As a strategic and creative problem solver with both in-house and agency experience, Ben brings full-funnel expertise spanning multiple industries. With extensive knowledge in leading comprehensive fully integrated programs and overseeing marketing, creative, and business intelligence teams, Ben's experience adds a unique blend of leadership and expertise to any organization.
Summary
Experience
Senior Marketing Consultant
ASM Global | Los Angeles, CA | Nov 2023 — Present
Supporting the Los Angeles Convention Center as their first marketing department hire post-pandemic, tasked to reinvent the brand and its marketing strategy.
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Created the company's first-ever sales and marketing plan to improve efficiencies and tactics resulting in a 40% increase in occupancy rate and 16.5% increase in sales in its first year.
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Rewrote marketing SOPs impacting cross-functional teams and vendors improving efficiencies and department visibility.
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Created a new content strategy that has increased followers by 4.4% and monthly impressions by 25% YoY.
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Launched an SEO strategy increasing unique visitors by 19% and increasing non-branded search terms by 23%.
Group Brand Director
Full Punch Advertising | Vancouver, BC + LA, CA | May 2022 — Sep 2023
Led a portfolio of seven clients accounting for $3 million in billing with a 100% agency-of-record retention rate. Clients included Denny’s Restaurants, Moxies Restaurants, Chop Restaurants, Autograph Properties, Monarch Structures, Qualex-Landmark Living, and WIRTH.
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Rescued poor-performing accounts through client education and improvement on the process resulting in account retention and renewed client trust.
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Launched a national fully integrated campaign, including TV, for Moxies with a campaign effectiveness rate of 86% intent to visit.
Director of Marketing
Donnelly Group Hospitality | Vancouver, BC | Nov 2020 — May 2022
Recruited to own a portfolio consisting of 20 hospitality locations, 32 retail locations, four e-comm sites, and a variety of product lines, all equalling over $100 million in annual sales.
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Repositioned hospitality business post-pandemic by launching first- and third- party delivery increasing sales by 3%.
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Developed and launched a rewards program for a cannabis retail brand, netting 50K members within the first seven months through a digital marketing strategy that focused on PPC, SMS, and email campaigns.
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Launched monthly departmental analytics report highlighting the impact of the marketing campaigns which supported the business case to grow the marketing, creative, and business intelligence departments from three to nine team members.
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Launched and managed online delivery sales for the brewery, 27 cannabis locations, and an alcohol delivery brand that sold and distributed alcohol through all 20 hospitality locations resulting in 3% incremental sales.
Director of Marketing
Earls Restaurants | Vancouver, BC | Sep 2016 — Nov 2020
Directed marketing efforts for 67 locations in Canada and the US with sales of +$330 million achieving YoY double-digit sales growth for three consecutive years.
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Modernized off-premise strategy by negotiating and optimizing third-party delivery partnerships resulting in 10% revenue growth in addition to launching a first-party online ordering platform resulting in 5% revenue growth.
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Implemented digital on-premise experiences resulting in 3% lower labor costs, and 15% increase in table-turn.
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Launched a loyalty program across the ten US locations which doubled the previous year’s growth.
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Led a team of four direct reports with a 100% retention rate and three promotions through strong performance planning and goal setting.
Account Supervisor
DDB Advertising | Vancouver, BC | Jan 2015 — Sep 2016
Led a team on national and regional advertising campaigns for Subaru Canada which led to the retention of the account after being RFP’ed by the client.
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Hired to support the retention of the business, during its RFP process, which was accomplished through successful client relations and supporting the dealer network by leading more targeted advertising campaigns.
Managing Director
Lovely Package | Vancouver, BC | Jan 2013 — Dec 2018
Lovely Package and Lovely Stationery websites were created as a global source of design inspiration and information.
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Implemented a strategic SEO strategy which netted the two websites ~8% YoY website visitor growth capping out at 650K unique monthly visitors.
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Stayed consistently in the top three ranked design websites globally achieved through a focused SEO strategy and delivering first-to-market content.
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Utilized Google Analytics to educate targeted SEO efforts to the design student demographic, increasing global presence with large visitor growth from South Korea and Japan.
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Monetized the websites through self-regulated ad placements with design supply companies.
Brand Strategy Specialist
Lululemon | Vancouver, BC | Nov 2013 — Dec 2014
Brand strategist (contract) for non-product businesses’ including sustainability programs, ambassador programs, regional strategies in local and international markets, and events. Led strategic planning and outreach plans, while being the liaison between business lead and creative/publishing teams.
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Developed the global community and brand ambassador strategy that redefined the brands connection to sport and product which guided regional teams to execute in-market.
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Supported storytelling and writing SOPs as a business partner for on-premise digital experiences, including virtual change room software, which improved labor efficiencies.
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Sold out the SeaWheeze half-marathon within sixty seconds of enrollment launch (15K participants), with the support of pre-marketing and teaser campaigns.
Strategist + Account Manager
TAXI Advertising | Toronto, ON | Jul 2011 — Nov 2013
Managed client relations and acted as a trusted Digital Strategist for integrated and digital-first national advertising campaigns. Clients included TELUS Mobility, TELUS Home Services, TELUS Corporate, and Louisville Slugger.
Account Executive
TBWA Advertising | Toronto, ON | May 2010 — Jul 2011
Managed client relations and oversaw account and project management, delivering national fully integrated campaigns. Clients included Apple, Gatorade, Absolut Vodka, Yellow Tail Wine, Petro-Canada, First Ontario Credit Union, Willow Breast Cancer, Accessible Media Inc., and Golf Canada.
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14+ years brand and marketing experience in-house and agency side for global brands driving double-digit revenue growth and brand engagement for $300+ million companies.
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Led teams of up to 10 direct reports across three departments with consistent development programs with proven history of talent retention.
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Innovative revenue strategist with a proven history of launching additional revenue streams, including 1PD/ 3PD and retail programs for hospitality companies, branded partnerships, and a variety of loyalty programs that increased ancillary revenue by 10%+.
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Results-driven innovator with omni-channel experience skilled in digital strategy, customer retention, and loyalty programs, with a proven track record in digital transformation for companies.
BA, Advertising
Humber College | Toronto, ON
Google Digital Marketing & E-commerce Specialization
Google | 2024
Assess For Success: Marketing Analytics and Measurement
Google | 2024
Make The Sale: Build, Launch, and Manage E-comm Stores
Google | 2024
Hotel Digital Marketing Social Media Strategy
Coursera | 2024
Hospitality Luxury Brand Management
Coursera | 2024
Think Outside the Inbox: Email Marketing
Google | 2024
Attract and Engage Customers with Digital Marketing
Google | 2024
Foundations of Digital Marketing and E-commerce
Google | 2024
From Likes to Leads: Interact with Customers Online
Google | 2024
Being A Leader
Leadership Circle | 2018
Interactive Masters Certificate
IAB Canada | 2012
2018 Earls Experience Award
Top Producing Leader
2012 ADWEEK
ADWEEK’s Ad of the Day
Accessible Media Inc.