Tips and tricks for successful marketing

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How to test, learn and optimize your campaigns

Bio
Eric Azara is an expert in data marketing strategies and technologies and relationship and interactive marketing. For almost 20 years, he has orchestrated the design, development and operations of numerous loyalty programs and individualized marketing for more than a hundred major brands, in different industries, in North America and in Europe. He is a strong believer in high value-added approaches focused on the customer experience.

Currently, he chairs the Varibase agency and heads R&D on personalization technologies

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How to create a standout direct mail piece

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Ben Benchitrit is a Creative Director at Junction59 with a background in copywriting. He started his career in Toronto 13 years ago, moved to London for four years to gain international experience and recently moved back to take on a leadership role at Junction59. He thinks visually, strategically and fast. He listens, thinks and speaks in that order. And he doubts himself just the right amount

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Mastering Retention: How to keep customers coming back

Bio
Tenacity, commitment and passion for the business have been the driving forces behind Stephen Brown’s marketing and advertising career. With his extensive experience in brand, CRM, digital, social media and experiential marketing, Stephen has the experience needed to create, strengthen and grow brands across a wide range of categories. His clients have included CIBC, Hyundai, Canadian Tire, GE, Cashmere and Toronto 2015 Pan Am Games, just to name a few. Stephen's leadership, vision and forward-thinking have proven to be key to pushing FUSE – and each of its clients’ businesses – to new heights.

In 2003, Stephen and his partners launched FUSE Create – a creative agency focused on delivering innovative, marketing solutions that drive sales and deliver real results. He is active within the marketing industry, being involved with the Canadian Marketing Association (CMA) for several years and taking on the role of Chair of the Board of Directors in 2015.

Beyond his industry participation, Stephen also believes in being active in community causes. He is currently on the board of Casey House – Canada’s leading HIV/AIDS hospital – focusing on fundraising and branding initiatives. Stephen is also a Partner with Social Venture Partnership (Toronto Chapter) – a leading community charity association that aims to make a positive change in the lives of people in our community.

Stephen was recently Board Chair of the Canadian Marketing Association and likes to give back to his community – having worked on new models of philanthropy through Social Venture Partner Toronto and fundraising for Covenant House.

Webinar
Mastering Retention: How to keep customers coming back

Bio
Bianca Barbucci is a senior marketer with over 30 years of experience. She leads a team dedicated to managing the firm's brand, as well as all marketing and communications initiatives across all channels, and across the entire firm. This includes brand positioning and brand touch points, customer engagement, content amplification, media relations, advertising and PR, directories, awards and rankings and marketing-related analytics.

Before joining the firm, Bianca had her own marketing and business development consulting practice. In previous positions, she led the shopper marketing division of a large TV network and worked in the advertising and marketing agency business, in Vice-President and Managing Director roles, for numerous years.

Webinar
How to create a standout direct mail piece

Bio
Chuck Coolen is an award-winning, solutions-oriented marketer who strongly believes in keeping the balance between growing share of wallet and share of heart.

The region he leads for McDonald’s has consistently performed at or near the top of North American results for comparative sales and has also positively impacted brand health measures.

His work has been recognized at McDonald’s with the Golden Maple Leaf Award, the Circle of Excellence Award and the Presidents' Award – with recipients deemed the top 1% of McDonald's employees globally. He holds the Chartered Marketer designation from the Canadian Marketing Association, is a regular McDonald’s spokesperson, a guest lecturer at local schools, a mentor for marketers and sits on the Advisory Board for Canada's Next Top Ad Exec.

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How to Test, Learn and Optimize Your Campaigns

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Rob Fairhead is a brand strategist who specializes in turning client relationships into partnerships. At ZGM, he plays a key role by providing strategic input in the early stages of campaign planning and managing ZGM’s Partner Results team. He holds a Canadian Advertising Accredited Professional (CAAP) designation from the ICA, is a board member with the Calgary Marketing Association and is a Past President of the Calgary Ad Rodeo Association.

Webinar
How to create a standout direct mail piece

Bio
David Foy joined Junction59 in 1997 and has over 30 years of advertising and direct marketing experience. He oversees program planning, strategy, and operations for the company’s clients.

He is a seasoned player with extensive experience in a wide variety of business sectors including financial, automotive, telecommunications, energy, packaged goods, government and not-for-profit. He also serves on the Board of Directors for Second Harvest.

Webinars
- How to test, learn and optimize your campaigns
- How to utilize data for effective targeting

Bio
Jean-Marc Gravel is the founder of InTgral, where he works exclusively on the development of organizational knowledge and intelligence. He has 31 years of experience, including 20 years in business intelligence. Today, he focuses on senior management, supporting the strategic management of issues related to the orientation and implementation of business intelligence environments

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Captivating customers: Innovations in data and creativity

Bio
Spencer is passionate about solving problems and pulls from his 9 years of experience working with B2B and B2C clients to do it. For the past 4 years, Spencer has helped lead the strategy offering at Junction59, translating challenges into creative solutions for clients that include Canada Post, TELUS Health, EY Canada, SiriusXM, Birks and Mercatus. Spencer has most recently presented at Electro-Federation Canada and the Direct Marketing Association Conference.

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How to test, learn and optimize your campaigns

Bio
Audrey Jamieson is the founder and president of Marketing Kitchen. She took the entrepreneurial leap after 23 successful years in sales. Audrey was the 2017 Markham Board of Trade Entrepreneur of the Year and in 2018 Marketing Kitchen was named the York Region Small Business of the Year. Marketing Kitchen is committed to partnering with clients to find fresh and innovative ways to stand out in the mailbox.

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Captivating Customers: Innovations in data and creativity

Bio
Safiya is an award-winning copywriter and ghostwriter for brands. She has been writing for ad agencies for 7 years, both for agencies and freelance, and has written copy for a gamut of national clients, like Canada Post, SiriusXM, Maison Birks, CBC, Rogers and TELUS, to name a few. All her projects have one thing in common: she always starts by putting herself in her target’s shoes so that each line she writes truly resonates. Her words have appeared on TV, in cinemas, on billboards, radio, company walls and websites, magazines, digital ads, social channels, emails, and even mini documentaries read by David Suzuki.

Webinar
Mastering Retention: How to keep customers coming back

Bio
Reza Ramezani is an internationally acclaimed award-winning creative leader who is never afraid to challenge norms and standards to make meaningful results happen. He started his career in southern Germany, crafting striking direct advertising. He moved to Jung von Matt, Hamburg, where he became one of the youngest Creative Directors, at 26.

After a stint at Ogilvy Paris, Reza decided to return to his roots and pursue his main vision – to harness and unite the power of creativity with the beauty of technology and detailed data. This he is doing with passion as Chief Creative Officer at TRACK Germany.

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How to utilize data for effective targeting

Bio
Rupen Seoni is a Chartered Marketer and leads a practice area that includes the public sector, health care, energy and not-for-profits. He brings to his position over twenty years of experience in marketing analytics, working with organizations of all sizes to unlock the value of information in decision-making and business strategy. He specializes in helping organizations understand population trends, segmentation and performance benchmarking. Rupen earned a master’s degree in urban planning and held positions with Nielsen, Compusearch, Campbell Soup and CIBC prior to joining Environics Analytics. Rupen appears regularly on CTV’s Canadian and U.S. federal election coverage as a commentator on voter demographics in key races.

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Mastering Retention: How to keep customers coming back

Bio
For more than 25 years, Paul Tedesco has dedicated himself to following the customer on their journey along the path to purchase and lifelong brand loyalty. This passion has helped him forge a leadership standing in the CRM, data and analytics field.

As the CRM, Data and Analytics lead for TrackDDB in North America, Paul brings the science to ‘creative science’. He is focused on making our clients’ programs more effective, more engaging and more efficient – delivering more customers, more often, at a higher ROI.

In addition, Paul teaches Data and Analytics at the DeGroote School of Business as part of the faculty for their EMBA and MBA programs.

Webinars
- Captivating Customers: Innovations in data and creativity
- How to utilize data for effective targeting
- How to create a standout direct mail piece

Bio
As Director of Data and Mail Services within Canada Post’s Commercial Mail line of business, Sophie leads a team responsible for helping marketers maximize Canada Post Smartmail Marketing™ campaign effectiveness with audience insights and analytics tools and services. Passionate about moving the business forward and driving positive customer-focused change, she has held progressively more senior roles across Retail and Digital Channels, Marketing and Product Management. She also developed and taught Algonquin College’s first Digital Analytics program, focusing on helping students develop digital measurement skills from strategy to execution across web and social channels. Sophie is Board Director and Treasurer for International Social Services Canada.

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Captivating customers: Innovations in Data and Creativity

Bio
Kristi has close to 20 years of sales and marketing experience and has spent the last 13 years at Canada Post working with large enterprise marketing organizations as well as midmarket entities. She helped them advance their marketing initiatives and grow their businesses through strategy and data intelligence. Kristi holds an MBA from Niagara University. She’s an avid sports fan who roots for the Buffalo Bills and Toronto Raptors. She’s also a dog lover who’s especially fond of her mini labradoodle, Stella.

Webinar
Captivating Customers: Innovations in data and creativity

Bio
Gina began her career in advertising, working with national and international brands. Finding solutions for new challenges, developing strategies and creatively bringing ideas to life is what drives her. At Canada Post, Gina has worked on everything from brand leadership advertising to mail redirection services. Her current role as Smartmail Marketing Manager brings her passion for strategy and creativity together. She collaborates with others to develop the Smartmail Marketing brand and content which helps Canada Post’s customers navigate the world of direct mail and marketing.

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Captivating Customers: Innovations in data and creativity

Bio
Nadia has been at Canada Post for 19 years and has worked on hundreds of integrated marketing initiatives for B2B customers. Nadia’s current focus is split between two portfolios. The first is the planning and execution of events for Canada Post Smartmail Marketing™, Parcels/E-commerce and SMB customers. The second is managing sales enablement – ensuring that the Canada Post sales team has the tools, content and training they need to effectively provide solutions to customers.

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Mastering Retention: How to keep customers coming back

Bio
Jennifer Dyer is a Smartmail Marketing Business Development Manager for Central Ontario with Canada Post.

With more than 10 years in media sales with companies like Rogers Media and Annex Media, Jennifer has developed an understanding of marketing in a variety of mediums. She has developed and fostered effective integrated print, digital and TV campaigns that created winning results for customers like Unilever, Walmart, Air Canada and Royal Bank.

Jennifer has a Bachelor of Arts/Theatre from Ryerson University and is always looking for creative solutions to help clients surpass their objectives. She and her husband, Carey, live in Toronto with their three children.

Webinar
How to test, learn and optimize your campaigns

Bio
Karen Gasper is a passionate marketing leader with a deep understanding of media sales, marketing and digital media services. She uses key research findings to deliver insightful best practices around Smartmail Marketing to marketers, agencies, and Canada Post clients around the country.

She brings the right marketing channels together, in the right mix, in unusual and unexpected ways. She is always looking for creative ways to integrate her clients’ marketing campaigns to surpass their objectives.

Webinars
- How to test learn and optimize your campaigns
- How to create a standout direct mail piece
- How to utilize data for effective targeting

Bio
In his current role, Josh is the Senior Sales Manager for the Greater Toronto Area and joined the Canada Post team over 5 years ago. He has an extensive background in sales and marketing.

Josh started his career at an advertising agency, where he got firsthand experience planning and buying media campaigns across both traditional and non-traditional media vehicles. His main client at the time was Alliance Atlantis who tasked him with planning and buying the Canadian marketing campaigns for the releases of Elf, Lord of The Rings, Kill Bill and Bad Santa.

Since then, Josh has worked for Torstar (inclusive of their daily papers and Metroland division), in sales and sales management roles where he supported the marketing efforts of local businesses.

Webinar
How to create a standout direct mail piece

Bio
With a strong background in sales, business development and marketing, Kristie works with her customers on developing successful omni-channel marketing campaigns. Having worked in telecommunications for over 10 years, she has worked on implementing new programs for channel partners, developed relationships and expanded franchise programs, as well as built a start-up telco distribution channel. Kristie joined Canada Post over 5 years ago and is now managing Smartmail Marketing support for the Western Canada region.

Webinar
How to utilize data for effective targeting

Bio
With over 20 years in online ad sales, Patrice joined the Canada Post team at the beginning of 2020. He brings with him extensive experience working with companies like AOL, Microsoft and Yahoo. Patrice has deep-rooted knowledge and understanding of the power of data in media plans and advertising campaigns.

Webinar
How to test learn and optimize your campaigns

Bio
Marie-Claude Rollin joined the Canada Post team in 2016 to support commercial customers with their marketing planning. In 2018, she took a role managing the fast-food category as part of the Smartmail Marketing major accounts group. She has held previous positions within the Postmedia group and the Montreal Gazette, which have greatly contributed to the development of her knowledge of digital media, an undeniable asset in the optimization of direct marketing campaigns. In recent years, she has completed part-time studies at HEC - Certificate in Organizational Leadership - and at UQAM - MBA Consulting in Management.

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Mastering Retention: How to keep customers coming back

Bio
Chantal Tougas is the Smartmail Marketing Business Development Manager for Eastern Canada at Canada Post. She specializes in supporting clients and implementing 360-degree marketing campaigns.

Chantal is an expert on industry trends, including data optimization and relationship marketing.