Professional Summary
Strategic marketing and consumer insights leader with experience uncovering customer needs, identifying growth opportunities, and translating research and market insights into actionable business strategies. Skilled at aligning cross-functional teams, simplifying complex challenges, and turning consumer understanding into meaningful action that drives customer engagement, brand growth, and business performance.
Work Experience
Clients: Cineplex, Loyalty One, TELUS, NTT Data, Vepdeg, Arvinas, Manulife
- Led stakeholder interviews, customer research, and competitive analysis for Cineplex's enterprise-wide customer experience transformation, helping define a future-state vision spanning theatres, Rec Room, Playdium, and streaming experiences.
- Develop customer journey frameworks across Awareness, Consideration, Purchase, and Loyalty stages, identifying unmet customer needs, experience gaps, and strategic opportunities to improve engagement and long-term loyalty.
- Facilitate alignment workshops with product, marketing, digital, and executive stakeholders, translating diverse perspectives into a shared strategic direction and prioritized roadmap for investment.
- Led discovery and strategic assessment for NTT DATA's global website transformation, identifying opportunities to address fragmented customer experiences, inconsistent brand messaging, and disconnected content strategies across international markets.
- Synthesize stakeholder feedback, user research, ecosystem audits, and competitive insights into a North Star vision for a unified global customer experience, brand platform, and personalization strategy.
- Conduct capability assessments and gap analyses across people, process, technology, and data for a global pharmaceutical launch, identifying the organizational capabilities required to deliver a future-state omnichannel customer experience.Design future-state operating models, capability frameworks, and phased implementation roadmaps that connected customer needs, business priorities, and organizational readiness into actionable transformation plans.
- Design future-state operating models, capability frameworks, and phased implementation roadmaps that connected customer needs, business priorities, and organizational readiness into actionable transformation plans.
- Served as a senior strategic partner between Marketing and Agency teams, ensuring consumer insights and data-driven strategy informed campaign planning and execution.
- Drove a unified, insight-to-action approach integrating performance metrics, consumer research, and business priorities across LinkedIn, social media, email, and Deloitte site pages.
- Advised senior leadership on campaign optimization, translating complex findings into clear recommendations and prioritized actions that accelerated business growth.
- Utilized Eloqua, Adobe, and Google Analytics to define goals, assess execution options, run A/B tests, and implement in-flight performance adjustments based on consumer data.
- Ensured campaign execution was supported by measurable KPIs, clear communication, 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 research-driven meetups, social events, and hands-on workshops.
- Spoke and acted as moderator at events with 50+ attendees, translating complex topics into actionable insights for diverse audiences.
- Managed monthly e-newsletters distributed to 600+ subscribers, leveraging consumer feedback to optimize content and engagement.
Clients: Andrew Peller, Barilla, Bayer Inc., Kruger, Lantic, McCormick, Parmalat, Red Prince
- Developed strategic briefs, marketing plans, and research-driven scopes of work to ensure 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 brand growth.
- 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 and actionable insights 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, leveraging consumer insights to inform content.
- Authored communication briefs to guide consistent messaging and cross-functional execution.