Director, Wealth Marketing Strategy, Enablement and Operations at BMO Bank of Montreal (2023-01 – Present)
Reporting to the Wealth Marketing CMO, led enterprise marketing strategy, integrated planning, budget oversight, operations, and team engagement to drive client growth and mitigate risk.
- Orchestrated Wealth Marketing planning and performance measurement programs, aligning strategy, budgets, and OKRs for a team of 48 that improved operational efficiency, accountability and marketing impact.
- Served as strategic advisor to the CMO, synthesizing complex data to shape executive communications and priority initiatives that drove leadership alignment, cross-functional collaboration and team effectiveness.
- Mitigated regulatory and reputational risk by leading the team's operations and data governance function, collaborating cross functionally to ensure alignment with enterprise standards.
- Activated BMO's One Client and One Wealth agendas through strategic enablement of programs and channels to strengthen client experience and increase consideration for BMO products and services.
- Fostered an inclusive, high-performance culture through orchestration of Wealth Marketing team engagement and talent development initiatives, and as member of the MCSI Inclusion Committee core planning team.
Senior Manager, Global Asset Management Marketing at BMO Bank of Montreal (2022-01 – 2023-12)
Led multi-channel B2B and Direct marketing strategy, managing a multi-million-dollar budget across campaigns and channels to drive awareness, deepen client relationships, and exceed targets.
- Led a team of four in strategic allocation of a $5.8MM budget to support Institutional, Advisor and Direct channel objectives, delivering 575.3MM impressions (+113% Y/Y) and 2.5MM clicks (+91% Y/Y) in F2022 from a 37% Y/Y increase in media spend.
- Partnered with Business leaders to deliver key product launch campaigns, transforming technical product outlines for innovative assets such as Alternative Investments, Structured Outcome ETFs and BMO ARKK ETFs into benefits-based audience positioning, driving awareness and top tier ETF market share.
- Drove innovation in close partnership with LRC by testing new marketing channels including Influencers.
Senior Manager, Enterprise Strategy, Planning & Innovation at BMO Bank of Montreal (2018-01 – 2022-12)
Delivered enterprise marketing planning, performance monitoring, and intelligence programs.
- Led enterprise marketing strategy transformation in collaboration with senior leaders, launching new planning and reporting tools and processes that improved operational effectiveness for over 100 marketers.
- Architected quarterly integrated reporting, including development of an OKR framework and preparation of an integrated dashboard that elevated critical performance and informed executive optimization decisions.
- Analyzed internal and external research and intelligence to develop executive briefs that enabled strategic decision-making and revenue growth.
Director, Segment Marketing at WE Charity / ME to WE (2016-01 – 2017-12)
Developed audience engagement strategy and enterprise planning program to drive donor growth, retention, and conversion across high-value audiences.
- Partnered with leadership to develop the enterprise segmentation strategy that enabled teams to deepen donor engagement; worked closely with the CRM team to improve client engagement in email journeys.
- Built and executed the annual integrated planning program, unifying annual LOB and GTM planning under the enterprise segment strategy and enterprise OKRs.
Director of Marketing at InteraXon Inc. (2014-01 – 2015-12)
Led the marketing team in development and execution of an omni-channel marketing strategy that accelerated sales in retail, partnership and owned channels; served as strategic advisor to the C-suite.
- Analyzed internal and external data to build marketing plans, forecasts and reports for C-suite and the board.
- Led a team of seven to deliver a full-funnel marketing strategy including PR, digital, social, events, email, web and channel marketing that drove sales in owned and retail channels including Best Buy and Amazon.
Integrated Marketing Manager, Brand at Kobo Inc. (2012-01 – 2014-12)
Oversaw brand marketing campaign delivery during period of expansion to six international markets, partnering with agencies and internal stakeholders to ensure global brand consistency.
- Partnered with internal, agency and retail partners to plan and execute global brand campaigns across seven markets, allocating a $31MM budget to achieve distinct regional growth objectives.
- Collaborated with leadership and agency partners to define target segments and establish new brand positioning, successfully driving adoption of digital reading and eReader use.
Marketing Manager, Channel Acquisitions at Bell Canada
Marketing Analyst / Marketing Coordinator at Rogers Communications
