Laura Turner

• Spearheading the establishment of the Customer Experience (CX) function at S&S Activewear, enhancing customer-centric initiatives and driving customer loyalty and share of wallet. • Championing Voice of the Customer initiatives and Journey Mapping to improve customer interactions. • Fostering cross-functional communication and CX governance to cultivate a culture of customer loyalty.

Charged with establishing the new CX function at alphabroder. I am responsible for all CX activities including customer journey mapping, CX auditing, establishing CX metrics and tools/surveys needed to gather the relevant data (ie. NPS, CSAT, CES, etc.) as well as building a team to support these activities. I partner with teams across the organization to uncover challenges that impact the customer experience at key points in their journey and activate projects to address those challenges. I track and support those projects and report out to the C-Suite on progress with the end goal of institutionalizing CX and ensuring that customer focus remains a core value at alphabroder.

I was promoted to drive North American Decoration business unit including customer service and production management across both US and Canadian facilities. In this role, I supervise, mentor, and direct 140-member team including 45 Decoration Coordinators and assume accountability for business unit P&L, strategy, and end-to-end customer experience for garment embellishment services. I serve on the Canadian Executive Team and North American Marketing Leadership Team, tasked with participating in decision-making on all aspects of sales, customer experience, operations, and go-to-market strategy. Additionally, I conduct due diligence for potential acquisitions. Train, coach, and evaluate staff.

Here I partnered with Sales, Finance, and Service Teams to drive improvements across customer experience, sales, and go-to-market strategies and led a 9-member North American team in demand generation, new product introductions, and trade marketing for Canadian and US business. I oversaw campaign development, channel & customer marketing, creative & content development, social media, outbound email, and promotions. I also led team in developing and executing North American marketing calendar, and collaborated with suppliers on co-op marketing initiatives and budgets. ***Value Added*** ✔Grew decorated garment orders 50% in US and 34% in Canada YOY. ✔Drove new product introduction campaigns for 18 new brands as part of Canadian product mix, and boosted revenue 100%. ✔Introduced trade marketing function to US network, grew service 100%, and achieved positive ROI on customer engagement. ✔Played key leadership role on North American integration team; developed communication strategies and content, and led project manage for product introductions.

Championing leadership of a 13-member department, I drove the development of go-to-market strategy, product launches, and demand generation across complex, multi-party B2B market. I oversaw brand management, creative development, eShop management, digital marketing, mobile marketing, social media, lead generation, marketing analytics, public relations, communications, catalogue development, tradeshow participation, channel & partner marketing, and budget management. ***Value Added*** ✔Created brand identity, story, and campaign to support launch of new line of apparel, CORE365; exceeded forecast by 30%. ✔Launched new eCommerce website and grew unique visits, orders, and dollar sales by 15%+. ✔Overhauled and restructured business development & lead generation functions, and implemented new marketing automation solution that generated 45% new account growth over prior year. ✔Managed development of company’s first mobile app, Ash City Mobile, for corporate apparel market. ✔Grew new product sales by 12% YOY by developing comprehensive marketing campaign to support Fall 2012 product launch. ✔Initiated and introduced communications and media relations as key functions, which resulted in 100+ trade media mentions in 2012 and 300+ media mentions in 2013. ✔Expanded digital marketing to include SEO, SEM, email marketing, and social media activities. ✔Generated $3.7M in additional revenue between 2013 and 2014 by building trade & partner marketing function to influence end users.

Member of Executive team setting strategy for North American go-to-market initiatives. Manage the Fox Canada marketing team including media campaigns, shopper marketing activities, pricing and promotions for all Fox DVD and Blu-Ray product (Avatar, Juno, Alvin and the Chipmunks, The Simpsons Movie, Ice Age, 24, The Simpsons, Family Guy, etc.) Work closely with sales, finance and operations to maximize contribution margin and ROI.

Lead a team of 3 Marketing Managers developing strategy, and consumer and shopper marketing plans across all product categories while also managing media, creative and promotions agency relationships.

Managed one direct report, oversaw the marketing strategy development for the Catalog and TV product categories while directly developing and executing media and shopper marketing campaigns in support of the New Release product category.

Lead the development and execution of all media and shopper marketing campaigns in support of the New Release product category. Supported the development of overall sales and marketing strategy while directing the day to day operations of media, promotions and creative agencies.

Managed a $7MM trade and promotions budget in support of the Kleenex® brand of facial tissue and bathroom tissue (1999 sales of $85.5MM.)

Managed first the Northern Saskatchewan/North Eastern Alberta territory, which included one head office account, followed by the Vancouver Island sales territory, which included 5 grocery and drug accounts.

Thesis: "Federative Decision Making Systems: The Case of CUFIS and the Credit Union System of Saskatchewan"