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Professional Summary

Before

Digital marketing strategist with experience leading integrated strategies across B2B and B2C industries. Skilled in aligning cross-functional teams around business goals and performance-driven initiatives that accelerate demand generation and optimize the full marketing funnel. Experienced in uncovering deep user-centric digital needs through market research, user insights, and end-to-end journey mapping to inform impactful digital experiences.

After

Digital marketing and consumer insights strategist with extensive experience leading integrated strategies across B2B and B2C industries, including CPG and financial services. Proven ability to align cross-functional teams and senior leadership around business goals. Expert in uncovering deep user-centric needs through market research, qualitative and quantitative insights, and end-to-end journey mapping to inform impactful digital and brand experiences. Adept at synthesizing complex data into actionable insights, championing consumer-first thinking, and leading transformation agendas for sustainable growth.

Work Experience

Before

Strategy Consultant
Havas CX Canada, Toronto · 2022 - Present
Clients: Cineplex, Loyalty One, TELUS, NTT Data, Vepdeg, Arvinas, Manulife
  • Develop digital strategies that align business goals with user needs across financial services, technology, and healthcare.
  • Use research, personas, competitive analysis, and performance data to guide digital transformation, and funnel optimization.
  • Collaborate with cross-functional teams to shape strategic roadmaps and execute initiatives that improve customer experience from awareness through retention.
  • 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).
  • Support teams in adopting modern digital stacks and analytics capabilities to enable sustainable long-term growth.
Marketing Strategist, Manager | Marketing Technology
Deloitte Canada, Toronto · 2020 - 2022
  • 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.
  • 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.
Co-Founder
RESET Canada, Toronto · 2017 - 2020
  • 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
Senior Account Supervisor
Spider Marketing, Toronto · 2016 - 2020
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.
Account Supervisor
MacLaren McCann, Toronto · 2011 - 2013
Clients: GM Canada, GM Canada - Goodwrench Parts & Service
  • Managed three team members and provided ongoing mentorship, including performance reviews and professional development support.s
  • 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.

After

Strategy Consultant
Havas CX Canada · 2022 - Present · Toronto
Clients: Cineplex, Loyalty One, TELUS, NTT Data, Vepdeg, Arvinas, Manulife
  • Led experience strategy for Cineplex's customer experience transformation, defining a future-state vision across theatres, Rec Room, Playdium, and streaming services.
  • Utilize qualitative and quantitative research, personas, competitive analysis, and user research, to develop digital strategies and unify a fragmented digital ecosystem.
  • Facilitated stakeholder interviews and cross-functional workshops to align business objectives, customer personas, journeys, and brand positioning across the Cineplex ecosystem.
  • 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.
  • 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).
  • Partnered with design teams to translate strategy into experience concepts, roadmaps, and actionable implementation plans.test
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Marketing Strategist, Manager | Marketing Technology
Deloitte Canada · 2020 - 2022 · Toronto
Clients:
  • 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 optimization 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, translating data into actionable growth recommendations.
  • Ensured campaign execution was supported by clear communication, measurable KPIs, and continuous learning to strengthen both immediate outcomes and long-term improvement.
Co-Founder
RESET Canada · 2017 - 2020 · Toronto
Clients:
  • 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.
Senior Account Supervisor
Spider Marketing · 2016 - 2020 · Toronto
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 for CPG brands.
  • 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, supporting brand equity and growth.
Account Supervisor
MacLaren McCann · 2011 - 2013 · Toronto
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.

Education

Before

Bachelor of Arts - BA
Saint Mary's College of California

Double Major in Psychology and Communication

After

Bachelor of Arts - BA
Saint Mary's College of California

Double Major in Psychology and Communication

Skills

Before

  • Digital Marketing & Experience Strategy
  • Funnel Performance & Optimization
  • Stakeholder Alignment & Strategic Consulting
  • Persona Development & Customer Journey Mapping
  • Data-Driven Insights & Campaign Optimization
  • Competitive & Market Synthesis
  • Cross-Functional Team Leadership
  • Strategic Roadmapping & Prioritization
  • Workshop Design & Facilitation
  • Data Analysis and Interpretation

After

Skills
  • Consumer & Category Insights Leadership
  • Digital Marketing & Experience Strategy
  • Funnel Performance & Optimization
  • Stakeholder Alignment & Strategic Consulting
  • Persona Development & Customer Journey Mapping
  • Qualitative & Quantitative Research Methods
  • Data-Driven Insights & Campaign Optimization
  • Competitive & Market Synthesis
  • Cross-Functional Team Leadership & Coaching
  • Strategic Roadmapping & Prioritization
  • Workshop Design & Facilitation
  • Data Analysis and Interpretation
  • Storytelling & Executive Communication
  • Change Management & Transformation

Highlights

Before

  • Synthesized insights from 30+ stakeholder interviews to drive audience segmentation, inform persona development, and shape data-driven digital strategy
  • Initiated a Strategy Playbook that helps new strategists, and non-strategists understand how to successfully lead workshops, and apply strategic thinking across various projects.
  • Developed and facilitated workshops to align marketing, product, and cross-functional teams on strategic objectives and campaign priorities
  • Collaborated with teams to deliver Bayer's Aleve brand through integrated digital promotion and performance-focused planning
  • Led strategy, planning, and execution of full-funnel marketing campaigns that advanced growth and improved conversion outcomes

After

  • Synthesized insights from 30+ stakeholder interviews to drive audience segmentation, inform persona development, and shape data-driven digital strategy
  • Initiated a Strategy Playbook that helps new strategists, and non-strategists understand how to successfully lead workshops, and apply strategic thinking across various projects.
  • Developed and facilitated workshops to align marketing, product, and cross-functional teams on strategic objectives and campaign priorities
  • Collaborated with teams to deliver Bayer's Aleve brand through integrated digital promotion and performance-focused planning
  • Led strategy, planning, and execution of full-funnel marketing campaigns that advanced growth and improved conversion outcomes
  • Transformed fragmented digital ecosystems into unified platforms, enabling enterprise-wide capability elevation and improved insight-to-action leadership
  • Distilled complex research and analytics into clear, actionable recommendations that influenced brand strategy and accelerated business growth

Certifications

Before

AI for Everyone: Master the Basics
IBM
Digital Transformation Strategy: Discovering and Reaching New Markets
edX
Brand Management: Aligning Business, Brand and Behaviour
University of London
Business Strategy: Competitive Advantage
The Wharton School
Fundamentals of Digital Marketing
Google
Completed Web Development course
Juno College of Technology
Planning for a Sustainable Future with Wind, Water and Sun
Stanford University

After

AI for Everyone: Master the Basics
IBM

Digital Transformation Strategy: Discovering and Reaching New Markets
edX

Brand Management: Aligning Business, Brand and Behaviour
University of London

Business Strategy: Competitive Advantage
The Wharton School

Fundamentals of Digital Marketing
Google

Completed Web Development course
Juno College of Technology

Planning for a Sustainable Future with Wind, Water and Sun
Stanford University