Resume

Professional Summary

Innovative and multifaceted marketing executive with 20+ years of experience building strategic campaigns and brand awareness across various sectors. Effectively leads dynamic teams through hands-on coaching, utilizing in-depth industry knowledge. Leverages creative mindset to develop strategic roadmaps, consistently ensuring positive ROI across all initiatives, while tracking metrics and outcomes to direct future growth strategies.

Skills

Marketing Strategy Digital Marketing Campaign Management Branding SEO Data and Analytics

Work Experience

Jan 2021 - Present

Director of Marketing at Property.ca Brokerage

Manage a team of 7+ within 4 lanes of business, developing roadmaps and ensuring stakeholder strategic alignment. Responsible for corporate marketing, agent marketing services, product marketing, digital marketing, UI/design, and content. Key member of senior leadership team, maintaining a strong understanding of business goals to develop solutions that align with business objectives and consistently exceed results. Developed a digital transformation strategy integrating advanced analytics to drive a 200% increase in app sign-ups, showcasing my ability to leverage digital platforms for substantial business growth. Led the product marketing roadmap for new products and features geared towards buyers and sellers, such as School Catchment, Price History and Home Valuation, leveraging audience insights to increase lead conversation rates and feature usage. Executed segmented retargeting campaigns, achieving an average click-through rate (CTR) of 35%. Managed CRM automation and marketing segmentations, with improved connection rate of +3%, and consistent growth over the last 6 months. Developed and implemented holistic advertising strategies to boost company awareness and lead generation, exceeding conversion projections by +50%, optimizing CPC and CTRs, and increasing the number of leads in the hands of agents. Tracked entire customer journeys with Tableau, utilizing the data to develop retargeting campaigns and provide business insights. Spearheaded a comprehensive SEO & SEM strategy, to implement technical and content SEO recommendations as well as paid search, enhancing search visibility resulting in increased site traffic and lead generation

May 2017 - Jan 2021

Digital, Social Media & Public Relations Manager at Weston Foods

Spearheaded brand management for top brands and categories, orchestrating digital, social, and PR initiatives across North America with a budget of $750K+. Cultivated strategic partnerships, consistently managing to exceed campaign KPIs and sales targets. Pioneered a social influencer program, bolstered digital capabilities within the organization, and led digital for the Wonder Bread brand repositioning campaign, successfully generating 70+ million impressions. Led strategic partnership with Universal Studios for ‘Back to School’ Program, managing all aspects of social and digital campaigns and activation. Exceeded advertising KPIs by 3M+ impressions, awareness resulting in the program completing 2 weeks earlier than expected due to product selling out in-store. Led the complete redesign of the Weston Foods website, from conception through to execution. Developed and presented the entire pitch regarding necessary web changes for increased profitability and traffic, gaining organizational buy-in and financial backing. Led partnership with the Toronto Blue Jays, identifying opportunities to enhance the relationship, including increasing contributions to JaysCare Foundation and significant in-stadium presence. Secured branded screens for advertising behind home plate, garnering huge national visibility for company products and brands. Resulted in organizational buy-in for increased budget and in-stadium product usage, based on proven ROI. Initiated website development for brand sites and brought in new capabilities to increase web traffic, managing product partnerships to increase online sales. Developed and implemented e-commerce strategies across platforms like Amazon Fresh and Loblaws Click and Collect to create sales, emphasize promos, and increase visibility across the U.S. and Canada.

Sept 2015 - May 2017

Senior Marketing Strategist at Sheridan College

Began tenure with responsibility managing all digital and social for the entire college. Received a promotion to Senior Marketing Strategist, overseeing college networking and advertising partnerships, strategic campaign development, and team leadership. Additionally, developed manuals to standardize response processes surrounding social media crisis management. Developed on-campus partner network to connect cross-functional departments and standardize social media strategy throughout the college. Provided tools and recommendations on best practices to ensure alignment throughout all college social media accounts. Hired Sheridan students to be the voice of the college on social, giving 8 students access to the college’s social media accounts so multiple posts could be put up daily, resulting in increased traffic and digital engagement for multiple departments. Attended #PSEWeb Conference in Newfoundland to speak about developing collaborative social media strategies inclusive of organization departments and student participation. Successfully developed numerous marketing personas, identifying key students, their drivers, behaviours, and school selection processes, to better market to them and provide experiences to help them with their educational journey.

June 2006 - Sept 2015

Art Director at LoyaltyOne

Joined company as an E-Media Specialist working on web operations, including email development and setting up ad platforms. Promoted to Art Director, developing and managing Streamline business lane, responsible for conceptualizing, developing, and implementing efficiencies to facilitate faster project turnarounds. Executed 900+ creative projects annually post-implementation, while pitching new business and managing omnichannel campaigns for clients such as Rogers, LCBO, and Bank of Montreal.

May 2000 - Jan 2022

Principal at Chrismedia

Founded and managed this consulting business dedicated to strategizing and implementing various digital marketing, media, and technical solutions for small- to mid-sized companies. Provided various services, including brand build, advertising, web development, design, and more. Additionally, assisted clients with the development of brand plans and identities to enhance their business brand presence.

Education

Graduated in 2006

University of Toronto

Honours BA, Communication Culture & Information Technology (CCIT) & Art/Art History

Graduated in 2006

Sheridan College

Diploma, Art & Art History

Graduated in 2002

Humber College College

Honours Diploma, Multimedia Design & Production Technician

Interests

I love the outdoors and spending time with my family.