ArditaLilaj

Portfolio / 2026

Marketing & brand leadership

Selected work / 2016—2026

Portfolio / marketing leadership / 2026

Ardita
Lilaj

Senior Marketing & Brand Leader

15+ years building brands, integrated campaigns, demand-generation programs and customer experiences across B2B and B2C markets in Canada and the United States.

I work at both levels a senior role requires: setting direction with executives and staying close enough to execution to make sure the work is commercially useful, coherent and finished properly.

Based
Innisfil, Ontario · GTA
Target
Director of Marketing · Senior Marketing Manager · Brand Leadership
Markets
Canada · United States · B2B · B2C
Languages
English · Albanian · Italian · Spanish · French
Review selected work Email Ardita Open résumé
Ardita Lilaj
Ardita LilajSenior Marketing & Brand Leader
15+years across marketing, brand and sales
3brands led in one operating portfolio
189dealers in a national network
$175Kincremental revenue from a five-week program

01

Selected work

Five bodies of work. Ordered by what a hiring team should see first.

The strongest strategic and commercial work leads. Supporting execution stays available, but it no longer competes with the projects that best demonstrate senior-level ownership.

01Multi-brand system + complete digital customer pathSarjeant Co. · Sarjeant Propane · Custom Concrete Northern02Canada–U.S. go-to-market translated into a field experience3G Lighting03A national dealer program rebuilt around measurable dealer valueShnier · FloorsFirst Canada04National sales programs, editorial and operating improvementMetrie05Focused brand and digital systems for owner-led businessesRecent independent direction

Sarjeant Co. · Sarjeant Propane · Custom Concrete Northern / 2023—present

From a blank page to a three-brand operating system.

A growing, multi-location organization needed one standard across three brands and every major customer touchpoint. The mandate joined strategy with direct creation: brand architecture, digital experience, copy, campaign systems, sales material and field rollout.

Role
Marketing & Branding Senior Manager
Scope
Strategy, research, UX/content architecture, copy, design, rollout, PR, vendors and performance
3operating brands
8 + 4locations + sub-locations
7 weeksfield rebrand
~3 monthswebsite to launch
< $6Kexternal build cost

End-to-end ownership

I created the customer-facing system from scratch.

Research, site architecture, page concepts, copy, visual direction, responsive experience, SarjeantCONNECT portal journey, campaign language and launch QA were created and directed by me. IT and an external developer handled production implementation; the strategy, content and customer experience were mine end to end.

Sarjeant Propane website presented across desktop screens
Primary digital platformWebsite system · research, structure, copy, visual direction and launch

Digital blueprint / complete system

Not one homepage. A complete customer path.

Each frame is the actual page capture. Scroll inside the long frames to review the work rather than enlarging a low-resolution thumbnail.

Full Sarjeant Propane account hub page showing desktop and mobile customer account experiences
01 / Account hubDesktop + mobile account journey · SarjeantCONNECT
Full Sarjeant Propane residential website page
02 / ResidentialHomeowner path · offer, proof, service and conversion
Full Sarjeant Propane commercial website page
03 / CommercialBusiness path · segmented value proposition and lead capture
Full Sarjeant Propane leak detection and safety page
04 / SafetyLeak detection · education, trust and action path

SarjeantCONNECT / portal experience

The service experience continued after the website.

Account access, tank visibility, payments and customer service were treated as part of the same branded journey—not a separate utility.

SarjeantCONNECT customer portal dashboard
Portal dashboard · customer account experience
SarjeantCONNECT portal presented within the Sarjeant Propane website
Portal entry · connected website path

Brand in the field

The system had to survive outside the screen.

Sarjeant fuel pass card and wallet presentation
Fuel PassCustomer acquisition · sales enablement · physical product
Sarjeant branded commercial vehicle wrap
Fleet standardMulti-brand field application
Sarjeant multi-location exterior sign system
Location identityDirection · design · rollout

3G Lighting / 2021—2023

Canada–U.S. go-to-market translated into a field experience

A national product story had to work at every scale: digital presentation, sales tools, product education, trade-show space and a mobile showroom that could travel directly to customers in Canada and the United States.

Role
Senior Marketing Manager / Designer — Canada & USA
Scope
Planning, positioning, brand standards, website, product content, sales tools, training and field logistics
2 marketsCanada + United States
3Giintegrated system launch
Web → fieldone connected story
3G Lighting mobile showroom on site at night
Turning It On Again · mobile showroom in market
3G Lighting mobile showroom with visitors
Field experience · customer-facing environment
3G Lighting ZOIE product specification story
ZOIE · product narrative and sales-ready specification
3G Lighting trade-show booth material and product display
Trade-show system · material, product and brand presentation

Shnier · FloorsFirst Canada / 2019—2021

A national dealer program rebuilt around measurable dealer value

Demand generation and dealer marketing were reorganized around acquisition, retention, expansion and digital usefulness for a national independent network. The work was less about adding material and more about making the program easier to use and more economical to operate.

Role
Marketing Programs Manager — Canada
Scope
Demand generation, segmentation, dealer communications, digital, partnerships, events, reporting and vendors
189dealer network
$50M+annual network revenue
−48%program cost
+32%web traffic
$7.5K/movendor cost removed
FloorsFirst Structure and Style homeowner guide shown as a complete editorial system
Structure & Style · homeowner education and program literature
FloorsFirst Structure and Style editorial spread
Editorial detail · shown at source size to preserve clarity

Metrie / 2016—2019

National sales programs, editorial and operating improvement

Customer experience, merchandising, sales operations and executive support came together across editorial, national reporting, trade programs and channel activation inside a large North American building-products organization.

Role
Customer Experience / Marketing & Merchandising Supervisor; National Sales Coordinator
Scope
Merchandising, sales planning, editorial, reporting, presentations, national meetings and partner management
5 + 26plants + distribution centres
1,000+staff network
$175Kincremental Q4 revenue
$87Kannual savings
Metrie 2019 Trend Report photographed on a worktable
2019 Trend Report · research translated into customer-facing editorial
Metrie Artisan Explorer design palette
Artisan Explorer · colour, material and finish direction
Metrie trend report editorial spread
Editorial system · trend narrative
Metrie moulding and trim catalogue cover
Product literature · category presentation
Printed Metrie trend report photographed on a desk
Physical output · finished report

Recent independent direction / 2025—2026

Focused brand and digital systems for owner-led businesses

Recent independent work applies the same direct model at a smaller scale: clarify the offer, organize the customer path and carry one voice across the identity, website, service architecture and product experience.

Role
Marketing Director / Creative Lead
Scope
Positioning, identity, website strategy and design, copy systems, service architecture and launch content
Identity → siteone brand system
Site → portalconnected experience
Strategy + builddirect ownership
Deck and Ledger website homepage
Deck & Ledger · positioning, identity, website and copy
LedgerFlow client portal landing page
LedgerFlow · connected client portal experience
Deck and Ledger founder introduction social post
Brand voice · founder introduction
Deck and Ledger LedgerFlow social announcement
Product story · LedgerFlow launch

02

Curated work archive

Supporting proof, without letting the small work overpower the strong work.

A tighter archive across brand, digital, campaign, editorial, sales enablement and field execution. Low-resolution details are intentionally not promoted into oversized hero images.

25 selected pieces

03

Professional record

Marketing leadership grounded in commercial operations.

Experience across strategy, sales, customer operations, merchandising, digital delivery, national programs and executive partnership.

Sarjeant Co. / Sarjeant Propane / Custom Concrete Northern

Marketing & Branding Senior Manager

Three-brand strategy and hands-on delivery across multi-location growth, websites, PR, campaigns, sales material, community engagement and vendor leadership.

3G Lighting · Canada & USA

Senior Marketing Manager / Designer

Integrated planning and creative direction across web, product content, sales tools, launches, training and field experiences.

Shnier · FloorsFirst Canada

Marketing Programs Manager — Canada

National dealer demand generation across acquisition, retention, digital conversion, program modernization and vendor economics.

Metrie

National Sales Coordinator; Marketing & Merchandising Supervisor

National sales programs, forecasting, customer experience, merchandising, editorial and operating improvement.

Crane Supply Canada · ROYAL Building Solutions

Sales, customer relations and communications

A practical foundation in construction, industrial and building-products customers, field operations and full-cycle sales.