- Championed the modernization of our Child Sponsorship product for alignment with evolving market needs, safeguarding practices, and anti-racist principles. - Leveraged internal and external insights, I developed and implemented strategic plans and prioritized roadmaps for digital and offline features.- Lead a comprehensive update and optimization of donor journeys across segments, ensuring a seamless and impactful experience.- Implemented digital enhancements, including SEO, web development, advertising, social media, and email marketing, to boost our online presence, enhance the marketing funnel, and drive revenue.

Responsible for the digital marketing for the organization, including email marketing, digital advertising, organic social media, web development, search engine optimization, paid search, web content, online event production, marketing automation, customer journeys, and digital analytics.

- Lead the digital marketing program and teams (email, web, SEO, SEM, paid social, digital advertising, analytics, CRO, UI, UX) with a focus on growing revenue, generating leads and marketing integration- Managed and coached the team of five direct reports through a time of significant organizational change, while establishing a shared vision and maintaining a strong focus on revenue generation- Defined the vision and managed the backlog or projects for redcross.ca as the product owner

- Developed, lead, and managed digital marketing strategies to maximize revenue and acquire and convert new leads- Collaborated closely with channel leads (including Email, Paid Social, Organic Social, Digital Analytics Paid Search, SEO, UI/UX and Web Content) to create, plan and execute marketing campaigns- Created and executed marketing strategies to drive revenue for Prevention and Safety courses, merchandise and B2B resellers

- Implemented a data-driven approach to digital marketing strategy and tactics- Lead the Digital Analytics team in implementing best-in-class data collection (GA 360 and GTM), reporting and analysis- Expanded the SEO function to attract, engage and convert more users through the creation of relevant and compelling content and solid off-page SEO techniques- Championed testing and learning as a practice in social, paid search, display, email, web, and e-commerce- Transformed business practices, procedures and operations to be more evidence-based, better serve the user, raise funds and improve organizational efficiency- Grew the team from one to five direct reports, with an emphasis on collaboration and mentorship

- Drove digital strategy to raise revenue and build deeper customer relationships with the Canadian public- Solidified digital marketing efforts after the creation of a new digital marketing department, with responsibility for the web, UX, email, SEO, and analytics functions and teams while collaboratively establishing new culture, process and team responsibilities- Created and implemented the organizational SEO function, process and team with a focus on content creation, link building, technical SEO and collaboration with Paid Search- Successfully relaunched the corporate website in collaboration with the project team on time and on budget-Re-established a culture of optimization through an increased focus on usability studies and A/B testing to improve user experiences and drive revenue

- Collected and interpreted data to provide meaningful strategic insights- Championed the use of digital analytics within the organization to provide a solid data-based foundation for decision making- Implemented and actively managed Google Analytics to gain insights about our donors and how to best develop and enhance relationships- Managed implementation of Tealium Tag Management system across Enterprise website- Provided holistic analysis on marketing strategies and campaigns to senior leaders- Coached senior leaders in establishing and implementing a digital KPI measurement framework

- Increase organizational understanding of donor behaviour through data to improve marketing results- Provided in-depth insights (segmentation, targeting, testing) and recommendations to grow a $20M+ direct mail program- Lead the revenue $300M+ budgeting process for the organization including forecasting, modelling, stakeholder management, and communications- Created and led training program for marketers from 10+ countries across the world on marketing analysis

Junior and Intermediate Math and Science Educator- Worked with students to share my love of discovery, math, and the scientific method- Focused on developing highly effective ways to convey numeracy concepts so students could both understand and apply these concepts

- Worked with AIR MILES clients to better understand their customers through data- Led A/B testing projects including design, setup, and analysis- Analyzed client-specific and industry wide trends- Presented analysis and recommendations to external clients