• Leading implementation of Destination BC’s Inclusive Marketing Action Plan, which is designed to help the Province’s Destination Marketing Organization (DMO) better accurately and authentically represent the people in BC in its marketing.• Applying change management best practices to foster a culture of continuous learning, self-awareness, and inclusivity. Implementing strategies that encourage recognizing biases, embracing diverse perspectives, and prioritizing lived experiences of underrepresented communities, facilitating a shift in workplace culture.• Supporting thoughtful and culturally sensitive outreach to communities who have been historically underrepresented. Building ongoing, reciprocal relationships with content creators from these communities, amplifying their stories on DBC’s platforms.• Finalized a shared marketing roadmap with Indigenous Tourism BC based on celebrating Indigenous cultures, sharing Indigenous voices and stories, and supporting Indigenous tourism businesses.Defined corporate measures related to diversity, equity, and inclusion to monitor progress on representation and authentic collaboration.• Identified new customer segments for DBC's new family of place and route brands based on the social values of responsible global travelers.

Led the marketing department while the organization recruited a permanent, local candidate. Increased destination awareness through seasonal campaigns while re-building the team and introducing processes and protocols to drive efficient project management.• Created an aggressive annual marketing plan to help Kamloops recover from the ravages of the pandemic, focusing immediately on domestic markets.• Developed and executed the fall and winter campaign strategy and media buy, promoting off-peak seasonal experiences to drive demand.• Initiated first agency relationship in several years to produce new campaign creative platform aligned to the city’s Boldly Unscripted brand.• Proposed holistic brand review and strategic refresh to increase the city’s competitive position as a destination.• Collaborated with stakeholders to support the success of Hockey Canada’s Rivalry Series between the Women’s Canadian and USA national hockey teams.

Directed marketing campaigns and promotions to drive ticket sales at FlyOver attractions in Vancouver, Reykjavik, and Las Vegas.• Developed a multi-channel marketing campaign for Vancouver's re-opening after months of being closed due to COVID, exceeding revenue targets by 37% and online sales by 124%.• Crafted the acquisition strategy for Las Vegas, a new location, nurturing the regional drive market prior to launch and then foot traffic once it opened. Online sales exceeded targets by 28% primarily through effective up-selling.

Led cross-functional team to plan, develop, and oversee integrated consumer marketing programs that promote BC as a tourist destination, increase tourism revenue, and enhance BC's share of the global tourism market.• Directed $4M global campaign across USA, China, and Australia about "The BC Effect" to drive seasonal and geographic dispersion. Beat KPI targets in every market, including: Page Visits, Unique Referrals, and Cost Per Acquisition. • Initiated partnerships to help restart tourism post-COVID, including a collaboration with breweries and hotels to feature a limited-edition craft beer celebrating our famous Ale Trails through "Sip-and-Stay" room specials across BC.• Developed KPIs that would help identify when strategic priorities were met regarding marketing operations, industry collaboration, and traveler visitation.• Negotiated $600,000 sponsorship agreement to help distribute the first IMAX film shot exclusively in BC and featuring Indigenous communities of Canada.

Business lead on a $20M digital transformation project, modernizing the corporate website and upgrading to an industry-standard ecommerce platform.

Led continuing education students through a class on digital content and storytelling, including how to shape each narrative to suit your brand’s identity, voice and tone; the best channels of distribution for content based on your audience’s media preferences; key tips for preparing content for mobile devices; and how to engage an audience on social media.

Provided strategic expertise to senior leaders and clients across the enterprise, advocating practical digital solutions to meet business objectives. Built alliances with stakeholders in IT and other areas in order to meet deliverables. Led operational activities for icbc.com and all customer-facing channels, ensuring a positive digital experience. Ensured brand compliance across ICBC’s digital channels. Coached and mentored direct reports, as well as staff in a matrix team environment. Highlights• Co-created ICBC’s digital strategy and roadmap with IT, outlining the foundation for future online self-serve on icbc.com based on user needs and corporate priorities.• Built the case for responsive web design of icbc.com, which after launch resulted in a 20% increase in mobile traffic. Visitors are also 16x more likely to interact with content compared to the previous site.• Evaluated top tasks for customer portal, determining the need to update a popular online quiz built in Flash. The new responsive edition also includes improved user interactions and has generated a 201% increase in views and a 38% drop in the bounce rate.• Business lead advocating for customers’ interests in an enterprise transformation project to migrate icbc.com to SharePoint 2013, focusing on users’ top tasks and enabling content authors to be more agile when responding to business needs.• Future proofing of team structure with revised roles updated to industry standards and recruitment of necessary talent required to support ICBC’s long-term objectives.

Provide leadership and advise on communications to advance strategic priorities while maintaining or strengthening the department’s reputation with both internal and external stakeholders. Develop effective, interactive communications strategies that support and enhance the department’s outreach and engagement initiatives. Oversee the development and implementation of all promotional campaigns. Manage internal and external creative resources, ensuring that they adhere to goals, strategy and budget.Highlights• Created large-scale awareness campaign to educate 40,000 students about changes to the U-Pass transit program, prompting over 29,000 commuters to pick up their passes over the summer—well above the 6,000 targeted. • Launched a website that streamlined four sites into one, achieving 30,000 unique visitors and over 215,000 pageviews annually.• Created Campus and Community Planning Twitter account and Facebook Page. Together, these tools are the third highest source of traffic for our departmental website behind Google and UBC.ca itself.• Started monthly e-Newsletter, earning average open rates of 37%—outperforming industry benchmarks of 11.4% for the education sector. (Source: Email Marketing Metrics Report, July 2011)• Pitched and prepared papers presented at Canadian Green Building Council and College Building Expo on sustainable construction at UBC.• Represented UBC and its community on Public Advisory Working Group organized by TransLink and Province of B.C. for UBC-Broadway Line Study.

Manage marketing communications, including social media, for Coop Culture, a non-profit platform for advancing issues of culture and diversity.Highlights• Created and executed marketing communications plan for #NetCulture: Stories of Culture and Diversity, a sold-out event co-hosted with the Vancouver Public Library and Net Tuesday Vancouver

Responsible for supporting production of all print advertising for Future Shop and Best Buy Canada, totaling an average of 12 million flyer copies per week. Manage advertising database, maintaining accuracy, pre-press standards, the timely completion of content for publication, and branding. Recruit and develop team of proofreaders who review content on paper and on-screen, image coordinators who touch up product shots, and a traffic coordinator who distributes proofs for sign-off.Highlights• Launched the company’s first advertising database in 2005, centralizing content for multiple client users, standardizing procedures and protocols, and helping to eliminate redundancies.• Directed large-scale migration of advertising data to a more stable server, creating order through a new folder hierarchy, naming conventions, and archiving procedures.• Helped secure sensitive advertising material during the holidays by executing our FTP strategy.

Responsible for all marketing communications for 6 product lines valued at $30 million. Developed creative concepts with Marketing Managers and wrote copy tailored to suit each medium (print, email, and Web). Hired freelance designers and directed layout of annual catalogs, brochures, letters, postcards, space ads, and other projects. Ensured that all projects remained on schedule, under budget, and in line with strategic objectives.