Toronto, Ontario, Canada
With over 20 years of experience in media, strategy, and marketing, I’ve built a career on balancing the science of data-driven decision-making with the art of media creativity to drive meaningful, measurable growth. My background is deeply integrated, spanning brand and performance marketing, digital strategy, content activation, and results-oriented planning across a wide range of industries. I’m equally comfortable in the boardroom or building systems, bringing ideas to life through both strategy and execution. In recent years, I’ve expanded my personal interests to include the practical application of AI, building and training private, locally hosted models to explore how AI can be meaningfully embedded into everyday life and in the context of media planning. Key strengths: Leadership, partner collaboration, team building, strategic planning, integrated thinking, and a deep curiosity that fuels constant learning, especially where creativity and emerging technology intersect.
- Advancing the planning discipline for Canada - Leading product evolution - Exploration of Web3 opportunities
I built an internal Global Media practice from the ground up, focused on performance orientation. Wins: Established and empowered a global community of media experts; identifying existing media talent and gaps in countries to inform changes in responsibilities, the creation of a global operating model, and established responsibilities at both global and local levels. Created a global standard approach to media planning, and rolled-out across 29 countries. Developed a repeatable planning methodology proven to be 7x more likely to drive successful\effective creative recall, using local country media data and global research. Increased organization-wide focus, reducing the number of media plans by 15% globally, in favor of better funded, more strategic initiatives. Improved operational effectiveness and efficiency through automation, both internal and across all of our media agencies, increasing capacity for 100 marketers and agency partners. Led a high-performing team, and achieved an employee engagement index 20% higher than the company average, and 30% higher than our divisional average. Plus, received 100% favourable feedback in the areas of performance enablement and manager effectiveness. Consolidated 85% of media agency relationships under a single, global, parent\adoption agreement contract. and renegotiated contracts with a win-win outcome - optimal staffing to run the business, plus a 25% cost savings as a result of a change to the remuneration model. Significantly progressed the elevation of marketing science, building a new department\function and global capabilities to help Scotiabank better understand marketing ROI across the purchase funnel. Improved Scotiabank's digital safety and increased effective digital\programmatic media buying.
I lead Johnson & Johnson’s over the counter (OTC) and Janssen Ortho’s pharmaceutical businesses. I managed a fully integrated team of 7 people and 11 partner agencies across 21 brands. Scope of work included; management and orchestration of annual communications planning, strategy development and stewardship of all media including; traditional, digital, social, SEM, SEO, content, brand activation and partner integration. During my time with this client we saw our best ever client satisfaction scores, significant organic growth on the business and a considerable shift in focus to digital. I also lead the Six Flags, Travelocity and RMS businesses. Working with these fast paced, performance focused retail clients has required me to remain calm under pressure, manage significantly high-volume projects simultaneously and drive operational efficiencies and executional excellence. Taking a business vs. media solutions approach has allowed me to address client business challenges through a variety of interesting means including; barter, audience management, marketing mix modeling and analysis, content creation and distribution.
I was given the lead on Johnson & Johnson’s OTC and Janssen Ortho’s pharmaceutical businesses due to my reputation of quickly earning a client’s trust and delivering excellent client service. I successfully lead the business through a transitional period of a year in the absence of a VP \Director. In July 2012 I was given the title of Manager, Innovation and my responsibilities were expanded to include the cultivation of innovative thinking and executional excellence across the organization.
Supervisor on Analgesics, Digestives and Feminine Hygene brands for Johnson & Johnson
Media Supervisor on Bank of Montreal
Media Planner on Bell Canada