Sr. Marketing Communications and Brand Management Executive
Toronto, Canada Area
Director, Brand and Creative/Principal
September 2012 to Present
January 2014 to August 2014
Senior Director, Marketing
August 2012 to January 2014
Brand Manager, Dramatic Networks
April 2010 to August 2012
February 2008 to April 2010
Mitsubishi Motor Sales of Canada
February 2005 to February 2008
August 2002 to February 2005
Alliance Atlantis Communications
May 2000 to August 2002
•Successfully conceived, developed, launched and marketed neighbourhoodkids.com – a children’s apparel company that connects children to their neighbourhoods, celebrates sporty fun, and supports the charity, Breakfast for Learning. •Strategized brand positioning and partnered with professional industry contacts to design and produce T-shirts, photograph model volunteers, develop web and mobile site, social media platform strategy, online & search... •Successfully conceived, developed, launched and marketed neighbourhoodkids.com – a children’s apparel company that connects children to their neighbourhoods, celebrates sporty fun, and supports the charity, Breakfast for Learning. •Strategized brand positioning and partnered with professional industry contacts to design and produce T-shirts, photograph model volunteers, develop web and mobile site, social media platform strategy, online & search advertising campaigns, and public relations outreach. •Developed relationships with local children’s boutiques and Business Improvement Associations in Toronto, Vancouver and Montreal.
What company does Gary Sappleton work for?
Gary Sappleton works for Neighbourhood Kids
What is Gary Sappleton's role at Neighbourhood Kids?
Gary Sappleton is Director, Brand and Creative/Principal
What industry does Gary Sappleton work in?
Gary Sappleton works in the Marketing and Advertising industry.
•Senior integrated marketing executive and strategic brand leader with 10+ years of experience and a track record of successfully driving organizations forward by creatively building top tier brands, increasing market share and delivering positive and sustainable returns. •Skilled in developing and leading innovative and integrated multi-channel marketing campaigns that consistently deliver impactful and efficient ROI results in the market place. •Both client side and agency experience in brand management, marketing, advertising, strategic planning, communications, consumer research and analytics, product launches, promotional campaigns, creative development, social media and digital media campaign development. •A thoughtful and energetic people and process manager with the proven ability to build, develop and lead high performance cross-functional teams via committed coaching, communication and relationship management. •Keen ability to analyze research data and identify insights and opportunities to develop dynamic new strategies and partnerships that drive sales growth. •Focused on delivering positive results through collaboration and partnerships with internal and external key stakeholders such as creative, media, public relations and production agency teams. Core Competencies: •Integrated multi-channel marketing •Brand development and management •Strategic planning •Client and agency advertising experience •Social media, digital media and communications •Product launches and promotional campaigns •Research and data analysis •Creative and content development •Staff development & leadership •Revenue & profit and loss management •Product and project management •Media buying •Stakeholder & partner relationship managementDirector, Brand and Creative/Principal @ •Successfully conceived, developed, launched and marketed neighbourhoodkids.com – a children’s apparel company that connects children to their neighbourhoods, celebrates sporty fun, and supports the charity, Breakfast for Learning. •Strategized brand positioning and partnered with professional industry contacts to design and produce T-shirts, photograph model volunteers, develop web and mobile site, social media platform strategy, online & search advertising campaigns, and public relations outreach. •Developed relationships with local children’s boutiques and Business Improvement Associations in Toronto, Vancouver and Montreal. From September 2012 to Present (3 years 4 months) Director, Marketing @ Downsized due to a corporate restructuring of entire marketing, creative and production team. •Directed the strategic on and off-air brand marketing campaigns for The Pet Network, BPMTV and iChannel. •Researched, developed and implemented the overall rebrand planning and relaunch marketing campaigns for The Pet Network and BPMTV via TV, radio, print, online and social media advertising. •Oversaw creative, production, public relations, digital and social media team members while liaising with programming, sales and operations teams to deliver fully integrated multi-tiered marketing positioning for the three network brands. •Spearheaded the launch of several new initiatives like the Human Rights Watch Film Festival in partnership with Toronto International Film Festival and Human Rights Watch. In addition, developed a successful partnership between BPMTV and Live Nation that delivered live broadcast event coverage and a TV documentary of the Digital Dreams Music Festival. From January 2014 to August 2014 (8 months) Senior Director, Marketing @ •Led the national marketing strategy and oversaw all executions of on and off-air promotional efforts for GameTV which included TV, radio, print, online, social media and out of home advertising. •Successfully conceptualized and directed the channel’s rebrand and relaunch strategy in fall 2012. The network’s new look focused on fan favourite movies & reality series resulted in viewing audience growth of 25%. •Collaborated with Creative, Programming, Sales, Digital Media and Scheduling departments to ensure clearly defined and consistent internal and external brand communications. •Managed, coached and developed multiple staff levels ranging from coordinators to managers. •Created all marketing collateral including e-newsletters, presentations, sales decks, website and social media content. •As part of efforts to increase brand awareness and media buying efficiency, spearheaded the development of an association of independent television broadcasters that is focused on shared cross promotion initiatives and consolidated media buying opportunities. From August 2012 to January 2014 (1 year 6 months) Brand Manager, Dramatic Networks @ •Directed the brand and tactical planning, development and execution of all integrated advertising efforts for Dramatic Specialty and Digital networks – including Showcase, Action, Diva, Mystery TV and DejaView. •Oversaw the creative, media and publicity teams to ensure that all advertising campaigns built audience awareness and drove tune-in for launches and sustained ratings throughout series broadcast airings. •Partnered with Sales, Programming, Media and Research departments to achieve profitable network growth by identifying opportunities and threats in the competitive environment via market research. •Strategized and launched Showcase’s Lost Girl advertising campaign in 2010 which resulted in the new series being the highest rated show in the history of the network. Able to increase series audience by 17% for second season in 2011. In 2012 successfully shattered the Lost Girl audience record with the launch of the new series Continuum which remains the highest rated program in the network’s history. •Developed and led the Showcase network rebranding strategy based on fully integrated on and off-air advertising that focused on big, impactful cinematic media and creative executions. Rebranding resulted in the network’s awareness increasing by 22% in 2011 vs. previous year. From April 2010 to August 2012 (2 years 5 months) Account Supervisor @ •Provided strategic long and short term creative agency planning for Toyota Canada through research, analysis, and innovation. •Supervised account, media, creative and production teams to ensure client marketing plans translated into effective and efficient advertising executions that met all client corporate brand objectives. •Responsible for successfully leading vehicle brand management and retail sales advertising campaigns. •Launched RAV4 campaign that resulted in a 26% sales increase in 2008 vs. previous year. •Effectively partnered with client to increase sales by 18% for a record breaking 151,541 units sold in 2008. •Continually exceeded client expectations by bringing all projects to market in a fast, flexible and efficient manner. From February 2008 to April 2010 (2 years 3 months) Marketing Specialist @ •Oversaw the development and execution of all traditional advertising and media initiatives to ensure that they met corporate branding objectives and were within planned budgets and timelines. •Effectively launched new Eclipse and Eclipse Spyder automotive advertising campaigns that saw sales increase by 51% and 360% respectively versus previous year. •Researched, developed and implemented long term brand strategy for the sustainable growth of Mitsubishi Motors brand. Dakar Rally marketing campaign improved Mitsubishi’s consumer awareness from under 25% in 2005 to 65% in 2006 based on clear, targeted and consistent messaging via integrated marketing. •Launched new Mitsubishi Dealer Retail Advertising Association by over-seeing budgets, advertising policies and dealer communications. New initiative saved $8 Million that was re-invested into brand advertising. •Analyzed syndicated and proprietary research, drew conclusions, made recommendations, prepared briefing documents, summary reports and made formal presentations to senior executives. •Contributed to corporate effort that saw company sales increase by 11% in 2006 vs. 2005. From February 2005 to February 2008 (3 years 1 month) Marketing Manager @ •Directed strategic national marketing campaigns for Cineplex Odeon movie launches and concession programs. •Account Manager for movie studio partners on all brand and product marketing initiatives. •Launched and managed all web marketing and online branding elements for Cineplex Odeon. •Achieved and sustained an 18% increase in online site traffic from 2004 to 2005. •Launched and directed Cineplex Odeon’s Reelmail email newsletter subscriber campaigns and increased the subscriber database from under 15,000 to over 500,000 via targeted regional marketing campaigns. •Ensured that creative and media agencies completed all projects within planned timelines and budget •Project Team Manager for Jump – Cineplex Odeon’s online ticketing service. Oversaw launch which included fully integrated print, radio, web, and movie trailer marketing elements. From August 2002 to February 2005 (2 years 7 months) Marketing Coordinator @ •Implemented digital channel marketing strategies for the Distribution and Affiliate Relations Marketing Team. •Acted as a Liaison to Factual Channels Project Team to communicate key affiliate marketing initiatives. •Liaised with industry affiliates to provide ongoing tactical communications including, channel overviews, sales programs and general customer service improvement initiatives. From May 2000 to August 2002 (2 years 4 months) Bachelor of Arts, Radio and Television Arts @ Ryerson UniversityBachelor of Arts, Urban and Regional Planning, Honours @ University of Waterloo Gary Sappleton is skilled in: Sales, Advertising, Strategy, Market Planning, Marketing Strategy, Budgets, Market Research, Product Marketing, Marketing, Integrated Marketing, Brand Management, Media Buying, Digital Media, Digital Strategy, Brand Development
Extraversion (E), Intuition (N), Feeling (F), Judging (J)
2 year(s), 3 month(s)
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