Professional Summary
Lead integrated marketing initiatives across B2B and B2C, building strong client relationships and serving as a reliable day-to-day partner. Turn strategic thinking into compelling, effective creative while coordinating cross-functional teams to deliver cohesive work across ATL and BTL marketing. Comfortable navigating complex briefs, aligning diverse stakeholders, and identifying opportunities that drive both brand impact and business results.
Work Experience
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.
- Served as the conduit between Marketing and Agency teams, focusing on transparency and communication to ensure appropriate delivery of integrated 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.
- 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.
- Provided clear guidance, prioritization, and day-to-day leadership to team members, fostering a collaborative and solutions-oriented culture.
Clients: Andrew Peller, Barilla, Bayer Inc., Kruger, Lantic, McCormick, Parmalat, Red Prince
- Managed day-to-day client engagements, building trusted partnerships and ensuring alignment across all workstreams.
- Led end-to-end planning and execution of integrated campaigns across digital, promotional, and social channels to drive consumer engagement and measurable sales outcomes.
- Oversaw timelines, budgets, and deliverables, ensuring campaigns were on brief, on time, and on budget.
- 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.
- Provided day-to-day leadership to account executives, and account coordinators, supporting operational efficiency and high standards.
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.