Overview
Work History
Timeline
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Janelle M. Germain

St. George

Overview

5
5
years of professional experience

Work History

Growth Manager

Banks Holding Limited
03.2024 - Current
  • Analyze market trends, consumer behavior, and competitive landscape to identify growth opportunities. Develop comprehensive growth strategies for local and export markets that align with the company's objectives and market dynamics.
  • Explore opportunities for expanding the company's market presence, both geographically and demographically. Identify new target markets and segments for the company's products and services.
  • Collaborate with product development teams to identify and develop new products or variants that cater to evolving consumer preferences. Innovate existing products to maintain competitiveness and drive growth.
  • Oversee the company's brand portfolio and ensure alignment improvement in brand positioning and messaging aligned to target audience. Develop and execute brand-building initiatives, including advertising campaigns, partnerships and promotions.
  • Work closely with sales and distribution teams to optimize sales channels and distribution networks. Identify opportunities to enhance sales efficiency and effectiveness, such as through route optimization or channel partnerships.
  • Gather and analyze customer insights to better understand their needs, preferences, and behaviors. Develop strategies to deepen customer engagement and loyalty through targeted marketing initiatives and personalized experiences.
  • Identify strategic partnership opportunities with complementary businesses or organizations to drive mutual growth. Negotiate and manage partnerships that enhance the company's market position and revenue streams.
  • Establish key performance indicators (KPIs) to track the effectiveness of growth initiatives. Regularly monitor and analyze performance metrics to assess the impact of growth strategies and identify areas for improvements.
  • Achievements in the Role:
  • Department restructure to optimize go to market effectiveness
  • Development of Pinehill brand website.
  • Developed rebrand strategy for Banks and approved look and feel to go live.
  • Formulation of new skus aligned to changing consumer demands.
  • Development of two new brands to capitalize on opportunities in white spaces

Senior Manager - Marketing & Corporate Communications

Bank of Saint Lucia
09.2023 - 02.2024
  • Provide strategic marketing and corporate communications leadership for Bank of Saint Lucia.
  • Oversee the development and execution of marketing and communication strategies aligned with the bank's objectives.
  • Formulate a strategic marketing plan spanning three years to bolster the overarching direction of strategic growth.
  • Collaborate with agencies and designers to create assets that align with brand campaigns, promoting robust brand visibility and contributing to conversion support.
  • Manage advertising campaigns, ensuring alignment with brand guidelines and market research.
  • Collaborate with internal teams to optimize pricing, sales strategies, and customer satisfaction.
  • Lead and mentor the marketing and corporate communications team.
  • Achievements in the Role:
  • Deployed advanced AI tools within the marketing department to substantially enhance the development of campaigns, increase productivity, elevate output quality, and enhance the agility of our go-to-market approach.
  • Implemented reporting platforms to enhance the effectiveness of reports, facilitating more informed decision-making.
  • Successfully surpassed revenue targets for November and December by 45%.
  • Achieved the highest credit card acquisition for the bank in the last 5 years.
  • Achieved the highest credit card usage for the Bank of Saint Lucia to date.

Regional Marketing Manager

Digicel Caribbean Limited
12.2021 - 01.2023
  • Provide strategic marketing leadership to nine markets across the West Indies Cluster.
  • Develop marketing strategy by studying economic indicators; tracking changes in supply and demand; identifying customers and their current and future needs; and monitoring the competition.
  • Design and implement comprehensive marketing strategy to create awareness and drive acquisition of the company’s products & services.
  • Develop emotive marketing tactics to drive greater affinity to the Digicel brand.
  • Work with the Sales leadership teams across markets to develop pricing and sales strategies that maximize profits and market share while improving customer satisfaction.
  • Collaborate with agencies to develop research instruments to test campaigns, keep abreast of trends and competitor’s marketing movements.
  • Analyze target market information to identify and design effective marketing approaches.
  • Identify new market segments that will benefit from company products and develop marketing strategies to reach and engage identified segments.
  • Manage customer segmentation strategy to ensure we reach the right audiences with the right message.
  • Prepare effective Cluster-led and Market-led advertising campaigns based on market research.
  • Work with local teams to develop PR material and content for CEOs across the clusters.
  • Achieve financial objectives by preparing an annual budget, scheduling expenditures, analyzing variances, and initiating corrective actions.
  • Develop marketing staff by providing information, educational opportunities, and experiential growth opportunities.
  • Review the performance of all paid marketing channels/campaigns and assess ROI and KPI goals including customer acquisition and retention.
  • Achievements in the Role:
  • Effective implementation of robust brand campaign across nine markets.
  • Successfully reversed the downturn performance in the Dominica market by implementing a proactive on-the-ground campaign to re-engage the customer base.
  • Executed a regional campaign that played a key role in achieving noteworthy revenue growth above target across nine markets that I managed.

Digital Marketing Lead – BiP and Billo

Digicel Caribbean Limited
09.2020 - 11.2022
  • Develop strategic marketing plans for implementation in 32 Digicel markets across the Caribbean and the South Pacific.
  • Work closely with markets to support attainment of monthly commercial and marketing objectives aligned to the BiP and Billo app.
  • Manage marketing budget for group campaigns.
  • Work with the Group Products team to develop communication strategies that support attainment of commercial targets and other KPI’s.
  • Develop and implement marketing content relevant to Digicel markets for implementation in traditional and non-traditional advertising channels.
  • Manage customer segmentation strategy to ensure we reach the right audiences with the right message.
  • Review the performance of all paid marketing channels/campaigns and assess ROI and KPI goals including customer acquisition and retention.
  • Work closely with markets to ensure that the business’s marketing communications are in accordance with brand guidelines.
  • Provide teams with support on cross marketing campaigns as required.
  • Support markets with localization of Group Marketing Campaigns as required.

Timeline

Growth Manager

Banks Holding Limited
03.2024 - Current

Senior Manager - Marketing & Corporate Communications

Bank of Saint Lucia
09.2023 - 02.2024

Regional Marketing Manager

Digicel Caribbean Limited
12.2021 - 01.2023

Digital Marketing Lead – BiP and Billo

Digicel Caribbean Limited
09.2020 - 11.2022

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Janelle M. Germain