Experience

I4C Consulting Inc

• Canada
• IT Services and IT Consulting
• 1 - 100 Employee

• Chief Operating Officer

  • Jan 2023 - Present



Ottawa Sports and Entertainment Group (OSEG)

• Canada
• Spectator Sports
• 100 - 200 Employee

• Vice President - Ticketing, Business Intelligence, & Digital Marketing

  • Apr 2021 - Dec 2022

  Unified sales, business intelligence, and marketing with shared objectives and a collaborative plan to bring our sports & entertainment & retail business successfully back to life following the cancellation of the 2020 CFL & OHL seasons. With a focus on audience acquisition, conversion, and retention, aligned all departmental objectives (including our brand and content team) to focus on increasing and diversifying our customer base, converting leads, maximizing revenue, and nurturing our base consistently with content that keeps our fans engaged. Together with the BI team, built customer segmentation models for all 3 of our major brands (Redblacks, 67’s, and TD Place). This is the foundation of our marketing and sales program, utilizing our CDP (Stellaralgo) to create personalized marketing journeys for our fans. Implemented and integrated a new technology stack in 2022, including a customer data platform (Stellaralgo CDP), CRM (Salesforce), marketing automation (Salesforce Marketing Cloud), digital advertising (Google & Facebook), and ecommerce (Shopify).Created digital lead generation funnels, leveraging tools like LinkedIn, Textify & Tradable Bits that generated thousands of qualified leads (B2B and B2C), leading to the highest new package sales result since the 2014 (OSEG’s first year). Applied customer segmentation models to develop a content strategy for social channels, email, digital advertising, SMS, and traditional media channels. YTD increase for the marketable audience, as a result of this strategy, is 25%. Show less

• Director of Ticket Sales & Service

  • May 2018 - Apr 2021

  The Ottawa Sports & Entertainment Group is the proud owner of 2 sports teams and a vibrant retail/entertainment district at TD Place (Lansdowne) in Ottawa. My role is focused on driving revenue for the Ottawa Redblacks (CFL), and the Ottawa 67's (OHL). The ticket sales team is comprised of a group sales department, season-seat membership team, an outbound category focused B2B sales team, and a consumer/fan sales team. Together, we are focused on providing our members with additional value that will help us drive better overall retention rates while creating a platform and experience that will allow us to acquire additional fans and partners moving forward. Show less



Ottawa Senators Hockey Club

• Canada
• Spectator Sports
• 100 - 200 Employee

• Director, Regional Corporate Suites & Partnerships

  • Jun 2017 - May 2018

  After spending a number of years building my career in the ticketing space, the Senators gave me an opportunity to enhance my skills and experience with a greater focus on corporate partnerships within the Ottawa/Gatineau community. My team and I built custom advertising campaigns and hospitality solutions using assets inside and outside of Canadian Tire Centre, including TSN virtual, digital advertising, out of home, and social media content campaigns.

• Director of Season-Seat Membership & Group Ticket Sales

  • Feb 2014 - Jun 2017

  During my tenure as Director of Season-Seat Membership & Group Ticket Sales, customer retention rates increased by over 15%, leading to our highest ever (in our 25 year history) renewal rate for the 2016-17 season. The team set another record during the renewal campaign for the upcoming 2017-18 season by surpassing the renewal goal in March of 2017! The keys to success included a focus on proactive service (relationship building and account growth) as well as enhancing the value proposition for our season-seat members each and every season (20-25 season-seat member events per year, SENS VIP points, special "wow" experiences every game, and a lot more!).After ranking #12 overall in 2013, the Senators continue to be a leader in the NHL in group ticket sales, ranking #1 in the 2015-16 season, and again for the 2016-17 season in total tickets sold! The team continues to innovate and find new programs to offer value added experiences for our customers as well as new revenue opportunities for the organization. Show less

• Manager, Sales

  • Aug 2002 - Feb 2014

  I began my career with the Ottawa Senators in 2002 as an intern in the Corporate Sales Department. I was quickly hired as an Inside Sales Representative and spent two years in that role. Following the NHL lockout in 2004-2005, I became the Manager of Sales and have been managing a sales team of 18-28 account executives since the start of the 2005-2006 season.Although we have accomplished a great deal as an "off-ice" team, the following would be considered some of my career highlights to date:• Consistent delivery of overall revenue targets, including significant internal milestones/achievements.• Creation of the Sens VIP Points benefits program• Implementation and internal development of salesforce.com CRM• Implementation and mgmt of Dynamic Pricing Tool (through Qcue) - generating significant incremental revenue.• Introduction and sellout of all food inclusive premium seating programs – ex. Club Wiser’s, and The Dodge Club• Introduction of the account retention and organic growth program• Mgmt of sales and service training programs since 2005 with over 100 individual reps trained through this process, including some of the most recognizable sales trainers in the world (Bob Urichuck, LRA International, Game Face, and more). Show less



The Portia Learning Centre

• Canada
• Education Administration Programs
• 1 - 100 Employee

• Owner

  • Jun 2006 - Aug 2014

  A combined effort with business partners, the Portia Learning Centre opened its doors in the Fall of 2006 and grew to 4 locations in Ottawa, Kingston, and Whitby. Starting from scratch, the business scaled up to revenues that exceeded $5M annually by delivering high impact programs that delivered measurable results for children with autism related disorders. A combined effort with business partners, the Portia Learning Centre opened its doors in the Fall of 2006 and grew to 4 locations in Ottawa, Kingston, and Whitby. Starting from scratch, the business scaled up to revenues that exceeded $5M annually by delivering high impact programs that delivered measurable results for children with autism related disorders.



Action Window Cleaning

• Franchisee

  • Mar 1997 - Sep 1999

  Hungry for an entrepreneurial experience beyond my Grade 8 snow shoveling business, I was awarded an Action Window Cleaning franchise in the Spring of 1997. Over 3 years, revenues for the franchise grew by 800%, with the business going from 2 part time employees to 7 in my final year. This experience was phenomenal, as it gave me the opportunity to dive into all aspects of a business (sales, marketing, finance, etc.). Hungry for an entrepreneurial experience beyond my Grade 8 snow shoveling business, I was awarded an Action Window Cleaning franchise in the Spring of 1997. Over 3 years, revenues for the franchise grew by 800%, with the business going from 2 part time employees to 7 in my final year. This experience was phenomenal, as it gave me the opportunity to dive into all aspects of a business (sales, marketing, finance, etc.).