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Strategic B2B Marketing Leader | Drive Business Results | Empower People
Strategic, award-winning B2B marketing leader with 20+ years of agency and enterprise experience driving revenue growth through technology, analytics, and data-driven insights for global brands across industries. Skilled in developing highly targeted, multi-channel programs that align sales and marketing to deliver measurable business results.
Proven expertise in shaping vision, defining marketing strategy, and leading high-performing teams to execute demand generation and account-based marketing (ABM) initiatives. Experienced in driving change, optimizing business processes, and implementing innovative approaches to enhance marketing effectiveness.
Recognized for building collaborative, results-oriented teams that thrive in dynamic environments—while fostering a fun and engaging culture for people to do their best work. Passionate about mentoring and empowering teammates to achieve their career goals and celebrating their successes.
Known for my energetic people-first leadership style that fosters strong relationships and inspire collective success.
Alison Spehar
SENIOR B2B MARKETING LEADER
519-496-3587
Email:
Location:
Kitchener, Ontario
EXPERIENCE
2022-2025
Senior Director, Marketing
NORTHERN COMMERCE
Marketing leader on both the Northern Leadership and Revenue Leadership teams, driving organizational strategy, revenue planning, and target-setting to achieve business growth objectives. Established and led a new marketing function to support demand generation, aligning closely with Sales, Client Experience, Solutions, Technology, and Industry teams to develop integrated strategies that deliver measurable results. Designed and implemented foundational marketing processes, including technology integration, database management, and performance reporting, to optimize marketing effectiveness and support revenue goals.
2019-2022
Sr. Director, Demand Marketing Strategy
QUARRY INTEGRATED COMMUNICATIONS
Consult with senior leaders at leading global B2B technology and SaaS companies to develop and execute demand generation and account-based marketing strategies that align with sales and deliver measurable business results. Partner to design targeted, multi-channel programs that drive engagement and accelerate the buyer journey. Collaborate on customer insights, research, brand strategy, and data analytics initiatives. Facilitate cross-functional collaboration, stakeholder alignment, and client education. Support client adoption of modern marketing practices by leveraging data, analytics, and marketing technology.
Key Clients: ZS & Associates, Bitrise, Graebel, Salesforce.com, Zebra Technologies, SAP Concur, O.C. Tanner, Kijiji Canada (EBay), Google (Cloud API Solutions), FIS, Fairstone Financial and Axonify
2016-2019
QUARRY INTEGRATED COMMUNICATIONS
Sr. Director, Client Results
Partner with senior B2B marketing leaders to develop and execute highly targeted, multi-channel demand generation and account-based marketing strategies that engage the right buyers at the right time, delivering measurable results. Lead cross-functional client account teams to ensure strategic alignment and successful execution of all engagements. Manage a $3M client portfolio, driving growth, profitability, and exceptional client experiences.
Key Clients: Equifax, Ebay / Kijiji Canada, Fairstone Financial, Magnet Forensics, Broadridge Financial, Graebel, Nutanics & VersaCold
2016-2016
Director, Customer Relationship Marketing & Demand Generation
PUROLATOR INC.
Consolidated and led commercial marketing teams (Retail, Small Business, and Field Marketing), managing $1.2B in enterprise-wide demand generation and customer management marketing. Developed integrated marketing plans and strategies aligned with business and segment objectives. Streamlined business processes, optimized resources, and managed a $4M budget. Championed disciplined processes and best practices for data-driven program management, analytics, and reporting to enhance performance and outcomes.
2014-2016
Director of Marketing - Small Business & Retail
PUROLATOR INC.
Led a team of eight marketers managing Small Business and Retail segments worth $300M, developing strategies and marketing plans within a $3M budget. Managed Retail Operations with $15M P&L responsibility, overseeing 40 shipping centers, 220 employees, and a network of 1,300+ locations, including terminals, drop boxes, agents, and partners.
2001-2014
Marketing Manager /Segment Manager/ Sr. Marketing Manager Roles (Progressive)
PUROLATOR INC.
Built the SMB marketing department and led a team to develop and execute integrated, data-driven CRM programs focused on acquisition, onboarding, retention, loyalty, and cross-sell strategies. Established disciplined planning, program execution, and budget management processes, including comprehensive measurement, performance reporting, and ROI analysis.
Circle of Excellence Award Winner for Outstanding Achievement in Marketing (2014)
1998-2001
Account Executive / Account Manager
RAPP COLLINS WORKWIDE
Developed and managed award-winning integrated database marketing programs for both B2B and B2C clients, including strategy, planning, creative execution, production and data requirements, and project and budget management.
Key Clients: UPS, Purolator, ScotiaBank, Union Energy / Union Gas, MTS
EDUCATION
1994-1998
Honours Bachelor Business Administration
WILFRID LAURIER UNIVERSITY
Graduated with Honours BBA, with a focus in Marketing and a minor in Economics
INDUSTRY AWARDS & RECOGNITION
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INDUSTRY EXPERIENCE
EXPERTISE
Strategy & Planning
Strategic leader with expertise in business planning and marketing strategy, aligning sales and marketing targets and initiatives to drive growth. Skilled in cross-functional collaboration to planning and executing high-impact go-to-market plans to achieve objectives.
Account-Based Marketing
Award-winning expert in Account-Based Marketing, driving high-impact, multi-channel strategies that align marketing and sales for measurable revenue growth. Successfully deliver industry-recognized ABM programs that accelerate pipeline performance for global brands.
Team Leadership
Recognized leader in building and empowering high-performing teams, fostering collaboration, innovation, and growth. Experienced in developing talent, creating a results-driven culture, and aligning cross-functional teams to achieve impactful outcomes and growth.
Integrated Campaigns
Results-driven marketer with deep expertise in campaign planning and execution, creating high-impact, multi-channel programs that engage and drive revenue. Skilled in developing data-driven demand generation, digital marketing and account-based strategies that perform.
Brand Building
Experienced in brand strategy and development, crafting insight-driven messaging, positioning, and segmentation to elevate market presence. Led brand transformations, ICP/ definitions, activation plans, and multi-channel storytelling to drive engagement and growth.
Sales & Marketing Integration
Senior leader skilled in collaborating and integrating sales and marketing to drive revenue growth. Proven success in aligning teams, processes, reporting and technologies to optimize lead generation, pipeline management, and full-funnel performance.
Technology & Automation
Skilled in leveraging technology and automation to drive efficiency, optimize marketing performance, and enhance decision-making. Proficient integrating marketing, sales and analytics tools to streamline workflows, enable funnel reporting, and maximize campaign impact.
Data & Analytics
Data-driven marketer skilled in leveraging data and analytics to optimize strategies, measure performance and drive growth. Adept at using insights for personalization, segmentation, pipeline modeling and reporting to enhance decision-making and campaign effectiveness.
Driving Results
Results-driven marketing leader with a proven track record of driving revenue and performance. Expertise in leveraging data, technology, demand strategies and cross-functional collaboration to align on objectives and deliver measurable business outcomes.
SKILLS
Leadership
Strategic Planning
Change Management
Facilitation
Coaching & Development
Financial Management
Project Management
Cross-functional Collaboration