At Spruce, I support clients by bringing a strategic lens to marketing and communications projects. This includes developing communications, campaign and brand strategies and managing projects from concepts to results. Some of my recent projects include the Ottawa Public Library/ Library and Archives Canada Joint Facility website, ongoing marketing and communications support for The Red Apron, and developing and managing the work Spruce does as the sole creative partner for Canada Army Run.

Developed and executed a strategic marketing and communications campaign for Ottawa Festivals members and partners, to build public awareness during Ottawa's 2017 celebrations. The campaign was nominated for "Social Media/Marketing initiative of the year" at the 2018 Ottawa Tourism awards.

Discovery Agents - Morningstar InteractiveMay 2015 – Sep 2016Providing senior communications and marketing expertise, PR assistance and on-the-ground event management for a Canadian technology company as they unveil a new product for interactive education.Front Room ClothingJun 2015 – Oct 2016Managing omnichannel presence for women's clothing company, including Twitter, Instagram, Pinterest, Facebook, Wordpress Blog and Polyvore• Building target audience on social media using hashtags, lists, followers• Writing community-engaging, search engine optimized (SEO) content• Increasing overall social media presence for nascent organization• Tracking real-time impact via Google Analytics, Klout, KeyHole• Providing real-world strategic marketing direction based on social media resultsThe Upside CAAug 2015 – Dec 2015Maintaining Twitter presence for designer consignment company, and providing social media expertise• Building target audience on social media using hashtags, lists, followers• Writing community-engaging, search engine optimized (SEO) content• Increasing overall social media presence for nascent organization• Tracking real-time impact via Google Analytics, Klout, KeyHoleRevolve FurnishingsAug 2013 – Sep 2016• Pitching and writing community-engaging, search-engine optimized blog posts and headlinesAmerican Composites Manufacturers AssociationAug 2015 – Dec 2015Short-term fill replacing Marketing Manager for the 2015 Composites and Advanced Materials Expo• Producing community-engaging, search-engine optimized digital marketing, including Google ads• Writing, editing, and production management of show materials for 7000+ attendees• Curating and writing Live Feed during the eventIntelica Solutions Inc.Mar 2015 – Jun 2015Short-term copywriting and editing contract to refresh Intelica Solutions current web site.

Contracted to provide Marketing and PR support to The Calgary International Children’s Festival, one of Canada’s foremost performing arts festivals.Calgary International Children’s Festival• Starting less than 90 days prior to the Festival, delivered a full campaign comparable to previous years• Engaged an additional $45,000 in sponsorships and gifts in kind with long term commitments from Chapters Indigo and Market Mall• Managed new social media and online marketing campaign additions, including staff and budget

• Developed transitional messaging to introduce current and prospective clients to upcoming new opportunities• Conducted market research and stakeholder surveys, SWOT analysis on current messaging to differentiate messaging from competitors

Reporting to the Vice President, provide strategic communications support to the organization, and provide leadership and direction for the delivery of communications programs to meet business plan goals and objectives• Provide appropriate marketing collateral and communications support to divisions, portfolios and programs in support of their strategic business objectives• Develop external key messages to ensure consistent messaging in all corporate material• Develop stakeholder engagement strategy to create awareness and understanding of AITF and its role within the Alberta Innovates system

Managed brand, messaging and communications for Government of Alberta research funding body.• Developed communications strategy, including annual planning and strategic support for 5 year business plan• Reported against objectives to President and Board of Directors• Produced Annual Research Report, Annual Report, newsletters, press related documents, launch events• Liaised to universities, faculties and Government of Alberta, Ministry of Advanced Education and Technology• Conceptualized and produced annual 3-day conference for 250+ researchers, students, and stakeholders • Managed Communications Advisor, vendor relationships and budget ($500,000+)

Developed new product messaging for network management and security products

Re-brand activities from The Absolute Group to LOOT

Created and shaped messages for next-generation helpdesk automation products, built programs to establish company as one of the top two industry providers and developed customer evidence• New products launched in July received industry recognition and award for innovation in September • Six months after brand and product evolution campaign launch, 95% of customers surveyed identified company as “industry and thought leader.”• Established Customer Advisory Board and delivered ten Customer Case Studies with quantitative return on investment evidence.

Assisted labels in determining music products to promote into local market, built initial interest by seeking out taste and trend setters, planned and delivered promotions where early markets aggregated, built niche and mass market demand by developing promotions that enabled early adopters to influence secondary adopters• Two artists reached record sales and local concerts were sold out• Market adoption and early market feedback gathered resulted in promoter adding local concert date to tour• Local fan-interaction promotional event was adopted into nation-wide campaign, and resulted in on-going customer feedback for distributor• Panelist: “Guerrilla Marketing” at 2004 Western Canadian Music Awards

Managed messaging and brand transition for independent financial services firm undergoing several mergers and acquisitions, ensuring continuous brand and marketing services value during budget reductions, and articulating joint-value propositions to retain client base• Developed fifteen–piece materials library and web site that solidified client perception, and was used to successfully communicate value proposition during sales/acquisition process• Coordinated strategies and tactics for 270-person National Conference using 50% of previous year’s budget. Selected events and content exceeded Executives’ expectations, and conference was recognized by participants as being better than previous two years.• Moved development of materials for value-add Coaching and Training program from agency to internal department, reducing cost per training sheet by 50% while improving content.

Developed brand, messaging, and sales materials as company transitioned from small locally-facing firm to mid-sized internationally-facing company, and partnered with IBM. • Successfully re-branded EFA (a well established brand in its market) as Basis100 Capital Markets without loss of profile. • With a relatively small annual budget ($500,000 for a true global marketing campaign,) created a program that used focused media coverage, trade shows, and joint marketing with IBM to capture market attention and established Basis100/EFA as one of top two providers of exchange technology• Delivered marketing initiatives and materials to sales teams in New York, London, Toronto, and Calgary