1. SENAY JOHNSON
Brand Builder and Marketing Strategist
VISIONARY
NATURAL LEADER !
DECISIVE INNOVATOR
WELL-INFORMED S T R AT E G I C
ACTION & ACHIEVEMENT ORIENTED
A N A LY T I C A L S Y S T E M AT I C
Fr a n k C R E AT I V E
ENTREPRENEURIAL
CHANGE AGENT

2. STRATEGY DEVELOPMENT
SWOT analysis OBJECTIVE: Gain in-depth understanding of business
operations, sales and purchasing to develop business plan,
strategy and marketing plan that increases sales and traffic
seasonality report
STRATEGY: Utilize qualitative and quantitative data to
industry trends identify strengths, weaknesses, opportunities and threats,
consumer and industry trends, sales trends and pricing
consumer insights constructs, and brand sentiment
APPROACH: Collect and analyze data, identify patterns,
demographics past successes and opportunities, and translate learnings
sales, gross profit into new business opportunities
and SKU analysis DELIVERABLES: Present plan and gain buy-in from Senior
Management and key stakeholders; develop comprehensive
field feedback communication plan to field
RESULTS: Positive marketing ROI, marketed sales
promotional planning increase year over year, +4% comp sales and +8.5% comp
gross profit increase
pricing
www.senayjohnson.ca
416.721.3861

3. BRAND BUILDING | LIFESTYLE
OBJECTIVE: Create authentic brand for personal
trainer that sets her apart from competition; develop
website architecture and content that clearly
communicates brand and generates new business
STRATEGY: Use training style and approach as point
of differentiation; Develop tagline that communicates
key attributes and reinforces brand with consistent
messaging across all advertising and marketing
vehicles
MESSAGE: Train. Breathe. Sustain is Karey Spady’s
unique fitness philosophy that not only provides
amazing results but also creates a foundation for a
positive lifestyle change
APPROACH: Identify product benefits; Assess
competitive landscape; Integrate SWOT analysis and
client goals into business and marketing plan
DELIVERABLES: Develop brand identity, positioning
statement and tagline; create script for and co-produce
video testimonials; develop website architecture and
lead creative development
RESULTS: www.kareyspady.ca
www.senayjohnson.ca
416.721.3861

4. BRAND BUILDING | RESTAURANT
OBJECTIVE: Develop overarching brand architecture
for Zellers Family Restaurant
STRATEGY: Create emotional link with customer
based on childhood memories; integrate with retail
strategy around Family Fun
MESSAGE: We Bring Families Together™
APPROACH: Redesign logo to incorporate new
tagline; present top-selling program with family feel;
utilize promotional partners to reinforce messaging;
engage sales force
DELIVERABLES: Digital - website, electronic direct
mail, blog seeding, banner ads, associate microsite,
social media; in-store - signage, PA announcements,
table tents; print – flyer ad
RESULTS: Sales of featured product doubled with new
creative; high sales force engagement; strong blog
coverage; consideration for use as retail positioning
www.senayjohnson.ca
416.721.3861

5. STRATEGIC MARKETING | ALCOHOLIC BEVERAGE
OBJECTIVE: Drive awareness and sales of Woody’s
Vodka Coolers for Summer 2011 campaign, particularly
for new products and growth sub-brand
STRATEGY: Develop various partnerships centered
around targets’ lifestyle to increase awareness and
maximize advertising dollars; utilize digital and social
media to increase awareness and relevancy
APPROACH: Target communication and marketing
towards primary growth market, without alienating
current demographics of primary category
DELIVERABLES: OOH, radio, print, digital, and social
media; Partnerships with NXNE, Z103.5 and Horseshoe
Resort; Social media content; Website architecture
RESULTS (interim): Increased Facebook Fans by
+2,352% over 3 week period; Target market
engagement increased; 100% sponsorship for contest
prizing
www.senayjohnson.ca
416.721.3861

6. STRATEGIC MARKETING | RESTAURANT
OBJECTIVE: increase advertising and build brand
awareness, customer loyalty and frequency of visits
STRATEGY: Utilize digital marketing as a cost effective
and direct way to connect with our consumer
APPROACH: Lead agency in website development,
including architecture and content; develop
communication plan
MESSAGE: Promotional; educational; reward for
loyalty / frequency; consumer research; feedback
TACTICS: Website, electronic direct mail, blog
seeding, online ads, cross-promotional links
RESULTS: Database grew from 300 to 8,000 unique
contacts in 8 months. Increased brand awareness,
customer loyalty. Electronic direct mail campaign
achieved 0.24% click through rate; 55% offer
redemption rate
www.senayjohnson.ca
416.721.3861

7. CREATIVE DIRECTION | PRINT, WEBSITE, TV
OBJECTIVE: Reposition and elevate brand, aligning
with primary retail customer
STRATEGY: Redesign logo, website, menu and
marketing materials and launch during 80th Anniversary
MESSAGE: Ensured consistent message, tone & feel
across all marketing and advertising touch points
including print, online, TV
APPROACH: Commissioned photo shoots; designed
new menu layout and copy; led agency in website
layout, content and look and feel; facilitated production
of TV spots
DELIVERABLES: Website architecture and content,
menu creative and copy, video spots for broadcast and
web, print ads, sales materials
RESULTS: Website visits and enquiries increased by
200%; clean, streamlined menu creative
www.senayjohnson.ca
416.721.3861

8. ACCOUNT SERVICES | DIGITAL
OBJECTIVE: Enhance relationship and grow business
for consumer packaged goods client at digital creative
agency; Lead production of website for national launch
of product
STRATEGY: Utilize retail and consumer packaged
goods experience to build credibility with client and
develop strategic initiatives to help grow business
DELIVERABLES: Lead Creative Team, Production,
Copywriter and Media Buyer in development and
execution of English and French website, big box and
leaderboard ads, social media strategy, and contest for
all brands within client portfolio; Develop Word of Mouth
program for Fall campaign
RESULTS: Website delivered on time and on budget;
ads and social media strategy increased awareness
and engagement
www.senayjohnson.ca
416.721.3861

9. SENAY JOHNSON
BRAND BUILDER AND MARKETING STRATEGIST
HOME: 416 . 7 21 . 3 8 61
EMAIL: S E N AY @ S E N AY J O H N S O N . C A
WEBSITE: W W W. S E N AY J O H S O N . C A
LINKEDIN: C A . L I N K E D I N . C O M / I N / S E N AY J O H N S O N