Director, Brand Strategy & Advertising at CANADA POST CORPORATION (2014-02 – Present)
- Led enterprise brand strategy, identity, and market-facing platform aligned to corporate strategy and transformation priorities
- Directed national B2B and B2C multi-channel campaigns, driving consideration, comprehension, and equity
- Delivered $38M in marketing-attributed B2B revenue through targeted, insight-driven programs
- Managed $25M annual marketing investment, improving efficiency, accountability, and performance
- Led initiatives end-to-end: strategy, governance, insight development, ideation, execution, and measurement
- Translated complex research and business insight into clear executive narratives enabling leadership alignment
- Led national AOR RFP and agency transformation in compliance with Crown procurement requirements
Senior Manager, Advertising at WALMART CANADA (2012-06 – 2014-02)
- Led national advertising strategy improving brand breakthrough, linkage, and purchase intent
- Launched WalmartLiveBetter.ca and supporting digital ecosystem (CRM, e-newsletter, iPad app)
- Managed $75M marketing budget, championing media innovation and efficiency
- Drove cross-functional alignment across marketing, merchandising, digital, and operations
National Brand Director, McDonald's/RMH Charities at COSSETTE (2010-05 – 2012-03)
- Led integrated strategy for McDonald's three-year Food Quality platform across digital, mobile, OOH, QR, and internal engagement
- Increased visitation intent 27% (84% likeability)
- Drove 13% new trial for McDonald's Coffee
- Oversaw most successful Monopoly campaign in six years
Group Account Director at BOS (2008-04 – 2010-04)
- Launched Naked Grape Spritzers nationally, doubling forecasted sales
- Expanded HomeSense into social media, reaching 77K+ fans within weeks
- Created grassroots media platforms supporting emerging brand growth
Account Director at ACLC INC. (2007-01 – 2008-04)
- Launched Every Kilowatt Counts, a province-wide energy conservation program
- Delivered communications for approximately 90 electricity distribution companies
- Executed Ontario's first multi-language fridge recycling program (16 languages)
Account Director / Account Supervisor at DUE NORTH COMMUNICATIONS (2000-05 – 2006-11)
- Increased workopolis.com resumes 40% and single postings 35%, maintaining 25% lead over Monster.ca
- Led Goodyear CRM and loyalty initiatives (Air Miles)
- Sustained brand performance while competitors outspent 3:1
Senior Account Executive at RANSCOMBE & CO. (1999-05 – 2000-05)
- Led B2B and B2C advertising execution across national accounts
Progressive Marketing & Communications Roles at HALLMARK CARDS CANADA
- Introduced a new revenue stream expanding grocery and dollar store distribution nationwide
- Coordinated ~30 designers and early large-format DTP print processes
