-Have led the growth and development of CIBC’s storytelling strategy and centre of excellence, that brings to life our corporate purpose and brand. Oversee the development, production and integrated campaign strategy for stories that support the brand externally and reinforce our culture and desired behaviours internally (client, team member and community impact storytelling). -A skilled connector with enterprise-wide view, engage cross-functionally with leaders and teams across CIBC to collaborate on stories that support shared business objectives – maximizing story exposure across paid, earned, shared and owned media, driving positive impact on brand consideration. -Storytelling content fuels CIBC’s LinkedIn Advocacy program, maximize impact of exposure through team members. -Lead storytelling engagement and skills build programs internally to develop our storytelling culture. -Spearheaded the strategic work to more deeply embed critical purpose-aligned behaviours into front-line coaching programs to improve NPS. Gained consensus with partners and led socialization with senior executives. -Act as strategic consultant for the enterprise on our purpose, providing perspective on how our purpose can come to life through the client and team member experience.

-Working with Marketing, HR, and Communications executives, developed CIBC’s purpose, the north star for the organization, which guided the transformation of the client and team experiences and the brand.-As part of small team project team, launched CIBC’s purpose and change management program for 44,000 team members, achieving record levels of employee engagement during launch, and strong desire and adoption.-Led the launch of storytelling at CIBC to bring CIBC purpose to life for our team members, with content series consistently achieving engagement results amongst strongest corporate communications content.

-Leadership of CIBC’s integrated brand advertising campaigns in 2017 drove industry-leading advertising performance for recall and consideration, with CIBC as the only major Canadian bank to grow consideration in previous four quarters.-Launched the CIBC brand in the U.S., leading visual brand identity research, launch messaging strategy and advertising. Also spearheaded initial value proposition testing, marketing strategy, naming and logo development for digital bank.-Championed a disruptive creative brief for the CIBC Run for the Cure campaign to drive emotional connect. Campaign exceeded revenue targets set by Canadian Cancer Society, in a market where other cause events had been down 20%+ in revenue, and the creative concept was the foundation to CIBC’s award-winning campaigns in successive years.

•Recognized for leadership, depth of experience, and capacity to lead cross-functional initiatives, identified to lead special key projects, including the launch of roaming solution that represented the new strategic direction of Rogers. •Led product positioning, creative and media plan development with agency partners, and oversaw execution of integrated advertising campaign for all customer touch-points. •Approach to product positioning and message management has been adopted by entire brand department.

•Managed a high-profile portfolio within Brand team, overseeing communication strategy development and execution of integrated quarterly campaigns, including agency briefing, creative POV development and sell-through to senior team. •Recognized for insights mining and brief-writing skill, was recruited by VP to coach other team members. •Portfolio doubled during tenure in role, overseeing all acquisition and brand advertising for wireless business.

•Briefed creative and media agencies on development of annual and quarterly advertising campaigns, overseeing multi-million dollar media budget. •Led team of marketing communications specialists, managing a portfolio of customer-based communications including customer education and engagement, product upsell, and loyalty for the residential business.•Led launch of new online security product, including refinement of positioning and message strategy, and integration across customer touch points that led to an 80% conversion within 3 months.

•Managed six major North American publishing brands, representing over 60% of company’s publishing revenue. •Conducted a product review and recalibration that resulted in a 30% improvement in product sell-through. •Launched company’s first entrance into experiential marketing initiatives, developing a sampling program that changed consumer perception of brand and induced trial of product.

•Developed a new customer satisfaction index, which increased department’s ability to understand the impact service standards had on customer satisfaction levels. •Identified key buying characteristics to develop comprehensive customer profiles and segments which were adopted corporately in customer evaluation strategy.

-Managed new customer acquisition programs, overseeing volume of 15 million pieces annually in North America. -While on overseas assignment launched a customer rewards, and managed up-sell and cross-sell promotions to existing customer base.

•Developed subscription campaign for industry newsletter, increasing subscriptions by 35% in a 3 month period. •Developed collateral to support sales force’s ability to deliver more targeted sales presentations.