Experience

TMX Group

• Canada
• Financial Services
• 700 & Above Employee

• Director of Integrated Marketing

  • Jul 2018 - Present



EY

• United Kingdom
• IT Services and IT Consulting
• 700 & Above Employee

• Associate Director, Brand and External Communications

  • Nov 2015 - Jul 2018

  - Revitalized EY Canada’s national advertising program with innovative and high-profile ad campaigns in all major Canadian markets that disrupt and challenge the traditional perceptions of professional services firms.- Leading the development of all strategic digital marketing programs and initiatives by proactively identifying internal and external challenges and unique opportunities for better digital integration, channel prioritization and program implementation, including but not limited to: Content curation, creation and distribution; Targeted and tailored e-mail marketing campaigns with successful lead generation opportunities; Development of firm-wide educational programs and support models actively used by the firm’s 5,200 employee population; Driving traffic and growth in the online space through SEO/SEM and other industry leading capabilities; Social media growth and engagement strategies- Strategic advisor to EY firm leadership (CEO, CFO, service line leaders and office managing partners) on all digital marketing and branding topics, by successfully translating and disseminating complex industry trends and emerging technologies into actionable strategies that support, augment and optimize the firm’s business priorities.- Canadian leader of the firm’s “Women. Fast Forward”program focused on accelerating achievement of gender parity in the workplace.

• Assistant Director | Strategic Growth Markets | Brand, Marketing & Communications

  • Jan 2015 - Nov 2015

  -Responsible for identifying strategic marketing opportunities to bring the SGM go-to-market enablers to the firm’s relationships, target audiences and accounts while acting as a key advisor to help empower partners to build their brands and relationships in this distinct market across all segments and sectors (enablers include the EY Entrepreneur Of The Year program).-Implemented a series of process improvements to ensure the SGM team is more strategic with overall internal and external programs, including: internal communications plan, external communications plan, conversion and wins tracker, increased communications with BMC leadership.-Developed a personal branding social media plan for EY Canada’s Chairman and CEO.

• Assistant Director, Digital Marketing

  • Jul 2012 - Jan 2015

  Responsible for leading the firm’s various digital marketing channels and tools, and for ensuring that they support EY strategy and branding. PRIMARY RESPONSIBILITIES- Develop and execute strategic plans for all digital marketing channels that are results-oriented, measurable and link to the firm’s overall business strategy- Supervise planning and execution of ey.com/ca including: production, metrics and ensure all areas of the firm are consistently represented on the website- Supervise planning and execution of eMarketing campaigns including: production, design, technology, and results measurement ensuring all elements support the brand and our business strategy- Develop, manage and execute strategic plans for social media channels, Twitter and LinkedIn in particular - Provide governance of brand standards, quality control and compliance with policies for all social media channels- Educate management and leadership teams on social media and how to incorporate social media in an integrated and strategic way throughout the organization- Manage special projects, as necessary (such as , implementation of new firm-wide external digital marketing platforms; supporting firm-wide, large-scale programs from a digital marketing perspective)- Translate high-level initiatives and ideas into understandable and actionable digital marketing projects- Educate internal clients on the value of digital marketing and contact management vehicles and best practices- Develop relationships with key stakeholders including: Service Lines, Industry Groups, Business Development, Knowledge, IT and Risk Management- Represent Canada on various Americas and Global digital teams

• Assistant Director, Marketing & Communications

  • Dec 2011 - Jul 2012

  - Single-handedly developed and managed the execution of EY Canada’s first integrated, national, firm-wide social media plan which resulted in significant visibility on social media channels in particular Twitter (trending nationally and locally, for two years in a row, during the firm’s Entrepreneur Of The Year galas) - Responsible for leading the development, strategy, implementation and measurement of results for Ernst & Young Canada’s various social media channels such as LinkedIn, Facebook and Twitter. - Responsible for providing and formulating strategic advice and planning, and finding creative ways to use social media within the firm in order to optimize business goals and objectives in the digital space.- Supervise planning and execution of social media strategy including: postings, design, technology, and results measurement ensuring all elements support the brand and our business strategy. - Provide governance of brand standards, quality control and compliance with policies for all social media channels.- Educate management and leadership teams on social media and how to incorporate social media in an integrated and strategic way throughout the organization.



RSM Richter

• Marketing Communications Manager

  • Apr 2010 - Dec 2011

  1. Spearheaded and managed the firm’s social media strategy, plan and successful implementation. This included the identification of appropriate methods and platforms that would be best suitable in terms of the firm’s readiness for social media.- Overseeing social media audit performed by an external agency- Social media editorial calendar and overall planning- Internal social media training - Channels: YouTube, Facebook, Blogs, LinkedIn, Email Marketing 2. Experience in strategic implementation of web marketing tools including: email marketing, search engine optimization (SEO), search engine marketing (SEM), social media and a thorough understanding of e-business fundamentals including strategic e-business planning.3. Managed the development of content, redesign, launch and maintenance of the firm’s Intranet. (SharePoint)4. Led and managed the roll out of new brand look and feel, including all internal and external communications vehicles and creative direction. 5. Responsible for creative direction and design and production of all major internal and external firm collateral. 30+ pieces over the last year. (Adobe CS5)6. Along with Director led and managed the development of the firm’s recruitment strategic plan for 2012 recruiting season. 7. Created an internal communications program that included new and innovative initiatives that were adopted by internal communications committee. Together with senior management worked on the comprehensive and successful launch of the new program that aims to inform, involve and motivate employees.8. Identified opportunities to improve the firm’s Corporate Social Responsibility plan and strategy. Worked with team in a collaborative effort to create the marketing plan for the firm’s new CSR plan and campaign. Was responsible for creative direction, execution of plan, logistics relating to the launch and event management.

• Marketing Communications Specialist

  • Mar 2009 - Apr 2010

  • Responsible for key web projects and overall creative direction, design and logistics such as:1. RSM Richter Summer Intern Blog (student run blog providing insight into the internship experiences of the Summer interns)2. Real World Challenge microsite – province wide competition for up and coming accountants• Responsible for design and production of internal and external outreach communications and marketing materials, including: proposals, RSM Richter advertising, company brochures, collateral for special events• Liaising with external vendors and providers, including printers, RSM International affiliates, web site and e-marketing providers to ensure the timely, cost-effective and successful solutions for company needs• Providing continuous and timely co-ordination and production of interactive web activities, intranet and internet, content and maintenance

• Communications and Marketing Co-Ordinator

  • Nov 2007 - Mar 2009