Case Studies

myAbode + Real Servus | Marketing Transformation

Challenge

Following an acquisition and rebrand, the organization needed unified marketing operations, a scalable strategy, and strong leadership to align three brands—myAbode, Property.ca, and Right at Home Realty—under a cohesive vision. Marketing processes were fragmented, budgets were decentralized, and MarTech tools were underutilized.

Solution

As Fractional Director of Marketing, I led a full transformation initiative including:Cross-departmental process redesign to create clarity between marketing, sales, operations, and customer service.Budget consolidation across three brands to improve financial visibility and ROI.MarTech audit & modernization, evaluating systems, CRM workflows, and automation opportunities.New governance structures ensuring consistent brand, messaging, and operational standards across all teams.Resource alignment across internal staff and agency partners to eliminate duplication and improve delivery speed.

Impact

Identified $100K+ in operational efficiencies through streamlined processes and budget alignment.Established a unified marketing framework supporting growth across all brands.Strengthened the organization’s ability to scale with a modernized, efficient marketing engine.Reduced bottlenecks and improved execution velocity across departments.

Property.ca Inc. | Marketing Function Modernization

Challenge

Property.ca Inc. was facing stalled digital growth, inconsistent funnel performance, and limited lead-nurturing infrastructure. The marketing foundation needed modernization to support revenue expansion and scale.

Solution

As Director of Marketing, I rebuilt the marketing function to support full-funnel performance, including:

CRM & marketing automation redesign with new workflows, scoring models, segmentation, and lifecycle management.
SEO/SEM strategy overhaul to improve discoverability and reduce acquisition costs.
Brand and digital experience refresh to strengthen trust and conversion across all touchpoints.
Launch of Agent Marketing Services, creating a new B2B revenue channel.
Performance dashboard creation to give leadership real-time visibility into marketing effectiveness.

Impact

Delivered a new revenue stream generating $50K+ annually via Agent Marketing Services.
Improved lead quality and conversion through enhanced CRM automation and segmentation.
Strengthened SEO/SEM performance, improving efficiency and lowering cost per lead.
Modernized the digital presence and aligned marketing with sales for stronger revenue outcomes.

Weston Foods | National Campaign & Brand Partnership

Challenge

Weston Foods sought to increase relevance with families and drive sales during the competitive “Back to School” season. They needed a campaign that blended storytelling, partnership activation, and digital performance to stand out nationally.

Solution

I led the national launch of a cross-channel partnership with Universal Studios, managing strategy, creative development, digital execution, and in-store activation. Work included:

Full digital campaign development across social, paid media, and owned channels.
Partnership negotiation & asset integration with Universal Studios IP.
Measurement strategy and KPI framework.
Creative direction to ensure strong brand synergy and emotional connection.

Impact

Exceeded advertising KPIs by 3M+ impressions, significantly outperforming benchmarks.
Campaign demand was so strong that in-store product sold out two weeks early.
Built a repeatable model for partnership-driven brand storytelling.
Strengthened Weston Foods’ presence within a highly competitive seasonal category.

Sheridan College | Digital Marketing Strategy & Enrollment Growth

Sheridan College

Challenge

Sheridan College needed to strengthen its digital presence to increase student inquiries, improve program visibility, and support competitive enrollment targets. With shifts in student behavior toward mobile search, social discovery, and digital-first program exploration, Sheridan sought a more modern and performance-driven approach to its marketing execution.

The marketing team also needed clearer workflows, more consistent messaging across channels, and improved reporting to support decision-making.

Solution

In my role supporting digital strategy and execution, I helped modernize Sheridan’s marketing approach by:

Enhancing program-level digital visibility through refreshed content, optimized landing pages, and improved user experience.
Strengthening paid media campaigns to drive higher-quality inquiries and more efficient cost-per-lead performance.
Developing a data-informed content strategy aligned to student motivations, search behaviours, and decision stages.
Improving channel integration across email, search, social, and web to create a unified digital experience.
Introducing clearer campaign reporting processes to help internal teams evaluate results, allocate budget more effectively, and optimize faster.
Collaborating cross-functionally with recruitment, faculty, and creative teams to align messaging and ensure accuracy across touchpoints.

Impact

Increased student inquiry volume through optimized digital pathways.
Improved conversion rate from paid campaigns by strengthening targeting and creative resonance.
Elevated program visibility across key landing pages and search experiences, improving organic discoverability.
Enabled better data-driven decision-making through clearer analytics, reporting, and performance insights.
Strengthened marketing system alignment, reducing duplication and improving workflow efficiency.