Experience

Enercare Inc.

• Canada
• Consumer Services
• 400 - 500 Employee

• Digital Director

  • مارس ٢٠٢٢ - - الحالي

  Responsible for Enercare’s digital marketing, digital presence, and ensuring amazing customer experiences for customers and prospects across sales, service and support, including highly targeted & relevant customer journeys.

• Director Marketing Communications & Digital

  • نوفمبر ٢٠٢٠ - يونيو ٢٠٢٢

  I am responsible for strategic planning of all marcom and digital activities, supporting a multi-channel strategy (Corp locations, Franchises, Dealers and e-Commerce) along with ongoing marcom optimization. I support our digital strategy along with our digital customer experiences for all Enercare products and services, including the website, app, email and all digital and social channels. I coach a team of 9 marketing professionals and several digital, creative & media agencies. I am responsible for building the Enercare Home Services brand in Canada, while maximizing lead generation with a focus on improving Return on Investment. I have helped implement new marketing analytics and forecast methodology on key marketing funnel metrics, greatly improving lead generation visibility and efficiency. During 2021 we relaunched the Enercare.ca website and brought the mobile app into becoming a mainstream channel for customer support, engagement and lead generation. عرض أقل



Spotlight Marketing & Consulting

• Toronto, Canada Area

• President & Founder

  • يوليو ٢٠١٦ - - الحالي

  Consulting services for small and medium business advising on digital & performance marketing (driving incremental measurable sales) while building marketing measurement models, dashboards and KPIs to optimize marketing investments via an ROI approach, ie acquisition cost relative to lifetime value of customers Highlight: Launched a federal election campaign office from scratch, led all campaign and marketing efforts, ramping up a strong performance marketing campaign with limited budget. Leveraging a strong hyper targeted social media campaign, our MP achieved the highest votes ever for a candidate in the riding. عرض أقل



RBC

• Canada
• Banking
• 700 & Above Employee

• Head of commercial marketing

  • يوليو ٢٠١٧ - يناير ٢٠١٩

  Reporting to the Senior Director of Business Financial Services Marketing, I was responsible for helping drive our commercial industry segments profitable growth strategy through insightful, ROI focused marketing efforts. We drove strong positive customer outcomes by delivering impactful industry insights and guidance, along with access to the huge breadth of RBC products, services and specialists, to help our customers realize both their business and personal goals. Established marketing dashboards and targets for all key activities (driving digital engagements, customer experience, lead acquisition and sales pipeline) in order to optimize efforts and drive positive customer NPS along with measurable sales lift Renegotiated key Commercial Sponsorships to ensure stronger alignment, accountability and benefit for both sides of the partnership (along with clearly defined KPIs & targets) Shifted traditional marketing campaigns to digital marketing, with a focus on content marketing that was driving key digital engagements. Increased web traffic, engagements and efficiency for our key Agriculture campaign by 4x year over year. عرض أقل



Allstate Canada

• Canada
• Insurance
• 700 & Above Employee

• Director of Marketing and Online

  • أكتوبر ٢٠١٢ - يوليو ٢٠١٦

  Reporting to the Vice President of Sales. I led a team of 30 people responsible for all marketing, sales incentives and digital experiences for the Allstate Brand in Canada. Led 6 core teams: Advertising & Sponsorships (IMC), Transactional Marketing & Analytics, Promotions & Corp Events, Strategic Alliances & Group, Field Marketing and Online. Built out an integrated marketing team, initially from what was a handful of individuals focused on fragmented Advertising & Sponsorship efforts, to an integrated, multi-layer team. Created a Marketing Vision and Mission aligned to corporate objectives. Focused on increasing Brand awareness & consideration in Canada, particularly in growth markets. Drove efficient quality customer acquisition, retention & cross-sell, created a strong online & mobile presence for Allstate Canada, with multiple programs and alliances focused on creating added customer value and supporting Trusted Advisor brand position. Resulted in improving new business directly attributable from marketing programs from <5% of all new business to >25%. Built an ROI focused, measurement-based approach to marketing, shifting from traditional media & DM tactics such as unaddressed mail & billboards, to targeted measurable activities (paid search, retargeting, lead nurture), with established acquisition targets based on customer lifetime value. Initiated a Social media strategy, identifying gaps and opportunities which led to hiring a dedicated Social Media Manager, ultimately rolling out a social media platform to enable entire our sales force to engage with customers and prospects, share content and grow our digital presence organically.  Imported & initiated the highly successful Allstate U.S. Mayhem Advertising campaign to Canada, resulted in improving campaign recall by 30 points within 1 year. Leveraged the success of the campaign to accelerate a strong and successful media shift towards content & digital. عرض أقل



Dell Canada

• Canada
• IT Services and IT Consulting
• 200 - 300 Employee

• Director Small Business Marketing & Online

  • ٢٠٠٨ - ٢٠١٢

  Led a team of 20 people responsible for all marketing and online activities for Dell Canada's small/medium business segment >$500m annually. Drove 8 Qtrs of consistent Y/Y growth for the business, including accelerating online business growth, establishing medium business acquisition program, including industry & Dell events, lead generation, building SFDC pipeline  Launched Channel marketing activities to increase channel certifications, SOW, and channel marketing effectiveness; achieved 2x increase year over year of certified partners and revenue  Launched Dell Voice, a mobile ad-serving platform that grew to 100K active users within a 2 months, enabling a free mobile ad platform, email acquisition and millions of free ad impressions  Drove 2x improvements in NPS and took Dell to #1 Enterprise & Client consideration amongst Canadian IT Decision Makers عرض أقل



Dell Technologies

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

• Acting Director, Small Business Marketing for Europe

  • ٢٠٠٧ - ٢٠٠٨

  Reported to the Vice president of marketing. Led a team of 40 people across Europe, managing all marketing communications for <100 employee companies, with an annual budget in excess of US$100 million. Responsible for customer acquisition, retention and development. Drove a 25% reduction in Net marcom spend ($10m+ savings), while driving growth and market share for 1st time in 2 years by increasing partnership funding, reducing inefficient DM and expanding Online Demand Generation EMEA lead on transition to Globalized SMB marketing: essentially shifting to a consistent Dell Brand presence worldwide, leveraging global assets and processes while recognizing relevant adjustments for necessary regionalization for greater impactLaunched a marcom reinvention initiative, leading to revised DM contact strategy by reducing cost per contact and customer acquisition in low end Soho market and enabling investment into events targeting larger companiesLed a global marcom initiative to reinvent the small business catalogue, culminating in the creation of a magazine, with rich business content vs. the previous heavily promotion driven catalogue, as well as an Online version Managed the co-branding marketing partnerships with Intel & Microsoft while launching new initiatives with Vodafone & Google. Yearly marketing budget to manage was over $100MM/year, with 50% of budget provided by partners. عرض أقل

• Senior Manager Online Marketing Home & Small Business

  • ٢٠٠٦ - ٢٠٠٧

  Reported to the Home & Small business marketing director. Responsible for all Web traffic to Dell’s Consumer and Small Business websites, plus responsibility for all online agencies, including Email & Affiliate partners. Annual budget over $50 million.Drove 50%+ site visit growth in both consumer and small business through Online Demand Generation initiativesLed the RFP and transition of Email and Online Creative agencies, with significant upgrade in capabilities and innovation; Banners saw 30% click improvement while also leveraging WW assets for cost savings Launched several critical initiatives for SEO, behavioral targeting, and partner funded banner campaigns – which increased investment 2x in Online Demand Gen at only 60% cost increaseRamped up Affiliate program significantly, first in overall volume at 2x in 2 years, and then 4x in profitability by working with them as virtual sales force (briefing them on products/positioning) rather than just coupons/dealsSupported a Consumer Online initiative from a Demand generation, increasing the share of business online in some countries to almost 100%, enabling cost savings through closure of Consumer sales queuesLed the integration between online demand gen and site experience to minimize site leakage and drive conversion عرض أقل



Dell Canada

• Canada
• IT Services and IT Consulting
• 200 - 300 Employee

• Senior Marketing Manager Home & Small Business

  • ٢٠٠٣ - نوفمبر ٢٠٠٦

  Leading the HSB Canada marketing communications team of 28 people, I was responsible for research, planning, strategy, demand generation, product management, pricing strategy, and ultimately profitable share growth.  Pitched (won) for Dell Canada to be named as one of Dell’s 5 Key Strategic Countries WW in 2004 Drove #1 share in small business per IDC for 2 years, Achieved #1 in Consumer (2x mkt share in 4 yrs) Ensured a highly motivated team through leadership and team building, with zero turnover, through an initiative to improve the marketing culture, provide inspirational goals and launching a Coaching program for Dell Canada Managed a rapidly growing marketing budget, while reducing the Net Marcom spend via ROI Led an Online/Offline integration with 5 Ad Agency Partners; drove strategic alignment to marketing campaigns and clear branding efforts Launched several key new strategic co-branding marketing partnerships: AOL, Telus, Bell Canada and Royal Bank of Canada عرض أقل



Dell Canada

• Canada
• IT Services and IT Consulting
• 200 - 300 Employee

• Marketing Manager, Home and Small Business

  • ٢٠٠١ - ٢٠٠٢

  Reported to the Director of Marketing. Led the Product and Pricing teams, as well as managing New Business Development. Successfully launched Dellhost, Dell on The Shopping Channel and the Dell Direct Store. Leveraged key U.S. promotional strategies in Canada, and developed global benchmarks. Created a bounty structure with AOL Canada turning an acquisition cost into a significant profit pool (internet).

• Finance Manager / Senior Analyst, Home and Small Business

  • ١٩٩٨ - ٢٠٠١

  Reported to the GM. As Head of Finance for Home and Small Business, worked with Sales and Marketing leaders, experienced profitable growth at 3x market over 2 years. Managed the Finance team, with responsibility for forecasting, variance analysis, recovery plans, and competitive reviews. Developed quarterly and annual strategic plans, demand generation predictive models, sales quotas, Quarter end and monthly close, A/R and corporate reporting, worked with logistics to reduce shipping delays by 40%. عرض أقل



Effem Foods

• Finance Analyst

  • ١٩٩٦ - ١٩٩٨