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Acronym is a privately held (minority-owned) digital performance marketing agency with offices in Toronto, Berlin, Singapore and headquartered on the 65th floor of the Empire State Building in New York.

As Chief Strategy Officer and a key member of the Acronym's executive leadership team, my core role is focused on solving business challenges and acting as a strategic business partner to our clients. This entails developing holistic integrated strategies that can be applied across multiple channels, enabling brands to see clearer, think bigger and drive valued performance.

I work to make sure that both our employees and our clients’ needs are fully addressed, that we anticipate and proactively address challenges, and leverage all of our subject matter experience and strengths of cross-functional teams to exceed the clients’ expectations. Additionally, I'm the executive lead over SEO, Account and our Voice Assistant practices.

Maintained accountability for the overall strategic leadership, seamless integration, profitability, management, and development of a ~60-person team across Account Leadership and SEO Business Leadership disciplines. Spearheaded collaboration and development of annual go-to-market strategies and multi-year planning for clients such as; Capital One, Enterprise INC, Toys R US, JC Penney, H&R Block and more. Strategies included all digital media channels; SEM, SEO, Structured Data/Feed Management, Social, Programmatic Affiliate and Conversion/Usability testing, Campaign Measurement, and Advanced Analytics. Partnered with our in-house Product Development team to ideate, build and deploy bespoke solutions focused on automating and driving operational efficiencies for our clients

BLiNQ was a Facebook Preferred Marketing Developer (PMD, now referred to as FMP) with both ads and insights badges. As Chief Strategy Officer, I led all social strategy, channel/brand marketing positioning, analytics/competitive insights, vision and thought leadership across core agency partners who included: WPP’s Group M, Publicis, Omnicom World Group, IPG, Turner Media Group, and Havas Digital In addition to CSO, I was also responsible for both BLiNQ Media and Marketing teams. I repositioned both our brand and go-to-market strategy to be more attractive from an acquisition standpoint and relevant to our target customers. Led Facebook, Instagram and Twitter paid media planning, buying, campaign management, optimization and reporting for key clients such as Southeast Toyota, CVS, Publix, Brand USA, Baskin Robins, Staples, Domino’s, Jaguar, Audi USA, Panera Bread, Mentos, Buffalo Wild Wings and more. Worked directly with partners Facebook, Twitter, and LinkedIn to ensure access to the latest APIs while coordinating with the product teams to implement new product additions to social products/tools.

Initially brought in to rebuild/manage the digital planning department, including budget management, staffing, and analytics. Responsible for daily media operations and integrated planning for local, regional and national clients across digital, social and mobile platforms. Built a social media department from inception to a team of over 12 social community managers, profitably servicing all core clients. Successfully leveraged social as a new business catalyst by quickly learning a potential client’s business and recommending social media strategy and services. Developed 22Squared’s social methodology, conversation strategy, paid media strategy, and analytics dashboard. Created custom metrics to help value clients’ social brand presence. These metrics included a calculation of the dollar value of a fan base, value of active fans, and the value of earned media. Created custom campaign plans to deliberately grow that dollar value.

Led the agency’s interactive media, digital creative production, analytics, and development operations nationally for all clients. Developed and delivered strategic recommendations to c-level clients based upon an understanding of their brand positioning and desired growth plan. Responsible for developing the overall media strategy, creative, concepts, tactics, campaign planning, and analytics that clearly measured back to client goals, objectives and success metrics.

Key Clients: Coca-Cola, The Home Depot, UPS, Delta, Rubbermaid, Orkin, EarthLink

I initially joined The Home Depot (THD) in Toronto to start/lead their Canadian HQ advertising and marketing group. After moving to the US in 1997 to lead the THD national Creative Group (Responsible for all national print advertising, ranging from catalog development, FSIs, direct mail, and out-of-home advertising), personally reimagined, coded, designed and deployed the first homedepot.com (non-commerce) site. These efforts were soon acknowledged and led to the start of THD’s E-Business team. Here I managed all marketing, advertising, content creation and product/SKU verification initiatives for HD.com, Expo.com, and multi-channel strategies until leaving in 2002.

Core Focus: Innovation/New Product Marketing