Director, Marketing and Communications

• Apr 2023 - Present

Communications Planner

• Sep 2022 - Mar 2023

Principal and Senior Marketing Strategist

• Apr 2017 - Oct 2022

Principal consultant specializing in marketing strategy and digital marketing to increase engagement and drive conversions. We provide training and coaching, create marketing plans, manage campaigns, build content marketing and social media strategies, optimize websites, develop search strategies, and more. Principal consultant specializing in marketing strategy and digital marketing to increase engagement and drive conversions. We provide training and coaching, create marketing plans, manage campaigns, build content marketing and social media strategies, optimize websites, develop search strategies, and more.

Senior Director, Marketing & Communications

• Jun 2021 - Apr 2022

Board Member

• Apr 2019 - Apr 2022

Director of Brand & Marketing

• Jan 2018 - Jan 2021

Leadership role spearheading destination marketing strategy for Tourism Kamloops. Led annual marketing and investment planning which helped grow visitation 5% YOY to 1.9 million visitors in 2019. • Expanded, led, and coached a team of high-performing, results-driven marketers. • Created and helped implement content marketing and social media plans. • Won the BC Tourism Industry 2020 Marketing Innovation Award and Crowdriff’s 2019 Visual Storytelling Award for our Meet the Locals Campaign. • Trained local tourism businesses and guest lectured TRU students in digital marketing. • Managed marketing partnerships and built alignment with tourism sectors and regions. • Managed a $700,000 annual marketing budget & saved over $100,000 optimizing tech. • Implemented planning processes, templates, and scheduling. • Increased website traffic by 60% to over half a million annual visits and increased website conversions over 300%. • By 2020 increased content impressions by 400% to 78 million, grew social media engagement by 180% to 1.4 million, and increased video views by 300% to 1.7 million. • Built and implemented a new marketing strategy, brand, and website for Golf Kamloops that helped grow sales 10 times to half a million dollars in 3 years. • Developed Kamloops Wine Trail digital marketing strategy, brand, new website, and digital campaigns resulting in double-digit growth in 2020 wine sales and visitation. • Managed simultaneous projects and multiple marketing campaigns. • Directed, cast, and coordinated video and photo shoots. • Planned and managed influencer marketing. Show less

Remarkable Experiences Facilitator - Digital and Social Marketing

• Oct 2017 - Apr 2018

Facilitated in-person training workshops on digital and social media marketing for managers of small tourism businesses. • Evaluated participants' social media channels, website design, UX, SEO, and Google My Business profiles. • Provided remote one-to-one coaching and training for workshop participants. Facilitated in-person training workshops on digital and social media marketing for managers of small tourism businesses. • Evaluated participants' social media channels, website design, UX, SEO, and Google My Business profiles. • Provided remote one-to-one coaching and training for workshop participants.

Digital Marketing Specialist

• Jan 2016 - Mar 2017

Led digital advertising campaign management and implementation. Responsible for paid media planning, implementation, optimization, and innovation. • Worked with 6 advertising agencies to help manage a $3 million annual advertising budget. • Planned and evaluated paid advertising for Facebook, Instagram, YouTube, & Google Ads. • Planned, monitored, and developed A/B testing strategies for programmatic campaigns. • Managed 8 International paid search accounts with a total annual budget of $1.5 million. • Monitored & optimized campaign performance using Google Analytics. • Developed, implemented, and provided training for provincial website tagging strategy. • Presented insights and best practices to stakeholders and cross-functional teams. Show less

Senior Marketing Strategist

• Jan 2015 - Oct 2015

Strategic marketing role to drive revenue, acquisition, retention, and brand awareness. • Identified digital marketing opportunities including strategies and tactics to drive engagement and increase revenue. • Performed benchmarking and market analysis to identify regional marketing opportunities. • Performed market share analysis using Statistics Canada data and YP market research. • Created uniform sales reporting for large urban markets across Canada. • Developed a national program to monitor and share competitive intelligence. • Helped develop a regional sales strategy for Metro Vancouver. Show less

Associate Marketing Manager, New Ventures

• Jan 2014 - Oct 2014

Strategic marketing role supporting the launch of new BCAA Auto Service Centres in the Okanagan. • Created an annual marketing plan and managed a $500,000 annual budget. • Managed multiple agency relationships including the RFP process for new ones. • Designed a new mobile-friendly website and online booking process. • Built and executed campaigns including writing creative briefs and leading agency briefings. • Developed a digital advertising strategy including search, display and social. • Designed a social media channel plan concentrating on Facebook, Twitter, & YouTube. • Managed photography, video, and created a Google My Business 360 Tour. • Developed a marketing campaign to drive over 700 customers to the Kelowna grand opening. • Presented marketing plans to executive team members and colleagues. Show less

Marketing Specialist

• May 2011 - Dec 2013

Project marketing role with BC Casinos & Chances and digital marketing role with PlayNow.com. • Managed and executed the new gaming management system provincial marketing plan. • Presented to executive teams and facilitated strategic planning and project management. • Developed and executed a marketing training program for management and executives. • Communicated new product benefits to players via email, direct mail, and POS campaigns. • Created and implemented a social media marketing strategy to increase engagement. • Developed and executed PlayNow.com segmented email marketing campaigns. • Monitored, analyzed, and optimized campaigns and marketing budget. Show less

Marketing and Business Development Coordinator

• Jan 2010 - Mar 2011

Marketing Coordinator, Whistler Blackcomb

• Jun 2008 - Dec 2009

Marketing & Public Relations Assistant, Whistler

• Jan 2006 - Aug 2007

Event Coordinator, Lake Louise

• Oct 2004 - Sep 2005