Senior Communications Advisor

• Jun 2023 - Present

LAPP is the largest pension plan in Alberta and the seventh largest in Canada, providing its 291,259 members with peace of mind knowing their secure retirement income is guaranteed for life. With nearly $60 billion in assets, and adhering to the Canadian Pension Model of jointly sponsored defined benefit plans, LAPP is the not-for-profit dedicated to helping everyone retire with dignity.Originally established in 1962 for the employees of local authorities, LAPP now includes 437 employers from the healthcare sectors, cities, towns, villages, municipal districts, colleges, school boards, non-profits, charities, for-profit corporations, and more. LAPP Corporation is the legal trustee and administrator of the plan. For more information, visit lapp.ca. Show less

Senior Communications Specialist (Contract)

• Jun 2022 - May 2023

Digital and Fine Arts

• 2000 - Mar 2023

Landscape, figurative, and representational works. Landscape, figurative, and representational works.

Senior Director, Marketing and Communications

• May 2020 - May 2022

Created, developed, and patenting the TruTab notation system — the first complete graphic update to tabulature/tablature (guitar tabs) since 1310. Created and developed logo, visuals, videos, and assets for app (React JavaScript) and desktop software in development — recreating and modifying as needed for evolving coding requirements. Built branding bible, communications, and marketing plans for future notation, app, and software release. Created, developed, and patenting the TruTab notation system — the first complete graphic update to tabulature/tablature (guitar tabs) since 1310. Created and developed logo, visuals, videos, and assets for app (React JavaScript) and desktop software in development — recreating and modifying as needed for evolving coding requirements. Built branding bible, communications, and marketing plans for future notation, app, and software release.

Digital Marketing Manager

• Nov 2019 - May 2020

Directed all aspects of communications, promotions, and marketing for MDIIO (Songistry) including design, business, profile enhancement, content, blasts, social media, mobile apps, forums, blogging, analytics, and trends reporting. Worked closely with internal sales team, external sales agents, channel partners, premium support specialists, music AI platform developers, and strategic partners, including: • PROs (Performance Rights Organizations); • RMOs (Rights Management Organizations); • Music schools; • Labels; • Publishers; • Music Supervisors; and • Songwriters. Developed and tracked lead-generation (Active Campaign), sales conversions, brand awareness, platform education, product adoption, audience expansion, and customer loyalty program. Created branding and shareable content for channels, networks, trade shows, clients, subscribers, and partners including graphics, videos, presentations, booth displays, webinars, radio channels, blogs, and swag, while championing branding across all internal and external communication materials. Discovered and managed third-party graphic designers, web designers, videographers, brand champions, and social media content providers. Monitored communications traffic and engaged in offline/online discussions about company, platform, app, competitors, and the music industry. Developed and implemented SEO, PPC, and link-building strategies; tracked, measured, and analyzed digital and social ROI metrics. Rebuilt and rebranded MDIIO website (WordPress) as well as existing/new social media profiles and presences. Show less

Senior Director, Communications

• Sep 2013 - Nov 2019

Social Media Campaigns • Summer Camps — introduced social media promotion in 2014, increasing revenue yearly by 20-35% (surpassing $1 million mark for the first time), and supported annual revenue growth to $1.89 million in 2019 (becoming Canada's largest summer camp provider); • Healthy Kids Day — introduced social media awareness campaigns, increasing attendance by 505% (attracting the most participants in Canada); • Child Cares — used social and traditional media to support growth from 46 to 74 child cares (and becoming the largest child care provider in Canada); • HFA Membership — introduced social media advertising and awareness campaigns, increasing membership by 8% in first year including 2786 new members in one month (Buy 1 Gift 1 campaign); and • Expansion — employed social and traditional media to support the YMCA of Edmonton’s evolution into the YMCA of Northern Alberta (Grande Prairie, Wood Buffalo, Spruce Grove, St. Albert, and Red Deer). Website Development/Implementation • Common Website Platform — helped develop and implement mobile-responsive YMCA website architecture, hosting solution, and content (Kentico, .Net, AWS); and • Helped increase website traffic from 16K (2013) to 3M pageviews (2019). National/Regional Duties • Cause Camp — developed coherent and consistent program-naming architecture, brand positioning, and voice; • National Awareness Campaign — helped reposition the YMCA as a completely charitable organization (including the nonprofit fitness centres); and • Social Media Workshops — created and presented social media campaign workshops for YMCAs across Canada. Promotions/Marketing/Awareness • Membership Campaigns — created and produced original print, media, and social media promotions; • Materials — created, recreated, designed, produced and/or shepherded all print and media; and • Events — co-planned, communicated, and promoted all internal and external events. Show less

Director, Marketing and Communications

• Nov 2007 - Aug 2013

Web presence for discussion forums, blogs, and social networking platforms for the Alberta First Nations Gaming Association, Canadian Business Alliance of First Nations, and the First Nations Talent Agency. Developed and executed marketing and promotional materials (catalogues, flyers, radio ads, and brochures). Contracted media suppliers (newspapers, magazines, online, radio, and billboards), services, printers, vendors, and venues for all projects and recruitment events. Website content and design, user guides, press releases, brochures, blogging, internal communications, yearly and year-end reports, progress reports, in-house training videos, corporate videos, public relations, commercials, request for proposals, bids, production scheduling, marketing, speeches, and social media campaigns while also helping to establish the River Cree Casino and Resort. Show less

Writer-Producer, Creative Services

• Nov 2002 - Oct 2007

International AwardsWorking with zero-budget in-house resources and creativity, wrote and produced promotions earning North American and World PROMAX (promotions and marketing) and BDA (broadcast design) awards in each year submitted:• 2006 Gold PROMAX — Coca-Cola’s “Barqy Takes on TELETOON”;• 2006 Silver PROMAX — “Mission: Afterschool”;• 2006 Silver BDA — “Wired Weekend”;• 2005 Bronze Media Innovation Award — Coca-Cola’s “Barqy Takes on TELETOON”;• 2004 Gold PROMAX — “Chicklet IDs” (with Jeff Brown); and• 2004 Bronze BDA — “Coming Up Bumpers” (with Jeff Brown).Creative Services Writer-Producer• Wrote and produced promotions for Teletoon, The Detour, and Retro networks, including program blocks, series, one-offs, advertising cross-promotions, and website initiatives;• Shepherded and implemented integral creative for network branding — core, umbrella, extension, sub, and rebrand; and• Positioning duties included medium (graphic design, typography, style guides) and message (attitude, personality, mental real estate, internal/external stakeholders, and audience expansion).Major Productions• Wrote and produced launch campaigns for teletoon.com, thedetour.ca, Flash web games, and the Teletoon MMORPG;• Wrote and produced launch release of Microsoft Xbox console games and subsequent Xbox titles;• Wrote and produced launch campaign for Animatrix — script, offline, and final mix approved by producers of The Matrix and Warner Bros;• Created, developed, and produced Count Down vampire character for Teletoon’s 13 Nights of Hallowe’en;• Co-wrote, developed, and produced network core rebrands including: R2Detour, TeleTina, and Karma Chameleon Mascots, Sponsorship Animations, Corporate Production ID, Chiclet animations, Interstitials, Scapes, and Endpages;• Co-wrote (with Jeff Brown), developed, and produced sub-branded block programming (Preschool, F Night, The Detour, Unleashed); and• Co-created, developed, and produced Musitoons with Jeff Brown. Show less

Writer-Producer, Promotions

• Nov 1998 - Oct 2002

Writer-Producer, Promotions (Contract)

• Nov 1997 - Oct 1998