Billy Caley Email & Phone Number

Vancouver, British Columbia, Ca

• Spearheading product strategy, design and development for a suite of SaaS products serving municipal governments, including Licensing, Permitting, and Emergency Alerting systems• Built and managing high-performing Engineering & Product teams, comprising 8 professionals, including engineers, business analysts, project managers, and designers• Leading the design and development of a new Parks & Recreation platform through a Living Lab partnership with the CIty of Myrtle Beach• Successfully implemented SOC2 compliance across our platform, ensuring adherence to regulatory standards and enhancing data security for our municipal clients

Toronto, Ontario, Ca

• Assumed the role of interim Chief Marketing Officer in addition to CTO due to company restructuring • Successfully balanced both roles while exceeding key performance indicators for both departments• Led a high-performing marketing team of 6, including 3 direct reports, across Brand, Acquisition/Growth, and Lifecycle marketing• Oversaw digital campaigns with spending of $2M annually, exceeding cost per acquisition targets year-over-year• Enhanced customer engagement and increased retention through AI-driven targeted lifecycle campaigns• Developed a tiered customer loyalty program (“Earth Perks”) which resulted in improved order frequency (+6%)

Toronto, Ontario, Ca

• Appointed Chief Technology Officer at Fresh City following the acquisition of Mama Earth, leading the Engineering, Design & IT teams comprising 10 employees• Strategic planning of the tech roadmap, working cross-functionally to establish activities and targets, laddering up to overall company goals• Successfully merged the technology of both companies, including customer-facing platforms and internal proprietary systems, following the acquisition• Integrated our proprietary platform with Microsoft Dynamics 365, and developed a new packing process to achieve a 3.8% reduction in order error rates• Revamped the customer journey and UI, incorporating best practices from both brands, resulting in a 4% increase in conversion rates• Developed a tiered loyalty membership program (Earth Perks) which increased order frequency (+6%) and helped reduce cancellations among this group (-14%)• Managed a dozen technology vendors, consolidating contracts and optimizing the IT environment, leading to 32% cost savings

Toronto, Ontario, Ca

• Led a comprehensive technological transformation at Mama Earth, Canada's largest online organic grocery service• Oversaw a data-driven and personalized customer experience overhaul that helped increase annual revenue by almost 2.5X in 2.5 years ($12M to $29M) and returned company to profitability• Redeveloped the in-house proprietary platform, encompassing warehouse operations, purchasing, production, and logistics• Designed the customer experience that achieved a Net Promoter Score (NPS) of 74 and increased average customer lifespan to ~2 years, significantly exceeding industry benchmarks• Introduced new subscription-focused experience which contributed to order size growth of 80% between 2019 and 2022 ($44 to $79)• Lead a project to redevelop the brand value proposition and redesign the brand book and all visual assets, tone and messaging• Launched the "Mama's Helping Mamas" charity program, partnering with 5+ community organizations to donate over 14,000 lbs of food annually• Partnered and integrated with a logistics platform to modernize delivery route scheduling, achieving a 8% reduction in cost-per-delivery

Toronto, On, Ca

• Managed the ongoing development and optimization of a proprietary platform powering over 1,200 hotel and hundreds of campaign websites for Starwood Hotels globally, encompassing 11 distinct brands and supporting over two dozen languages• Led and mentored a high-performing team of 10 across design, development, quality assurance, and support, fostering a culture of collaboration and innovation.• Managed a complex product pipeline in partnership with client leads across four worldwide divisions (North America, South America, EAME and Asia Pacific) and Corporate, developing a roadmap to meet global and regional business objectives• The platform, under my leadership, achieved double-digit year-over-year revenue growth reaching USD 700 million in 2018, demonstrating its critical role in driving Starwood Hotels' online business

Toronto, On, Ca

• Led a team of 4 developers building and maintaining PHP-based applications that powered over 1,400 websites globally• Revamped planning, development, and deployment processes that improved development efficiency and reduced error rates• Oversaw security and accessibility audits, leading to the successful implementation of GDPR and WCAG compliance standards across all platforms• Successfully launched dozens of custom projects and platform customizations through collaboration with internal Business Analysts, Information Architects, and design teams

Freelance work providing website development and digital marketing services, primarily catering to small-to-medium-sized businesses ranging from political campaigns to educational institutions.Key clients included:◆ Jim Flaherty Federal Election Campaign Websites (2004 & 2006) ◆ Whitby-Oshawa Conservative Electoral District Association◆ The Institute for Canadian Citizenship◆ Hardiman, Mount and Associates◆ Durham College and UOIT Student Association

Bachelor Of Commerce (B.Com.), Information Technology

Website Development Diploma