Business Communications Honours BA, Brock University
WORK EXPERIENCE
The iYellow Wine Group 2006-Present
Founder & Creative Director
The iYellow Wine Group is an integrated marketing and events management company
o Created and managed B2B and B2C brand and creative design for wine group, wine club and wine school
o Developed a steady roster of wine clients (Wines of California, Wines of Ontario, Wines of South Africa etc)
o Creatively customized events, media, promotions, and multi-platform marketing programmes for wine clients
o Consistently developing new ways to develop strategic partnerships & grow wine club membership
o Manage all public relations/marketing communications (print, radio, TV, social media) campaigns
o Create fiscal/quarterly strategies, budgets and priorities
o Manage and work alongside a team of 10 freelancers in various departments (e-communications, PR etc)
Website: www.iyellowwineclub.com
Le Gourmet.TV (Part of the Broadband Gourmet Network) 2006-2010
Business Development, Marketing & Wine Host
Le Gourmet.TV is the only online High Definition Gourmet Channel in the world. The video based website has
“how to” videos in baking, wine, spirits, cheese, cooking demos and more.
• Aided in creative development of conceptual videos, creative direction and online consumer business strategy
• Met, liaised and pitched potential partners regarding branded and multi-syndicated video content online
• Coordinated all wine video productions (from creation of content, script writing, location scouting to interview )
• Aided in online and social marketing and business development initiatives
• Remain actively aware of all social media and web consumer trends to apply to multi-syndicated video format
Website: www.legourmet.tv
Searchlight Recruitment Inc 2008-2010
Associate
Searchlight is a boutique executive search firm working exclusively in the online, media, broadcast non-profit, communications and technology space.
• Developed creative content for all advertisements for print ads and online banner adverts
• Aided in upgrading website and being the liaison between web designer for changes
• Researched, developed and managed online database for all candidates, clients and job records
• Managed all invoices tracking and other small business affairs
Website: www.searchlightcanada.com
Hercules Media Group 2008
Project Manager | CBC Radio 2 Talent Search
Hercules Media Group is a media based marketing consulting agency focused on multi-platform initiatives
• Worked directly with Searchlight Canada recruiting to find 4 new radio hosts for the CBC Radio 2 rebrand
• Sourced, researched, scouted local radio (FM/AM) Talent across Canadian Landscape
• Was direct contact for talent application process
• Coordinated pitch to CBC Broadcast Executives for Radio 2 Talent including Mp3 Demo’s, resumes, bio’s etc
Website: www.herculesmediagroup.com
XM Satellite Radio 2006-2007
Coordinator | Executive Office
• Public Relations Coordinator
o Work alongside Executive Office to manage all PR communications, media and interviews and sponsorship opp's
• VIP Program & Demo Radio Coordinator
o Distributing VIP radios (Sponsorships, events, trade shows etc)
o VIP radio activation & Customer Service around Satellite Radios
o Spearheading and Developing logistics/organization/ Post Trial Retention program for VIP program
o Liaison with local restaurants for demo installation, commercial agreements and customer service.
• Human Capital Coordinator
o Coordinating with our Human Capital department Director with administration duties
o Spearheading monthly employee recognition program & 1 year/3 year employee anniversary awards
o Direct liaison with Manulife Financial for employee benefit program
o Coordinated online job postings, resume screening and interviews
Website: www.xmradio.ca
Radke Films/OPC (TV Commercial Production Company) 2005– 2006
Production Coordinator
• Worked alongside Executive Producer for all office and production needs
• Coordinate internal and external communication for all personnel
• Effectively interview, hire, train, and manage office production assistants
• Efficiently handle all accounting invoices and Excel accounting spreadsheets
• Plan and execute events for entire office staff such as weekly staff meeting & 500 person TIFF party
• Arrange travel, hotel and flights for production requirements
Website: www.opc.tv & www.radkefilms.com
Free the Children/Love in Action 2006
Corporate Sponsorship and Event Manager
• Obtained over 25 event sponsors for a night of over 300 elite attendees from Much Music, MTV, Chum Television, Star TV, and Toronto film companies – through cold calling and networking
• Created and implemented sponsorship plan which included letters, designed signage night of event and prize distribution
• Effectively communicated (written and verbal) with sponsors including Chocolate fountain, Edibles, Universal Music, Toronto Blue Jays, wine sponsor and more.
• Achieved a $2500 target to put towards a village in Sierra Leonne Africa
Community Care of Thorold and St. Catharines 2004 – 2005
Marketing and Event Coordinator
• Marketed and coordinated the “Raising the Roof Toque Tuesday” national campaign for the homeless, raising $40,000 in toque sales
• Marketed and acquired sponsorship for Jaycees Annual Black Tie Affair, raising over $2,000 for Community Care Christmas programs
• Marketed and coordinated the Annual Jaycee Easter Egg Hunt, achieving an attendance of 3,500 people
• Spearheaded marketing strategies such as television and radio broadcasting appearances to raise public awareness for Community Care’s events, core values and their social importance
• Developed new sponsorship package for community sponsors and partners
Website: www.90for90.ca
Vineyard Estate Wines (Andrew Peller Limited) 2005 – 2006
Retail Wine Shop Representatitve and Wine Event Coordinator
• Continually met and exceeded retail sales target numbers on daily and weekly basis
• Created innovative ways to excel customer expectations and sales targets through planning of new events and leading wine
tasting events and seminars
• Performed general accounting procedures for sales targets, daily sales reeds and individual daily sales
website: www.aisle43.com
Peller Estates Winery (Andrew Peller Limited) 2003 – 2004
Sales & Marketing
• Booked and arranged personal stays at both Hillebrand and Peller Estates (wine tours & dinners)
Actively answered phones and provided customer service to visitors staying in wine country
• Wrote weekly letters and promotional material to members of Wine Country at Home (monthly home delivery wine service)
• Performed general accounting procedures for sales targets, daily sales reeds and individual daily sales
website: www.peller.com
Peller Estates Winery Restaurant (Andrew Peller Limited) 2003 – 2005
Server
• Provided excellent customer service in a four diamond restaurant emphasizing wine & food pairing
• Facilitated teamwork by working and communicating with all front and back-of-house employees
• Effectively managed own time and food delivery so customers were served in a timely manner & always provided exceptional customer service under intense pressure in fast paced environment
website: www.peller.com
Vineland Estates Winery Restaurant 1998 – 2003
Server
• Provided leadership to fellow workers by being their mentor within the work environment
• Designed a training manual, as well as performed one-on-one training for new staff
• Steadily maintained a 25% average in wine sales per month, approximately $2,000 in revenue
website: www.vineland.com
