Professional Summary
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
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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- 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.
- 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, 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.
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.