JODIE BATES--Toronto, Canada
linkedin.com/in/jodie-bates48b370175
SKILLS
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Strategic Planning
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Brand Development
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Creative, Design Development &
Production (incl. Video, Audio,
Print, Photography)
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Social Media & Content Strategy
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Public Relations, Partnership
and Events Management
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Corporate Communications,
Events
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Research, Insights & Analytics,
KPIs
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Budget Management
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Talent Development, Team
Leadership
PROFILE
Seasoned marketing professional with experience developing consumer-driven
brand strategies and marketing campaigns that deliver growth. Skilled in brand
building, competitive positioning, creative development, and production. My
passion is inspired by translating business challenges into engaged consumer
brand experiences fueled by creative solutions.
WORK HISTORY
Yes & Co. – Marketing and Communications Strategist : 2021 – Present
Collaborate with clients from diverse sectors to develop and define brand and
marketing strategies that increase resonance and drive company growth.
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Ontario Lottery and Gaming (OLG) – Director Marketing Communications
Enterprise: 2014 – 2021
Managed team of 10 to create brand, marketing, and communication strategies,
develop and launch campaigns for digital gaming, lottery, and sports betting
products.
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EDUCATION
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Seneca College of Applied Arts
and Technologies - International
Business/Marketing
L’Amoreaux Collegiate Institute Ontario Secondary School
Graduation Diploma
Successfully repositioned a global customer service brand to increase
emotional resonance and relatability, resulting in a more approachable
and humanized brand identity. Included repositioning, developing brand
manifesto, architecture, visual identity, brand voice, creative campaign
and media strategy setting pace to achieve sales targets.
Through aggressive grassroots efforts, increased brand favourability
targets by 16% for a not-for-profit with a mandate to support Canadian
businesses struggling during the Covid19 pandemic.
Developed marketing plan (advertising/creative platform, media plan) for
an alcohol cider brand that led to a 15% increase in brand awareness.
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Directed annual brand planning process that informed $50M+ budget
allocation (media, agency fees/production, partnerships, and research),
and significantly contributed to achieving $4.6B annual revenue.
Exceeded digital transformation goals with innovative brand campaigns,
yielding a $356M revenue boost in year one.
Launched new corporate master-brand including brand architecture
framework, a revitalized identity, and creative campaign, delivering 10%
increase in brand favourability.
Developed social media framework and content strategy to align with
brand, content, and product objectives.
Revamped advertising and campaign creative and content development
process, reducing overall production costs by 25% and increasing
effectiveness.
Enhanced brand relevancy through content and event partnerships with
Corus Entertainment, MLSE, NBA, and TIFF.
JODIE BATES
CERTIFICATIONS
WORK HISTORY
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University of London, School of
Business – Brand Strategy: Aligning
Business, Brand and Behaviour
OLG - MARCOM MANAGER, LOTTERY: 2009 – 2014
Managed 5-member team and agency roster to deliver 20+ regional and national
campaigns.
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Canadian Marketing Association Advertising and Media Planning
Certificate
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York University/Interactive
Advertising Bureau - Interactive
and Online Advertising
• Led team of marketing professionals from 5 provincial lottery jurisdictions to
deliver national, award-winning advertising campaigns for Lotto Max, Lotto
6/49 and Instant Scratch games.
• Activated multi-cultural communication programs increasing ethnic consumer
equity by +20%, average sales +10% and player participation by +25%
• Developed diversity and inclusion framework to remove inherit bias in and
throughout the brand, advertising, and creative development process.
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Toronto Metropolitan University
(Ryerson) - Graphics
Communications
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Centennial College - Internet for
E-commerce
OLG - ASSOCIATE MARCOM MANAGER , LOTTERY : 2004 – 2009
Developed campaigns to meet brand specific objectives across lottery portfolio.
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CAREER HIGHLIGHTS
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Established marketing
communications department
ground-up to support shared
marketing services model.
Created brand identity and
launched national campaign that
delivered OLG’s first billion-dollar
revenue generating lottery.
Launched TIFF – OLG Dream
Deck, a unique behind-the-scenes
festival experience and content
series.
Developed marcom best practices
to drive efficiencies and
effectiveness.
Implemented Diversity and
Inclusion program to remove
inherent bias from advertising
process.
Served as judge for the Media
Innovation Awards and Canadian
Marketing Awards
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Created standardized agency communication brief for clearer communication
objectives and stronger creative output.
Standardized advertising approval process, involving stakeholders across the
organization.
Implemented new agency evaluation process resulting in a more collaborative
approach and actionable feedback.
ROGERS WIRELESS - ADVERTISING SPECIALIST : 2001 – 2004
Forecasted, analyzed, and reported on $4M budget, maintaining campaign
control within budget and schedule.
• Supported national rebranding efforts from Rogers AT&T to Rogers Wireless.
• Led development of sponsorship focused campaigns including the Rogers
AT&T Cup.
• Provided trend and competitive analysis, recommended appropriate services,
products, and initiatives.
• Developed corporate marketing material to support internal campaign
initiatives.
