work experience

PEPSICO FOODS CANADA (QUAKER, DORITOS, LAY'S, CHEETOS, TOSTITOS), METROLINX (GO, UP EXPRESS), CAMPBELL'S CHUNKY, 3M

2015-2020 GAD

2012-2015 AD

• Independently led multi-client portfolio, reporting directly into COO
• Viewed by clients as collaborative, trusted brand steward guiding brand strategy and creative direction over 8 year partnership. From PFC/BBDO Agency Review:
  • “Mel Ball continues to be PFC’s strongest thought partner in my opinion.”
  • “Mel Ball continues to be best in class in pushing our team (both agency + PFC) to think long-term about the business.” 
• Maintained 93%-95% Top 2 Box on PFC Agency Reviews, fostering positive client relationships through regular connects at all levels (CMO through to ABMs)
• Profitably managed multi-client portfolio of $5MM, responsible for annual Account Plans identifying opportunities for growth 
• Led annual SOW discussions with client, maintaining revenue YOY in face of shrinking marketing budgets
• Drove consistent sales growth YOY (e.g. Annual Doritos LTO campaigns saw sales increases of up to 25%) + garnered industry recognition (CMA, Marketing, Shopper Innovation)
• Successfully led multiple PFC pitches across Lay’s, Doritos and Quaker. Account Lead on agency pitches for brands such as Campbell’s, Crispy Minis.
• Authored annual communications plans across top tier brands such as Lay’s, Doritos, Quaker, GO and UP Express
• Led Annual Planning work sessions with clients to identify and prioritize objectives, determine spend based on priorities, set KPIs and outline campaigns/tactics for the year
• Developed two Positionings for Quaker Canada leading to original 360 integrated campaigns
• Regularly worked in conjunction with Planning Leads to develop creative briefs designed to inspire creativity while also meeting aggressive KPIs
• Extensive experience as Integrated Agency Lead, requested by client to lead development of PFC Integrated Agency Process. Successful implementation improved efficiencies and inter-agency relationships.
• Member of team developing internal training program across all Account Levels
• Led team of 10 as invested mentor, tailored support based on individual’s needs and personalities. Identified opportunities for growth, celebrated wins and managed difficult discussions balancing the need to support, provide guidance and help identify clear actionable next steps.

Quaker US, Ontario Electronic Stewardship, South Street Burger, New York Fries

2011-2012

• Primary contact for Senior Director re: Day-To-Day management of account
• Ensured US alignment with Global Quaker strategy and creative direction 
• Led team of 5, regularly checking in to provide feedback and direction

Account Director

Unilever (Becel + Lipton US), Wrigley (Juicy Fruit, Extra, Hubba Bubba), Epson

2008-2011

Account Supervisor/Executive

Dell Canada 

2004-2008

• Day-to-Day lead on Tier 1 CPG accounts 
• Authored POVs to articulate strategic reasoning behind creative choices
• Led qualitative and quantitative research on full 360 campaigns
• Worked in partnership with Planning Leads to re-define Brand Pyramid on accounts such as Juicy Fruit
• Researched and developed comprehensive competitive reviews with clear recommendations

• Executional lead on fast-paced, high volume retail account 
• Started on account at beginning of Dell/DDB relationship - immediately set up processes to drive efficiencies and role clarity, continually refining over time
• Regularly led 10-15 projects at a time, responsible for seamless execution and quality control of catalogues, FSIs, print, radio, DRTV, DM
• Perfected multi-tasking, on-the-spot problem solving skills, always thinking 10 steps ahead while remaining flexible, pivoting quickly with new information from client or analytics team

Scotiabank

2003-2004

• Responsible for timelines, budgets and quality control