TARA CHRISTIE
Experience & Expertise
VICE PRESIDENT, MARKETING
3IQ DIGITAL ASSET MANAGEMENT
2021- 2022
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Launched new global 3iQ brand and visual identity
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Quarterbacked product launch campaigns in Australia, Dubai
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Doubled share of voice to 13%, grew social engagement to 16% via media outreach, sponsorships, content program, organic and paid campaigns
DIRECTOR AND PORTFOLIO LEAD, DIGITAL PLATFORMS
BANK OF MONTREAL
2016- 2021
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Re-launched BMO retail banking app, currently > 4.5 * app store rating
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Key lead in transforming digital team into agile delivery shop
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Delivered multiple capabilities to close functional gaps in retail banking
VICE PRESIDENT, DIGITAL
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ITRAVEL2000.COM
2014-2016
Redesigned and re-launched the travel booking site to a responsive, content-managed site, improving the speed and merchandising of 20,000+ vacation package products and increasing mobile traffic 20%
Reversed downward digital sales trend, ultimately growing unit sales 7% YoY% and share of total bookings by 48%
Grew email subscription base by 80% and direct conversions by 74%
DIRECTOR, ECOMMERCE AND DIGITAL MARKETING
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SUNWING TRAVEL GROUP
2012-2014
Led Ecommerce and Digital Marketing for Sunwing, Signature, Selloff Vacations brands
NATIONAL DIRECTOR, CANOE.CA
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SUN MEDIA
2011- 2012
Defined strategic plan for revamp of flagging Canoe.ca portal
MANAGER, ECOMMERCE
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EXPEDIA
2006 - 2011
Launched four new product lines unique to Canadian point of sale
Piloted commission program with CruiseShipCenters agents, driving $4M incremental sales in first year
PRODUCT MANAGER
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AOL CANADA
2004 - 2006
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Transformed aol.ca from marketing site to ad-driven media portal
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Product owner for localized web applications (You've Got Pictures, Mail, Messenger)
PROJECT MANAGER
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PLAN CANADA (FOSTER PARENTS PLAN)
2002 - 2004
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Webmaster accountable for all digital projects. Piloted online donation forms.
PROJECT MANAGER
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ROGERS
2000 -Â 2001
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Delivered online content sites for popular lifestyle magazines: Today's Parent, Chatelaine
BUSINESS SYSTEMS ANALYST
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ROYAL BANK
1997 - 2000
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Data analysis and scrubbing, QA testing in preparation for successful merger of Royal Trust accounts into Royal Bank term deposit systems
KNOWN FOR
RESULTS-DRIVEN LEADERSHIP
Proven history of taking on challenges and delivering results -- across sales, feature adoption, customer satisfaction and efficiency targets
CUSTOMER-CENTRIC MINDSET
Career-long focus on prioritizing customer values in design and delivery​
CREATIVE SOLUTIONING
Flexible and resourceful approach to problem-solving in solution design, resource and project management
TEAM BUILDING AND MENTORSHIP
Consistent record of building teams to quickly drive business value
EXPERTISE AT A GLANCE
DIGITAL PRODUCT MANAGEMENT
ECOMMERCE OPTIMIZATION
DIGITAL DELIVERY AND OPERATIONS
CUSTOMER-CENTRIC DESIGN
AGILE METHODOLOGY
DIGITAL MARKETING AND AUDIENCE GROWTH
DIGITAL ADOPTION STRATEGIES
ANALYTICS AND REPORTING
EDUCATION
DIPLOMA, APPLIED INFORMATION TECHNOLOGY
1997
Information Technology Institute
HONOURS BACHELOR OF ARTS, COMMUNICATIONS
1996
Queen's University