategies and content for 15+ global events. Coordinated event budgets and calendar management

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TLED HUB Manager (Contract)
CUSO International and VSO (partnership)

Nov. 2019 Mar. 2020
Project Sustainability
Handover TLED HUB to gov. agency, SIDO, on 03.30.20 (VSO exits project)

• Revised cost model for regional market and created go to market strategy

• Developed transition plan, NGO exit strategy, and risk mitigation

• Created SIDO ramp up strategy and milestone target

Operations Efficiency

• Managed team of six; individualized portfolios and learning plans

• Designed purposeful HUB spaces for future monetization opportunities

• Created a centralized document repository to protect and make accessible existing and future TLED assets and knowledge

Data Analytics and Reporting

• Promoted insight driven planning through creation of key dashboards; identified necessary data fields and implemented collection methods

• Created templates and processes for weekly reports, post mortems 

Marketing & Branding

• Developed F20 marketing strategy against SIDO priorities and budget

• Rebranded all TLED HUB elements from VSO to SIDO; wrote internal and external comms for transition period between VSO to SIDO

• Built region’s webpages on t led.co.tz and social media presence; created digital strategy, content, and calendar

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Marketing Manager, Analytics and Greenhouse

Deloitte, Aug. 2016-Sept. 2017

• Responsible for developing and executing fiscal marketing plans for two internal client groups focused on Analytics, Innovation, and Digital consulting services

• Developed and executed integrated marketing campaigns to support thought leadership; worked closely with PR team to identify key opportunities for bylines, supported the development of press releases, and developed quotes for partners from across the firm

• Managed web presence for several teams and projects, including social media, email, and external/internal pages

• Wrote external content and internal communications which supported clients groups and key campaigns

• Executed events that ranged from broad audiences to select C-suite guests; planned and managed awareness campaign and launch for the opening of flagship Greenhouse

• Produced national program designed to identify and recruit emerging talent for high-growth division. Led the program development; branding; website design; marketing and social media plan; and sponsorship effort legal document creation and review; event development; content creation

• Created client testimonial videos, overseeing story concept and pre-interviews with clients. Worked closely with production crew to film, edit, and produce final videos for external promotion

T4G Limited, 2015-2016

Corporate Senior Marketing Strategist, Feb.-Aug. 2016

• Lead in recently-formed corporate marketing team and reporting directly to the CEO and Executive team; oversee content development, campaign creation, external media and internal employee communications, events, and strategy. 

• Develop and implement the corporate marketing strategy, including our go-to-market strategy; track spend & fiscal budget and calculate ROI.

• Develop communication strategy, including brand voice, inbound strategy & campaign editorial calendar. Coordinate with editors, researchers, and writers; ensure all communication aligns with brand and strategy.

• Design new processes for marketing briefs, work back schedules, calendars, RASCI documents; implement company-wide to increase efficiencies and establish priorities.

• Manage events calendar, identify sponsorship opportunities for brand exposure, support corporate thought leadership through strategic speaking opportunities, develop partner events to generate leads.

• Work directly with external design agency & internal studio to apply new brandguidelines across all marketing collateral, including new website, social channels, print pieces, events, office décor, employee touchpoints, and brand sound.

• Streamline creative & communications into cohesive brand experience across all touchpoints.

• Monitor and analyze digital analytics across all branded channels and report to executive team on performance, measuring against social strategy and industry benchmarks.

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Division Marketing Lead, Feb. 2015-Feb. 2016

• Determined feasibility of new services through competitive research, identifying market opportunities, assessed company skills & abilities, and packaged for external promotion. 

• Developed content marketing strategies & implemented across multiple teams while maintaining cohesive brand vision aligned with business growth.

• Managed partnerships with global brands through development and execution of events, marketing materials, digital presence, & promotional efforts. 

• Oversaw division promotional collateral, service catalogue, team profiles, resumes, and digital content.

• Created new processes for all teams to work together more efficiently. Developed calendars, critical paths, & multi-phase plans for small to large scale projects.   

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Liquor Control Board of Ontario (LCBO), 2012-2015

Digital Marketing & Special Projects

• Project manage over 100 programs & offers each year. Write comprehensive RFS/Qs, creative briefs, scopes, internal communications, & post-mortems.

• Initiate marketing strategies, structure deliverables, and execute collateral. Negotiate with vendors & media buyers to develop effective campaigns within set budget. Collateral includes responsive microsites, videos, catalogues, direct mail, print ads, OOH.

• Point-person for e-commerce redesign & expansion (VSO); reported to Director of Operations & Director of Marketing. Wrote user experience analysis to inform integration with vintages.com. Established critical paths, creative standards, RASCI, & risk mitigation documents.

• Marketing lead for VINTAGES auctions with annual sales of 3M+. Reporting to Director, Special Projects, I initiated a broad campaign in 2012 & increased landing page traffic by 140%; the auction set a Canadian record for highest bid.

• Manage brand image & promotional calendar for vintages.com (20K weekly visits, up 23% over LY). Ensure all communications align with brand strategy: write promo copy, content, & design layouts for vintages.com & VSO.

• Oversee weekly e-newsletter; establish KPIs to measure engagement & deliver relevant content to 40K subscribers. Have grown subscriber base by 10% each year through redesign of sign-up pages & leveraging social media.

 

 

Design Exchange (DX), 2011-2012

Program Development

• Initiated feasibility reports for proposed exhibits and presented finding & recommendations to President.

• Researched & evaluated marketing opportunities. Outlined strategies & made recommendations to board for developing & piloting new programs.

• Developed web series & design-focused blog to support design mandate.

• Executed fundraising initiative for annual gala; surpassed moneys raise year prior.

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Lucian Matis Inc., 2011-2012

Fashion Show Manager: Volunteers

• Recruited, coordinated and managed 50+ front and back-of-house volunteers for four shows

• Diffused several last-minute issues quickly and discreetly during S/S 2012 show

• Created exhibit at Design Exchange that included Matis’ design.

 

 

MORE Magazine (Transcontinental), 2010

Editorial Intern

• Wrote bylines for print & web; researched and fact checked for editors.

• Cultivated relationships with PR firms and fashion brands.

• Managed logistics & scheduling for photo shoots.

 

 

Queen’s University Vogue Charity Fashion Show, 2008-2009

Head of Independent Design

• Executive member overseeing 174 volunteers; 7 direct reports.

• Produced 4 shows that raised $32,000 for charity, Camp Outlook.

• Negotiated and secure sponsorship contracts & prize donations.

• Created promo material including video, pamphlet & designer bios.

 

 

Alcatel-Lucent, 2004

Internal Communications & PR Intern

• Reported to Director of Internal Communications for the Americas.

• Developed comprehensive user experience & analysis of company intranet to inform redesign.

• Reported on daily media scans & wrote weekly project profiles & bid summaries for various divisions.

• Compiled over 1,000 corporate feedback surveys; analyzed data and qualitative responses to produce comprehensive overview for executive team.

• Managed client relationships for corporate-sponsored events; ensured contractual fulfillments by both parties.