Michelle Spink, MBA
Verified Expert in Management Consulting
Management Consulting Expert
Calgary, AB, Canada
Toptal member since October 26, 2022
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
Education Highlights
Certification Highlights
Case Studies
Expertise
- Brand Strategy
- Competitive Strategy
- Customer Insights
- Loyalty Management
- Marketing
- Marketing Mix
- P&L Management
- Strategic Partnerships
Work Experience
Director of Payments
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.
Loyalty Manager | CRM Manager
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.
Head of Mobility Marketing
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.
Senior Category Manager
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.
Territory Manager
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.
Education
Master’s Degree in Business Administration (MBA)
Western University - London, Ontario, Canada
Bachelor's Degree in Commerce
Queen's University - Kingston, Ontario, Canada
Certifications
Meditation Course Certification
InnerSea Yoga Academy
Permaculture Design Certification
Porvenir Design
Skills
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 Journey, 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 (GTM) Strategy, IT, Human Resources (HR), Environmental Investment, IT Project Management, Market Entry, Merchandising, Sales, Sales Operations, Climate Change
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