Michelle Spink, MBA, Finance Expert in Calgary, AB, Canada
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Michelle Spink, MBA

Verified Expert  in Finance

Finance Expert

Calgary, AB, Canada

Toptal member since October 26, 2022

Expertise
Business ModelsGrowth StrategyFintechHuman Resources (HR)Sales Operations
Bio

Michelle is a visionary and curious leader with 15 years of experience in strategic marketing, business development, and finance. She contributes most effectively to projects that impact end customers directly and require exceptional collaboration and creativity. Michelle has a sharp eye for strategy and has worked with some of the world's top brands, including Ferrari, BMW, Coca-Cola, Red Bull, Mars, Air Miles, Visa, Mastercard, and Accenture.

Career Highlights

Director of Payments
Shell
Loyalty Manager | CRM Manager
Shell
Head of Mobility Marketing
Shell

Education Highlights

Master’s Degree
Western University
Bachelor's Degree
Queen's University

Certification Highlights

Meditation Course Certification
InnerSea Yoga Academy
Permaculture Design Certification
Porvenir Design

Case Studies

Work Experience

Director of Payments

2019 - 2021
Shell
  • Led meticulous operations for 165 million transactions, generating $7.5 billion in sales annually across all Shell locations in Canada.
  • Managed the most significant IT project in Shell Canada's history as a change agent with over 25 individuals that redesigned Shell's approach to payment processing and dramatically reduced Shell's financial risk profile.
  • Generated a new $10 million income stream, landing deals with three new financial institution partners within one year in the role.
Focus areas: Strategic Partnerships, IT Operations Management (ITOM), Fintech, Marketing, Strategy, Consulting, Operations, Finance, Leadership, Project Design & Management, Contribution Margin Analysis, Gross Profit Margin Growth, Margin Optimization, Digital Media, Public Speaking, Brand Marketing, Brand Strategy, Team Leadership, P&L Management, Annual Budgets, Annual Planning, Budget Management, CX Strategy, Customer Insights, Data Reporting, Data Research, Competitor Analysis & Profiling, Competitive Strategy, Marketing Mix, Market Execution, IT, IT Project Management, App UX, Loyalty Management, Brand Development, Business Planning, Business Strategy, Growth Strategy, Organizational Design, Change Management, Stakeholder Mapping, Stakeholder Analysis, Climate Change, Go-to-market Strategy, Business Models, Operational Excellence, Retail & Wholesale

Loyalty Manager | CRM Manager

2016 - 2019
Shell
  • Managed the delivery of Shell's loyalty strategy and directed the work of seven team members.
  • Achieved a record year with a $45 million growth by redeveloping the approach to segmenting five million Air Miles customers across Canada.
  • Launched the Best Customer program for the top 2% of customers representing around 20% of Shell's profits, which reversed a five-year declining trend into a significant growth lever, both with consumers and partners.
Focus areas: Big Data, Loyalty Programs, Loyalty Management, CRM Systems, Strategy, CX Strategy, Budget Management, Annual Planning, Annual Budgets, P&L Management, Customer Data, Customer Journeys, Customer Insights, Customer Analytics, Team Leadership, Marketing, Strategic Partnerships, Operations, Finance, Leadership, Project Design & Management, Contribution Margin Analysis, Gross Profit Margin Growth, Margin Optimization, Social Media, Digital Media, Public Speaking, Brand Strategy, Email Marketing, Data Reporting, Data Research, Competitor Analysis & Profiling, Competitive Strategy, Marketing Mix, Market Execution, IT, CRM APIs, Brand Development, Business Planning, Business Strategy, Growth Strategy, Change Management, Organizational Design, Stakeholder Mapping, Stakeholder Analysis, Climate Change, Go-to-market Strategy, Business Models, Operational Excellence, Retail & Wholesale

Head of Mobility Marketing

2015 - 2016
Shell
  • Owned the strategy and implementation for a $9 million relaunch of Shell V-Power fuel that moved Shell from an industry decliner to the top position for the premium fuels market share.
  • Translated big data insights into hyper-localized margin optimization tactics for a record $25 million profit contribution, earning a global employee value proposition (EVP) recognition.
  • Excelled as the media liaison and spokesperson for Shell's flagship investment at the Canadian Grand Prix and all partner events with Ferrari, BMW, and Honda.
Focus areas: Brand Strategy, Brand Management, Brand Marketing, Brand Development, Public Speaking, Media, Mixed Media, Digital Media, Social Media, Budget Modeling, Pricing, Margin Optimization, Gross Profit Margin Growth, Contribution Margin Analysis, Customer Analytics, Customer Insights, Category Management, Marketing, Strategic Partnerships, Finance, Strategy, Leadership, Project Design & Management, Annual Budgets, Annual Planning, Budget Management, CX Strategy, Data Reporting, Data Research, Competitor Analysis & Profiling, Competitive Strategy, Marketing Mix, Market Execution, Business Planning, Business Strategy, Growth Strategy, Stakeholder Mapping, Stakeholder Analysis, Go-to-market Strategy, Business Models, Operational Excellence, Retail & Wholesale

Senior Category Manager

2011 - 2015
Shell
  • Turned around five-year portfolio declines as a change agent and achieved 16% growth generating $20 million in revenue for the organization within 18 months by renegotiating supply chain contracts and redesigning the cost-volume-profit (CVP) model.
  • Led the delivery of new shop formats and introduced a site segmentation investment model, resulting in average sales growth of 50% upon implementation.
  • Outpaced the industry growth by over 5% and was recognized globally as the top category manager.
Focus areas: Annual Budgets, Category Management, Customer Insights, Merchandising, Data, Business Planning, Business Strategy, Growth Strategy, Change Management, Stakeholder Mapping, Stakeholder Analysis, Go-to-market Strategy, Business Models, Operational Excellence, Retail & Wholesale

Territory Manager

2007 - 2011
Shell
  • Led a team of retail partners running 32 locations in the Greater Toronto Area, increasing the fuel market share by 2.3% during my tenure.
  • Outpaced the industry growth with a convenience retail growth of 11%.
  • Built a loyal customer base, improving the net promoter score (NPS) by 30% in a year.
Focus areas: Annual Budgets, Sales, Sales Operations, Operations, Marketing, Business Planning, Stakeholder Mapping, Stakeholder Analysis, Operational Excellence, Retail & Wholesale
2018 - 2019

Master’s Degree in Business Administration (MBA)

Western University - London, Ontario, Canada

2003 - 2007

Bachelor's Degree in Commerce

Queen's University - Kingston, Ontario, Canada

MAY 2022 - PRESENT

Meditation Course Certification

InnerSea Yoga Academy

FEBRUARY 2022 - PRESENT

Permaculture Design Certification

Porvenir Design

Finance

ROI, Pricing, Contribution Margin Analysis

Industry Expertise

Retail & Wholesale

Output Software

Office 365, Office 2010, Excel 2013

Other

Strategy, Finance, Marketing, Strategic Partnerships, Mindfulness, Training, Meditation, Loyalty Programs, Loyalty Management, Customer Journeys, Market Execution, Marketing Mix, Competitive Strategy, Competitive Analysis, Competitor Analysis & Profiling, Competitive Intelligence, Data Research, Data Reporting, Customer Insights, Budget Management, Annual Planning, Annual Budgets, P&L Management, Brand Strategy, Brand Management, Brand Marketing, Brand Development, Public Speaking, Gross Profit Margin Growth, Category Management, Business Planning, Business Strategy, Growth Strategy, Organizational Design, Stakeholder Mapping, Stakeholder Analysis, Business Models, Operational Excellence, Microsoft, Excel 365, Apple, Consulting, Operations, IT Operations Management (ITOM), Fintech, Project Design & Management, Design, Leadership, App UX, CRM APIs, Big Data, Data, Budget Modeling, Entry Strategy, Global Business, Production, CRM Systems, Customer Data, Customer Analytics, Research, Email Marketing, CX Strategy, Team Leadership, Media, Mixed Media, Digital Media, Social Media, Margin Optimization, Change Management, Go-to-market Strategy, IT, Human Resources (HR), Environmental Investment, IT Project Management, Market Entry, Merchandising, Sales, Sales Operations, Climate Change

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