Marketing Services

Strategy that moves
the needle.

20+ years of full-funnel marketing leadership — from annual plan to press send. Built on real results in regulated, high-volume consumer environments.

Let's talk strategy
20+
Years in marketing
Across print publishing, financial services, casino hospitality, and education
9
Person team led
Cross-functional: digital, creative, media & communications
$$
Budget experience
Multi-million-dollar campaign and vendor management
1
College taught at
Niagara College: Digital Marketing, Brand Strategy, Visual Communication
01

Campaign Strategy & Planning

Full annual marketing plans, not just one-off tactics.

Every strong campaign starts with a plan that connects business objectives to audience behaviour. I develop integrated marketing strategies that align your team, your budget, and your channels — then stay accountable to the outcomes.

Annual marketing plan development — objective setting, audience mapping, channel mix, budget allocation
Integrated campaign briefs — single source of truth across all touchpoints
Messaging frameworks — brand voice, value propositions, audience-specific messaging
Agency & vendor direction — briefing, oversight, performance accountability
KPI frameworks — what success looks like, and how you'll know when you get there
Hospitality & Tourism Financial Services Small Business Non-Profit
02

CRM & Email Marketing

The right message, to the right person, at the right time.

CRM is where marketing becomes personal. I've built and managed segmented email programs at scale — designing lifecycle journeys, improving targeting, and building the governance frameworks that keep them compliant and consistent.

Email program strategy — lifecycle mapping, segmentation logic, frequency planning
List segmentation & targeting — behavioural, demographic, and transactional triggers
Campaign creative direction — subject lines, layout, copy, CTA hierarchy
CASL compliance — governance, opt-in architecture, QA processes
Performance reporting — open rates, click-through, conversion, optimisation loops
Casino & Entertainment Retail & E-commerce Real Estate
03

Digital & Paid Media

Web, search, display, and social — coordinated, not siloed.

Managing external agencies for SEO/SEM and digital media, while also directing the creative that shows up in those channels. The strategy and the execution speak the same language because they come from the same place.

SEO/SEM strategy & agency oversight — briefing, KPIs, and performance management
Display advertising creative direction — banners, rich media, retargeting units
Social media creative — platform-native content, paid social, community campaigns
CMS management — Adobe Experience Manager (AEM), WordPress content strategy
Analytics & optimisation — dashboard setup, performance reporting, test-and-learn frameworks
Tourism Hospitality Local Business Events
04

Brand Positioning & Identity

The story your business tells before anyone speaks.

Brand is the sum of every touchpoint — the name, the logo, the copy, the colours, the tone of voice on a complaint email. I help businesses build cohesive brand systems that hold together across print, digital, on-property, and everything in between.

Brand positioning workshop — competitive landscape, value proposition, audience definition
Messaging architecture — master narrative, audience laddering, tone of voice
Visual identity direction — logo development, colour systems, typography, creative guidelines
Brand consistency audits — review of existing materials against brand standards
Launch & rebrand support — rollout plans, stakeholder communication, asset production
Start-ups Rebrands Non-Profit Small Business
05

Marketing Governance & Compliance

The systems that protect your brand while you scale.

Regulated environments demand marketing that moves fast and stays clean. I've built governance frameworks in one of Ontario's most compliance-sensitive consumer industries — experience that translates directly to any business operating under CASL, AODA, or internal brand standards.

CASL compliance frameworks — consent architecture, record-keeping, opt-out processes
AODA accessibility — digital content and communications standards
Campaign QA processes — pre-launch checklists, approval workflows, error prevention
Brand standards documentation — guidelines that keep teams consistent at scale
Stakeholder reporting — executive-level dashboards, performance narratives, board decks
Regulated Industries Casino & Gaming Financial Services Healthcare

How a project unfolds

01

Discovery

We talk through your business goals, current marketing activity, audience, and what success actually looks like. No assumptions.

02

Strategy

A clear plan — channels, messaging, budget logic, and KPIs — built around your objectives, not a generic template.

03

Execution

Creative development, campaign launch, agency direction, and QA. You stay in the loop without being buried in it.

04

Optimise

Performance reporting, insights, and recommendations. Every campaign teaches us something for the next one.

Where this expertise comes from

Industries I've worked in

Casino & Hospitality
13 years at Fallsview Casino Resort — one of Ontario's highest-volume regulated consumer environments. Direct marketing, digital, and full-department leadership.
Financial Services
Mutual fund marketing and print publishing — experience with compliance-sensitive messaging and regulated communications.
Tourism & Entertainment
Omnichannel campaigns aligned to Niagara region tourism priorities, seasonal promotions, and event-driven marketing.
Post-Secondary Education
Teaching digital marketing and brand strategy at Niagara College — which means staying at the leading edge of industry practice.
Real Estate
Marketing materials, buyers guides, and brand identity for agents and brokerages building their client base.
Small Business & Start-up
From first logo to first campaign — helping entrepreneurs build brands that can grow with them.
★★★★★

"She took a spreadsheet of numbers and turned it into a 20-page pocket book that made our stakeholders go 'wow all that happens here!'"

— Adam Arbour / Manager of Customer Experience, St. Catharines Transit

★★★★★

"Lana's expertise and input was invaluable to me. Working together, she turned my concept into a customised, professional design that helped launch my business."

— Melissa King / Owner, Niagara Seniors At Home

★★★★★

"She took everything I wanted into account and added her own flair. If you're looking for someone who listens and gets the job done — look no further."

— Adam Davidson / Real Estate Agent

Need someone who
knows both sides?
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