Decision snapshot.
| Objective | Repeat national event and campaign delivery while keeping local audience relevance. |
|---|---|
| Scope | Eight-person team, six provinces and 125+ targeted email campaigns. |
| My ownership | Team leadership, audience planning, workbacks, campaign execution, partners and operational handoffs. |
| Decision | Reuse the operating rhythm while adapting audience, timing and messaging by market. |
| Evidence | Reported execution scope and team leadership. Retention and acquisition results are program-level work-history measures. |
National coverage, local relevance.
Employer outreach, attendee marketing, targeted email, partner communication and live event delivery had to repeat across multiple markets. The delivery problem was keeping timing and ownership clear without forcing one generic message everywhere.
Fixed dates made dependencies visible.
Each market introduced audiences, partners and operational constraints. With eight people and a national calendar, a missed handoff could quickly become a last-minute scramble.
One rhythm, adapted by market.
- Segment employer, candidate and partner communication for the local audience.
- Work backward from immovable event dates.
- Set owners and outputs for campaign, partner and event tasks.
- Review execution and carry useful changes into the next market.
Make the next action clear.
I coordinated priorities, workbacks, campaign sequencing, partner dependencies and handoffs into event operations. Team members and partners owned their creative, content, channel, logistics and local deliverables.
What I delivered.
I owned strategy and execution for 125+ targeted email campaigns while leading the eight-person team across six provinces. The work combined audience planning, digital execution, partner communication, event logistics and follow-up.
Reported impact.
The program contributed to reported increases of 10% in customer retention and 15% in new customer acquisition. These figures are retained from my work history. The public case does not publish the customer definitions, baseline, comparison window or underlying records, and does not attribute the full result to one person.
The strongest public evidence here is the delivery scope and the operating pattern. Measurement context →
Each market informed the next.
Performance, partner feedback and execution lessons informed audience, timing, messaging and coordination changes. We kept the structure stable while adapting the local delivery.
What carried into technical delivery.
The dependencies now include identity, consent, APIs and releases. The transferable skill is the same: name the owner, preserve context at the handoff and use evidence from delivery to improve the next iteration.
Today I would formalize measurement definitions and the post-launch learning owner earlier.
Next useful view: the current enterprise version of the operating model I first learned here.