Tim Hortons

• Reported to the Director of Regional Marketing. Supported 3 Regional Marketing Managers and the Manager of National Promotions.

• Executed regional programs, special events, sponsorships and special projects as requested by Regional Marketing Managers across 100 regions within Ontario.

• Budget Support: invoice coding, accruals tracking, budget planning and forecasting of regional
budgets and local store marketing plans.

• Liaised with restaurant owners, managers, multiple vendors and advertising agencies to support regions with in-restaurant promotions, media plans and creative development.

• Developed creative assets and coordinated execution regional marketing proprietary programs including Smile Cookie, Earn A Bike, Free Holiday Skating, Free Summer Swimming and the Food Drive program.

• Managed activation staff and volunteers at various community events.

• Coordinated all national promotions and events as well as inter-regional initiatives

Highlighted Projects and Campaigns:

For your convenience, click on the highlighted projects to see a brief overview and the roles I played, or scroll through them!  

Tim Hortons Banner .jpg
 

Smile Cookie

In 1996, the Smile Cookie campaign started as a way to help raise funds for the Hamilton Children's Hospital in Ontario. In the 22 years since this first campaign, the program has grown to become a cross-Canada fundraising event and provides much needed support to over 500 Canadian charities and community programs.

Charities supported by this initiative include The Children's Breakfast Clubs in Toronto, the Empty Stocking Fund in Halifax, Children's Wish in Montreal and the Jim Pattison Children's Hospital Foundation in Saskatoon.

Role

  • Coordinated advertising and media relations.

    • Drafting and sending memos, press releases, and stock images.

    • Sent press kits prior to campaign launch.

    • Provided radio and social media scripts.

    • Organized un-paid advertising opportunities.

  • Communicated with partnered charities.

    • Organized and communicated cheque presentations for media.

    • Provided social media example content (twitter/facebook/instagram).

    • Assisted with the restaurant owner groups voting process regarding selected charities.

Highlights:

  • TIM HORTONS® annual Smile Cookie™ campaign raised a record $7.8 million for local charities.

Local Media:

Social Media:

Corporate Instagram: 

 

camp day

Each year on Camp Day, 100 per cent of the coffee and bracelet sales at Tim Hortons go towards giving youth from low-income families the chance to attend one of seven Tim Hortons Camps

Personal Role

  • Heavily involved to increase earned media through strategic partnerships with the NHL, OHL, and CFL.

  • Supported media awareness, and in-restaurant activation.

    • Drafting and sending memos, press releases, and stock images.

    • Sent press kits prior to campaign launch.

    • Organized with partnered radio stations to have on-site 'live' broadcasts.

    • Communicated with local TV stations, ensuring restaurants with certain activation received premium coverage.

  • Provided franchise support.

    • Assisted with distribution of CampDay POP elements, t-shirts, window clings, etc.

    • Provided specific marketing efforts for 'additional' Camp Day elements.

Highlights: 

  • Camp Day 2015 was a huge success, raising an incredible $12.4 million for the Foundation!

Local Media:

Social Media

 

Juno awards 2015 

Unique Components: Hosted in Hamilton, ON, home town of Tim Hortons first restaurant. Building upon our relationship with E-Talk Canada, leverage Dark Roast exposure.  

Personal Role

  • Worked closely with cross functional teams in all aspects of digital diagnostics.

  • Managed onsite coverage and brand positioning.

  • Organized and executed a Tim Hortons POP UP on site, serving our Dark Roast blend.

  • Assisted with 'lead-up' communication.

 

Tims Runner 

Unique Components: The Tims Runner started as a mobile beverage truck in the Toronto market, which was later rolled out into a national program. The mobile beverage trucks were rebranded as "Community Cruisers", launching off the pre-existing campaign "Coffee for Causes". Coffee and Hot Chocolate were sold at a discounted price, and entire proceeds earned were donated back to a local charity. 

Personal Role

  • Generate an entire catalogue of Facebook and Instagram stock content (photos and write ups).

  • Communicate with local organizations to gain access to key events throughout the area.

  • Provide contract assistance dealing with site logistics, insurance, and vendor agreements.

  • Contacted charity recipients and promoted the 'Coffee for Causes' philosophy.

  • Work closely with cross-functional teams to generate functional content that is engaging and acts as a 'surprise and delight'.