Toronto, Ontario, Canada
With over 20 years in digital marketing and communications, I specialize in crafting data-driven strategies that drive engagement, retention, and measurable business growth. My expertise lies in leading omni-channel campaigns and MarTech innovation, designing full-funnel customer journeys, building intelligent automations, and scaling cross-channel programs for enterprise environments. Currently at BMO, I lead the strategy and execution of complex Salesforce Marketing Cloud initiatives, uniting behavioural triggers, advanced segmentation, and omni-channel architecture to boost performance. At RBC, I managed end-to-end delivery of 250+ customer journeys annually and introduced frameworks that tripled campaign throughput. At Capital One, I launched real-time messaging frameworks and lifecycle campaigns that delivered response lifts of up to 45%. Across roles, I have consistently combined technology, analytics, and creativity to elevate customer experience and business impact. My background spans financial services, retail, and entertainment, giving me a unique edge in applying innovative strategies across diverse industries. Whether mentoring high-performing teams, aligning with C-level stakeholders, or evolving MarTech ecosystems, I bring hands-on leadership and a growth mindset to every initiative.
• Lead campaign execution across all owned digital channels, ensuring seamless, on-time delivery of personalized journeys aligned with enterprise marketing goals. • Spearhead omni-channel engagement strategies across email, SMS, and mobile app, enhancing customer experience and conversion. • Partner with analytics and data teams to strengthen data readiness, optimizing segmentation and targeting capabilities. • Implemented new QA workflows and personalization frameworks, reducing campaign error rates by 35% while scaling volume by 40%. • Champion adoption of AI-powered testing and predictive analytics to accelerate time-to-launch and increase conversion.
• Owned end-to-end delivery of omni-channel marketing campaigns, overseeing 250+ customer journeys annually. • Directed marketing technology governance, optimizing platform usage, vendor partnerships, and license value. • Introduced scalable journey frameworks and QA protocols, enabling a 3x increase in campaign throughput with consistent quality. • Partnered with Data Science to ensure real-time data availability and compliant segmentation logic. • Led pilot initiatives evaluating AI-powered personalization engines, achieving an 18% uplift in offer relevancy.
• Directed executional strategy for digital communications across email and in-app messaging channels. • Established QA, localization, and A/B testing processes to improve speed, accuracy, and scalability of campaigns. • Launched automated journeys that drove a 45% lift in customer engagement and improved loyalty offer accuracy. • Acted as primary liaison for MarTech troubleshooting, vendor management, and performance analysis.
• Managed digital product marketing, affiliate programs, and onsite promotional campaigns. • Collaborated with analytics teams to implement conversion funnel tracking, improving customer lifetime value and ROI. • Drove SEO, A/B testing, and email strategies, contributing to a 30% YoY increase in basket value.
• Directed multi-channel national and international digital campaigns across MTV digital platforms. • Created original narrative and script content for web-to-air initiatives, including written and video segments for MTV News and branded properties. • Managed social media and brand partnership content across MTV’s national and international sites, contributing to recognition as 'Best in Canadian TV.'