Sameer Bandeali

An accomplished growth driven Marketing leader with a proven track record of success in marketing, merchandising and eCommerce within the Retail, CPG and Telecommunications industries for brands like Walmart, Metro, The Bay, Maple Leaf Foods and Rogers. Experience establishing and leading multimillion dollar businesses and managing teams of up to 30. An analytical and collaborative leader with verifiable success in building and executing strategic marketing plans that increase brand awareness and drive revenue. An active digital marketing teacher and the recipient of the 2020 Canadian Grocery Next Generation award.

Divisional Vice President, Marketing

The Bay, August 2022 – January 2023

• Built a team comprising of brand specialists, creative designers, performance marketers, CRM experts and SiteOps leads to build a new digital first business called Everyday by The Bay
• Purpose of Everyday banner was to provide consumable and daily essential products to increase the frequency of the Bay’s shopper and make The Bay daily online destination
• Assisted in building the launch plan for the Zellers digital roll-out, scheduled for Q1 2023
• Helped migrate The Bay’s email service provider from Cheetah Digital and Salesforce Commerce Cloud to Braze
• Developed a go-to-market plan that was going to reach 96% of Canadian consumers by leveraging offline and online tactics

Sr. Director, eCommerce & Digital Sales Marketing

CIBC, March 2022 – August 2022                                                                              

• Responsible for leading a team of 32 to execute Digital campaigns across all CIBC & Simplii lines of businesses and products
• Led the transformation of digital campaigns to Salesforce Marketing Cloud which led to an engagement increase of 13%
• Assisted in implementing Adobe Audiences and Target to improve the personalization and segmentation
• Built an engagement and upsell strategy for the migration of 3 million Costco cardholders as part of the acquisition from Capital One
• Launched summer back-to-school online only campaign for savings accounts that had a record 8% conversion rate

National Marketing Director, eCommerce

Metro Inc., January 2019 – March 2022                                                                                 

• Defined, developed, and launched the national eCommerce marketing strategy, resulting in YoY revenue increase of 250%
• Led and directed a team of six direct reports, fourteen indirect reports and assumed responsibility for $200MM in annual sales
• Created and successfully launched the Metro Online Grocery brand, achieving over $50MM in revenue within 18 months of launch
• Spearheaded the online merch strategy in collaboration with B&M teams, improving conversion by 15% and increasing AOV by 21%
• Re-vamped the CPG vendor partnerships program to monetize Metro’s online platform, driving $2.5M in incremental revenue
• P&L ownership for the eCommerce department
• Managed all marketing-related eCommerce analytic KPIs including traffic, conversion, customer acquisition and retention strategies
• Built the optimal digital media plan for the eCommerce business which included Paid Social, Display / Programmatic and SEM

Digital Marketing Course Instructor (Part-time)

Brainstation, April 2018 – March 2022

• Lead students through a 10-week course, teaching them fundamentals in SEO, SEM, social media marketing, etc.

Digital Marketing Course Developer & Instructor (Part-time)

York University, August 2018 – January 2019 

• Built and implemented the York University digital marketing course and instructed a weekly evening course 

Digital Marketing & eCommerce Lead

Maple Leaf Foods, March 2017 – January 2019

• Orchestrated the strategy and execution for Search, Social, Influencers, Digital, and Traditional Media for 14 different brands
• Overhauled a $15MM traditional media strategy enhancing effectiveness and efficiency by 15%
• Spearheaded engagement, acquisition, and data analytics tracking for all digital properties, representing over 200M annual impressions
• Managed national brand athlete sponsorship relationships with NBA Canada, Toronto Raptors, and Toronto Blue Jays
• Collaborated with 5 brand managers to implement the Better Foods campaign for sustainability reaching 98% of Canadians
• Executed brand transformations for Schneiders, Maple Leaf and Green Field Meat increasing sales by 214% in 2018

Chief Marketing Officer (Part-time)

Cartly.ca, February 2016 – March 2017

• Pioneered the strategic marketing plan for the South Asian grocery delivery service within the GTA
• Developed a customer email drip program accomplishing a 45% improved retention rate

Digital Strategy Manager

Rogers Communications, March 2016 – March 2017

• Generated a 36-month Digital Roadmap to elevate the 5 stages of the Enterprise Customer Experience lifecycle, significantly improving the B2B Net Promoter Score (NPS)
• Championed the $7.5MM B2B Digital Acquisition strategy

eCommerce Project Manager

Walmart, March 2015 – February 2016

• Executed the launch of Online Grocery service for 36 locations within Ontario, resulting in over $500K revenue within six months
• Designed a 26-week ramp-up plan for an Omni Channel Grocery Pickup strategy for 394 Walmart locations nationwide

Digital Program Manager

Bell Canada, April 2013 – February 2015

• Steered the end-to-end planning and execution of multiple projects related to optimizing the digital customer experience with budgets up to $550K and up to $1.5MM in benefits
• Conducted a competitor analysis to implement a new Service Fee strategy which increased annual revenues by $7.2MM
• Initiated an Informational Voice Recognition (IVR) System strategy for credit risk customers dropping call propensity by 65%

Senior Consulting Analyst

Accenture, November 2010 – March 2013

• Attained the consulting toolkit: analytical problem solving, analysis, communications, and client service
• Developed an automated digital tool to improve operational efficiencies for resource and equipment maintenance scheduling
• Optimized the strategic framework and roll-out of an integrated digital web tool for a 90-unit hotel chain

Marketing Assistant (Contract)

Johnson & Johnson Inc., April 2010 – September 2010

Honours Bachelor of Business Administration | Schulich School of Business, York University | 2010