Leading the Performance Management practice for all money-in, money-out, wealth management, small business, and insurance products.We have the ambitious mandate to balance the voice of the customer with the voice of the business to deliver on our objectives. My team & I partner with enterprise-wide Lines of Business, Fraud, Legal & Compliance, Finance, Marketing and Digital Platforms & Technology functions to identify marketing and digital platforms efficiencies to deliver on our Net… Show more Leading the Performance Management practice for all money-in, money-out, wealth management, small business, and insurance products.We have the ambitious mandate to balance the voice of the customer with the voice of the business to deliver on our objectives. My team & I partner with enterprise-wide Lines of Business, Fraud, Legal & Compliance, Finance, Marketing and Digital Platforms & Technology functions to identify marketing and digital platforms efficiencies to deliver on our Net Promoter Score, Growth, Engagement, and Revenue targets. Show less

As a Member of the CMA Insights Council, I have the privilege to provide thought leadership to Canadian marketers about leveraging data, analytics and consumer insights to improve business decision-making.

Actively pursuing my love for football.Accredited Canada Soccer Referee and actively refereeing both recreational & competitive games; both as a main referee as well as an assistant referee.

**Excited to share that our Fintech has been acquired by the National Bank of Canada.**Headed the Product Management practise for Core Banking, Personal Financial Management, Digital Identity Management (Onboarding) & Money Movement with a focus on delivering early stage next-generation financial technologies via a modular BaaS tech stack (think APIs).Responsible for building the product ‘blueprint’ blanketing strategic vision, product integration roadmap, analytics/reporting… Show more **Excited to share that our Fintech has been acquired by the National Bank of Canada.**Headed the Product Management practise for Core Banking, Personal Financial Management, Digital Identity Management (Onboarding) & Money Movement with a focus on delivering early stage next-generation financial technologies via a modular BaaS tech stack (think APIs).Responsible for building the product ‘blueprint’ blanketing strategic vision, product integration roadmap, analytics/reporting framework, technical documentation including identifying new third-party vendors and socializing with partners. Additionally, I was also accountable for my products to meet FINTRAC, OSFI and other Regulatory & Compliance requirements.On a daily, I would partner with some incredible (talent) System Analysts, Business leads, Data, DevOps, Cyber Security experts and Developers to craft my roadmaps and execute on our product vision. Show less

As the Chief Digital Product Owner, I led a team of Product Owners responsible for the bank's digital product suites including documenting the vision, prioritizing, road-mapping, and overseeing the release cycle including integrating PC Optimum Loyalty & Financial Services payments.Digital Products under my leadership included the Public Site, E-Commerce Funnel, Digital ID Verification, Secure Site, Mobile Application, Chatbot and frontline Branch & Call Center Digital Platforms… Show more As the Chief Digital Product Owner, I led a team of Product Owners responsible for the bank's digital product suites including documenting the vision, prioritizing, road-mapping, and overseeing the release cycle including integrating PC Optimum Loyalty & Financial Services payments.Digital Products under my leadership included the Public Site, E-Commerce Funnel, Digital ID Verification, Secure Site, Mobile Application, Chatbot and frontline Branch & Call Center Digital Platforms. Additionally, owned the Platform Stability & Release Management agendas to ensure Product Owners held end-to-end accountability for customer & employee experiences while maintaining quality end-to-end delivery.Select accomplishments:• Led a team of 9 Product Owners to deliver on the vision for the Public Site, Secure Site, Mobile App, e-Commerce Funnel, Digital ID Verification, and frontline Branch & Call Center platforms.• Received the 2020 Best Banking Application Award by Reader’s Choice.• Launched a bank-first Chatbot to retain online traffic and migrate IVR call volumes to digital self-serve.• Delivered a digital-first ecosystem with 9 of 10 banking activities actionable digitally, mobile app adoption up 3x with 70% of digital banking happening on the app and a call volume reduction of 21% amongst digital bankers.• Launched a Canada-first prepaid loyalty deposit account and end-to-end digital ID verification onboarding, resulting in a 70%+ instant approval rate and ~35,000 accounts opening monthly.• Redefined our Agile Ways of Working to better suit pandemic needs and transitioned to biweekly release cycles.• Championed for a transparent & measurable product & performance management practice, implemented digital performance KPIs and adopted multiple tools including partnering with FINALTA and Forrester to establish industry benchmarks.Check us out at www.pcfinancial.ca and highly recommend downloading our award winning mobile app. Show less

Leading a team, oversaw and coordinated the development, execution and evaluation of customer growth strategies including digital platforms roadmap to ensure alignment with evolving customer experience needs. Transformed customer experience and boosted sales by 184% through development and deployment of customer driven strategy targeted at market segment of Youth, Newcomers to Canada, Students and Cross Border Bankers.Promoted crossfunctional collaboration by driving adoption of… Show more Leading a team, oversaw and coordinated the development, execution and evaluation of customer growth strategies including digital platforms roadmap to ensure alignment with evolving customer experience needs. Transformed customer experience and boosted sales by 184% through development and deployment of customer driven strategy targeted at market segment of Youth, Newcomers to Canada, Students and Cross Border Bankers.Promoted crossfunctional collaboration by driving adoption of agile working teams/methodologies. Show less

Led Customer Engagement Strategies to reduce attrition, grow account balances and uncover new revenue opportunities amongst 13 million existing TD chequing account holders.Delivered record customer attrition levels of 93%; revamped the customer onboarding and engagement strategies aligned with tenure, depth of relationship, segment, and usage driving brand & product engagement.Spearheaded critical regulatory, pricing, product & channel initiatives impacting both colleague and… Show more Led Customer Engagement Strategies to reduce attrition, grow account balances and uncover new revenue opportunities amongst 13 million existing TD chequing account holders.Delivered record customer attrition levels of 93%; revamped the customer onboarding and engagement strategies aligned with tenure, depth of relationship, segment, and usage driving brand & product engagement.Spearheaded critical regulatory, pricing, product & channel initiatives impacting both colleague and the existing customer base experiences with an objective to minimize attrition. Designed and delivered the product strategy and roadmap in alignment with organizational strategy to meet and exceed overall business goals.Championed strategic digital-first proof-of-concepts with a goal to evolve the product. Show less

Leveraged data as a service to bridge the gap between Business Strategy and Customer Need. Conducted in-depth data analysis to formulate customer-focused business strategies for Small Business, insurance, Cross Border, and Everyday Banking products. Designed and launched innovative marketing campaigns by leveraging traditional and growth hacking digital marketing strategies. Delivered the Advanced Analytics investment strategy of $2M, foraging internal & external relations and managing… Show more Leveraged data as a service to bridge the gap between Business Strategy and Customer Need. Conducted in-depth data analysis to formulate customer-focused business strategies for Small Business, insurance, Cross Border, and Everyday Banking products. Designed and launched innovative marketing campaigns by leveraging traditional and growth hacking digital marketing strategies. Delivered the Advanced Analytics investment strategy of $2M, foraging internal & external relations and managing prioritization. Show less

Responsible to create & communicate the annual network technology strategy. Partnered with regulatory, engineering, marketing & industry experts to identify and champion new revenue opportunities.

Ensured successful repositioning and transition of ING Direct brand to Tangerine by executing integrating marketing program.Created unified and seamless experiences for consumers, developing integrated digital and traditional marketing strategies with an accumulating budget of $30M. Supported the launch of the Bank's first chequing account and delivered an enterprise-wide Customer Segmentation Model identifying customer and revenue growth opportunities. Optimized cross-functional… Show more Ensured successful repositioning and transition of ING Direct brand to Tangerine by executing integrating marketing program.Created unified and seamless experiences for consumers, developing integrated digital and traditional marketing strategies with an accumulating budget of $30M. Supported the launch of the Bank's first chequing account and delivered an enterprise-wide Customer Segmentation Model identifying customer and revenue growth opportunities. Optimized cross-functional collaboration by developing and implementing RACI metric. Show less

As the Group Marketing Manager, responsible for developing the go-to-market customer acquisition strategies for Rogers Small Business & Consumer TV and Mobile product lines. Select accomplishments:> Oversaw development, execution, and evaluation of B2C and B2B direct mail, mass marketing, and e-commerce marketing strategies to meet ambitious goals with an annual marketing budget of ~$30M > 2012 Canadian Marketing Association Bronze Award for Rogers Home Phone Marketing… Show more As the Group Marketing Manager, responsible for developing the go-to-market customer acquisition strategies for Rogers Small Business & Consumer TV and Mobile product lines. Select accomplishments:> Oversaw development, execution, and evaluation of B2C and B2B direct mail, mass marketing, and e-commerce marketing strategies to meet ambitious goals with an annual marketing budget of ~$30M > 2012 Canadian Marketing Association Bronze Award for Rogers Home Phone Marketing Campaign> Led, mentored & developed a pipeline of marketing talent> Led the market strategy and launch of Rogers Live Agent; a Canadian telecom customer-first initiative> Multiple grassroot initiatives to grow regional market share amongst small businesses Show less

Delivered on a sales transformation strategy driving franchise-wide adoption of new online sales vendors namely Expedia, Hotels.com, and Bookings.com.Mandated to develop annual marketing plans, pricing strategies and channel training to position Best Western as a four-star boutique hotel. Supervised, evaluated, and mentored direct report. Built relationships with retail and online vendors to develop and facilitate training on sales/marketing collateral. Collaborated with agencies to… Show more Delivered on a sales transformation strategy driving franchise-wide adoption of new online sales vendors namely Expedia, Hotels.com, and Bookings.com.Mandated to develop annual marketing plans, pricing strategies and channel training to position Best Western as a four-star boutique hotel. Supervised, evaluated, and mentored direct report. Built relationships with retail and online vendors to develop and facilitate training on sales/marketing collateral. Collaborated with agencies to design web site and online media strategy; negotiated commission contracts to manage costs and ROI. Show less