The Savings & Investments Marketing Team at TD is responsible for developing the strategy & leading the execution of integrated marketing campaigns that will help Canadians reach their financial goals.In my role, I've had the opportunity to:• Co-lead a multimillion dollar marketing annual plan, shaping the strategic direction for 2024 acquisition & account management campaigns.• Achieve +50% YoY growth by contributing to the full-funnel marketing and growth function of TD’s most complex national savings & investments acquisition campaign. • Optimize 7-figure customer acquisition budgets, consistently reducing cost per acquisition, driving record-breaking customer acquisition numbers, and improving funnel conversion rates.• Lead cross-functional working teams (product, data, marketing) focused on enhancing customer acquisition, revenue, and retention.• Successfully onboard two new marketing employees, facilitating their successful launch of campaigns within 6 months, surpassing industry benchmarks by +15%.• Execute 12 strategic planning and innovation sessions with industry partners to drive innovation for 2024 marketing campaigns. Key partners include Google, Meta, TikTok, Spotify. • Innovate across multiple customer acquisition channels including Paid Social, Search, Dynamic Content Optimization (DCO), Display, OOH, Email, Content, and OLV.

The Savings & Investments Marketing Team at TD is responsible for developing the strategy & leading the execution of digital & email (CRM) marketing campaigns that will help Canadians reach their financial goals.

• Responsible for developing and executing key strategic lifecycle marketing initiatives that will deepen existing customer relationships through personalized advice, drive mutual fund volume, and improve retention within the savings & investments (wealth) business.

The Insurance Marketing Team at TD is responsible for developing the strategy & leading the execution of strategic marketing campaigns that will help Canadians feel better protected when it comes to their homes and vehicles. • Successfully led the marketing strategy and project team for the refresh of TD Insurance's price-related proof points; strategic recommendation resulted in a robust go-to-market strategy. • Led the marketing execution of the Recontact Strategy to completely refresh home and auto insurance quote email creative with winning proof points, an enterprise-aligned design system, and customer-led messaging to drive sales.• Acted as the marketing lead in an agile pod contributing to TD Insurance’s #1 Online (SEO) SOV position; implemented a process efficiency that cut speed to market in half.• Responsible for tracking and reporting on 20+ general insurance competitors’ marketing activity & spend; influence marketing and business decisions to contribute to TD Insurance’s #1 Brand Awareness rank and business growth. • Moderated & delivered 10+ educational sessions to over 200+ marketing colleagues across Canada.

Sheridan College is one of Canada’s leading postsecondary institutions with over 20,000 students each year.In my role within the Pilon School of Business, I:• Developed and delivered marketing curriculum to 20+ students/semester on key courses including Digital Strategy, Digital Marketing, Visual Communications/Design, and Computer Applications.• Provided mentorship to students, offering consulting and feedback on marketing campaign strategies and creative, resulting in positive feedback from students and faculty.

ThePressRelease.ca was an entrepreneurial venture that was a music discovery platform to help emerging musical acts from across the world reach new audiences and help passionate music fans discover new music before streaming algorithms.• Managed audience growth from 0 to over 5000 monthly subscribers for a music recommendations service including the world’s first text message-based AI (artificial intelligence)-powered music recommendations system. • Established partnerships with leading major labels including Universal Music, Warner Music, and Sony Music to develop fan-first marketing content for Juno Award nominated artists including Valley, The Beaches, and Good Kid. • Currently exploring the integration of blockchain & artificial intelligence technology to empower the next generation of artists & music fans through payments software.

• Developed and maintained product roadmap to determine minimum viable product and future offerings including technical requirements and user stories• Lead discovery work including the creation of customer personas to determine customer motivations, key insights, and competitive advantage• Conceptualized end-to-end user experience including low-fidelity sketches and a high-fidelity prototype

• Accountable for a search engine marketing budget of $120K/year.• Acted as subject matter expert in digital media to influence executive decisions. • Lead, created, and reported on the library’s digital strategy using both qualitative and quantitative data to drive innovation and improve customer experience• Lead mobile website redesign including usability testing, accessibility, and research