Growth Marketing • Brand Strategy • Content Creation

Brood is the future of family care -- a modern care agency offering in-person birth and postpartum doula services, prenatal classes as well as online courses, aimed at providing care, knowledge and community for families of all shapes and sizes. | https://broodcare.com/

Led the marketing, brand, and creative team and strategy in support of Walmart’s portfolio of specialty home furnishing e-tailers, including Hayneedle, Art.com, Allposters, and Allswell.Highlights:• Grew CRM revenue by 40% in FY23 across all brands, with a focus on retention, creative optimization and implementing an affinity data model to drive repeat rates• Modeled a paid media strategy for Hayneedle.com, rooted in driving demand, that resulted in a 20% lift in AOV, shrank time to convert from 9 to 4 days, with a 15x blended ROAS across channels• Drove a 34% sales beat to forecast for BFCM in FY23 across all brands at an above target 8x ROAS by executing a multi-phase campaign focused on customer insights and micro-optimizations while in flight• Reimagined and relaunched brand strategies across all properties, three of which had 20-year legacies, and facilitated the successful implementation across all customer touchpoints• Implemented multi-touch attribution and developed full funnel omnichannel strategies, meeting or exceeding monthly ROAS targets while scaling paid media and CRM programs• Developed the GTM strategies and product positioning for Allswell product launches, garnering media coverage in pubs like NYMag and Architectural Digest and spots on Today and GMA• Wrote and co-produced a short documentary featuring Art.com for Viewpoint Project, an award-winning educational program syndicated nationally, hosted by Dennis Quaid

Led the acquisition strategy across paid and owned channels in support of a portfolio of premium subscription-based beauty brands, including JLo Beauty, Cindy Crawford’s Meaningful Beauty, Crepe Erase, Westmore Beauty, and Mally.Highlights:• Developed and executed the digital GTM strategy for the launch of JLo Beauty to activate against Jennifer’s appearance on Dick Clark's New Year’s Rockin’ Eve 2021, exceeding launch KPI targets• Defined the affiliate and CRM strategies while also executing on all campaigns and lifecycle marketing triggers to ensure our lean team hit our goals while meeting or exceeding efficiency targets• Developed the GTM acquisition strategy for Ellen DeGeneres’ Kind Science skincare line

Enjoyed a creative sabbatical to shoot, cut and promote a short film I wrote, produced and directed in beautiful Vancouver, British Columbia. • Projects in development: https://www.stage32.com/profile/108186/about• IMDB: https://www.imdb.com/name/nm10733471/

Led the category marketing team and digital strategy planning across all categories (concerts, sports, theater, and family).Highlights:• Collaborated with cross-functional teams to identify opportunities to drive YoY growth and structure optimization testing, reporting results to senior leadership• Developed acquisition strategies to drive adoption of TM products (Verified Fan, Platinum, and resale tickets) resulting in an incremental lift of $6M in revenue in FY18• Spearheaded the launch and optimization of a tour announcement touchpoint for the concert category, driving an average lift of 35% in revenue per email campaign for top tier artists in FY18 • Developed a data-driven method for determining demand ahead of major tour announcements to forecast and optimize media spend allocation• Collaborated with Warner Brothers, leading Ticketmaster’s promotional campaign for the theatrical release of A Star is Born, co-produced by Live Nation Productions

Lottery and entertainment company generating revenue for the Province of British Columbia in support of communities, health care and education. | bclc.comDeveloped the organic social and content marketing strategy, producing lottery winner editorial and video. Grew the social community by 20%, organic traffic by 10% and drove a 10% lift in conversion for Playnow.com during tenure.

Creator of computer management software that helps simplify and secure multi-user computing environments. | faronics.comManaged corporate communications, public relations (generating biggest media hit in company history with CBC The National), developed blog content that drove a 40% lift in organic traffic, and grew the organic social following by 60%.

One of Canada’s largest and most successful retailers and e-tailers, operating the Best Buy , Best Buy Mobile, and Geek Squad brands. | bestbuy.caLaunched the community forums and consumer blogs (French & English), growing the forum to 40K active daily users, and attracting 100K monthly unique visitors.

Leaders in architectural design in Western Canada, with a commitment to making a difference in communities through collaborative design. | ceiarchitecture.comManaged corporate communications, media relations, PR, and launched the first email and organic social strategies.

Premier provider of real estate sales and marketing services for some of the most sought-after vacation destinations in the world. | intrawest.comManaged corporate communications, PR, podcast production, website management (French & English), event planning, and promotions for premier resort real estate brands and destinations.

Intrawest (now Alterra Mountain Company) is a leader in the development and management of experiential destination resorts. | intrawest.com

World-class ski destination with the largest alpine ski area in North America. | whistlerblackcomb.com