Aligned marketing initiatives with business goals by working closely with the CMO and executive team. Built a scalable strategy that supported long-term growth and adapted as the company evolved.Conducted market research to develop detailed buyer personas that became the foundation of targeted, cross-channel communication strategies. Led the ABM strategy development and implementation, targeting key decision-makers, tailoring messaging to specific personas. Built and managed paid campaigns across LinkedIn, Google Ads, Meta, and display networks to boost brand visibility and attract qualified leads. Integrated virtual and in-person events to deepen engagement and enhance lead quality. Led email marketing, organic social media, webinars, and content creation strategy (blogs, eBooks, case studies) with a strong focus on SEO best practices. Improved search rankings and boosted organic buyer traffic to website. Built and led a team of marketing specialists, driving cross-functional collaboration to ensure consistent delivery of high-impact, multi-channel campaigns that aligned with company objectives. Developed sales enablement tools including one-pagers, product explainers, and decks, which improved product positioning and increased conversion rates, supporting more effective pipeline progression.Utilized HubSpot, Terminus, DemandBase, SEMRush, HotJar, and ChiliPiper to execute and optimize marketing efforts.Scaled sales-qualified leads from 5 to 22 per month through all strategies and tactics implemented. Reported on key KPIs to the executive leadership team, such as website traffic, engagement, MQLs, SQLs, and revenue, to demonstrate the impact of marketing efforts on overall business growth.

Developed and led a full-funnel marketing strategy that doubled company sales in 2020, with 2021 achieving 33% year-over-year revenue growth and a 29% increase in profitability.Managed media buys and implemented evergreen and campaign-specific strategies across Google Ads, Meta, and TikTok, driving consistent traffic and conversion growth.Built and managed a marketing team, establishing key performance indicators and aligning efforts with broader business goals.Created and managed an always-on search engine marketing campaign with a ROAS of 1250%, ensuring high returns on paid advertising investments.Grew the company’s Instagram following from 29,000 to over 50,000 through influencer marketing, significantly increasing brand exposure and reach.Implemented a service subscription model that increased revenue through the existing customer base.Provided detailed reports and performance insights to executive leadership, helping shape ongoing marketing strategy and decision-making.

Responsible for developing and managing retail digital marketing campaigns to drive bookings and revenue. Managed high six-figure budgets per campaign and consistently exceeded revenue targets, including driving $8 million in sales for a fall 2019 campaign with a $6 million target.Worked across paid and owned channels to build digital strategies for campaigns, including audience targeting, retargeting components, optimization techniques, and creative execution.Utilized post-campaign data from analytic tools to create post-mortem reports, providing success summaries and learnings for future campaigns.Demonstrated data storytelling by translating complex digital marketing data into easy-to-understand, visual forms for stakeholders, ensuring clear communication of results.Led several strategic campaigns that exceeded revenue goals and contributed to year-over-year growth.Led a data-driven project to develop a creative retail strategy for transatlantic campaigns, leveraging insights from a consumer survey of 120 UK respondents to identify trends and behavioural characteristics.Developed creative and copy variations for further testing with UK audiences, establishing best practices for retail advertising.Spearheaded the strategic "Rethink Retail" project, aimed at finding innovative messaging and content strategies to communicate the value of non-sale airline fares as part of an always-on strategy.

Developed a long-term corporate social media strategy for Facebook, Twitter, Instagram, and LinkedIn, implementing it across multiple provincial locations. Established corporate brand standards and ensured alignment across company locations in internal and external comms. Handled graphic design tasks, including creating corporate banners, making typeface selections, designing layouts, program advertisements, and ensuring consistent branding.Crafted website content and implemented SEO methods, resulting in an average of 162 leads per month in 2018 and 116 leads per month in 2017. Managed Google Ad Campaigns, generating an average of 88 leads in a 30-day span with a 31% customer conversion rate and a $30.90 acquisition cost Led a team in developing and executing growth marketing strategies, analyzed market trends, customer behavior, and competitor activities. Utilized analytics and KPIs to measure campaign effectiveness, providing regular reports and insights to executives Managed and optimized paid advertising campaigns, including budget allocation, targeting strategies, and bid management. Conducted A/B testing to optimize conversion rates, landing pages, and user flows.Fostered a culture of experimentation and continuous improvement, encouraging a test-and-learn mindset within the team and across the organization.

Responsible for driving lead generation.Co-managed and co-organized promotional company events such as Open Houses and Career Fairs.Represented the company at trade-shows, including The 2015 Canadian Career Fair and The Fall Women’s Show 2015.Developed and managed the overall content strategy with key considerations, including SEO. Demonstrated a consistent ability to network with different organizations, establishing mutually beneficial business relationships. Managed and updated the company's Twitter, Facebook, and Google+ pages. Conducted prior research on the company's target market to identify the most active social media platforms. Found that Facebook was the most popular platform among the culturally diverse demographic. Utilized this research to develop a social media strategy focused on increasing engagement on Facebook with both current and prospective students through visual, original content.Managed local and international Facebook advertisements to recruit prospective students, resulting in a substantial increase in website traffic and conversion rates since the launch of the advertising campaign.