Board Member

• Jun 2023 - Present

President and Co-founder

• May 2019 - Present

LP (Investor)

• Jun 2021 - Present

Member/Investor

• Dec 2020 - Present

Board Member

• Feb 2022 - Aug 2022

Chief Strategy Officer

• May 2019 - Nov 2019

Working closely with the CEO and CRO, defined strategy for expansion into new vertical markets and adjacent products. Working closely with the CEO and CRO, defined strategy for expansion into new vertical markets and adjacent products.

Strategic Consultant - Ecommerce, Omnichannel, CRM, Loyalty

• Nov 2016 - May 2019

In my role as Strategic Consultant, I delivered the following projects: - Developed eCommerce Strategy for global clothing manufacturer. - Completed a customer experience and brand audit for global clothing manufacturer. - Built omni-channel roadmaps for retailers looking to accelerate their eCommerce growth. - Interim head of eCommerce for Canadian luxury apparel brands. - Customer e-mail journey mapping for BtoB technology company. In my role as Strategic Consultant, I delivered the following projects: - Developed eCommerce Strategy for global clothing manufacturer. - Completed a customer experience and brand audit for global clothing manufacturer. - Built omni-channel roadmaps for retailers looking to accelerate their eCommerce growth. - Interim head of eCommerce for Canadian luxury apparel brands. - Customer e-mail journey mapping for BtoB technology company.

Vice President, Customer Engagement Solutions

• Jan 2016 - Sep 2016

Lead product management and product marketing team for customer engagement solutions (POS, eCommerce, Order management System, CRM, and audit) both on premise and SAAS Cast Solution vision for internal and external audiences, define key messaging and positioning in the marketplace Solution evangelist with industry-wide visibility communicating via blogs, newsletters, white papers, conference presentations, etc. Engage with clients and prospective customers to learn their key business drivers, needs and challenges with the goal of defining and communicating a compelling Solution vision and offering Provide early intelligence on new market opportunities and emerging trends to influence product strategy Assist in the evaluation of new opportunities that emerge including new markets, new products and new business models Show less

Vice President, eCommerce

• Oct 2012 - Dec 2015

- Serve as chief digital officer - leading and inspiring team of 60+ employees in eCommerce, Digital Strategy, Customer Insights, and Call Centre - Focused on transforming Reitmans into a digital, data driven and customer centric organization - Responsible for strategy, management, and continuous improvement of 6 web sites (Reitmans, Additionelle, Penningtons, RW&Co, SmartSet, and Thyme) - Shared PNL with Brand Presidents of eCommerce sites (Sales, Costs, and EBIT) - Increased eCommerce sales 5X during my tenure (63.5% YOY in F2015) by continuing to leverage technology to capture market shift - Collaborate with Marketing, Merchandising, Store Operations, and Brand Presidents to ensure consistent customer experience between web and stores - Identify and implement new opportunities (digital medias, channels of distributions, on-line only products, etc) - Collaborate with CIO and executive team to develop Omni-channel roadmap, balancing investments with returns - Manage Customer Service team, ensuring high levels of customer satisfaction while controlling expenses - Lead Customer Insights team, including customer data management, market research, email programs, and analytics - Encourage team to make more data-driven decisions through better web analytics, A/B testing, and customer insights Show less

Member - Client Advisory Board

• Oct 2013 - Oct 2015

Contribute to the product management strategy of the Demandware (Salesforce Commerce Cloud) eCommerce platform. Contribute to the product management strategy of the Demandware (Salesforce Commerce Cloud) eCommerce platform.

Vice President, Travel Partnerships

• Mar 2011 - May 2012

- Lead team of 12 responsible for all existing travel partnerships (Air Canada, Star Alliance, Starwood, Fairmont, IHG, Avis, Hertz, etc) - Responsibility for achievement of annual revenue targets of $350M and redemption expenses of $20M; ensuring a balance between revenues and partner satisfaction. - Member of the Executive Leadership Team, whose responsibilities include approval of commercial projects, marketing activities, expansion into new markets/products, etc. - Leverage the power of the Aeroplan customer database and analytics capabilities to grow partners’ revenues through increased market share, acquisition, and retention - Ensure Partner engagement in Aeroplan Marketing vehicles and with the currency - Encourage Aeroplan’s participation in new medias (SEM, mobile, social media, etc) to grow exposure and revenues - Monitor travel market trends, consumer changes, competitive landscape, and emerging technologies to develop strategy for long term growth of the travel portfolio into new markets/products Show less

Vice President, Product Management

• Feb 2010 - Mar 2011

- Reporting to the President; lead team of 17 responsible for the product management and operations of the Rewards and On-line revenues portfolios- Departmental budget responsibility for $1M in operating expenses, $600M in annual redemption expenses (COGS), and $10M in on-line revenues; ensuring a balance between profitability and member satisfaction- Monitor market trends, consumer changes, competitive landscape, and emerging technologies to build the vision of the product portfolio- Translate the vision into product roadmaps that feed into the business planning cycles to optimize development and marketing investments- Work closely with input from Finance, Marketing , and Strategy to set product pricing and manage unit cost/profitability- Implement a Product Management framework that includes input from Strategy, Marketing Research, and Sales to quantify market opportunity of new products (or features) and enable Aeroplan to remain competitive and meet evolving consumer needs- Ensure products will meet operational standards by working closely with VP Member Services (call centre/web)- Collaborate with the VP Marketing to define key messages around new product launches and other campaigns- Member of the Executive Leadership Team, whose responsibilities include approval of commercial projects, marketing activities, expansion into new markets/products, etc.- Balance creativity, innovation, business acumen and analytics to deliver results Show less

General Manager, Rewards

• May 2008 - Feb 2010

- Lead team of 14 that is responsible for the Product Management, Cost Management, and Commercialization of all Aeroplan Rewards.- Manage a budget of $600M in COGS, ensuring a balance between profitability and member satisfaction.- Ensure web experience maximizes eCommer conversion rates for merchandise, hotel and car rental.- Use Product Management techniques to bring products to market that enable us to remain competitive and meet eveolving consumer needs.

Director Non-air Rewards

• Oct 2005 - May 2008

- Manage $60M portfolio of travel, merchandise, and experiential rewards that Aeroplan members can redeem in exchange for miles in their accounts. These miles may have been accumulated via flights, credit card charges, hotel stays, retail purchases, etc.- Aeroplan is Canada's premier loyalty company, clients include Air Canada, Starwood, Hertz, CIBC, AMEX, Bell Canada, Esso, and many others.

Director Sales & Marketing, CRM

• Jan 2005 - Oct 2005

- Manage Sales & Marketing team for CRM Business Acquisition Unit.- Develop and execute Marketing Plan to reach sales goals.- Support Marketing Plan with messaging, brochures, web content, events, web seminars, and case studies.- Build client community through monthly web-exchanges.- Develop and maintain relationships with partners and market analysts.- Evaluate current market trends and competitive activity.- Provide input into product management to improve client satisfaction and regain market share. Show less

Director Strategy & Partner Development

• Jul 2003 - Dec 2004

- Reporting to the VP Marketing, manage multi-disciplinary team responsible for trade shows, market research, analyst relations, and partner development.- Define and manage event, partner and research programs to achieve corporate objectives and support sales targets.- Provide market intelligence (competitive, by product, or geo-related) to support business decisions and identify future growth opportunities.- Run Executive Client Advisory Boards – C-level forums to discuss strategic issues with major clients.- Develop relationships and raise NSB awareness with Analysts in the retail market (AMR, Gartner, Aberdeen, Forrester, etc).- Provide strategic recommendations on partnership opportunities to senior management.- Deliver Client Satisfaction Surveys and Market Share Studies through external providers. Show less

Product Manager

• Aug 2000 - Jul 2003

Product Manager for CRM and Store solutions

Solution Specialist - CRM

• Nov 1994 - Aug 2000

Pre-sales consulting, project management, training on Customer Relationship Management product.

Account Manager

• 1990 - 1994