Alex Rascanu

Conversion is an integrated digital marketing firm with strong capabilities in database management, email marketing and loyalty programs.

- Developed, planned, and executed a multi-channel integrated marketing strategy focused on brand equity enhancement and lead generation
- Created and executed digital marketing campaigns, as well as web development, SEO, conversion rate optimization, and email marketing projects for clients such as Foresters, Knowledge First Financial, Points.com, Sym-Tech, PLASP and teALCHEMY
- Hired, trained, and supervised digital marketing staff and interns
- Created and managed the marketing budget, spending, forecasts, and ROI reporting

I was head of marketing for Powered by Search, a Profit Hot 50 and Branham300-ranked digital marketing agency, where I developed and executed their marketing strategy. My focus was on brand management and business development.

- Developed, planned, and executed a multi-channel integrated marketing strategy focused on brand equity enhancement and lead generation
- Generated high quality leads via online and offline marketing activities that leveraged B2B customer insights, incl. SEO, PPC, social media marketing, and marketing automation
- Established our agency's thought leadership in the inbound marketing industry through content marketing, securing speaking engagements for our team members, as well as organizing two monthly marketing events (Inbound Marketing Toronto and Innovative Evenings) and Canada's first inbound marketing conference (InboundCon in September 2013), and co-authoring Canada's first inbound marketing study (see the resources section below)
- Conducted competitive and market research and analyses
- Developed partnerships with marketing agencies and maintained our relationships with them
- Created and managed the marketing budget, spending, forecasts, and KPIs reporting
- Hired, trained, and supervised a team of up to 5 marketing and communications staff

At Kraft Foods, the largest chocolate manufacturer in the world, I developed and communicated business and consumer insights that were used by the finance, innovation, and marketing teams in coming up with strategic investment decisions.

- Developed an intranet site and regular e-newsletters, delivered in person presentations, and organized lunch-and-learn events to increase the global and regional colleagues’ awareness of market and consumer insights
- Managed suppliers such as Nielsen and Euromonitor International in the delivery of continuous and ad-hoc market research projects
- Analyzed and communicated key learnings from global, regional, and national consumer studies to support the global chocolate team’s innovation and marketing strategies
- Created an extensive 20+ countries knowledge bank that was used in understanding the global chocolate consumption path and in developing the category’s 5 year strategic plan

I handled the communications work for a Canadian Member of Parliament. I took charge of all speech writing, media relations, digital marketing, offline marketing, replies to businesses and individuals, and community outreach initiatives.

- Wrote motions, statements, and questions for the Member of Parliament
- Developed briefings and extensive research reports on national and international issues
- Developed and executed the online marketing strategy (website, e-mail, and social media)
- Created content and design for print ads, newsletters, and other offline marketing
- Responded in a timely fashion to extensive amounts of letters, e-mails and phone calls received by the office from individuals, organizations, and businesses
- Supervised part time and volunteer staff in delivering constituency office services
- Effectively handled the media monitoring and media relations activities (developed media strategy, wrote media releases and editorials, and prepared interview briefings)

- Managed, facilitated, and developed reports on Consumer Behaviour research studies
- Performed administrative duties and graded exams for Diversity in the Workplace course

- Developed an in-depth analysis of the manufacturer’s marketing activities and opportunities
- Researched and reported market intelligence about global competitors
- Collaborated on the development of evaluation guidelines for the company’s marketing ROI

- Oversaw the academic, business, and student affairs of the largest university in Canada
- Reviewed policies, engaged in research work, and took part in successful advocacy work

- Managed budget of $4.8 million while overseeing the delivery of 17 services
- Supervised over 15 staff in operation of students’ union building, restaurant, and office
- Developed, planned, and executed the organization’s integrated marketing strategy