Sonia Gasparini

~ Develop brand positioning strategy and messaging
~ Produce the B2B marketing collateral (brochure, case studies, presentations, videos, etc.)
~ Support the sales efforts in the specific sectors of activity and manage accounts

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Brand management
Event planning
Fundraising
Sponsorships
Digital media

~~~ Marketing Strategy
~~~ Business Development Strategy
~~~ Public Relations
~~~ Brand Management
~~~ Partner and Account Management
~~~ Event Planning
~~~ Website Design & Development
~~~ eCommerce Development
~~~ Digital Media
~~~ Social Media Marketing
~~~ Display Advertising
~~~ SEO, SEM, SEA
~~~ Traditional Advertising
~~~ Communications
~~~ Email Campaign Management

--- Research and analysis for new online product Local Display Ads
--- Collaborate with various groups to determine the product positioning per target segments and sales channels
--- Plan and forecast strategic direction of online solutions and market them across the organization
--- Develop financial and sales models to determine feasibility for different online products

DIGITAL MEDIA
--- Developed and implemented the digital media strategy (website, email, social media, etc.)
--- Created, implemented and manage a NEW website with an integrated ecommerce solution for secure online donations.
--- Implemented electronic greeting cards on the website.
--- Implemented an email management system to effectively communicate to our donors.
--- Defined and implemented the Web 2.0 social media marketing strategy. Deployed the software platform that allows key donors to connect with their network via email regarding specific initiatives they are championing.
--- Rolled out Facebook strategy and related software in conjunction with the Girls for the Cure annual walk.

BRAND MANAGEMENT
--- Defined the branding strategy and produced guidelines for the organization, including the style guide, to ensure a consistent ‘look and feel’ for the Foundation across all media (web and print).

COMMUNICATIONS & EVENTS
--- Responsible for Public Relations including the Girls for the Cure event which generated unprecedented extensive media coverage.
--- Initiated and responsible for the biweekly newsletter.
--- Coordinated the planning and execution of 2 lectureship series.

MARKETING SERVICES
--- Provide integrated marketing services including marketing strategy and planning, communications, public relations, and event planning.
--- Influence product design and work with development team to constantly improve the user interface.
--- Manage and create marketing materials (print, online, website, etc.) to support Sales and Content/Merchant teams.

EVENT PLANNING
--- Responsible for product launch at the W Hotel that was also disseminated via a live videocast (exceeded attendance objectives by 60%).

ACCOUNT MANAGEMENT & USER MARKETING
--- Manage client accounts to rollout program and create viable marketing concepts to maximize user registrations, visits and transactions on the portals.
--- Develop best-practices for portal marketing programs (both on and off the portal).
--- Track, analyze and make recommendations regarding User Marketing campaigns.
--- Develop and execute user optimization plans; refine based on user testing.

MARKETING
--- Developed and implemented marketing and communications strategy for Canada.
--- Responsible for all print and electronic media (collateral, website, email campaigns, interactive CD, enewsletter, etc.).
--- Managed web strategy, search engine optimization SEO, online advertising.
--- Responsible for lead generation that increased by 40%.
--- Responsible for public relations. Solution and clients featured regularly in publications. Selected to present at provincial and national conferences.
--- Organized tradeshows, national user group conference, seminars, presentations, web conferences, workshops and other events.
--- Created, coordinated, and planned all collateral (brochures, case studies, flyers, etc.), marketing and communications campaigns, and press releases (newswire).
--- Managed vendor relationships (creative, print, displays, etc.) including working with an external communications and public relations agency for media blitz.

BUSINESS DEVELOPMENT
--- Collaborated with strategic partners on co-marketing and business development activities. Worked with distributors and partners to increase exposure in specific provinces.
--- Managed the company’s participation in the independent software vendor (ISV) programs.
--- Led the Customer Relationship Management system implementations for the marketing team. Key player in both CRM deployments.
--- Responsible for distributor and major accounts in Ontario which included the Ministry of Health and Association of Health Centers representing over 80 sites across the province.
--- Managed the responses to Requests for Proposals (RFPs). Each response was short-listed.
--- Won various regional projects as well as a province-wide software deployment (project worth several million dollars).
--- Sales increased by 120% in the first year.

CHANNEL/ PARTNER DEVELOPMENT
--- Initiated and developed relationships with different channels across North America and Europe. Developed strategic alliances with industry leaders.
--- Established channel agreements for both the software and services: alliances, distribution, bundling, etc.
--- Prepared and coordinated channel rollout activities: presentations, demos, collaterals, guides, road shows, etc. Build and implement strategy to gain a more strategic foothold and mind share with the partner.
--- Coordinated presence in showcase accounts.
--- Increased Mind Share, Market Share and Revenue.

PRODUCT MARKETING
--- Developed and implemented marketing and branding strategy. Created design templates for print and electronic media.
--- Responsible for all marketing materials and activities to promote software products and services.
--- Organized tradeshows, seminars, and conferences.
--- Involved in the product development of our core software and the testing with strategic partners.
--- Prepared all printed (collaterals, spec sheets, brochures, advertising, CD ROM) and electronic media (website, newsletters, online collaterals) for the software and consulting groups.
--- Responsible for public relations.
--- Developed and tracked all lead generation initiatives.
--- Registered company’s trademarks in Canada and USA.
--- Oversaw the RFPs, RFIs and Statement of Work for all consulting projects.
--- Sales increased by 520% in the first two years.

--- Promoted and managed the Commercial Department.
--- Developed Marketing and Consulting Services offered to clients and members.
--- Involved in Public Relations activities.
--- Organized economic missions whereby firms sought distribution, manufacturing, partnership agreements, and/ or strategic alliances with North American firms.
--- Coordinated the participation of European firms at Canadian tradeshows, and vice versa.
--- Provided assistance and conducted research for companies seeking business opportunities in Europe and Canada
--- Increased membership and client base (Canadian and European firms).

--- Responsible for firm’s top client which contributed to over 70% of revenue.
--- Informed clients of corporate financial events and administered their holdings.
--- Advised clients of shareholders’ meetings and directed the proxy service.
--- Empowered to sell, purchase or take up clients’ rights.
--- Participated in the public purchase offer whereby JP Morgan was the central agent bank.
--- Supervised Bonds group and trained colleagues
--- Prepared and updated agreements, procedures, programs and policies.
--- Assisted in software development and updates (backup, disaster recovery and software interfaces with clients’ systems).