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Strategist / Account Planner - Brand, CRM & Digital
Adriano Domingues
,
Toronto, ON, Canada
Experience
Other titles
Skills
I'm offering
I have ten years of experience doing strategic thinking for advertising agencies, being an expert on Brand strategy, Digital strategy and CRM strategy. My background includes developing work for several high-profile clients ranging from global brands to local champions in the North American (the US and Canada) and Brazilian markets.
Markets
United Kingdom
Links for more
Once you have created a company account and a job, you can access the profiles links.
Industries
Language
English
Fluently
Portuguese
Fluently
Ready for
Larger project
Ongoing relation / part-time
Full time contractor
Available
My experience
2020 - ?
freelance
Freelance Strategist - Digital & CRM
Oliver (full-service agency).
Clients: Unilever (Dove), ATB Financial, MolsonCoors, Phillips
As a Digital and CRM strategist, Oliver has been offering me the possibility to be involved in several rewarding projects for prominent brands, such as developing the master CRM strategy for
Dove and Molson Coors and the Digital Strategy for the ATB 2021 mortgage campaign.
• Redeveloped Dove's CRM strategy with focus on lead generation, lead nurturing and lead
conversion. Built a framework to inform future CRM developments for other Unilever brands,
including topics such as how to design a lifecycle journey, how to set up a touchpoints journey,
how to optimize the emails' templates.
• Helped ATB to review and optimize their internal marketing process towards kicking off
communication projects and campaigns and developed the Brand and the Digital strategies for
the 2021 Mortgage campaign.
• Redeveloped the MolsonCoors master CRM strategy for all their 20+ brands.
As a Digital and CRM strategist, Oliver has been offering me the possibility to be involved in several rewarding projects for prominent brands, such as developing the master CRM strategy for
Dove and Molson Coors and the Digital Strategy for the ATB 2021 mortgage campaign.
• Redeveloped Dove's CRM strategy with focus on lead generation, lead nurturing and lead
conversion. Built a framework to inform future CRM developments for other Unilever brands,
including topics such as how to design a lifecycle journey, how to set up a touchpoints journey,
how to optimize the emails' templates.
• Helped ATB to review and optimize their internal marketing process towards kicking off
communication projects and campaigns and developed the Brand and the Digital strategies for
the 2021 Mortgage campaign.
• Redeveloped the MolsonCoors master CRM strategy for all their 20+ brands.
Marketing, Design, Digital Strategy, CRM, Campaign, Framework, ME, UP
2019 - 2020
job
Strategic Planning Director
Publicis (full-service agency).
(1y 2m)
Clients: Red Lobster, FCA (RAM)
As a Brand Strategist, I acted as the strategic planning lead for the Red Lobster account, one of the four major accounts of the agency. Being mostly dedicated to that client, my role included
providing consumer insights and brand planning for the many communication efforts to support the client's activities.
• Managed the Red Lobster North-America business (USA & Canada) as the Strategy Lead for the account's regular demands, including the development of several long and short-termed
campaigns for Events and new product launches (new dishes and LTOs) for the brand.
• Participated in the development of the client's annual marketing plan, considering the shifting
strategic needs for the brand in the marketplace.
• Developed an in-depth knowledge about the American middle-class cultural habits, including a
full immersion in the Casual Dining and Food & Drinks categories.
• Built the strategic plan for the reformulation of FCA's CSR program devoted to Youth Hockey in
Canadian communities led by the RAM brand.
Clients: Red Lobster, FCA (RAM)
As a Brand Strategist, I acted as the strategic planning lead for the Red Lobster account, one of the four major accounts of the agency. Being mostly dedicated to that client, my role included
providing consumer insights and brand planning for the many communication efforts to support the client's activities.
• Managed the Red Lobster North-America business (USA & Canada) as the Strategy Lead for the account's regular demands, including the development of several long and short-termed
campaigns for Events and new product launches (new dishes and LTOs) for the brand.
• Participated in the development of the client's annual marketing plan, considering the shifting
strategic needs for the brand in the marketplace.
• Developed an in-depth knowledge about the American middle-class cultural habits, including a
full immersion in the Casual Dining and Food & Drinks categories.
• Built the strategic plan for the reformulation of FCA's CSR program devoted to Youth Hockey in
Canadian communities led by the RAM brand.
Marketing, Strategic Planning, CSR, Support, Development, USA, LED
2018 - 2019
job
Director of Digital and CRM Strategy
Anomaly (full-service agency).
(9m)
CRM
2018 - 2018
job
Senior Account Planner
unknown.
(7m)
2017 - 2018
job
Digital Account Planner
unknown.
(1y)
Clients: BRP (Can-Am, Spyder, Ryker Sea-Doo, Ski-Doo) Bud Light, SportChek, dosist
As the agency's specialist in the Digital and CRM disciplines, my responsibilities involved being
ready to act as the go-to person for all things related to those areas, having the chance to be
involved in multiple projects for all the agency's clients. I was responsible for disseminating the Digital mindset within the agency's teams and clients by consistently producing thought leadership
content, including weekly and monthly newsletters and bi-monthly best practices guides. Alongside
those responsibilities, I was also the strategic lead for the Can-Am Off-Road account.
• Managed the BRP Can-Am Off-Road global business as the Strategy Lead for the account's
regular demands, including the development of annual strategic communications plans for Can-
Am Off-Road, leading to a renewed approach towards the client's brand communication efforts.
• Provided strategic guidelines for the Can-Am's website user experience revamp, including a
redesign of the user journey flow.
• Produced periodical thought leadership content for the agency stakeholders on the topics of Digital Strategy and CRM best practices.
• Developed the eSports strategic plan for Bud Light.
Clients: BRP (Can-Am, Spyder, Ryker Sea-Doo, Ski-Doo) Bud Light, SportChek, dosist
As the agency's specialist in the Digital and CRM disciplines, my responsibilities involved being
ready to act as the go-to person for all things related to those areas, having the chance to be
involved in multiple projects for all the agency's clients. I was responsible for disseminating the Digital mindset within the agency's teams and clients by consistently producing thought leadership
content, including weekly and monthly newsletters and bi-monthly best practices guides. Alongside
those responsibilities, I was also the strategic lead for the Can-Am Off-Road account.
• Managed the BRP Can-Am Off-Road global business as the Strategy Lead for the account's
regular demands, including the development of annual strategic communications plans for Can-
Am Off-Road, leading to a renewed approach towards the client's brand communication efforts.
• Provided strategic guidelines for the Can-Am's website user experience revamp, including a
redesign of the user journey flow.
• Produced periodical thought leadership content for the agency stakeholders on the topics of Digital Strategy and CRM best practices.
• Developed the eSports strategic plan for Bud Light.
Digital Strategy, User Experience, CRM, Leadership, User journey, Website, Content, Development, BEE, Redesign, Go
2014 - 2017
job
Senior Account Planner
Grupo TV1.
(3y)
Clients: Secom (The Federal Government's Communication Office), Gol (airline), Localiza
(car rentals) and Nestlé Dolce Gusto (coffee pods).
As a Digital Strategist, I acted as the strategic lead for three of the agency's major clients (Gol, Localiza and the Federal Government Comms Office). My responsibilities included providing digital
strategy guidance to develop digital services and experiences, content platforms and digital
campaigns.
• Led the strategic planning team in 2 winning pitches for Secom. Developed service and communication platforms for several government branches.
• Developed strategic plans for several digital campaigns on Localiza, within all the three business
divisions: car rentals, used cars' sales and fleet rentals.
Clients: Secom (The Federal Government's Communication Office), Gol (airline), Localiza
(car rentals) and Nestlé Dolce Gusto (coffee pods).
As a Digital Strategist, I acted as the strategic lead for three of the agency's major clients (Gol, Localiza and the Federal Government Comms Office). My responsibilities included providing digital
strategy guidance to develop digital services and experiences, content platforms and digital
campaigns.
• Led the strategic planning team in 2 winning pitches for Secom. Developed service and communication platforms for several government branches.
• Developed strategic plans for several digital campaigns on Localiza, within all the three business
divisions: car rentals, used cars' sales and fleet rentals.
Strategic Planning, Sales, Service, Content, Office, Winning, LED
2012 - 2014
job
Account Planner Supervisor
CRM agency.
(1y 7m)
Clients: Fiat (automaker), ArcelorMittal (steel), Postos Ale (petrol stations)
As a CRM Strategist, my role involved being the Fiat account's strategic leadership, managing a
team of 4 Strategists to develop 1-to-1 campaigns and relationship platforms. Provided all the strategic outputs for developing the Fiat Club loyalty scheme, the first case of such a program for
an automaker in the Brazilian market.
• Led the CRM strategy team for the Fiat account with 4 people, being responsible for the strategic
concept, development and launching of the Fiat Club loyalty scheme for the brand, including the branding strategy and digital platform development.
• Developed CRM campaigns for Fiat's several model launches and multiple other promotions.
Clients: Fiat (automaker), ArcelorMittal (steel), Postos Ale (petrol stations)
As a CRM Strategist, my role involved being the Fiat account's strategic leadership, managing a
team of 4 Strategists to develop 1-to-1 campaigns and relationship platforms. Provided all the strategic outputs for developing the Fiat Club loyalty scheme, the first case of such a program for
an automaker in the Brazilian market.
• Led the CRM strategy team for the Fiat account with 4 people, being responsible for the strategic
concept, development and launching of the Fiat Club loyalty scheme for the brand, including the branding strategy and digital platform development.
• Developed CRM campaigns for Fiat's several model launches and multiple other promotions.
Branding, CRM, Leadership, Development, LED, Platform
2011 - 2012
job
Account Planner Senior Analyst
FCB Brasil (full-service agency).
(1y 5m)
Clients: Pão de Açúcar Digital (groceries ecommerce), PA Programa Mais (loyalty scheme),
Clube Extra (loyalty scheme), Livraria Cultura (bookstore), Hewlett Packard.
As part of a team consisting of 5 Strategists, I had the chance to start my career by being involved in projects for prominent brands that required several specialties (Brand, CRM, Digital, Social Media, Shopper Mkt), which had a great impact on the further development of my professional
journey, allowing me to become a multi-discipline strategist.
• Participated on the winning pitch for the Livraria Cultura's account, involving Digital, CRM, Social
Media and Shopper Marketing disciplines.
• Participated on the redesigning strategy for the Pão de Açúcar's ecommerce website.
• Participated on the strategic planning on Hewlett Packard's brand activation during the 2014
Clients: Pão de Açúcar Digital (groceries ecommerce), PA Programa Mais (loyalty scheme),
Clube Extra (loyalty scheme), Livraria Cultura (bookstore), Hewlett Packard.
As part of a team consisting of 5 Strategists, I had the chance to start my career by being involved in projects for prominent brands that required several specialties (Brand, CRM, Digital, Social Media, Shopper Mkt), which had a great impact on the further development of my professional
journey, allowing me to become a multi-discipline strategist.
• Participated on the winning pitch for the Livraria Cultura's account, involving Digital, CRM, Social
Media and Shopper Marketing disciplines.
• Participated on the redesigning strategy for the Pão de Açúcar's ecommerce website.
• Participated on the strategic planning on Hewlett Packard's brand activation during the 2014
Marketing, Social Media, CRM, Ecommerce, Strategic Planning, Brand activation, Website, Analyst, Development, Social, ON, Winning, ME
My education
2005
-
2007
Universidade Luterana do Brasil
Bachelors, Advertising
Bachelors, Advertising
2002
-
2006
Universidade Federal do Tocantins
Bachelors, Journalism
Bachelors, Journalism
?
-
2008
Buckinghamshire New University
Masters, Advertising Creative Planning
Masters, Advertising Creative Planning
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