Olivia LeBlanc
Senior Strategist
ABOUT
Enthusiastically uncovering reasons “why” and planning the “how” for over 7 years within the advertising, publishing & start-up worlds, using pop-culture trends and accessible ~human~ communication to get there.
SKILLS & EXPERTISE
Professional
-
Brand Planning
-
Comms/Connections Planning
-
Creative Strategy
-
Digital Strategy
-
Channel Planning
-
Content Strategy
-
Persona/Audience Development
-
-
Growth Management
Software
-
Sysomos
-
Comscore
-
Infegy Atlas
-
Facebook Insights
-
Instagram Business Insights
-
Twitter Analytics
-
Google Adwords
-
Google Analytics
-
Keynote
-
Asana
-
Trello
-
Slack
-
Microsoft Office Suite
-
Adobe Creative Suite
-
Google Office Suite
WORK EXPERIENCE
2020 - Present
The Mint Agency
Senior Strategist (2021 - Present)
Strategist (2020 - 2021) responsible for building insight-filled brand strategies, connections plan frameworks, writing compelling creative briefs, and leading new business development.
Clients: GoGo SqueeZ, Air Canada, Klarna, Hershey's Canada, Google Canada, TikTok Global, Swiss Chalet, Mark Anthony Group, Corby Ltd.
January 2020 - July 2020
FCB Canada
Strategist, responsible for building insight filled trend reports, engagement & communications plans, and writing compelling creative briefs.
-
Consistently supported the creative teams during the ideation process to ensure the
strategy is kept and developed.
-
Assisted in trend research and journey mapping to aid the pitch process of multiple
potential clients.
-
Dug into data, trends, and research to outline business challenges and set desired
outcomes, for the financial & CPG and retail industry.
-
Conducted research and collaborative sessions with creative and account teams that
lead to the creation of consumer journeys for multiple brands.
-
Began to co-lead internal conversations within the Canadian Strategy team on culture
and diversity.
Clients: Bank of Montreal, Sobeys Canada, Johnson Insurance, Labatt Brewing Company
June 2018 - June 2019
UNION
Strategist, responsible for building insight-filled brand strategies, engagement & communications plans, and writing compelling creative briefs.
-
Responsible for distilling client asks and research to simple and compelling briefs,
workshops, and POVs.
-
Supported the creative and innovation teams during the ideation process to ensure
strategy is kept and developed.
Clients: Weston Foods, Best Buy Canada, CREA, Spiked Seltzer
2016 - January 2020
SDI Marketing - Strategy Consulting
Consulted leading Canadian brands in brand & digital growth planning.
-
Advised on creative planning, utilizing insights to direct creative vision for community
managers and art direction teams.
-
Owned the development of all cultural, platform, and audience insights into cohesive
briefs for monthly trend and culture inputs.
-
Collaborated with creative strategists in developing Influencer Strategy to continuously
curate a continuing roster of brand ambassadors and content contributors.
-
Owned content road-mapping, building out content frameworks to align with relevant
promotional periods and launches.
-
Ensured the ideation and application of new and innovative platform tactics.
-
Assisted in the development of creative and communications strategies for new
business initiatives.
Clients: Adidas, Rogers Media, Jack Links
October 2016 - June 2018
Free Studio
Manager of the digital & social marketing operations for the growth of Free Studio digital properties and Free Agency white-label & co-branded campaigns.
-
Lead the advancement of all Free Studio digital and social properties.
-
Lead and developed the communications strategy across Free Studio owned properties, to ensure the articulation of Free’s mandate, reason for being, and role in the industry remained consistent and clear across all touch-points of the organization.
Clients: Canon Canada, Red Bull Canada
March 2016 - September 2016
Virtue Canada, VICE
Promoted from Analytics Specialist, to Planner, Social & Digital and responsible for the owned channel and paid social planning and measurement within the Virtue Canada strategy team.
-
Developed the content analysis framework for the Fido & VICE co-branded video program. * Worked to develop the optimization strategy for paid support of co-branded initiatives. * Solely responsible for pulling and presenting all post-campaign reporting to
-
internal teams and clients, including both quantitative & qualitative insights and recommendations.
Clients: Budweiser, Fido, Belgian Moon, Oakley, Vans
August 2016 - 2017
RED Academy
Digital Marketing Instructor, instructed over 250 students on the fundamentals of Digital Marketing strategies and tactics. Solely responsible for the re-design of 2017 RED Academy Digital curriculum for both Vancouver & Toronto schools.
March 2015 - 2016
VICE Media Inc.
Specialist, Social & Digital AnalyticsResponsible for the implementation of data solutions for branded and internal social media measurements and projections.
-
Introduced new methods for monitoring digital success across all VICE owned platforms
and properties.
-
Demonstrated ability to develop relationships and implemented processes with sales and
project management teams for co-branded and sponsored content.
-
Managed and encouraged digital marketing interns to develop and contribute to the
greater team in the form of platform analysis and content curation.
January 2014 - February 2015
Taken on as Media Intern and hired as Digital Media Coordinator, responsible for the execution and reporting of sponsored social campaigns. Gained internal recognition for the success of the Everyday Cooking Campaign for Club House.
Clients: McCormick Canada, Billy Bee, Club House, Club House La Grille, goeasy, easyhome, easyfinancial, and Enthrive.
CONTACT
email: leblanc.olivia@gmail.com
phone: 416-858-3578