OVERVIEW

Karen Hope has first-hand experience running small businesses. In 1995, she voluntarily left the security of her full-time job at Eau Claire Market to start her first business, The Marketing Edge, which quickly became a busy and profitable marketing consultancy practice. There was a break from The Marketing Edge (2004 – 2009) while she was growing her second business, Cattle Boyz Foods Ltd. and raising her daughter, Kaitlyn.  In 1998, she took Cattle Boyz Original BBQ Sauce to market, and within the same year became the co-owner and managing partner of the newly established company, Cattle Boyz Foods Ltd. For 11 years, Karen independently managed and marketed Cattle Boyz products, growing sales from zero into the millions. Today Cattle Boyz’s sauces are sold at major grocery stores across Canada including Costco, Safeway, Superstore and Sobeys.

Karen has also developed and effectively managed million dollar marketing plans and budgets for employers in the retail industry. With a Degree in Public Relations, her first ten years were spent working in various Marketing Directorship positions for shopping centres like West Edmonton Mall, Kingsway Garden Mall and Eau Claire Market. Over the past 20 years, she has coordinated and implemented successful award-winning marketing plans and gained impressive publicity for her works.

CAREER ACTIVITY

2010 - Present

THE MARKETING EDGE LTD.

President/ Marketing Expert

• Developed extensive cutting edge website that focuses on the talents of Karen Hope as a tried and true expert marketer
• Providing consulting, guidance and creative development services
• Presenting seminars to educate business owners about marketing
• More results to come!

1998 - 2009
CATTLE BOYZ FOODS LTD.
Managing Partner/50% Owner

• Pioneered & grew Cattle Boyz Foods Ltd. into a company that specializes in the marketing & distribution of gourmet barbecue sauces & spices sold through major grocery & wholesale stores, distributors & Internet retailers across Canada & the U.S
• Responsible for bringing a product to market & building sales from zero to $2.5 million within 8 years
• Successfully sold shares to partner
• Created a company that ranked #18 out of 25 companies under $20 million with 74% sales growth over 3 years in Venture Magazine's 2006 Fastest Growing Alberta companies report.
• Implemented marketing and sales strategies to develop new market sectors through Canada & the U.S while also building an extensive network of sellers, ranging from distributors & brokers to large national mass wholesalers
• Managed all company marketing activities, including budgeting; planning & implementing; advertising & promotional activities
• Managed the manufacturing, warehousing, shipping & staffing for the company, overseeing 2 administrators
• Acted as the key spokesperson for Cattle Boyz during appearances on the Shopping Channel (TSC) to sell products & television news to profile barbecue recipes
• Negotiated contracts & programs with buyers from major grocery retailers like Costco, Wal-mart and Loblaw's, expanding the product across the country
• Created, marketed & evolved the company’s website over 11 years
• Implemented SEO strategies which increased exposure for the brand in North America
• Organized & attended industry trade shows in Canada and the U.S which expanded awareness & distribution
• Developed fundraising programs that enabled charities & non-profit organizations to make money from Cattle Boyz products

1995-2004

THE MARKETING EDGE LTD.

President/ Marketing Strategist

• Operated successful consulting company for 8 years offering marketing & communication expertise to a variety of business types, including Shaw Communications, Visions Eye Care Centres, Valentine Volvo, Stampede Toyota, Burke Builders, Oxford Developments, Stewart Green Properties, The Bargain Finder, Street-side Developments, Real Star Property Management, 20-Vic, SCI Funeral Homes and many others
• Managed & marketed a product and service based company simultaneously
• Starting in year 1, generated net sales revenues that far exceeded the earnings of my past employed positions
• Purchased $1 million worth of revenue properties through the company from retained earnings

1993 - 1995
EAU CLAIRE MARKET

Marketing Director

• Developed and implemented successful high profile grand opening event that captured publicity and recognition within Calgary
• Set up marketing department including systems for administrative & maintenance support
• Developed & implemented annual marketing plans, initiating many first time programs that created an awareness for the new Market & an unique environment for shoppers
• Launched numerous special events and promotions that involved the City of Calgary festivals, non-profit groups and buskers, attracting crowds and press coverage
• Won Gold Award from The American Marketing Association for developing and implementing the marketing plan (1994-1995) that measurably achieved its objectives.
• Negotiated contract to work with management team as a consultant for 2 years after employment
• Promoted this achievement to the Calgary Herald, receiving publicity called “Even the Boss May Help you Go Out on Your Own”

1989 - 1993

STEWART GREEN PROPERTIES LTD

Marketing Director

• Managed the marketing for Stewart Green’s three shopping centres: Brentwood Village, Willow Park Village & for a longer term, Kingsway Garden Mall
• Developed & implemented annual marketing plans with budgets valued as high as $1 million, including advertising, promotions & customer service strategies
• Attracted large crowds to centres through imaginative events & advertising strategies
• Responsible for developing and directing all of the promotional themes, copy and creative
• Increased budget power through creative rate negotiation & value added promotions
• Increased overall shopping centre sales for Kingsway Garden Mall three years in a row
• Contracted back by Kingsway Garden Mall management in 1995 to assist with the development of advertising and marketing programs for 2 years

1987 - 1988
WEST EDMONTON MALL
Marketing Director of Parks & Attractions

• Developed and implemented a variety of successful sales promotions & special events for the Attractions Division: World Water Park & the Galaxy Amusement Park, generating revenue for Triple 5 Corporation
• Conducted numerous promotional events that measurably increased gate sales to the parks

EDUCATION

1984 - 1986

Halifax, Nova Scotia
MOUNT SAINT VINCENT UNIVERSITY

• Bachelor of Public Relations degree

1980 - 1982
Calgary, Alberta
MOUNT ROYAL COLLEGE

• Public Relations diploma

FAVORITE HOBBIES

• Painting & Poetry
• Travelling – USA, Caribbean, Europe, Mexico, Costa Rica
• Physical Activity – Badminton, yoga, weights, golf, biking
• Being a Mom – Love everything about having a daughter

PROFESSIONAL AFFILIATIONS

• Calgary Glencoe Club, Member
• Alberta Food Processors Association (AFPA), Member
• Calgary Marketing Group, Member
• Mentor for entrepreuners in Momentum Organization