I lead overall strategy and operations for a B2B SaaS CRM solution for SMB charity clients and acted as a General Manager. I also had hands-on involvement in marketing, product, and analytics. I was responsible for working across departments with senior leaders to deliver on our core KPIs while ensuring our clients have an exceptional experience both within our product and at every touchpoint with CanadaHelps.

I led and developed B2C and B2B brand and full-funnel marketing and e-commerce strategy for CanadaHelps, a technology platform that powers $430M+ in donations by nearly 1M Canadians (2022).I developed marketing strategy, budgets, and forecasts, established KPIs, and I oversaw execution across all channels including brand, website, SEM, SEO, email, PR, thought leadership, social, content, webinars, video, influencers, select print marketing, sales enablement materials, and more. I owned overall e-commerce and website strategy, including product strategy, roadmap development, user journeys, A/B testing, and product analytics.Taking a product-led approach to our marketing, I drove customer and market research projects, identified our customer needs, and acted as the "voice of our customer" with our product and development teams.

A both strategic and executional role that focused on improving our eCommerce product and strategy, as well as our leading B2C marketing. • Responsible for building out our website and donor analytics implementation and strategy, building our initial A/B testing infrastructure.• Complete overhaul of our website SEO strategy, resulting in double digit growth.• Product initiatives for our eCommerce platform, working cross-functionally with developers, quality assurance, project, and product teams, including personalized suggestions (using a RFM framework) and improving our site search.

A hands-on and often executional leadership role that was responsible for overhauling and building out full-funnel marketing and ecommerce website strategies. I lead our SEM marketing overhaul ($40k/month budget), built our initial A/B marketing tests, audited and improved our Google Analytics implementation and strategy, and developed a new email marketing strategy that included a combination of direct asks, promotions, and editorial content.

I helped clients build communication plans, identify new target segments, interpret brand research, write a risk mitigation plan, build an email marketing program, and improve internal account/project management processes.

Senior team leader, ensuring agency-wide financial performance and client-satisfaction. Trusted client advisor for key agency accounts including: Toronto Symphony Orchestra, UNICEF Canada, The MasterCard Foundation, World Animal Protection, and World Ovarian Cancer Day. Project Highlights:• Led digital and email strategy and delivery of integrated campaign for UNICEF Canada’s 2014 Survival Gifts, a symbolic giving strategy (https://shop.unicef.ca/) • Led creation of a new and improved symbolic gifts program for World Animal Protection (https://gifts.worldanimalprotection.ca/) • Wrote strategic plan for Toronto Symphony Orchestra’s email marketing re-launch and lead re-design of website (http://www.tso.ca)

Managed lifecycle communication and content-focused engagement programs in 13 countries, responsible for an average of $1 million in direct monthly revenue.• Responsible for strategy and execution of programs to target customers based on profile data including purchase history, genre preferences, reading behaviour, and demographics• Led content planning with book merchandisers to create relevant content stories and managed team of direct reports to create and deploy all content-focused communication, approximately 25-30 emails each week in English, French, Italian, Spanish and DutchProject Highlights:• Worked with data analysts to create two predictive programs that target customers with personalized suggestions to drive their next purchase (average conversion of 6%)• Led project to automate new release program to allow more flexible content delivery (less lead time) and more targeted content based on customer demographics• Localized and optimized customer activation programs based on customer segments

Digital account lead for all OLG Gaming (Slots & Casinos) projects, including OLG loyalty program, ensuring all marketing fully integrated digital.Project highlights include:• Planned and oversaw execution of digital advertising for brand launch.• Planned and oversaw digital execution for 5 province wide promotions with targeted executions for loyalty members and acquisition targets.

Client-facing lead for large digital development projects and social media strategy for major clients in the health care, telecommunications, and financial sectors in Canada. Project highlights include:• Team lead working with internal and client teams to set objectives and strategy for an online application to provide Bell sales and retention agents tools to assist them in a competitive environment.• Lead re-architecting and redesign for Bell Aliant’s bundles and Bell Aliant Internet portals to increase online conversion and transactions. Included usability review exercises as well as user interviews.• Leader of delivery team for all Bayer HealthCare Diabetes Care interactive projects: managing user experience, information architecture, creative, development, and analytics to ensure smooth project delivery.Award Won: Best Health Care Interactive application for Bayer CONTOUR USB Meter Comparison Toolhttps://www.iacaward.org/iac/winner/7586/bayer-diabetes-care--brightworks-interactive-marketing-wins-2011-iac-award-for-contour-usb-meter-comparison-tool.html

While obtaining my Masters degree (with a focus on Social Media) I consulted on project management processes, experience design and site architecture, consumer experience audits, and managing creative and development teams.Project highlights include:• Establishing project management processes and training and coaching a growing social media and marketing firm on account and project management best practices and assisting with RFPs and project planning. • Managed an online community start-up including the planning and beta stages and consulting on other aspects, including marketing and establishing a revenue model.• Planning and executing an online marketing campaign for a book on career and business success.

Strategic and technical insight and consultation on Special Projects for Kraft Canada. Accountable for managing every stage of project, including project definition, user experience, creative and technical development, quality assurance, and analytics. This included online advertising for Kraft Canada brands and the development and launch of a Kraft Dinner microsite. I also supervised the development and execution of the entire suite of the Kraft Canada and Kraft US email newsletter program, reaching over 2M subscribers weekly.Acting as the main client contact on active projects, I also managed 2 direct reports and collaborated with our data, technical, and creative teams to ensure smooth, on-time, on-budget delivery.

I lead delivery and managed client relationships for digital marketing and sales channel performance projects. Responsible for creating and managing budgets and delivery schedules, authoring project plans and client presentations, and managing both our creative and technical teams. Clients Included:• McDonald's Canada, including website maintenance, microsite development, digital front line staff sales enablement tools.• Sony PlayStation, including digital sales enablement and interactive key message learning portal for staff at 3rd party resellers, i.e. Best Buy & The Source. • Aliant (now Bell Aliant), including interactive key message learning for both corporate and 3rd party resellers.• IBM, led delivery and client services for a proprietary Website CMS to better enable marketing and sales for SMB IBM resellers