Linda Frey

linda_frey@outlook.com
289-231-6618
    Linda is a strategic marketer with a business mind and gets most excited when business strategy, customer insights and technology meet. 
Career Profile

Linda Frey has almost 15 years of marketing, strategy and executional experience on both client and agency side,  B2B and B2C, with extensive experience in automotive and financial services.

Linda employs a combination of data intensive and human centric exploration to identify and solve client, business and customer challenges.  

Linda is passionate about brand strategy, design thinking, technology, change management and innovation and believes that the customer must be at the center of all ideas and solutions.

  • Strategic Thought Leadership
  • Design Thinking
  • Brand Strategy Development
  • Digital Strategy
  • Customer Experience
  • Data Analytics
  • Coaching & Mentoring
  • Group Moderation & Research Design
  • Workshop Design
  • Creative Problem Solving
  • Relationship Building
  • Project Management
  • Business Acumen         
Professional Experience
2014 - 2016
Senior Vice President Brand Lead, Blue Hive (WPP)
Reporting to the President of Blue Hive Canada, responsible for leading and coaching the Brand Account Management team of 20 to develop, implement and fulfill marketing and communication activities for Ford of Canada. Facilitate and champion a collaborative effort between internal partners in other Blue Hive functional departments and leaders of other partner agencies while building and maintaining a trusted advisory relationship with clients.
  • Received the social media business within 6 months of promotion to SVP Brand Lead, contributing to an Agency scope increase of almost 10%.
  • Contributed to Blue Hive Canada’s top 2 global ranking in profitability.
  • Developed a change management plan for the account management team, implemented a disciplined account management process and digital training curriculum to improve account management knowledge and performance and restructured for maximum client service and digital acumen.
  • Lead integrator, providing guidance to internal and external agency partners (Creative, Media, PR, Strategy, Experiential) and Client Stakeholders (Marketing Communications, Product Marketing, Sponsorship, PR, Consumer Experience, Dealer Training) throughout the communications planning and activation process.
  • Led the Annual Marketing Communications Plan for Client and corresponding scope of work.     
2008 - 2014
Vice President, Strategy & Analytics, Blue Hive & Y&R (WPP)
Director of Strategic Planning, Y&R
Senior Strategic Planner, Y&R
Blue Hive was formed leveraging resources from Y&R, Mindshare and Wunderman to provide dedicated holistic marketing & communications services for a major automotive company in Canada in January 2014.
Reporting to the President of Blue Hive, Canada, responsible for managing the Strategic Planning & Analytics department of 12. Developed an out-of-the-ordinary strategic partnership with the client at all levels, enabling the Agency to play a strong advisory role across key activities such as annual marketing plan development, business and demand forecasting, launch plan guidance, global and domestic brand strategy development, digital strategy and authoring of senior client presentations to global executives.
  • In support of key vehicle launches, conducted product opportunity analysis, market and regional purchase drivers and conquest and loyalty demand forecasting. Contributed to the rapid rise of the Client brand Leadership scores from #4 to #1 SOM, which has been sustained for seven years in a row, at record profitability levels.
  • Developed corporate brand and vehicle-line positioning strategies contributing to a 25% Purchase Consideration increase and double-digit increase in critical brand attributes since 2009.    
  • Led a significant global initiative defining a critical pillar of the global brand strategy. Independently led a comprehensive process spanning over 100 interviews, 3 workshops, dealer and senior executive alignment and integration with global Client and WPP executives.
  • Disciplined leadership of ongoing brand health and advertising tracking measurement. Drove the quarterly reporting and analytics, bringing together various agency partners to identify causals to issues, potential opportunities and developed indicated actions. This metrics discipline and timely action against results contributed to a 29% Brand Opinion increase since 2009.
  • Provided supervision and oversight of reporting and analytics for over eight comprehensive studies that range from digital behaviour and optimization, sales and share volume, regression and correlation analysis, customer segmentation, brand health, corporate reputation, key drivers of brand opinion and consideration to advertising tracking.
  • Managed and mentored a high performing twelve-person team of brand and digital strategists and analysts. Consistently the highest rated department in annual client reviews.
    
2006 - 2008
Marketing Manager, Strategic Planning, TD Bank Financial Group
TD Bank is one of Canada’s largest financial institutions with over 85,000 employees worldwide and over CDN $818 billion in assets. As Marketing Manager, Strategic Planning, responsible for providing guidance from marketing strategy through to activation and execution to several independent business units in the Wealth Management area.  Accountable for managing a multi-million dollar marketing budget within a matrixed organization.
  • Managed Marketing Portfolios for various TD Wealth business areas such as TD Waterhouse advisory groups, TD Mutual Funds and TD Securities, consisting of B2B and B2C strategies, communications and executions.
  • Worked closely with business unit leads, developed, implemented and managed annual strategic marketing plans to maximize corporate objectives and business results.
  • Worked in collaboration with national sales team, product development and external agencies to develop strategic marketing communications, direct mail and advertising.
  • Analyzed research results and data and translating the results into relevant target insights.
  • Conducted thorough business reviews and acted as primary marketing contact and expert internal consultant for business units.
    
2001 - 2006
Marketing Specialist, Invesco Trimark

One of Canada’s leading independent investment management companies with over $45B in assets, delivering investment products, tools and services directly to financial advisors and institutions. Annual revenue of $360M and 1,000 employees. As Marketing Specialist, responsible for the activation of multiple Marketing projects, working closely with several departments such as legal, compliance, finance, sales, portfolio managers, product development, e-business and project management. Key contributions:
  • Led marketing teams and cross functional groups to develop, maintain and measure integrated marketing campaigns. Acting as main point of contact for partners, providing strategic counsel and tactical recommendations.
  • Fully responsible for identifying customer insights through research. Actively managed such tactics as, advertisements, brochures, Q&A’s, on-line demos, press releases, instructional guides, co-op ads and industry magazines.
  • Led and implemented a cross country professional development tour.
  • Appointed Brand Champion and Recipient of the “Principles at work” 2005 award for exceeding expectations.
    
Areas of Skill
Strategic Marketer
Disciplined, fact driven approach to driving business results

Problem Solver
Leverage design thinking to answer core strategic questions
Coach
Pay it forward; take time for people and their career goals
Strategic Approach
Business & Brand Reviews
Customer Journey Mapping
A disciplined fact driven approach to strategic planning.
DISCOVER, DISTILL, DEFINE, DEPLOY, MEASURE, OPTIMIZE
    
Leverage both qualitative exploration and quantitative behavioural tracking, identify key triggers, needs, desires and pain points throughout the customer journey to guide digital activities and experiences. 
Analytics & Reporting
for illustrative purposes only
Design Thinking
Human Centered – Deep exploration of the lives and problems of the people we want to add value for.

Possibility Driven – Uses “what if anything is possible” approach. Generates multiple options for test, learn and reform.

Iterative – Real world analysis, continuous forming, testing and reforming.
What:
Develop ongoing performance management and reference tools to ensure proactive optimization of always-on activites and content on a weekly, monthly and quarterly basis.

Why:
Integrate and automate analytics and data sources to identify customer behaviour and uncover insights quickly in order to optimize efforts.
    
    
Portfolio
Work created with the Blue Hive, TD Bank Financial Group and Invesco Trimark teams
Endorsements

Jack Palazzolo
VP Marketing
Ford of Canada

Dorothy Denton
Director of Strategic Planning
Blue Hive 

Dafna Lubocki
Client Marketing Specialist
LoyaltyOne

"As VP Marketing for Ford of Canada, I found Linda to be the ideal partner: an insightful strategic thinker able to solve the most critical challenges who also possesses the drive, energy, passion and leadership to ensure those strategies become actions, executed to perfection. Whether leading a cross-functional team or interfacing with Senior/Executive Leadership, Linda is a brillian communicator, and LISTENER."
"I have had the pleasure of working with Linda for almost two years. She’s an incredible leader, manager, mentor, and friend – to me and to her whole team (client and agency alike). She supports her team and encourages the development of others. As a coach, you couldn't ask for anyone better. Perhaps one of her best strengths is her ability to problem solve – finding actionable solutions is Linda’s middle name. She is adept at understanding the business – from macro to micro – Linda is a valued voice at the table. People adore working with her."
"I had the pleasure of working with Linda at Blue Hive for over a year. Linda is an incredible leader - she is a strategic thinker, a great problem solver, and she’s truly dedicated to her team’s growth and success. I was inspired by her passion for the business, her pragmatic approach when facing challenges, and her great sense of humor. Linda was a great mentor for me, challenging me to really find my passions and pursue my strengths. I feel grateful to have had the opportunity to learn from her."