Professional Summary
Customer-centric marketing and strategy leader with extensive experience aligning senior stakeholders and cross-functional teams around growth, customer experience, and transformation initiatives. Skilled in translating consumer insights, market research, and complex business challenges into clear strategies, future-state visions, and actionable roadmaps. Proven ability to drive organizational alignment, simplify complexity, and deliver measurable outcomes across healthcare, financial services, technology, entertainment, and CPG.
Work Experience
Clients: Cineplex, Loyalty One, TELUS, NTT Data, Vepdeg, Arvinas, Manulife
- Conducted a current-state capability assessment across users, process, technology, and data, identifying gaps and opportunities against industry best practices.
- Utilize qualitative and quantitative research, personas,
competitive analysis, and user research, to develop digital
strategies and unify a fragmented digital ecosystem.
- Developed a capability matrix and gap analysis framework to evaluate the capabilities required to achieve the future-state vision and prioritize transformation initiatives.
- Leverage user research, and analytics tools (Adobe and
Google Analytics) to identify business drivers, analyze user
behaviour, and scale personalization, translating insights into
actionable recommendations.
- Prioritized initiatives based on business impact, organizational readiness, and implementation complexity, translating strategic recommendations into an actionable transformation roadmap.
- Developed a phased implementation plan, including initiative sequencing, timeline planning, and cost-benefit considerations, enabling leadership to operationalize the future-state vision.
- Co-led strategy development for NTT DATA's global website
transformation, establishing a North Star vision for a unified
brand, personalized experiences, and globally scalable
content.
- Served as the conduit between Marketing and Agency teams, focusing on transparency and communication to ensure appropriate delivery of campaigns driven by data 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 optimisation to ensure strategies remained tightly aligned with business objectives and brand growth.
- 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 cross-functional teams to deliver integrated marketing initiatives, fostering collaboration and high engagement across stakeholders.
- 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.
- Advanced organizational mission by developing integrated communication strategies and fostering community engagement.
Clients: Andrew Peller, Barilla, Bayer Inc., Kruger, Lantic, McCormick, Parmalat, Red Prince
- Developed strategic briefs, marketing plans, scopes of work, critical paths, and budget forecasting documents to ensure clarity, alignment, and operational rigour 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.
- Drove brand growth for healthcare and CPG clients through innovative, integrated marketing strategies.
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.