As a new feature on ITBusiness.ca for our special CMO Digital section, we’re featuring profiles of Canadian chief marketing officers and marketing executives. If you’re a CMO and you’d like to be included, get in touch by tweeting at @ITBusinessca

Name: Mary-Ellen Power
Title: vice-president of marketing
Company: e-signatures firm Silanis (Montreal)

Mary-Ellen Power_Silanis-profileHow long have you been in your role?

Nearly 15 years, I am responsible for branding, public relations and social media, product marketing and analyst relations, partner marketing and lead generation.

What’s your favourite smartphone app and why?

I have two. Twitter as a marketer because it forces you to communicate your message very succinctly. I also benefit as a reader for the same reasons; I can quickly scan and determine if the information is of interest to me. In a recent campaign we used Twitter very effectively by including pictures of our customers and prospects, which they then retweeted to their network. It brought in a very personal element that allowed us to make an immediate connection with them.

As for my personal life, I would say www.allrecipes.com which was recommended by a good friend who is always trying out new recipes. The great thing about the app is that it will adjust proportions to the number of people in real time so if you are at the grocery store shopping and need to add two more people to dinner, it will increase the portions accordingly.

What is the most significant way you see the marketing field changing in the next five years?

The availability to monitor and measure nearly everything is giving the marketer the ability to create an end-to-end lead generation and nurturing process that creates a predictable pipeline and sales forecast. You can track the customer’s entire journey, which provides tremendous insight for a marketer considering so much of the journey today is through self-research and evaluation. Metrics identify where things are or aren’t working. You can then take corrective action or a calculated increase in investment knowing the outcome. Combine those metrics with customer personas and you can start predicting pipeline and forecasts.

Do you have a morning routine, if so, what does that look like?

The first thing I look at every day is our lead generation report from the night before while making my first cup of coffee and the kids get up. Then I look to see if any announcements were made by our competition. Then I scan my email for anything urgent that may have come in the night before. I examine where I am the bottle neck and take care of that quickly so team members can progress. Then I sort out my two to three top priorities for the day.

Best theme music for when a campaign closes?

Black Eyed Peas – I Gotta Feeling.

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