I. Hi, I’m Lance.
Hi, hello, hey there.
We’ve established that my name is Lance, so we have that going for us, don’t we?
You’ve probably stumbled across my portfolio via my resume, nice to meet you and thank you for taking the time out of your day to learn a bit more about me.
Let’s start with this factoid: I’m not a regular marketer, I’m a cool marketer. Now that the cringey jokes are out of the way, allow me to reintroduce myself. Ok, I’m done, I swear.
In all seriousness, I’m a Brand Marketer who has been bringing seamless brand experiences to life for the last twelve years. I’ve spent the majority of my years in the world of marketing, working at creative advertising agencies in Toronto as an Account Planner alongside brand/campaign management for companies like foodora Canada and most recently Deliveroo here in the UK.
You’ve likely already read through my resume (and if you haven’t head over here so I can pass it on), so I won’t bore you with repetition. I would however like to add a bit more colour to the details of my experience.
I’m a brand storyteller at heart (said every Brand Marketer ever). But no, for real. I think there’s a reason why this is something us brand people stick to. Hear me out.
I obsess over the experiences that I have with brands, positive or negative. I love engaging with brands across every single platform, and picking apart what was great and what wasn’t so great about the experience. Whether we like it or not, brands have increasingly become a part of culture as a direct result of, you know, this thing called The Internet of Things. Being someone who is already so personally invested in the development of brands, I love that this is what I get to do for a living. I thrive off of having the ability to create positive & memorable experiences for consumers, weaving together a story that creates entertainment, while still organically prioritising the brand. On the other hand, I gladly accept the challenges that arise from initiatives that don’t go accordingly, using these instances to pivot, learn and improve.
I’ve had the pleasure of leading an array of brand and acquisition related projects throughout my career. The projects have come in all shapes and sizes, including, but not limited to: the development of content strategies for some of the leading social accounts in Canada, like Audi and Volkswagen, the production of a feature-length Discovery Channel documentary for Harley-Davidson, and brand repositioning for both President’s Choice Financial and foodora Canada. In addition to repositioning brands, I spearheaded the communication strategy, creative development, production and reporting for the launch of Canada’s largest loyalty program PC Optimum, through President’s Choice Financial. The PC Optimum acquisition campaign featured TV, radio, content, OOH, direct mail, paid digital and social, blowing CPA targets out of the water.
I also had the chance to get a little more hands on with the creative process at foodora Canada. It was a treat to creative direct and copywrite for the launch of first to market programs like liquor delivery in Canada (via the LCBO), as well as for record breaking acquisition campaigns.
I’ve spent the last three years driving forward the Deliveroo brand both in the UK as the Hyperlocal, Media & Campaigns Manager, and presently I lead all ATL brand initiatives as a Global Brand Manager.
I’m a person too, outside of work, shocker! I’m a Toronto native, raised in Vancouver, who then headed back to Ontario to complete a Bachelors degree in Psychology with a minor in Communications from Wilfrid Laurier University. After finishing up my Bachelors, I decided to learn a bit more about the world of Marketing Management through a post-grad program at Humber College, Institute of Business and Technology. Fast forward to 2020 in the middle of COVID, I found myself in London, UK embarking on a new life journey across the Atlantic, where I met my husband. We now spend most of our weekends hiking through Epping Forest with our 2 year old puppy named Sébastien, living in Walthamstow.
Outside of the marketing world, I am an advocate for Mental Health, and the LGBTQ2+ community. As a Gay man who has had experience with Mental Health, I feel as though it is my responsibility to further the conversation around normalising Mental Health, where I leverage my social platform to do so.
Welp, if you’ve made it this far, congratulations! We should most definitely meet up for a coffee soon.
Sincerely,
Lance xx
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