Driving Digital Capabilities: Embedding marketing, media, and connected commerce capabilities across workflows, enabling optimized brand growth and seamless operations.Cross-functional Integration: Collaborating with teams to incorporate precision marketing and retail media into core business planning, driving innovation and alignment.Generative AI Leadership: Spearheading Generative AI initiatives to enhance content productivity and streamline marketing processes, including the development of AI-driven tools for website content, CRM emails, and digital shelf optimization.Workflow Efficiency: Implemented marketing resource management workflows across multiple teams to support content creation and approval, driving full adoption and significantly improving operational efficiency.Digital Shelf Optimization: Led the integration of Salsify into the Canadian market, revolutionizing product data management and content syndication across retail channels to maximize digital shelf performance.Strategic Vendor Onboarding: Successfully onboarded new translation vendor into the Canadian market, creating a new intake model and integrating seamlessly into MarTech ecosystem, ensuring adaptability to evolving content needs.Content Effectiveness: Advancing the Content Excellence workstream to amplify content impact and accelerate speed-to-market across major retail channels.Operational Excellence: Leading demand generation efforts for a $1B portfolio, focusing on enhancing digital execution and embedding advanced commercial capabilities.Performance Optimization: Supporting the adoption of real-time Connected Commerce tools, improving media effectiveness, search performance, and audience targeting.Training & Development: Designing and delivering comprehensive training programs to build foundational digital marketing and connected commerce skills across teams.