Professional Summary
Strategy consultant with extensive experience in delivering strategies across B2B and B2C industries, including financial services, technology, and entertainment. Skilled in aligning cross-functional teams and executive stakeholders around business goals and high-impact, performance-driven initiatives that drive revenue growth, market expansion, and competitive positioning. Experienced in conducting market and competitive analysis, synthesizing data-driven insights, and operationalizing strategy to optimize business performance and inform executive decision-making.
Work Experience
Clients: Cineplex, Loyalty One, TELUS, NTT Data, Vepdeg, Arvinas, Manulife
- Develop strategies that align business goals with user needs across financial services, technology, and entertainment sectors.
- Conduct market and competitive analysis, leveraging research, personas, and performance data to guide digital transformation and growth strategy initiatives.
- Collaborate with executive and cross-functional teams to shape strategic roadmaps, operationalize plans, and execute initiatives that drive revenue growth and improve competitive positioning.
- Leverage user research and analytics tools (Adobe and Google Analytics) to identify business drivers, analyze user behaviour, and scale personalization for business performance optimization.
- Strategic lead in large-scale transformation projects, consolidating fragmented digital properties into unified ecosystems through domain rationalization, AEM implementation, and design system standardization (Figma, Zeroheight, React).
- Support teams in adopting modern digital stacks and analytics capabilities to enable sustainable long-term growth and operational excellence.
- Served as the conduit between Marketing and Agency teams, ensuring transparency and communication for effective execution of data-driven campaigns aligned with commercial strategy.
- Drove a unified, data-driven strategic approach that integrated performance metrics with business priorities across LinkedIn, social media, email, and Deloitte site pages.
- Advised senior leadership on campaign planning and optimization, ensuring strategies remained tightly aligned with business objectives and market opportunities.
- Leveraged Eloqua, Adobe, and Google Analytics to define goals, assess execution options, run A/B tests, and implement in-flight performance adjustments for continuous business performance improvement.
- Ensured campaign execution was supported by clear communication, measurable KPIs, and continuous learning to strengthen both immediate outcomes and long-term growth.
- Led a team of 8 to educate consumers on sustainability and renewable energy through meetups, social events and hands-on workshops.
- Spoke and acted as moderator at events with 50+ attendees every few months, with sessions lasting up to two hours.
- Managed monthly e-newsletters distributed to 600+ subscribers.
Clients: Andrew Peller, Barilla, Bayer Inc., Kruger, Lantic, McCormick, Parmalat, Red Prince
- Developed strategic briefs, commercial marketing plans, scopes of work, critical paths, and budget forecasting documents to ensure clarity, alignment, and operational rigor across all initiatives.
- Led end-to-end planning and execution of multi-platform campaigns integrating digital, promotional, and social strategies to drive consumer engagement and measurable sales outcomes.
- Executed comprehensive campaigns comprising contest websites, digital advertising, consumer promotions, fulfillment, social media management, POS, e-newsletters and microsites.
- Created strategic creative briefs that aligned directly with client business objectives and ensured cross-functional teams executed against clear, insight-driven direction.
- Managed six- to seven-figure campaign budgets, ensuring efficient allocation, performance optimization, and accountability to financial and strategic targets.
- Collaborated with cross-disciplinary teams to deliver cohesive brand storytelling tailored to audience needs and market trends.
Clients: GM Canada, GM Canada - Goodwrench Parts & Service
- Managed three team members and provided ongoing mentorship, including performance reviews and professional development support.
- Worked directly with the VP Group Account Director to deliver strategic marketing guidance to the Goodwrench client during brand planning and program launches.
- Oversaw the execution of all digital video campaigns for the Goodwrench and Optimum websites, ensuring delivery within budget and meeting performance expectations.
- Partnered with social planners to develop the Facebook social strategy for Goodwrench's 2012 planning cycle.
- Headed the development of five Goodwrench videos featured on the brand's YouTube channel, supporting stronger digital engagement.
- Developed BCRs to support internal alignment and project approvals.
- Authored communication briefs to guide consistent messaging and cross-functional execution.