COO & Consultant at The Mantis Group (2022-11 – 2026-02)
Start-up role establishing operational foundation and scaling the firm.
- Established the company's operational foundation from inception, including processes, workflows, delivery framework, and financial operations in collaboration with the CFO. Scaled the firm to $2.3M in revenue by Year 2, fully bootstrapped.
- Collaborated with the CEO to develop a sales strategy centered on a thought-leadership event series for marketing leaders. Positioned the firm as a data and AI expert, converting high-quality leads into long-term clients.
- Advised marketing leaders on transforming data into actionable use cases that improved performance and ROI. Defined requirements, aligned stakeholders including the CISO, and coached executives to secure internal buy-in.
- For a fintech client, developed ML-driven personalization to score prospects by likelihood to open an account. Routed high-intent leads to sales and directed others into CRM nurturing. Built a model to identify account holders likely to fund, supporting deposit growth.
- For a global advertising agency, led the development of a new revenue product to address a gap in Canadian audience data. Guided data-licensing negotiations and built an audience data platform that enabled accurate media planning and buying, generating seven-figure revenue.
- For a financial services client, built a Bayesian marketing mix model (MMM) and multi-touch attribution framework to measure each channel's contribution to new accounts and optimize marketing investment. Deployed it as a client-owned platform within their environment, with real-time data feeds engineered to continuously power the model.
Consultant at Magnet (part of Plus Company) (2022-05 – 2022-10)
- Advised media planners on leveraging data products to improve media-buying accuracy and campaign performance.
- Led storytelling and client engagement to position data solutions for agency clients, resulting in $200K in incremental revenue within a short timeframe.
Chief of Staff at Switch Health (2021-03 – 2022-05)
- Designed operating cadences, OKRs, and executive reporting to support timely, informed decision-making under significant time constraints.
- Led national testing operations and managed a team of three during peak demand. Oversaw lab testing and last-mile delivery across Canada, ensuring compliance with Public Health Agency of Canada (PHAC) requirements for over 2 million tests.
- Managed the end-to-end supply chain for rapid antigen test kits during a critical national shortage. Oversaw procurement and importation from South Korea and coordinated with logistics partners to distribute kits to every province across Canada.
- Led the marketing strategy and launch of an in-home testing partnership with Air Canada and Aeroplan, enabling Canadians to travel during COVID-19. Coordinated telehealth, warehousing, and shipment to ensure reliable service at scale.
Media Director at Cossette Media (2015-04 – 2021-03)
- Led full-funnel, cross-channel media planning and buying, resulting in strong annual sales for automotive clients, low cost-per-acquisition in financial services, and award-winning campaigns for CPG brands.
- Partnered with creative, design, and strategy teams to develop integrated campaign concepts, aligning media strategy with creative execution to deliver cohesive, high-impact campaigns across channels.
- Developed consultative, data-driven recommendations and executive briefings that linked client investments to business outcomes and secured senior leadership support.
- Advised clients on maximizing existing martech and adtech to unlock new use cases, such as reconfiguring an underused CDP to activate first-party segments for targeting and suppression. Designed data flows from adtech into clients' martech and CRM systems to support audience enrichment, lead scoring, and lifetime value modeling.
- Collaborated with data scientists on MMM and measurement frameworks to quantify media impact on in-store visits and sales. Led the redesign of measurement architecture to ensure data integrity and privacy compliance during cookie deprecation and Apple's ITP changes.
- Scaled and operationalized new teams within six months of account wins across Canada, mentoring team members to enhance their expertise.
- Managed multi-million-dollar advertising budgets, partnering with finance to reconcile discrepancies and ensure accuracy.
Channel Manager at WPP Media, Maxus (2013-10 – 2015-04)
Sr Associate at WPP Media, Excelerator Media (2009-11 – 2013-05)
