Eva Tsang

A driven and experienced marketing professional with 20 years of track record in strategic planning and execution of consumer marketing and brand campaigns. I have a unique blend of business savvy, a big picture vision, and the analytical skills to take that vision and translate it into impactful marketing programs. Recognized for delivering strong results by building high performance teams. Expertise in growth marketing as well as customer-centric value proposition development.

I am passionate about leaning into transformative opportunitie, being a change-agent, and finding paths to success through innovation and supportive leadership.

Rogers Communications – Rogers Wireless, Toronto            June 2021 – Present

Agile Marketing Lead

Lead the cross-functional agile marketing team to develop strategic plans and manage key initiatives to achieve acquisition and revenue target. Manage all aspects of marketing campaigns from concept to go-to-market implementation including market research, competitive analysis, financial modeling, media and creative development, and testing and validation.

Rogers Communications – chatr Mobile, Toronto     November 2018 – May 2021

Senior Brand Manager

Drove brand marketing strategy to deliver business results with well-crafted advertising and communications plans. Successfully repositioned chatr Mobile in 2020 that led to its #1 ranking in wireless prepaid. Revamped the customer life-cycle management to effectively cultivate brand loyalty and reduce churn. Managed and optimized brand spending. 

Rogers Communications – Connected Home, Toronto        July 2013 – November 2018

Senior Marketing Manager

Led key strategic marketing initiatives to drive revenue and market share growth. Delivered lead generation campaigns and customer offers to generate sales at effective cost of acquisition for channels. Work collaboratively with frontline to ensure Rogers and Fido value proposition and market intelligence are leveraged to drive effective programs across all channels. Derived insights from post campaign evaluation and consumer data to continuously improve marketing return on investment. Have led many successful marketing initiatives for internet, cable and smart home monitoring services.

BMO Bank of Montreal, Toronto         January 2011 – June 2013

Senior Manager, Customer Communications and Marketing

Achieved market share growth for home financing, everyday banking and credit card portfolio through effective marketing plans and multi-channel campaigns (mass, digital, SEM, display & social media) that based on a clear definition of customer needs and relevant value proposition. Developed and managed multi-million dollar marketing initiatives that successfully built momentum internally and externally, achieved business objectives and revenue growth.

CIBC Bank, Toronto           January 2010 – January 2011

Senior Manager, Customer Marketing 

Led the development and execution of annual marketing communications plan and integrated acquisition initiatives that generated outstanding business impact and results.  Managed all aspects of mass advertising, direct marketing, digital and social media tactics. Specialized in mortgage, line of credit products and mortgage advisor services. 

Transcontinental Database Marketing, Toronto        September 2007 – October 2009

Senior Client Solutions Manager 

Achieved operating targets and maximized profitability through proactive management of business accounts and defined new business development activities. Used strong sales and marketing skills, data analysis, and wide knowledge of the company’s products, services and processes, as well as market trend insight to identify competitive advantage and develop marketing strategy for client companies, resulting in strong revenue growth. Leveraged customer segmentation and predictive modeling insights to drive strategic marketing programs for top-notch clients, including Purolator, ADP Canada, BMO Investorline, Heart and Stroke Foundation, Reliance Home Comfort, Boomerang Tracking, and The Brick.

Computershare Communication Services, Toronto  May 2003 – May 2007

Client Relationship Manager 

Email Marketing

•           Successfully managed the targeted email campaigns for major client - Royal and Sun Alliance Insurance, that worth $3 million in revenue

•           Developed and executed email marketing campaigns that included data integration, dynamic printing, strategic deployment and post implementation reporting

•           Initiated the execution of project management disciplines and best practices, mitigated risk and improved cost efficiency

Business Development

•           Established good relationship with clients (Western Assurance, Open Access and College of Family Physicians of Canada), effectively expanded business volume through cross sell and up sell

•           Accomplished new business growth of $2 million through proper sales approach from cold calling to closing

Maclaren McCann Advertising, Toronto                                                                                                       October 1993 – May 2003

Account Director

Brand Campaign Management

•           Established strong brand recognition for Royal Bank Financial Group that enabled it to extend market share progressively and became the No.1 brand in its target market

•           Successfully built brand confidence for Mattamy Homes, accelerating its sales results significantly in 3 months

Integrated Marketing Communications

•           Implemented successful marketing communication campaigns that enabled General Motors to increase its sales by 300% in 5 years

•           Launched Telus with great success in the highly competitive mobile phone market

Bachelor of Business Administration - Major in Marketing 

Chinese University of Hong Kong