BIRDSONG MARKETING
Dear Trek,
I've created a 50-second
application video for you
(sound up)
WHO I'VE WORKED WITH
VISUAL PORTFOLIO
This collection showcases a mix of ad campaigns, articles, social content, and brand storytelling—all created to drive engagement, build loyalty, and spark action.
Each piece reflects a strategic balance of creativity and performance, crafted for brands that live and breathe adventure.
Click on each image for more information about each piece of content.
BRAND PARTNERSHIPS, SPONSORSHIPS & MEDIA I'VE WORKED WITH
EXPERIENCE EXAMPLES FOR THE ROLE AT TREK
Below, I've detailed examples of my experience as it relates to the job description you posted for the Marketing Manager role.
REQUIREMENT
MY RELATIVE CAREER EXPERIENCE
Manage and integrate all marketing, advertising and promotional activities with Trek Australia's sales and strategic goals
I'm fortunate enough that I’ve led integrated marketing strategies across digital, content, events, and advertising at almost all of the companies I've worked for. Each with a focus on aligning campaigns to wider business and sales goals.
Example: At CMH Heli-Skiing, I was responsible for creating and leading the bi-annual marketing strategies, as well as additional special campaigns, including movie releases such as Red Bull's Depth Perception, and VR Heli-Skiing.
I brought together key team members, including our Senior Designer, Digital Marketing Manager, and PR Manager. This was as well as collaborating closely with Sales Directors and retail stores. It was a highly cross-functional process that ensured our campaigns were both strategically aligned and operationally grounded.
Manage the Retail Marketing, Digital and Brand/Product team members
In past roles, I've managed cross-functional teams of content creators, digital specialists, and product marketers, fostering collaboration while keeping delivery aligned with brand goals.
Examples: At Rocky Mountain Soap Co. (a predominantly retail and e-commerce-focused company), I project-managed national retail campaigns across stores in Canada, coordinating closely with in-store teams to ensure the cohesive execution of promotions, digital messaging, and merchandising.
Similarly, at Lake Louise Ski Resort, I worked directly with retail and sports equipment store managers to align on seasonal product launches and content needs, ensuring our marketing efforts supported both sales goals and the guest experience on the ground.
Develop a detailed marketing plan for Trek Australia/New Zealand
I’ve developed and led detailed multi-channel marketing plans across international markets, including integrated campaigns.
Examples: My PR and Marketing Manager roles at Ski Banff – Lake Louise – Sunshine and CMH Heli-Skiing required detailed global marketing plans. These largely spanned Canada, the US, and Australia, but included other key segments in Europe.
These initiatives combined digital, PR, content, and retail activations to drive measurable growth in brand awareness, organic engagement, and customer traffic across both online platforms and on-the-ground locations.
Conduct market research and analysis of current market conditions and competitor information
I’ve led customer insight gathering and competitor analysis to shape product positioning, campaign strategy, and content development, including the initial stages of new product feasibility for backcountry heli-accessed mountain biking.
Examples: At Rocky Mountain Soap Co. and CMH Heli-Skiing, I was part of the team leading in-depth research into our true target audiences. This included psychographic segmentation and the creation of defined buyer personas.
This work was additionally aided by my Degree in Psychology. These insights directly informed campaign strategies that improved engagement across digital, retail, and experiential channels.
Manage the productivity of the marketing team plans and projects
I’m well-versed in working with multiple marketing teams and cross-functional departments to implement marketing plans and projects. This includes coordinating with in-house and remote team members, clients, and external agencies to ensure alignment, consistency, and timely delivery across all touchpoints.
Examples: I use project management and collaboration tools like Basecamp, Monday.com, Figma/Figjam, and Canva Whiteboards as well as detailed editorial calendars with clear KPI tracking to keep marketing initiatives on time, on brand, and on budget.
Budget Management & Reporting
I’ve managed substantial marketing budgets across multiple brands and regions, strategically allocating spend across media, content, partnerships, and events, ensuring a balance between creative ambition and financial accountability.
Examples: I've held responsibility for budgets at Ski - Banff - Lake Louise - Sunshine, Lake Louise Ski Resort, Rocky Mountain Soap Co., CMH Heli-Skiing, and for various clients through my consulting services.
My portion of the marketing budget ranged from $50,000 to $200,000. The budgets for each were mapped out within the detailed marketing strategy, ensuring costs and timing of billing for everything from ad campaigns to athlete sponsorships and media visits were accounted for, and budgets were maximised for best ROI.
Develop pricing strategies with the Sales and Forecasting team as part of the annual bike and P&A line-up
I've worked closely with product and revenue teams to align promotions, campaigns, and product positioning to pricing strategy, especially for seasonal or premium experiences. I bring strong commercial awareness and am comfortable contributing to cross-functional planning.
Examples: At CMH Heli-Skiing, we conducted annual reviews of pricing strategies for trips that typically cost between $10,000 and $250,000 for a week-long experience. When doing so, consideration would be given to current market conditions, consumer appetite, competitor analysis, stakeholder engagement, and more.
Customers ranged from HNWI to individuals who had saved extensively for this 'once in a lifetime' purchase. Similarly, at Lake Louise Ski Resort, I would be part of discussions around sport equipment sales in the retail stores for skis, snowboards, gear and more.
Liaison with media and advertising
I'm very comfortable with liaising with media and advertising agencies.
Examples: At Ski Banff - Lake Louise - Sunshine and the Lake Louise Ski Resort, I was the direct contact for all national and global media enquiries and visitations. This included everything from initial contact, story building and contract signing, to hosting while in-destination and monitoring/reporting on the resulting media pieces.
I also attended the International Media Marketplace events in New York and San Francisco annually to connect with new media outlets and secure regular media coverage for my products.
Control and run sponsorship and ambassador programs as you see fit
I have extensive experience working with brand-aligned pro-athletes, ambassadors, sponsorship deals and content creators for various sport-focused companies.
Examples: At CMH Heli-Skiing, we regularly partnered with snow athletes such as Travis Rice to produce headline reels such as Depth Perception at CMH Galena.
Additionally, I launched a creator partnership and brand ambassador campaign at CMH Heli-Skiing that resulted in a 250% increase in organic social reach and authentic user-generated content. I'm passionate about building mutually beneficial sponsorship programs that feel authentic.
Travel to global marketing meetings and partake in regular marketing meetings
I'm used to regular travel for marketing meetings, media marketplaces, forums and more.
Examples: During my time at all the companies I worked for in Canada, I would regularly travel to Denver, Boulder, Aspen, New York, San Francisco, Toronto, and Vancouver to attend media and marketing meetings.
While at CMH Heli-Skiing, I delivered talks during the Global Sales Summit on marketing insights and tips, which were attended by agents from around the globe.
WHO IS THIS ALISON
OUTSIDE OF WORK?
Canadian-British Citizenship
I was born in Canada, raised in England, and then moved back to Canada in my 20s, where I spent 12 years living and working in Banff National Park.
I'm now a Permanent Resident in Australia and due for citizenship next year.
We're currently planning to renovate our house
We're in the planning phase of renovating (or demolishing) our house.
I'm learning my way around power tools and paint samples in the process!
A skier with more determination than actual skill
I learnt to ski in my 20s and loved it ever since. I'm not particularly graceful when sliding on snow, but my stoke is always high.
I love cruising on wide-open blue runs, followed by après-ski beers on a sunny deck.
I hold the North Yorkshire U16 record for the long jump
Not to sound like I 'peaked in high school' or anything, but I did jump a whopping 5.5 meters.
It was probably due in part to my overdeveloped leg muscles from taking ballet lessons since the age of two.
We're a Trek Bike family
I just got a new Trek Bike - a Marlin 5 Gen 3 for myself, as well as a Precaliber 16 for my daughter.
We plan on teaching her how to ride without stabilisers on her new bike, which she'll get for her 5th birthday!
I've done downhill mountain biking in Fernie, British Columbia
My first experience with downhill mountain biking was in Fernie, British Columbia. During the summer months, the ski resort operates lift-assisted access to its grassy runs and broken trails, including some tasty features.
I was a novice, but I loved it!
Would you like to know more?
I've compiled more of my work into a Canva Whiteboard for your review.
It includes more visual samples of my work, as well as snapshots of my project management skills, webpage redesign work, and more.