Toronto, Ontario, Canada
Hi, I’m Mel 👋. From developing new business lines for Fortune 500 companies, to founding and scaling Shop app in-house at Shopify, I bring products from whiteboard to market. I've recently started exploring a new chapter outside of tech and marketing and am building and designing physical spaces and products.
Sensus Design Studio is a luxury home design firm. We create turn-key experiences that take clients from architectural sketches to move-in-ready dream homes.
ASOM (A State of Mind) is a holding company for my passion projects. The namesake project is a small, fashion label focused on Wearable Duvets. She is still live but sold out at asom.ca Currently building: Founder, a 2-4 player strategic boardgame.
Whimsical is an iterative product workspace. It is a suite of documentation tools designed for solving any product challenge, ultimately making it easier for teams to build clarity and shared understanding faster. I joined Whimsical to build it’s first marketing team post-Series A. During my time there, we rebuilt the foundations of the brand and as a result, pivoted our product strategy to better position ourselves against enterprise SAAS giants like Miro and Figma. Within the year, our team managed to launch a new website and onboarding experience, driving a 42% increase in organic traffic YOY, 56% increase in conversions, and 8% growth in usage.
Shop is Shopify's flagship consumer brand and marketplace spun out of our former innovation lab, Garage. Since its launch in 2020, we've helped Shopify merchants discover and re-engage their customers by creating one of the top 3 shopping apps in North America on the App and Play store. As part of the founding team, I developed our foundational consumer POV and brand, grew our product to over 25M MAU in app and 100M users across our network, and scaled a cross-disciplinary marketing team including Product Marketing, Brand Marketing, Merchandising, Communications, and Creative.