Experience

Electric Vehicle Society
• Canada
• Truck Transportation
• 1 - 100 Employee
• Director, Board Of Directors

  • Apr 2022 - Present


Plug'n Drive

• Canada
• Truck Transportation
• 1 - 100 Employee

• EV (Electric Vehicle) Ambassador/Educator

  • Apr 2022 - Present

  Educate public, youth, and car buyers about Electric Vehicles (EV) to help accelerate adoption of vehicle electrification. Create awareness and provide information through engagement about EV ownership, benefits, how they work, home charging, public charging, environmental benefits, ICE vs. BEV/PHEV, and facilitate EV test drives. Educate public, youth, and car buyers about Electric Vehicles (EV) to help accelerate adoption of vehicle electrification. Create awareness and provide information through engagement about EV ownership, benefits, how they work, home charging, public charging, environmental benefits, ICE vs. BEV/PHEV, and facilitate EV test drives.



CY Consulting - Automotive I Marketing I EV Adoption

• Principal

  • 2021 - Present

  Marketing, Strategic Planning, and Communications consulting for various companies, startups, and non-profit organizations in the Automotive and EV Industries. Specialized in Electric Vehicles (EV), EV Adoption & Education, EV Charging Infrastructure, eMobility, Automotive, and Marketing. Marketing, Strategic Planning, and Communications consulting for various companies, startups, and non-profit organizations in the Automotive and EV Industries. Specialized in Electric Vehicles (EV), EV Adoption & Education, EV Charging Infrastructure, eMobility, Automotive, and Marketing.



Nissan Motor Corporation

• Japan
• Motor Vehicle Manufacturing
• 1 - 100 Employee

• Chief Marketing Manager

  • Apr 2019 - 2022

  Direct and lead the overall health and success of Nissan Truck, SUV, Ariya EV, Commercial Vehicles, and Sports Car nameplates, by managing all cross-functional aspects of product marketing: Sales volume, Market Share, Profitability, Inventory Management, Production, Forecasting, Pricing Strategy, Trim Mix Strategy, Product Planning, Incentives, Marketing Communications

• Head of Marketing - INFINITI Canada | Marketing Director

  • Jul 2015 - Mar 2019

  Directed all Marketing Communications initiatives for the Infiniti brand in Canada, including brand management, marketing strategy, product launch campaigns, retail marketing, experiential and events marketing, autoshows, digital marketing, social media marketing, sponsorships, partnerships, and other areas of marketing communications.As member of the Global Marketing Council, participated in global marketing decisions, creative direction, marketing strategy, brand development.Launched new global brand positioning for Infiniti in Canada and integrated within all marketing communications. Developed and executed product launch campaigns for newest Infiniti models, including the All-New QX50 SUV as well as the Q60, QX30, Q50, and QX60. Established key experiential activities and partnerships for FormulaOne (F1), Tennis, and Infiniti LAB startup accelerator. Rebuilt entire Infiniti marketing team, with specializations in key areas. Helped achieve best ever sales and brand health metrics for Infiniti Canada. Show less



Toyota Canada Inc.

• Canada
• Truck Transportation
• 700 & Above Employee

• Senior Sales Manager, Toyota Fleet and Certified Pre-Owned Program

  • Apr 2014 - Jul 2015

  Led all sales, marketing, and operations for Toyota Canada’s Fleet and Certified Pre-Owned (CPO) Program.Designed the annual fleet incentive program and rebuilt fleet customer relations, helping to increase Toyota’s fleet sales by 49% YoY and contributing to Toyota’s overall sales success. Maintained Toyota’s #1 position and leadership in Certified Pre-Owned Vehicles.

• Senior Brand Marketing Manager - Toyota, Scion

  • 2012 - Apr 2014

  Led all marketing communications and campaigns for Toyota tactical, trucks, SUVs, and Scion brand. Managed, developed, and executed multi-million-dollar brand and nameplate campaigns, marketing strategy, and tactical dealer advertising campaigns. Developed and oversaw all integrated marketing campaign elements, including advertising, experiential, events, sponsorships, social media, CRM, tactical, direct mail, and digital impacting Toyota and Scion nameplates. Directed and lead 50+ team members from brand team, marketing teams, agencies, and partners for specific nameplate campaigns. Created a benchmark marketing strategy, process, and campaign for Toyota Canada with the All-New RAV4. The RAV4 marketing campaign was a celebrated success by Toyota Canada as it helped achieve RAV4's best-ever sales, highest nameplate brand health metrics, and highest loyalty and conquest rate. The campaign was deemed a benchmark, not only because of the award winning campaign elements and its results, but it also created a standardized approach for developing a vehicle launch strategy. This strategy process and format were used to launch all following Toyota and Lexus models. Show less

• Head of Marketing | Marketing Director | Senior Brand Marketing Manager - Lexus

  • 2008 - 2012

  Responsible for all Marketing Communications Strategy, Planning, and Initiatives for the Lexus brand. Directed and executed brand management, marketing strategy, and advertising for Lexus brand and vehicles.Achieved highest Conquest Rate, Segment Best Seller, highest dealer traffic, and lowered the average age through Lexus CT Hybrid marketing launch campaign.Developed marketing launch campaign for redesigned Lexus RX SUV (Lexus’ highest volume model), resulting in Best-Ever RX sales, segment best seller, and Lexus brand healthLed all marketing communications and campaigns for Lexus brand. Developed and oversaw integrated marketing campaign elements, including advertising, experiential, events, sponsorships, social media, CRM, tactical, Direct Mail, and digital impacting Lexus brand and Lexus vehicle nameplates. Introduced new and younger buyers to Lexus brand through the launch of the CT luxury sportback model. Developed and executed product launch campaign for RX luxury crossover SUV, contributing to best ever RX volume, segment best-seller, and improved brand health. Show less

• CRM & Database Marketing Manager

  • 2007 - 2008

  Managed development and deployment of all Toyota and Lexus CRM, email marketing campaigns, database mining, and lead generation activities. Helped maintain high loyalty rate for both Toyota and Lexus brands.

• Manager, CustomerOne

  • 2006 - 2007

  Managed, developed, executed CRM customer focused projects and process innovations, including lead management, customer segmentation, and customer loyalty. Launched first ever consolidated vehicle service history and data sharing program across all Toyota and Lexus dealers.

• Corporate Planning Strategist

  • 2003 - 2006

  Strategist, responsible for short-term and long-term corporate planning, business development, and strategy.Developed 5-year and 10-year strategic business plan and Vision 2020 plan for Toyota Canada, touching on all areas of business, including sales, marketing, product planning, dealer, customer service, after sales, dealer development