A bit long, but I've done a lot in my career and I didn't want to miss out on telling you. So grab a cup of coffee, settle in somewhere and soak it up.
PRINCIPAL, Andrea Holscher Consulting (formerly bratface marketing)
March 2009 - Present
My primary focus is to develop a marketing & communication strategy (including brand) for small to mid-sized companies with big souls, creative smarts and a desire to dominate in their industry. They just need the marketing push to get them there.
My strengths are on shaking things up, taking companies outside of their comfort zone, all in a marketing capacity of course, where they can start to see results over time. Creating marketing/strategic plans, telling their story through an effective marketing mix suitable for their brand, building or improving upon a digital presence, B2B, B2C, content creation, budgeting, and creative direction are just a few of the things I'm good at.
DIRECTOR OF MARKETING, BROWNS RESTAURANT GROUP
August 2013 - March 2016
For over 3 years, I lead a small, humble team of talented marketers for a franchise organization that was experiencing exponential growth. We also launched multi restaurant brands across Canada while continuing to grow their bread and butter franchise model, Browns Socialhouse.
Their goal was simple: become the fastest growing upscale casual dining restaurant chain in the country.
My job was to turn that into a reality through marketing efforts, strategic direction, branding and storytelling. My daily tasks were to perform miracles, due to limited man power and small budgets but I consider this my strength, where I am able to stretch a dollar well while still achieving the organizations goals.
During my 3 year tenure, I improved, streamlined and enhanced all marketing programming, creative, and digital components for the company's family of brands, while managing top level strategic initiatives & growth plans. I turned the brand around to compete with the big guys, offer a tongue-and-cheek approach to our content, built 3 websites from scratch, created and managed a digital plan for franchisees to follow, and up the ante on basically everything marketing touched.
Working directly with industry veterans, operations, the executive team and seasoned franchisees in the system, we were able to take huge strides, growing from 28 to 52 franchise locations including 2 corporate locations (including our first Ontario restaurant) and our culinary development lab.
DIRECTOR OF CORPORATE MARKETING (CONTRACT), INTRACORP REALTY
November 2011 - November 2012
This was a contract position where I managed and drove all corporate marketing initiatives, ensuring Intracorp’s marketing plan was supportive of the corporate business plan, while keeping with the Intracorp brand. Key projects included all digital media initiatives & strategies, corporate communications & brand awareness, and corporate website management.
My biggest area of growth was understanding the steps and time involved in truly bringing a housing development to fruition and completion. From land titles and acquisitions, design & development, construction, sales & marketing through to completion, the process was impressive yet eye-opening.
CO-FOUNDER, SMART COOKIES MONEY MENTORING INC.
March 2006 - November 2012
My biggest achievement thus far was co-funding the Smart Cookies with four of my girlfriends. You may have heard of us or seen us on the Oprah Winfrey Show, read one of our books or stumbled upon our TV show on the W Network.
Originally inspired by an episode of The Oprah Winfrey Show on personal finance, the five of us formed a money group, and together, developed strategies for turning our finances around - without sacrificing our style or social lives. Just one year later, we had dramatically improved our financial situations - and had made major advances in our careers, relationships, and life goals. Our proven system for success has been featured on The Oprah Winfrey Show, MSNBC, New York Daily News, NY Times, CNN, Money Magazine, Globe & Mail and many more.
The small impact we once made in our personal finances, ended up becoming a multi-media company impacting and inspiring others to do the same with their money. Through this, I became an entrepreneur, learning the in's and out's of running a business and working with different business partners.
Key accomplishments include:
Hosts of our own TV show on the W Network ('Smart Cookies").
Co-author of two best selling books: The Smart Cookies Guide to Making More Dough and The Smart Cookies Guide to Couples & Money (Random House).
Formed partnerships and alliances with companies big and small to help grow the Smart Cookie brand. Working with the BC Securities Commissions touring throughout high schools and universities in Canada educating students, sharing our stories and inspiring them to take charge of their financial lives.
Formed partnerships with American Express, BC Securities Commission, HSBC, Rent the Runway, Mint.com, and Globe & Mail.
Columnists for the Globe and Mail and The Metro discussing hot financial topics with a Smart Cookie twist.
DIRECTOR OF MARKETING STRATEGY, BLAST RADIUS
July 2007 - December 2007
A brief stay because I ended up leaving after the Smart Cookies business took off and we started filming our TV show full time. My original task was to complete the North America's Best Online Experiences Report. This was a report that included collection a list of online brands in all categories (cosmetics, automotive, retail etc), survey and rate their online experience, write up a report with the results and send them to each company we rated. The end result was to try and sell our services to them in hopes that we could help improve their online presence.
MARKETING MANAGER, 1-800-GOT-JUNK?
November 2004 - February 2007
I was fortunate enough to be involved with this company in the early, hyper-growth stages. Not only was the culture amazing, I had the freedom to do what it is I was good at - marketing, communications and branding. A mighty impact for a fairly junior manager. To this day, I am celebrated at the company after my "Can You Imagine" dream was realized, resulting in the inaugural award by the same name. The story still lives on and it's something I've extremely proud of. You can read all about it here, but I've listed out just a few of the things I managed during my tenure at 1-800-GOT-JUNK?:
National marketing/ad programs including Franchise Partners annual marketing spend (Coop program & national ad fund)
Marketing & branding support for all Franchise Partners
Chief storyteller for marketing collateral & eDM campaigns targeted specifically to B2C & B2C customers
Corporate UK, Australia & Quebec locations (re-brand, translations, print collateral, advertising)
Franchise TV commercials working onsite with advertising agency (agency on record: Rethink)
National radio program/advert for Franchise Partners (agency on record: TBWA)
Development, layout, strategy & direction for new website, increasing online bookings by 25%
Brand identity guide to help strengthen the brand nationwide, supporting international growth
Commercial marketing & budgets for national accounts including Public Storage, Re/Max, SERVPRO, Oakleaf, & BCAA.
Increased National Accounts revenue by 65% through traditional/digital marketing channels & programs.
SALES MANAGER, VINCOR INTERNATIONAL (MATERNITY LEAVE CONTRACT)
February 2004 - November 2004
When it comes to management experience, it would be safe to say that I learned A LOT during my brief time at Vincor (now Constellation Wines). I was lucky enough to be hired by an industry veteran who I was taking over from for 9 months. She saw the spark and drive in me, and for that, I am forever appreciative. She taught me the ropes of not only the wine industry, but how to manage sales reps, learn the in's and out's of quotas, hitting targets, forecasting and so much more.
ACCOUNT COORDINATOR, GRAPHEME KOO (COSSETTE COMMUNICATIONS)
February 2004 - November 2004
I learned pretty quickly that the agency life was just not for me. Hence the short stay, but I did learn a few valuable lessons there. I learned how the inner-workings of a traditional agency operates, how they poach, pitch, win and work with global clients and how they work together to make a campaign come to life.
Marketing Coordinator, Canaccord Genuity (Canaccord Capital Corp.)
2002 - 2003
These were the very early days in my marketing career. I was brought in to assist with the marketing department, which really only consisted of 2 people and it was where I discovered my love of branding. Day to day projects included design work, branding and identity, portfolio design and marketing assistance to brokers and portfolio managers, coordination, branding and design for annual Top Brokers Trip and much more. Working with these group of people gave me a thick skin but I learned a lot of valuable lessons and when I found out that there was no room to move up in the company, I knew it was smart for me to exit stage left and go somewhere I could thrive.