Lead B2C marketing team of 4 for Series A D2C global sampling platform startup. Set team budgets, KPIs and OKRs and analyze data to make key growth recommendations. Shape omni-channel digital marketing strategy and key partnerships driving consumer user acquisition, retention and platform audience value. Key Projects:• Scaled marketing team from 1 to 4 and coached new Growth Marketing Manager to attain 43% QOQ reduction in average paid customer acquisition cost in 4 months • Spearheaded digital strategies driving sustainable B2C user growth by aligning client needs with high-intent consumers • Realigned B2C marketing objectives to high-value targets focused on driving revenueTop Results:• Increased YOY revenue 4.5X by educating internal teams on under-sold audience of consumers and championing higher margin product to sales• Reduced cost per activated customer 23% in 2022 and 2023 in key US market• Drove large key account renewal by engaging hundreds of thousands of users to distribute Sampler's largest campaign to date• Grew audience and improved cost per activated user 23% YOY after testing 10+ growth channels and scaling affiliate and SMS channels

Established Sampler’s growth marketing function and B2C brand, building the fastest-growing community of high intent, active shoppers online. Introduced a strong reporting discipline and innovative consumer user base and business growth levers, and drove user acquisition through innovative social advertising strategies. Onboarded and managed a new Network Partner Coordinator. • Introduced B2C growth and retention strategy and true north metrics, collaborating for goal alignment cross-departmentally• Differentiated Sampler in the marketplace following consumer research and competitor analysis and implemented new positioning through brand voice, copy, website, ads, consumer support and email• Created Sampler’s first B2C user persona based on real data and consumer research, including moderated user interviews and thousands of survey responses• Doubled the percentage of monthly active users in 2 months by addressing key pain points identified through user research

Directed the Network Partner Program, scaling key media and influencer partnerships. Led go-to-market strategies, created partnership channel growth plans, set OKRs and KPIs and introduced custom programs to help partners quickly scale.• Improved partner satisfaction score 66% in 3 months by overhauling Network Partner Program, a top growth channel • Created a net new revenue channel that produced six figures of revenue in >2 months by monetizing network partnerships and owned social platforms, allowing media partners to resell Sampler solutions to clients • Attracted key high profile customer accounts and top brands through new inbound and outbound demand generation plans

Drove award-winning B2C, D2C and influencer marketing programs for multiple Fortune 500 brands and led the Insights, Strategy and Media team for Canada’s first full-service influencer marketing agency. Joined Kin as 3rd employee and played key role in the company into an asset acquired by Corus Entertainment in 2019. Promoted to Manager, Marketing and Analytics in 2020.• Established Kin team's paid media capabilities by collaborating with Corus' in-house paid media team, educating on best practices, and ensuring seamless integration into client strategies• Developed marketing strategies for D2C brands, emphasizing the impact of influencer marketing on business growth and identifying effective creators for sales-focused proposals• Generated B2B growth for Kin's largest customer through consistent outreach and presentations to the sales team responsible for agency client relationships• Set and reported on KPIs for Kin's brand marketing strategies in collaboration with data and analytics teams to ensure cohesive, persuasive reporting for client retention and future programs• Translated brand narratives for hundreds of brands to resonate with niche influencer audiences, maximizing impact for both the brand and their campaigns and utilized Tubular for social video analytics to predict trends aligning with brands' target audiences, driving social and marketing impact

Led the creation of data-driven influencer content strategies syndicated across multiple platforms and quickly learned the nuances of new platforms, such as Instagram and Pinterest. Managed partnership programs and educated sales, project management and marketing teams on the value of partnering with influencers to drive team sales, exceeding revenue goals by 110%+ for over two consecutive years.• Developed consumer insights and influencer/talent-led marketing strategies and data-driven influencer content plan with multi-platform syndication • Created 150+ marketing plans for multiple vertical agency clients, including D2C brands looking to connect new influencer strategies to growth• Subject matter expert for 20 sales reps and regularly presented to audiences of 100+• Translated 500+ brand narratives to resonate with multiple niche influencer audiences to drive brand and campaign impact• Led the B2B marketing strategy that brought the first sponsored holiday special with influencers in Canada’s history to broadcast and digital screens by securing Rice Krispies • Received CPRS Gold Award, YouTube Works Award, Influence This Award and IABC Award of Excellence for innovative digital campaigns, including organic reach and branded video content

Drove partner management, marketing, and sales initiatives with the Kin Community Canada team, ideate client marketing campaigns, and book and track delivery for media campaigns and advertising orders.• Partnered with multiple Fortune 500 brands and ensured the timely execution of their influencer marketing programs• Collaborate with key partner, Corus Entertainment, to strategize innovative methods to bring creator content to their roster of Fortune 500 clients companies• Developed 4+ weekly B2C growth marketing strategies to help companies quickly understand and adopt influencer marketing• Connected the right influencers to the right campaigns and maximized the impact of influencers as part of the overall marketing mix

Led marketing, promotional, education and partnership programs and projects for HealthyFam, a non-profit organization supported by restauranteur Julia Hanna and Longo's with the aim of reconnecting people with food, friends, and family by making and enjoying a meal together around the table - accomplished by offering cooking classes taught by Red Seal certified chef to non-profit organizations servicing at-risk groups in the community. • Coordinated classes for 20+ students and created lesson plans alongside chefs• Organized volunteer group to maintain the organization's community garden• Led outreach to initiate new not-for-profit partnerships and built relationships with Big Brothers, Big Sisters and Autism Canada • Created marketing materials, identified and analyzed gaps in promotional efforts, and arranged media attendance at a number of classes and events

Led B2C marketing for one of the first fresh Mexican restaurants in Australia founded to provide those in need with food through a corporately responsible business model, donating a plate of food to someone in a developing country for every meal sold in one of their restaurants. • Led production of marketing materials used for “Plate4Plate Millionth Plate” nation-wide celebration • Conducted interviews for the organization's in-house graphic designer• Composed a series of scripts for radio advertisements that aired in Canberra, Australia