Director, Brand & Marketing - Prodigy Education (EdTech)
(2025-01 - 2026-04)
- Architected a comprehensive brand evolution that shifted the organization from a functional utility to a mission-led, student-first leader. By redefining the mission, positioning, and voice, I led cross-functional teams to launch integrated campaigns that elevated brand perception and market relevance
- Engineered a $3M US-based creator strategy that delivered a 180% lift in gameplay, a 43% increase in web traffic, and an 8-point rise in brand awareness
- Operationalized a social-focused brand engine that boosted video-through-rate by 70% and expanded mid-funnel leads by 35%, leveraging social media analytics and audience-segmentation tools
- Scaled a high-performing creative and social team to produce data-driven content that exceeded industry engagement benchmarks by 175%, applying agile workflow and performance-tracking dashboards
Associate Director Brand & Partnerships - Cadillac Fairview
(2023-09 - 2025-01)
- Established the first national Brand & Partnerships function, integrating performance tracking and long-term P&L strategy to strengthen market positioning
- Led a high-impact activation with 30 local influencers that delivered 4,500 free meals at Robson Square, generated 67 M earned-media impressions in four weeks, and lifted positive local brand perception by 91 %
- Revitalized a stagnant national Olympic partnership through community-focused storytelling, driving a 19-point lift in awareness and improved community-brand perception by 49 %
- Led a PR and athlete-led campaign that produced 190 M impressions-175 % above plan-and increased positive brand sentiment by 91 % through community-focused storytelling
Director, Brand & Growth Marketing - Goodfood (Grocery & Meal Kits)
(2021-02 - 2023-09)
- Collaborated with the Executive Leadership Team and McKinsey & Co. to modernize the marketing operating model, unlocking $10M+ in annual efficiencies. Simultaneously established Goodfood as Canada's #1 meal-kit brand while reducing customer acquisition costs by 30% through rigorous data-led optimization
- Executed data-led integrated campaigns across traditional and digital channels, applying performance-marketing tools and creator-influencer collaborations, delivering a 40% lift in brand awareness and cementing Goodfood as Canada's #1 meal-kit brand
- Led the regional go-to-market launch of the OnDemand grocery service in Tier 1 markets, coordinating cross-functional teams and leveraging social-ecosystem strategies, which generated 45M+ media impressions, a 110% increase in app downloads, and a 250% rise in customer acquisition in the first month
- Reduced customer acquisition costs by 30% through digital content optimization, performance-led creative testing, and mentorship of the performance-marketing team, improving overall P&L efficiency
Senior Marketing Manager - Rogers Communications
(2019-03 - 2021-12)
- Led P&L management and content development for the Rogers brand and premium partnerships with the NHL, Toronto Blue Jays, and Live Nation, delivering increased partnership revenue and stronger brand visibility
- Launched the "Rogers Moments" program by leveraging advanced customer segmentation and audience insights, which raised brand affinity by 10% and surpassed lead-generation targets by 35%
- Executed national Covid-19 response campaigns using multi-channel media and social-listening tools, contributing to a 58% rise in corporate reputation
- Managed digital and CRM awareness campaigns on platforms such as Salesforce Marketing Cloud, employing advanced targeting and customer segmentation to boost consideration and exceed lead-generation targets by 35%
Senior Brand Manager / Brand Manager - Canadian Tire Corporation
(2012-01 - 2019-03)
- Championed a multi-brand portfolio strategy to rationalize under-performing assets and revitalize core lifestyle brands, contributing to a 5% increase in category profitability
- Diagnosed performance gaps in the MasterChef BBQ brand through 1:1 consumer research, delivering a +20% sales lift via portfolio rationalization and a refreshed brand identity
- Conceptualized and launched the Canvas brand, building it into a leading home-category line that positioned Canadian Tire as a destination for exclusive, high-quality lifestyle products, contributing to higher brand awareness and increased home-category sales
- Launched "FRANK," the first private-label food brand for CTC, earning the Vertex Award for innovative packaging and generating strong organic media coverage
- Piloted the company's first international B2B/B2C venture, designing the GTM framework and portfolio strategy for new regional market entry
Brand Manager / Associate Brand Manager - Spin Master Toys
(2005-09 - 2011-12)
(2 years)
- Led the global strategy for Air Hogs, the company's most iconic brand, overseeing product launches and integrated campaigns that solidified Spin Master's position as a leader in the toy industry
- Successfully launched the brand into the indoor RC category, driving a +40% revenue increase within two years by reaching new consumer segments through targeted platform innovation
- Returned the Aquadoodle brand to +50% growth following a five-year decline by leveraging data-driven product repositioning and media optimization
- Owned the end-to-end product development and global go-to-market strategy for Aquasand, capturing 30% of the category market share and winning "Top Activities Brand" in 2010
