Professional Summary
Digital marketing strategist with extensive experience leading end-to-end go-to-market (GTM) strategies and integrated campaigns across B2B and B2C industries. Skilled in aligning cross-functional teams; including Product, Sales, and Marketing, around business goals and performance-driven initiatives that accelerate demand generation, drive acquisition, adoption, and retention, and optimize the full marketing funnel. Experienced in translating product positioning into compelling customer messaging and launch plans, leveraging market research, user insights, and journey mapping to inform impactful digital experiences and measurable business results.
Work Experience
Clients: Cineplex, Loyalty One, TELUS, NTT Data, Vepdeg, Arvinas, Manulife
- Collaborate with the team to execute digital transformation projects, ensuring launch readiness, GTM sign-off, and consistent delivery across marketing, sales, and customer channels.
- Translate product and portfolio positioning into clear consumer messaging and launch plans, collaborating with Product, Marketing, and Sales teams.
- Lead growth initiatives focused on acquisition, adoption, expansion, and retention to drive revenue and customer lifetime value.
- Use research, personas, competitive analysis, and performance data to guide digital transformation and funnel optimization.
- Leverage user research and analytics tools (Adobe and Google Analytics) to identify business drivers, analyse user behaviour, and scale personalization.
- 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).
- Crafted and executed go-to-market strategies for multi-channel campaigns, ensuring measurable business results and alignment with business priorities.
- Served as the conduit between Marketing and Agency teams, focusing on transparency and communication to ensure appropriate delivery of campaigns driven by data strategy.
- Developed customer-facing positioning and messaging rooted in research and insight, integrating performance metrics with business priorities across LinkedIn, social media, email, and Deloitte site pages.
- Advised senior leadership on campaign planning and optimisation to ensure strategies remained tightly aligned with business objectives.
- Leveraged Eloqua, Adobe, and Google Analytics to define goals, assess execution options, run A/B tests, and implement in-flight performance adjustments.
- Ensured campaign execution was supported by clear communication, measurable KPIs, and continuous learning to strengthen both immediate outcomes and long-term improvement.
- Led go-to-market planning and execution for educational initiatives focused on sustainability and renewable energy.
- Developed and delivered clear messaging and positioning for consumer-facing events and 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 and executed go-to-market strategies for multi-platform campaigns, integrating digital, promotional, and social tactics to drive acquisition and retention.
- Created strategic briefs, marketing plans, scopes of work, and budget forecasting documents to ensure clarity, alignment, and operational rigour across all initiatives.
- Led end-to-end planning and execution of campaigns, ensuring launch quality, timing, and consistency across customer and sales channels.
- 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.
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.