DIANA P.

Better Impact is a volunteer management SaaS platform.

• Leading comprehensive marketing strategy across demand generation, customer marketing, content, and events for volunteer management SaaS.
• Managing a 3-person team.
• Delivered 280% MQL growth with $0 ad spend (799 to 3,036 MQLs) through CRO and strategic process optimization.
• Developing partnership and channel marketing programs to drive ecosystem revenue.
• Built conference strategy, webinar programs, and content initiatives generating consistent organic pipeline.
• Manage HubSpot automation, lead nurturing, and multi-channel campaign execution.

DDI is a global leadership development firm with over 50 years of experience, offering learning and development solutions that empower leaders for success.

• Led national marketing strategy for a leadership development and talent management B2B SaaS platform across Canada.
• Drove demand generation, account-based marketing (ABM), and marketing automation programs for enterprise accounts.
• Achieved 701% SQL growth year over year through integrated demand generation and ABM strategy.
• Built the account tiering and prioritization model behind the enterprise ABM program using intent data and closed-won profile matching.
• Orchestrated a five-channel 1:1 and 1:few motion against Tier A accounts including targeted advertising, email, custom events, direct mail, and coordinated sales outreach.
• Introduced inbound and outbound lead generation programs, shifting marketing to revenue-focused pipeline generation.
• Implemented Marketo, Demandbase, and Terminus to optimize lead nurturing and account-based targeting.
• Executed customer journey mapping across departments to drive sales and marketing alignment.
• Developed strategic partnerships with HR technology vendors and training organizations.
• Managed multi-channel campaign management across digital, events, content, and partner channels.

TheFitFirst.com matches jobseekers and employers based on cultural and work-style fit to improve job satisfaction and reduce early turnover.

• Founded and operated a career-matching platform connecting job seekers with employers based on cultural and work-style fit.
• Moved beyond skills-only matching to reduce mismatched hires and early turnover.
• Owned product concept and positioning, marketing and content strategy, employer and candidate acquisition, and day-to-day operations.
• Conducted original market research on job satisfaction and work-life balance in the Toronto market to inform product direction and messaging.
• Applied the marketing, positioning, and audience-acquisition skills built here into subsequent B2B demand generation roles at DDI and Better Impact.

• Lead strategic development and execution of comprehensive marketing and communication plans to drive brand visibility and product sales.
• Manage a dynamic marketing team and oversee performance across digital and traditional campaigns.
• Ensure CRM optimization for effective activity tracking.
• Responsible for budget formulation and management aligned with fiscal plans.
• Represent marketing in management discussions and deliver insightful updates.
• Identify trade shows and events aligned with business development goals.
• Oversee event participation from planning to execution, emphasizing brand messaging and performance analysis.
• Guide internal and external marketing resources to ensure cohesive brand representation.
• Conduct competitive market research and contribute to business development initiatives.
• Report directly to the CEO to drive marketing success.

McGraw Hill is a leading global education company providing digital and print learning tools and resources for educators and learners.

• Created and executed yearly marketing plans to drive customer acquisition across print, events, SEM, SEO, social, display, mobile, video, email, and content.
• Implemented, tracked, and measured integrated marketing campaigns on time and within budget.
• Planned, monitored, and measured social media campaigns across multiple profiles and channels.
• Produced and sourced campaign materials and authored copy for website, email, brochures, landing pages, and more.
• Supported optimization of marketing automation and lead nurturing to deliver qualified leads to sales.
• Acquired new leads via CTAs, landing pages, and lead-generating content.
• Planned and measured marketing funnel experiments including landing pages and CTAs to drive MQLs.
• Administered email lists and campaigns to minimize list decay and unsubscribes.
• Aligned objectives with yearly editorial calendar and content distribution schedules.
• Researched and developed new content marketing strategies and sponsored content.
• Conceptualized, produced, and measured branded content campaigns across lines of business.
• Used analytics to evaluate end-to-end customer experience across channels.

The Holmes Group is a multi-brand organization operating in media production, home building, and related HOLMES branded entities.

• Aligned objectives and bridged communications with all divisions to determine business goals and develop cost-effective marketing strategies.
• Drove traffic to key conversion points to increase qualified leads and boost awareness in new business units.
• Positioned celebrity endorsement as a premier product through cross-media communication development.
• Formalized processes for goal setting, strategic planning, sales training, event planning, and digital content requests.
• Identified and presented new market opportunities, service offerings, and revenue streams to senior leaders.
• Coached and inspired team members, encouraging educational development in strategic marketing.
• Evaluated and mapped out customer experience for website visitors.
• Provided strategic analysis for all business unit websites to senior management.
• Implemented a multi-phase feedback process using various customer service contact points.
• Fostered co-branding and home builder partnerships.
• Engineered and managed marketing programs and budgets across business units with scheduled reporting.
• Directed creative content approvals and mentored a nine-person creative team.
• Supervised marketing project management via teamwork.com and reported ROI on initiatives.

Maestro Technologies develops operational and financial software solutions for the construction industry, including the maestro* ERP.

• Designed and developed print and digital advertising including banners, shirts, uniforms, email banners, brochures, newsletters, templates, trade show booths, and sell sheets.
• Researched, planned, budgeted, and operated all trade show events and reporting for BUILD GTA, TCA, and World of Concrete.
• Created a brand standards guide including various logos.
• Collaborated with external agencies to develop new corporate websites for Maestro Technologies and HeavyWorks.
• Prioritized and multitasked projects by due date and priority with minimal resources and independence.
• Consulted with sales, provided forecasts and analysis from Salesforce reports and marketing automation.

Dana Industries is a North American leader in in-store signage, accessories, and merchandising solutions, designing and manufacturing signage in-house.

• Revitalized website and development process, resulting in a 62% increase in website traffic and improved organic search placement.
• Achieved organizational marketing, communication, and group sales goals by sourcing required resources.
• Utilized internal and external digital analytics tools to measure success and ROI.
• Researched, planned, and executed participation in multiple international trade shows with pre- and post-marketing.
• Established KPIs for all conference campaigns and overall participation.
• Influenced conference booth design and development process.

Pharmasave is a national network of independently owned community pharmacies focused on patient-centered healthcare and local community service.

• Trained and mentored junior design staff, reducing production time and increasing creative department output by 25%.
• Produced three regional flyers and all local store marketing materials, pamphlets, newspaper ads, and prepress file preparation.
• Conceptualized and headed the "Who's Your Pharmacist" campaign including mass provincial media negotiating and buying across TV, radio, online, and print.
• Streamlined design and creation of all campaign assets including storyboards, shirts, contest materials, and printed and online ads.
• Researched and negotiated a custom national CMS to allow individual stores to manage web presence while maintaining brand standards.
• Oversaw planning, asset development, and staffing for trade show exhibits at The Women's Show and annual buying shows.
• Delivered creative, accurate, high-quality materials with measurable performance and ROI.
• Liaised with account executives, creative agencies, copywriters, photographers, vendors, printers, and web designers.
• Supported marketing initiatives via project management and procurement for mass media coordination.