With almost twenty years in progressively senior marketing roles, this award winning marketer has been at the heart of many beloved brands, including Canadian favorites Moose Light, Alexander Keith’s and Swiss Chalet. Most recently, Hayley was Chief Marketing Officer at Elandas, a technology start-up in Saint John, where she managed marketing strategy and execution for the company and its products. Her role included directing PR, digital strategy, branding and positioning, market research, promotions, product launches, securing funding, strategic partnerships and commercialization strategies.
It was there she became passionate about using her expertise to help other entrepreneurs be more purposeful with their marketing efforts. In November 2017, she founded Marketing On Purpose and is now arming small business owners with the knowledge and individual support they need to build solid brands and growth strategies for their companies.
Earlier in her career, she was a member of the marketing team that brought the Alexander Keith’s Nova Scotia Brewery to life in Halifax, introduced Keith’s beer as a more contemporary brand with “1820”, a wildly successful eighteen hour concert, and launched multiple line extensions. While working on the Alexander Keith’s brand, both within Labatt and then later as their agency account executive, the brand grew to and remained the #1 premium domestic brand in Canada.
Later, she was recruited to work with newly established Maxxium Canada where she created and implemented regional strategies for more than twenty wine and spirit brands (inc. Jim Beam, Absolut, Wolfblass, Jagermeister) in Atlantic Canada.
Hayley also made a mark as a senior marketer with Swiss Chalet, Canada’s #1 Family Restaurant, where she inspired over 200 restaurant managers and franchises to increase fundraising for Children’s Miracle Network. The hugely successful cause related marketing campaign increased funds raised by nearly 300 percent. She also partnered with Today’s Parent Magazine to create on a joint initiative to bring back “family time.”
While working as a Senior Brand Manager at Moosehead, she was instrumental in the re-positioning of Moose Light and bringing new innovative campaigns to market like the award winning Moose Light Beer League, Moose Light On-Deck and a Grand-a-day Giveaway.
She gets fired up about creating consistent brand experiences and using research to build brands that drive emotional response and sales. Throughout her career, she’s launched several brands and line extensions, repositioned brands, and managed hundreds of promotions as well as multiple TV, radio, online, email, loyalty and traditional media campaigns. She is highly skilled in working with brands across an array of industries to create their “digital voices” and drive customer engagement.
She’s been a guest speaker for the UNB Master’s Program Entrepreneurship class, has been highlighted as an industry expert on influence and engagement in a PharmaForce webinar and as a leadership expert in the “Fine Things” Vlog. Hayley is also a member of the Varanda Network and acts as the branding and strategic Marketing coach for export clients.