Janique Robert

Driving growth and digital transformation for a $200M revenue network of 70 clinics, I lead a team of 15+ marketers, optimizing demand generation, customer acquisition, and brand strategy in a private equity-backed expansion. Responsible for leadership and strategy: • Leading a digital transformation, including performance marketing, CRM, CDP, website, marketing automation, and data & analytics. • Implementing data-driven marketing, leveraging dashboards and automation to drive decision-making. •Executing a full-funnel acquisition strategy. •Scaling organic and paid growth, refining SEO, content production, and influencer collaborations. •Optimizing conversion & customer engagement, enhancing segmentation, nurturing, and lifecycle marketing. •Redefining brand positioning, securing alignment across 100+ corporate leaders.

During the transformation of a Division – acquisitions, aggressive growth plan – I scaled up the marketing function and drove the marketing efforts to increase market presence and brand equity, overseeing the development and implementation of marcom plans and the deployment and optimization of campaigns, events and public relations strategies. • Despite high turbulence, delivered team engagement and satisfaction scores 5 pp. above the company average (OfficeVibe tracking tool). • After 2 years in the making, delivered a seamless product launch event and campaign: 100% booking take rate; Earned media value 5X investment; Social engagement 4X benchmark; Web visit +81% YOY • Shortlisted: Boat Builder Awards, Business Achievement, Retail Marketing Initiative (award announcement Nov. 15, 2022) Key responsibilities: • Manage a 10-member team, located in the US, delivering performance and insights, brand and content, and digital and traditional channels. • Manage a budget in excess of $10M overseeing the marketing strategies of 2 brands contributing to $300M in yearly revenue. • Develop and present quarterly marketing plan evolution and performance reports to the CMO, Division President and CEO. • Build and strengthen strategic relationships with cross-functional teams, external vendors, agencies and key PR stakeholders. • Build intelligence through data and insights, identify opportunities, develop focused initiatives and cement on-target strategies.

In preparation for a major product launch and the year that followed, managed the activation and demand generation arm of marketing. • Key contributor to a retail growth of 48% 3-year CAGR. • Led digital ad campaign optimization resulting in 50% cost efficiencies. • Won 7 industry awards for outstanding performance in programs, campaigns and tools (AR app) and 4 internal marketing awards. Key responsibilities: • Allocated a $20M marketing activation budget across digital and traditional media, influencer marketing and PR, leveraging marketing mix modeling and portfolio management methodologies. • Designed, implemented and constantly optimized on and off-line marketing campaigns and initiatives to maximize outreach and sales. • Organized and executed robust and creative experiential marketing events, such as pop-up stores and demo tours. • Spearheaded the development of an Augmented Reality (AR) product configurator App.

In the context of plateauing sales and lack of profitability, I co-led a task force focused on problem-solving commercial and marketing challenges, identifying and implementing solutions in test markets and then scaling. Co-created a 1-state pilot program now rolled out to 53 states and prov. (number of partners grew 14X) and delivering 30% program retail conversion (3X the pilot CR and 15X the pre-project programs CR). Key responsibilities: • Gathered and analyzed information allowing to identify insights on key retail conversion barriers. • Developed a pilot program, identified and on-boarded 12 external partners and rolled-it out in one state over a 2-month period. • Drove lead generation and program registrations (e-com) using performance-focused digital media strategies, and email campaigns. • Measured retail conversion over 6 months, presented the program to 300+ executives and had the program approved for national roll-out.

Positioned BRP on major e-procurement platforms, including the US General Services Administration, resulting in a 20% 4-year sales CAGR. Key responsibilities: • Developed and implemented commercial and marketing strategies allowing to position BRP in the Commercial and Government space. • Collaborated with a small engineering and manufacturing group focused on developing a business-to-business (B2B) product portfolio. • Evaluated user needs, monitored the market and defined a vision.

• Played an internal consulting role on various projects, creating business analysis, outlining problems, opportunities and solutions. • Led the market data collection and market position analysis required in preparation for the Initial Public Offering (IPO).

Provided senior management and partners with growth opportunities assessment. Communicated growth opportunities evaluation results and recommendations to various groups within finance and marketing. Led the implementation of new market and financial analysis processes. Led a touring business modeling and optimization analysis. Played a key role in the development of a Business Intelligence tool. Key member of a task force which reviewed the company’s strategic plan allowing for around $50M annual increase in profits.

Responsible for developing the research and knowledge management services offered by the Risk Management practice. Supported client-serving teams on risk management issues around the globe by providing in-depth research, analysis, and perspective. Contributed to the development and dissemination of firm knowledge on Risk Management. Participated to the Practice management: led the website conception, coordinated internal and external knowledge collection and diffusion, supported HR in recruiting specialists, etc. Developed a real entrepreneurial spirit by taking ownership of the research services and drove results by interacting with a broad range of stakeholders and by forming and cultivating key relationships.

Provided support to client-serving teams with in-depth business research and analysis as well as impactful presentation of findings. Offered customized research and knowledge management services to the Canadian practice. Led the identification of Canadian-specific business information sources. Created training content and trained research analysts on quantitative and statistical analysis techniques. Founding member of the Canadian research and information team at McKinsey's North American Knowledge Center in Boston. Ensured that the Firm's consulting teams operating in Quebec and across Canada had access to first-rate research and information support.

Thesis : Analyse intégrative des modèles explicatifs de l’internationalisation de la firme : situation d’une moyenne entreprise industrielle québécoise