Contribute to Scotiabank’s success and profitability by leading the Region’s Marketing and Sponsorship strategy to increase brand awareness while driving customer acquisition/retention, product activation/usage and employee engagement. Maximize Region’s return on investment in related sponsorship assets, marketing campaigns and customer engagement programs against national strategies and overall brand health platform.

Launched and scaled new SaaS sustainability services. Embedded robust Environmental, Social, and Governance (ESG) strategies into our clients' business models. My focus on scalable marketing strategies led to a significant 25% increase in client acquisitions within six months, achieved through innovative digital campaigns and strategic partnerships. Key Achievements:Innovative Leadership: Launched and scaled new service offerings, aligning them with our strategic goals for market leadership and brand differentiation.Client Engagement: Managed critical client interactions with a hands-on approach, successfully pitching our advanced SaaS sustainability solutions and demonstrating the integration of our technology into their existing cloud infrastructures.ESG Strategic Integration: Integrated comprehensive ESG strategies and materiality for clients across various industries, enhancing their company's commitment to sustainable practices and aligning with global standards, including large-scale data management, environmental performance data analysis (energy, water, greenhouse gas emissions, carbon footprint, waste), and support with various sustainability reports.Strategic Growth: Advised on cross-channel marketing strategies that significantly enhanced business growth.Data-Driven Marketing: Leveraged detailed customer insights and data analysis to drive strategic decisions, optimizing our marketing approaches for profitable growth.Collaborative Execution: Fostered cross-functional team collaboration, designing and implementing effective growth roadmaps that transformed our business strategies and delivered significant outcomes.

Developed the brand and commercial strategy aligned to the changing sustainability landscape and environmental policies (ERP) to build a circular economy narrative through the product life-cycle and grow the company's audience within the recycling/recovery business. Conceived and developed market segmentation and differentiation strategies against sustainability goals to drive brand awareness and customer acquisition.

VP-level responsibility, reporting to the CEO: Orchestrated a global rebranding initiative post-merger to position Xebec as the market leader in clean technology. Acted as marketing generalist, overseeing day-to-day operations for Marketing, Events, ESG, and Internal and External (Public Relations) Communications.Executive Engagement and Strategic Influence: Regularly engaged with C-level executives at Xebec to align strategic initiatives with broader corporate goals, securing a 90% approval rate for transformative projects. Played a pivotal role in steering the company toward the sale of assets.Brand Strategy Overhaul: Envisioned and brought to life a renewed corporate brand- with new vision, mission, values, and brand identity- that won two Platinum Hermes Creative Awards. Developed brand governance to ensure consistent representation at key trade shows and customer events.Digital Transformation Leadership: Spearheaded the digital transformation initiative, implementing multi-channel marketing strategies that substantially enhanced the company's digital presence and customer engagement. Utilized advanced analytics to drive strategic marketing decisions, resulting in a 25% increase in lead generation and a substantial improvement in conversion rates. Implemented CRM systems and marketing automation tools, streamlining operations and supporting the largest sales year.Global Team Development and Management: Recruited and managed a diverse team of 9 global marketing professionals. Developed and led training programs that enhanced team capabilities and performance, fostering a culture of high achievement and collaboration across different regions.Operational Excellence in Brand Consolidation: Directed the integration and streamlining of product lines post-M&A at Xebec, aligning marketing efforts with the company’s goals. Employed advanced data analysis techniques to enhance marketing performance measurement and drive cross-functional collaboration.

Orchestrated Corporate Responsibility, Sustainability, and Partnership Activation efforts globally. Identified areas of opportunity to further strategy development and implementation for Canada, US, and Asia. Directly managed partner relationships and led CSR-related marketing campaigns against defined KPIs while ensuring alignment to Manulife's business objectives:Brand Campaigns & Partnership Activations: Spearheaded the development and execution of comprehensive CSR marketing campaigns, aligning closely with Manulife's master brand strategy and partner's brand to enhance brand equity and brand power across multi-brands.Multi-Brand Strategy Implementation: Led marketing initiatives across multiple brands within Manulife’s portfolio, ensuring consistency in messaging and positioning that reinforced the overarching brand values and objectives in the competitive insurance market.Cross-functional Partnerships & Team Leadership: Collaborated with product managers, creative teams, and external agencies to ensure seamless execution of digital campaigns. Fostered an environment of teamwork and continuous improvement, which enhanced operational efficiency and campaign effectiveness.Digital Marketing Excellence: Orchestrated and monitored key digital campaigns tailored to different lines of business and partnership objectives, significantly improving engagement rates and customer perceptions of brand reliability and trustworthiness.Data-Driven Insights and Performance Monitoring: Utilized advanced analytics tools to assess the effectiveness of campaigns, providing actionable insights that drove strategic adjustments and improved outcomes. Regularly presented performance reports to senior management, demonstrating ROI and campaign impact on brand visibility and customer loyalty.

Senior Manager in the President’s office of Manulife Québec, developed and led Quebec and Eastern Canada’s CSR brand involvement to enhance Manulife’s brand profile. Drove brand governance, consistency and coordination across all partners and activities to position CSR as an essential part of Manulife’s investment and development projects and value creation initiatives. Led the strategy development and community investment activations to support the brand and marketing partnerships, fundrasing initiatives and donations including experiential programs, events, and engagement moments.

We specialize in empowering companies to achieve their full market potential through cutting-edge marketing, dynamic branding, and strategic communications, complemented by robust ESG strategies. Our team of experts collaborates closely with clients across various industries to tailor solutions that resonate with their target audiences, enhance overall brand equity, and align with sustainable business practices. By integrating innovative strategies with traditional marketing principles and ESG considerations, we ensure our clients not only stand out in the competitive landscape but also contribute positively to environmental and social goals, achieving both immediate impact and sustainable growth.Key offerings include:Change Management: Skillfully guiding organizations through strategic transformations and operational changes to align with new market strategies and optimize performance. Streamlining operations to support marketing and branding initiatives, enhancing efficiency and effectiveness across client projects.ESG Strategy Development: Developing and implementing comprehensive ESG strategies that enhance corporate responsibility.Strategic Marketing Leadership: Tailor marketing solutions that enhance brand visibility and market penetration.Brand Development Expertise: Revamp and formulate branding strategies that elevate client brand identity and improve market share.Communications Specialist: Craft and execute comprehensive communication strategies that improve client engagement and stakeholder relationships.Key clients include Volkswagen, Air Canada, Deutsche Bank, Hollingsworth & Vose, Osborne International, Scotia Bank, Rosenpark Hotels, and more.

Developed and taught courses to adults in higher education in Marketing, Brand, Corporate Social Responsibility, Sustainability, ESG, English Literature, Economics.