Katherine Webb

Dedicated Marketing Leader with a proven track record of success in crafting innovative marketing campaigns and brand strategies. Experienced in managing teams, executing multichannel campaigns, and establishing brand identities. Eager to contribute to a dynamic marketing environment, drive collaboration, and leverage insights for strategic decision-making. Excels in fast-paced settings and adept at meeting changing business needs.

Creative Director Jan 2024 - Mar 2024
BZAM  -  Remote, Vancouver, BC 

• Managed a $1.5 million annual marketing budget by implementing cost-saving measures through regular testing and optimizations across paid, unpaid and retail programming.
• Launched 600+ SKUs across an 8-brand portfolio, achieving 30% distribution across Canada.
• Identified marketplace opportunities, leading to 4 successful brand redesigns by analyzing audience sentiment, and competitor data.
• Developed and executed innovative digital campaigns, trade marketing campaigns, and brand activations that set industry creativity benchmark and were copied by many competitors.
• Increased sell-in and sell-through by 15% by collaborating with Sales, Product Innovation, and Marketing Teams on brand messaging and product differentiators.
• Art-directed external advertising agencies overseeing the creation of 4 brand-aligned campaigns.
• Recruited and managed a team of 6 freelancers, designers, copywriters and developers that increased project bandwidth on our team by approx. 50%
• Maintained a high employee retention rate by conducting quarterly evaluations, setting KPIs and goals, and effectively managing workloads.   

Brand Manager Nov 2022 - Jan 2024
BZAM  -  Remote, Vancouver, BC 

• Developed and launched customer-facing education program generating 300 email sign-ups and a 50% participation rate.
• Ensured consistency of visual identity and brand messaging for 10 brands by creating comprehensive brand guidelines.
• Ensured project alignment with marketing plan, producing 10+ project briefs per quarter.
• Shortened project timelines by communicating clear art direction to a team of 3 designers, developers, and writers.
• Boosted product engagement in stores by art-directing video content for 6 retail partners.
• Facilitated seamless brand messaging for 2 high-profile acquisitions through strategic PR and copywriting collaborations.
   

Creative Director  Jan 2017 - Oct 2022
Webb Creative  -  On-site, Nanaimo, BC

• Founded a successful design studio that created the brand strategy to launch of one of Canada's 1st legacy medical cannabis brands into the recreational market.
• Designed comprehensive identity systems for 15+ clients, strengthening their market presence.
• Managed $250k in vendor contracts, ensuring top quality within budget constraints.
• This success culminated in my transition to the in-house Creative Director role for our top client, BZAM.
   

Creative Director  Jan 2013 - June 2015
Chango  -  On-site, Toronto, ON

• Spearheaded a major rebrand that aligned all materials, campaigns, and web properties with a consistent brand identity.
• Created marketing campaigns recognized by HOW Magazine, Awwwards and Digiday that established Chango as creative leaders in the B2B industry.
• Designed an in-house printed magazine distributed to 30k+ readers with AdWeek, AdAge, and Marketing Mag.
• Led the development and A/B testing of paid search campaigns across our proprietary network and other paid networks.
• Worked with the UX team on redesigning a user-friendly client dashboard, impacting over 30k users.

Senior Designer July 2012 - Dec 2012
University of Toronto  -  On-site, Toronto, ON

• Contributed to the largest fundraising campaign in Canadian university history.
• Designed award-winning donor engagement campaigns recognized by the Canadian Council for the 
  Advancement of Education.
• Awarded in the Best Poster category by the Canadian Council for the Advancement of Education for art directing creative for a back-to-school campaign.
   

Bachelor of Design (Honours) in Communication and Media Studies 
Nova Scotia College of Art & Design University

Bachelor of Design in Communication Design  
Vancouver Island University