Experience

BMO Wealth Management - Canada

• Banking
• 700 & Above Employee

• 5 Star Investment Specialist, BMO Investorline

  • Nov 2022 - Present

• Investment Specialist, BMO Investorline

  • Oct 2021 - Oct 2022



City of Toronto

• Canada
• Government Administration
• 700 & Above Employee

• Communications

  • Mar 2020 - Mar 2021



Canada Life

• Canada
• Insurance
• 700 & Above Employee

• Senior Account Manager, Direct Sales and Marketing

  • 2006 - 2018

  Direct sales and marketing leader for several affinity accounts, including AMEX, President's Choice, CitiCards Canada, Laurentian Bank and non-profit associations, overseeing the planning and development of products, marketing plans and managing partner relationships. •Led end-to-end direct marketing programs, optimizing channel strategy including digital (website development and enhancement, e-commerce, email, SEM, content development, social), direct mail, telemarketing, print, DRTV and statement insert channels, ensuring budget, P&L, timeline, legal and compliance criteria were met. •Developed creative strategy and managed marketing communications projects through project managers, internal stakeholders and agencies; trained and supervised project manager. •Performed post-campaign analyses on marketing tests to identify opportunities to increase profit. •Represented Canada Life Direct at industry conferences and sponsorship events. •Results included exceeding plan targets, double-digit revenue growth, and strong client satisfaction ratings.



Canadian Tire Financial Services

• Financial Services
• 700 & Above Employee

• Senior Associate Marketing Manager

  • 2004 - 2006

  Responsible for growth of Line of Credit business, and strategic planning for the launch of retail banking products, including High-rate Savings, Mortgages, One Account and “Be Nice to Your Money” branding. Line of Credit: •Planned and executed marketing programs including direct mail, telemarketing, internet and statement insert campaigns to meet Canadian Tire Line of Credit business objectives. •Developed creative strategy and agency briefs to meet communication objectives. •Utilized modeling and segmentation strategy to maximize response and activation rates while minimizing credit risk by conducting and applying data and post-campaign analyses. •Managed third-party relationships to ensure timely and on-budget execution of marketing initiatives. •Managed day-to-day relationship with partner, Laurentian Bank. ABM Network: •Co-ordinated development of Request for Proposal for ABM vendor selection. •Performed profitability and sensitivity analysis on vendor financials, enabling selection decision. New Product Launch: •Conducted analyses of market and competitive landscape to develop marketing recommendations for new product features. •Developed marketing plans for direct marketing channel (direct mail, email, inbound telemarketing, statement insert) for retail banking multi-product launch. •Collaborated with Operations team to develop back-end processes for account set-up and opening.



Imperial Oil

• Canada
• Oil and Gas
• 700 & Above Employee

• Esso Extra Loyalty Marketing Specialist and Various Positions

  • 1997 - 2003

  •Produced Esso Extra Loyalty Program promotions including contests, points promotions and rewards for roll-out to several million active members (ten million dollar budget), leveraging corporate partnerships and NHL and NHLPA sponsorships. •Developed creative strategy and integrated marketing communications plan in collaboration with advertising agency including customer brochures, web site updates, email and direct mail campaigns, store signage and retailer communications to meet brand objectives. •Led cross-functional team and developed proposal for best-in-class in-store retailing of loyalty program and strategy to grow convenience store sales.