Toronto, Ontario, Canada
As a passionate leader with 10 years of experience in tech and over 4 years of managing teams, my focus has been in B2B SaaS Product Marketing—go-to-market strategies, strategic messaging, positioning, pricing & packaging, experimentation, strategic narrative, and more. Known for my ambition, attention to detail, and thoughtfulness, I value team collaboration & creativity and strive to make co-workers' and customers' experiences an 11/10. My people-first leadership style includes driving and implementing process improvements, advocating for my team across the organization, and motivating others to achieve a strong output of work; all with a high level of empathy. Outside of work, you can find me going to concerts, exploring bookstores, and checking out local restaurants. Please note that I typically reserve my LinkedIn connections for those I have worked with or met in person. To connect with me, please indicate why with a personalized invite.
February 2024 - December 2025: Strategic Initiatives January 2025 - December 2026: Expansion Growth January 2026 - present: New Business Growth Lead some of our most difficult & strategic projects within Product Marketing and Product Growth, work across domains, and help build better processes across our team. • Spearhead strategic, high-impact initiatives in support of our Product Marketing team and Product department, including Plan Ideal Customer Profiles, company-wide positioning, core product value props, a competitive intelligence program, customer value statistics, growth opportunity analyses, and more • Led the company's 2025 customer price increase + legacy plan migrations, which led to an increase of $X.X MM in ARR and maintained our churn rate 15% below target • Delivered 97% attainment in FY25 Location Adds targets and exceeded FY25 Tip Management add-on attach rates by +13% • Synthesize user and market research to drive recommendations for growth and strategic focus • Write clear and concise internal documents to summarize current state/problems, ideal state/opportunities, user & market research, and put forth my proposed recommendations • Owned our quarterly competitive & market intelligence update, shared company-wide • Drove alignment of my proposed recommendations of the strategic initiatives with our VP Product, Director of Product Growth & Product Marketing, Director of Product Management, Director of Design & Research; and work with key stakeholders to execute these changes • Independently define and recommend programs & solutions to address specific problems in our department
• Managed and built a team of 9 Product Marketing Managers (PMMs), Senior PMMs, and a Senior Platform Integrations Manager to help us more effectively price 7shifts, bring new products to market, and drive adoption of existing features (with 0 voluntary team churn!) • Initiated pricing & packaging tests and strategy proposals with the VP Product, such as price elasticity, acquisition, and expansion—working with the Pricing and Growth & Billing teams to ensure alignment and go to market, ultimately increasing MRR and ARPU • Collaborated with other functional people managers, Directors, and VPs to discuss, plan, and implement process improvements (e.g., revamped our product launch process, created a post-release retro framework, built product domain dashboards to track the ongoing health of all existing features, product domain RACI chart, and more) • Launched and led special projects such as our company's core Ideal Customer Profiles (ICP), ROI product statistics, our company’s positioning, and strategic narrative, where the impact scope is at an organization-wide level • Grew the team from 3 to 7 individual contributors within four months; recruiting, hiring, and onboarding 4 new PMMs • Organized and ran quarterly planning for our PMM team, including retro, identify-discuss-solve, and setting OKRs that align with our company objectives • Created a robust 30/60/90 template for new hires, which our People team made the template for our entire organization—utilized to set up expectations and goals for 100s of new employees • Supported the ongoing growth and development of the Product Growth team, including recruiting, hiring, training, mentoring, coaching, and creating development plans • Player-coach: PMM for Growth (trial/new audiences, activation, and expansion) in 2024 Managed PMMs in these product domains: Growth, Billing, Scheduling, Communications, Team Engagement, Mobile, Platform & Integrations, Labor, Compliance, Tip Management
• Owned and launched one of the company's largest product releases in 2021 from inception to market during my 90-day probation period • Created an in-depth deep-dive analysis for our Hiring product to identify opportunities, recommendations, drive product value, and build a action plan to hit OKRs across Product Management, Design, Data, Engineering, Product Marketing, and Growth Marketing • Led the development and execution of go-to-market strategies for product features and growth tests that drove engagement and adoption, and impacted different areas of the customer lifecycle journey (conversion, activation, expansion, and advocacy/referral) • Oversaw and executed product release strategies, product messaging, upsell opportunities, and client/trial user segmentation • Conducted Product Marketing data analysis, with the support of the Data team, by gathering and interpreting data, and presenting it in a clear and actionable manner • Identified success metrics and measure the results of strategies and initiatives to continuously iterate and maximize results • Communicated new product features and updates to internal teams ensuring they had the information needed to capitalize on the release • Established a clear understanding of our customers’ needs, product offerings, and competitive landscape in order for product strategies to align with market demand • Collaborated cross-functionally with Product Management, Product Design, and Data to understand customer needs and own business outcomes with products in our domain • Member of the Diversity, Equity & Inclusion Committee—prioritizing activities and initiatives within 7shifts that promote DE&I and support the execution of those initiatives Product domains: Growth, Billing, Scheduling, Communications, Team Management, Mobile
• Collaborated cross-functionally with Product Management, Product Engineering, Sales, and Design to optimize messaging and usability around our product, new features, and offerings as well as help create and define new products • Launched customer development ‘VIP’ sessions to collect product feedback and present our roadmap to better understand our customers and target audience • Founded and organized 'Slice of ice' sessions, a monthly webinar series to train customers and partners with our product modules to increase product adoption and drive upsell opportunities • Crafted pitch materials, wrote customer case studies, created product one-pagers, organized webinars, and managed conference & sponsorship operations to help advance sales opportunities and communicate the value of our products • Managed and owned the 6-figure Marketing and Sales fiscal year budget • Owned the conceptualization, creation, and delivery of marketing programs including print materials, blog posts, press releases, campaigns, and website content • Led and standardized the conference audit process to better analyze the ROI of sponsorship dollars to leads and opportunities within the sales funnel • Drove and grew event marketing programs from the ground up; assessing the right events to attend, building program design, engaging vendors, handling logistics, and driving pre- and post-event marketing tactics • Member of the organization's Social Committee — helped plan and coordinate social activities, events, and initiatives for staff
As a company under the umbrella of the Lazaridis School of Business & Economics, Prism Resources is a technology rental and software training organization, serving a client base of over one 4,000 members per year—bridging the gap between the classroom and the workplace for tomorrow's business leaders since 1991. • Hired, managed, and supported the marketing team of 3 (Brand Manager, Communications Manager, and Sponsorships Manager) communication operations • Worked with Training, Customer Service, and other internal teams to identify, assess, design, and implement all marketing activities • Developed and implemented an integrated strategic marketing and communications plan to advance and maintain Prism’s brand identity • Recognized internal and external marketing and communications opportunities and solutions, and define and execute appropriate strategies to support them • Oversaw the day-to-day activities of the Marketing & Communications Department including budgeting, planning, team organization, and staff development • Focused on improving the organization through new project initiatives and increased efficiency of current processes across various departments • Designed and implemented market research activities to gauge member opinions, further drive customer value, and develop new business strategies and initiatives • Initiated the creation and design of the new Onboarding/New Employee Manual with everything from company culture, payroll processes, department overviews, and more • Strategized long term projects for the organization to implement in addition to operational procedures including implementing a new Salesforce course with the Training Team • Led the implementation of CRM software across the organization to keep a historical record of interactions with vendors • Represented Prism Resources at sponsored events, judging case competitions and speaking with Prism members
• Formulated the inaugural strategic narrative, messaging, and pitch deck design for the corporate Shopify Plus slide deck, which was sent to thousands of prospective merchants, partners, and staff presenting the key value and differentiators of Shopify Plus • Collaborated with the Business Operations and Marketing Automation team to increase lead flow to Sales, helping implement a lead scoring process linked to marketing automation and the CRM platform • Learned all the ropes of Enterprise Sales; got the unique opportunity to see the process through, from prospecting to closing • Developed key skills for success in outbound sales such as cold calling and emailing, research, presentations, resources content creation, SPIFF organizing, etc. • Adopted innovative new ways of selling, and disrupting the traditional enterprise sales approach of software • Given problems, find solutions; find problems, present solutions
• Contributed to the generation of $227,000 in pipeline • Collaborated with BDRs and Account Executives to learn the sales cycle and contribute significantly to Vidyard’s growth • Performed market research to identify potential targets to grow the company’s internal database • Organized monthly SPIFFs with the Sales Development & Business Development Managers • Used Salesforce, KiteDesk, Clearbit, Sales Navigator, Hoovers, and Datanyze to build, profile, and create accounts for Mid-Market, Large Enterprises, and Key Accounts (companies with $10,000,000+ in revenue) • Created custom, personalized Vidyard video hubs for prospective key accounts—demonstrating what our product could look like for them using their branding to drive more personalized outreach and demo experiences