With over 20 years of experience in direct, digital, CRM,
B2C subscription and loyalty marketing roles, I've successfully delivered impactful results for notable companies such as Kobo, The Scene Loyalty Program, Lavalife, Air Miles, and Muse Meditation.
I'm currently seeking a new opportunity at a data-driven organization that is at the forefront of the digital space and has adopted AI into their processes.
Brenda
Goodyear
I'm a passionate marketing executive with extensive experience developing and delivering data-driven marketing plans, and have built teams through hyper growth at start-ups as well as at established companies. ​
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I’m a ‘builder’ at heart and love to take a concept from idea to seamless launch, collaborating across marketing, product, technology and data science to deliver market-ready products.
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My Accomplishments
About Me
Achieved 202% ROI on Kobo’s CRM Channel
Directed the global CRM journey from activation to reactivation, guiding a team of
14 marketers with a continual test and learn approach, resulting in $18M in revenue per year and 202% ROI.
​Developed Kobo’s eBook Loyalty Program
Led the strategy of Kobo’s loyalty program including the development of the financial model, creation of the loyalty brand, and the go-to-market plan. This resulted in 70K VIP paid members in 7 months, migration of 2M existing customers to the program and increased LTV from $246 to $264.
Drove 46K new subscribers in 2024
Through continual on-site CRO, CRM acquisition campaign emails, paid media, and a Google co-marketing plan, drove 46K new subscribers in 2024, exceeding the annual target by 24%.
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Decreased monthly churn from 4.8% to 2.6%
RFM segments were developed to create automated journeys via the Chargebee system to winback disengaged users resulting in decreased monthly churn by 60%.
Launched a new loyalty reward on concessions
At the Scene Loyalty Program I developed and implemented the communication plan for a new reward on theatre concessions, supported through all channels including on-site, email, in-theatre and in-app.
Led a seamless, $1.6M CRM migration to a new system
Developed the BRD for the new system and managed the RFP process. Met with cross functional leaders to capture their requirements and determine the best fit for the future of the CRM program, and the company.
Grew the subscriber base
by 20% YoY
Developed the Global CRM Marketing Plan resulting in 20% growth YoY through subscription acquisition programs, automated reactivation journeys and RFM analysis to inform strategies.
Launched a new loyalty reward on concessions
At the Scene Loyalty Program I developed and implemented the communication plan for a new reward on theatre concessions, supported through all channels including on-site, email, in-theatre and in-app.
Launched Prime-time TV and in-theatre commercials
Developed and launched a direct response prime time TV commercial (Guys in Groups) for Lavalife and developed new in-theatre commercials for the Scene Loyalty Program.
Career Highlights
Sr. Global Director of CRM, Loyalty and Retention
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Launched Kobo's Loyalty Program and achieved 202% ROI on the CRM channel
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Developed the global CRM Marketing & Loyalty Plans, managing a $2.5M budget
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Drove $18M in revenue through global lifecycle programs including activation, retention, & reactivation
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Developed and implemented Kobo’s loyalty program including program structure and financial model
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Led a seamless, $1.6M CRM system migration to a new CRM vendor
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Guided a team of 14 CRM marketing & production professionals
Director of Marketing
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Developed the omni-channel Marketing Plan and $9M budget
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In 1 year, launched a new reward on concessions, launched the new Scene.ca website, a new Scene app and revised in-theatre commercials
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Led a marketing team of 5 employees including Sr. Marketing Managers and Marketing Coordinators
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Developed the Data, Analytics & Research Plan outlining key models, research and analytics
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Directed RFM segmentation and activation models to enhance lifecycle strategies & data driven campaigns
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Increased acquisition targets from 50% of plan to 94% of annual goal
Global Director of CRM
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Grew the subscriber base by 20% YoY, led the strategy for the rollout of a membership program, decreased churn by 60% and developed RFM segments to enhance CRM lifecycle strategies
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Responsible for the Global CRM Marketing Plan
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Developed automated customer journeys decreasing monthly churn from 4.5% to 2.8%
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Led the strategy, conception and pricing strategy for the paid membership program launched in 2022
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Led research initiatives including Subscriber Churn Research & Subscription Product Research
Director of Digital Acquisition
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Responsible for the Annual Acquisition Plan, exceeding targets in 2024 by 24% and by 30% in Q1, 2025
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Managed paid media through an AI media agency decreasing CPA by 300%, and launched an affiliate program
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Drove 46K new subscribers in 2024 and managed the Google co-marketing plan to drive $3.3M in revenue
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Developed the subscriber reactivation strategy by RFM segments, increasing winback value by 71%
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Managed CRO through on-site and in-app experiments measuring for statistical significance
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Leveraged Creatopy AI to deliver 70+ campaigns per year
Director of Digital Marketing and Merchandising
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Responsible for marketing and communication plans for global clients
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Led the RFP process for a new global CRM email system and managed the implementation
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Managed the CRM system to deliver campaigns for global travel clients
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Cross functional collaboration with product marketing, data science, creative and technology to deliver travel sites and promotional strategies for our clients
Global Director of Online, CRM & Product
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Developed the omni-channel Global Online Marketing plans
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Directed all acquisition, activation and retention programs to meet monthly and annual KPIs
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Increased the average monthly purchase by 4.2% with the launch of a six-month price point
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Directed research plans including brand tracking, customer behavioural studies and usability research
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Developed and launched Lavalife’s app Lavalife2go
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Produced the first direct response commercial for Lavalife.com
Education
Marketing Management
Toronto Metropolitan University
Graduated 2005
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Core Studies:
Marketing Management
Marketing Research
Consumer Behaviour
Marketing Metrics & Analysis
International Marketing
E-Business Concepts
Statistics
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Software Experience
CRM Systems: Oracle Responsys, Cheetah Mail, Marketo, Active Campaign
Reporting Software: Tableau, Mode, Google Analytics, Microsoft Excel
Retention & Billing Systems: Chargebee, Blox
Task & UX Software: Jira, Asana, Monday.com, Slack, Notion, Miro & Figma
Graphic Software: Creatopy (AI Automation), Procreate
Research Software: Qualtrics and Survey Monkey
Microsoft: Word, Excel and Strong PowerPoint skills
Contact
Email Contact: goodyearb@yahoo.com
