Divisional Vice President, Marketing The Bay, August 2022 – January 2023
- Built a team comprising of brand specialists, creative designers, performance marketers, CRM experts and SiteOps leads to build a new digital first business called Everyday by The Bay
- Purpose of Everyday banner was to provide consumable and daily essential products to increase the frequency of the Bay’s shopper and make The Bay daily online destination
- Assisted in building the launch plan for the Zellers digital roll-out, scheduled for Q1 2023
- Helped migrate The Bay’s email service provider from Cheetah Digital and Salesforce Commerce Cloud to Braze
- Developed a go-to-market plan that was going to reach 96% of Canadian consumers by leveraging offline and online tactics
Sr. Director, eCommerce & Digital Sales Marketing
CIBC, March 2022 – August 2022
- Responsible for leading a team of 32 to execute Digital campaigns across all CIBC & Simplii lines of businesses and products
- Led the transformation of digital campaigns to Salesforce Marketing Cloud which led to an engagement increase of 13%
- Assisted in implementing Adobe Audiences and Target to improve the personalization and segmentation
- Built an engagement and upsell strategy for the migration of 3 million Costco cardholders as part of the acquisition from Capital One
- Launched summer back-to-school online only campaign for savings accounts that had a record 8% conversion rate
National Marketing Director, eCommerce
Metro Inc., January 2019 – March 2022
- Defined, developed, and launched the national eCommerce marketing strategy, resulting in YoY revenue increase of 250%
- Led and directed a team of six direct reports, fourteen indirect reports and assumed responsibility for $200MM in annual sales
- Created and successfully launched the Metro Online Grocery brand, achieving over $50MM in revenue within 18 months of launch
- Spearheaded the online merch strategy in collaboration with B&M teams, improving conversion by 15% and increasing AOV by 21%
- Re-vamped the CPG vendor partnerships program to monetize Metro’s online platform, driving $2.5M in incremental revenue
- P&L ownership for the eCommerce department
- Managed all marketing-related eCommerce analytic KPIs including traffic, conversion, customer acquisition and retention strategies
- Built the optimal digital media plan for the eCommerce business which included Paid Social, Display / Programmatic and SEM
Digital Marketing Course Instructor (Part-time)
Brainstation, April 2018 – March 2022
- Lead students through a 10-week course, teaching them fundamentals in SEO, SEM, social media marketing, etc.
Digital Marketing Course Developer & Instructor (Part-time)
York University, August 2018 – January 2019
- Built and implemented the York University digital marketing course and instructed a weekly evening course
Digital Marketing & eCommerce Lead
Maple Leaf Foods, March 2017 – January 2019
- Orchestrated the strategy and execution for Search, Social, Influencers, Digital, and Traditional Media for 14 different brands
- Overhauled a $15MM traditional media strategy enhancing effectiveness and efficiency by 15%
- Spearheaded engagement, acquisition, and data analytics tracking for all digital properties, representing over 200M annual impressions
- Managed national brand athlete sponsorship relationships with NBA Canada, Toronto Raptors, and Toronto Blue Jays
- Collaborated with 5 brand managers to implement the Better Foods campaign for sustainability reaching 98% of Canadians
- Executed brand transformations for Schneiders, Maple Leaf and Green Field Meat increasing sales by 214% in 2018
Chief Marketing Officer (Part-time)
Cartly.ca, February 2016 – March 2017
- Pioneered the strategic marketing plan for the South Asian grocery delivery service within the GTA
- Developed a customer email drip program accomplishing a 45% improved retention rate
Digital Strategy Manager
Rogers Communications, March 2016 – March 2017
- Generated a 36-month Digital Roadmap to elevate the 5 stages of the Enterprise Customer Experience lifecycle, significantly improving the B2B Net Promoter Score (NPS)
- Championed the $7.5MM B2B Digital Acquisition strategy
eCommerce Project Manager
Walmart, March 2015 – February 2016
- Executed the launch of Online Grocery service for 36 locations within Ontario, resulting in over $500K revenue within six months
- Designed a 26-week ramp-up plan for an Omni Channel Grocery Pickup strategy for 394 Walmart locations nationwide
Digital Program Manager
Bell Canada, April 2013 – February 2015
- Steered the end-to-end planning and execution of multiple projects related to optimizing the digital customer experience with budgets up to $550K and up to $1.5MM in benefits
- Conducted a competitor analysis to implement a new Service Fee strategy which increased annual revenues by $7.2MM
- Initiated an Informational Voice Recognition (IVR) System strategy for credit risk customers dropping call propensity by 65%
Senior Consulting Analyst
Accenture, November 2010 – March 2013
- Attained the consulting toolkit: analytical problem solving, analysis, communications, and client service
- Developed an automated digital tool to improve operational efficiencies for resource and equipment maintenance scheduling
- Optimized the strategic framework and roll-out of an integrated digital web tool for a 90-unit hotel chain
Marketing Assistant (Contract)
Johnson & Johnson Inc., April 2010 – September 2010
