Vice President - Marketing - Thrive Health
(2024-11)
Marketing Consultant - JACY Consulting
(2022-10 - 2024-08)
- Drove a 30% QoQ increase in brand engagement, delivering sustained YTD growth.
- Led cross-functional teams and agency partners to deliver cohesive, on-brand marketing execution.
- Developed and executed end-to-end marketing strategies for growth-stage and mission driven organizations.
- Manage performance measurement, analytics, and ROI to optimize marketing investment.
- Delivered strategic marketing and brand initiatives for Alzheimer Society, Princess Margaret Hospital, Toronto Harbourfront Centre, and the Responsible Gambling Council.
- Achieved a 32% year-over-year increase in brand awareness and a 67% growth in brand engagement, driving significant improvements in market presence and customer interaction.
- Designed and implemented a new organizational structure and streamlined intake processes for the Marketing team, leveraging tools such as JIRA and Confluence to enhance operational efficiency and optimize resource allocation.
- Lead rollouts of multi-channel campaigns aligned to client priorities, achieving 30% YoY increase in engagement.
- Spearheaded the development and execution of a comprehensive growth strategy focused on driving demand and B2B customer acquisition through Mass & Brand activities, Search Marketing, Social Marketing, Outbound Marketing, Affiliate Marketing, and Mobile initiatives.
- Actively contributed to board-level decision-making, collaborating with executive leadership to review financial performance, define corporate objectives, and address strategic challenges.
Vice President - Marketing - Thrive Health
(2022-10 - 2024-08)
- Achieved a 32% year-over-year increase in brand awareness and a 67% growth in brand engagement, driving significant improvements in market presence and customer interaction.
- Designed and implemented a new organizational structure and streamlined intake processes for the Marketing team, leveraging tools such as JIRA and Confluence to enhance operational efficiency and optimize resource allocation.
- Lead rollouts of multi-channel campaigns aligned to client priorities, achieving 30% YoY increase in engagement.
- Spearheaded the development and execution of a comprehensive growth strategy focused on driving demand and B2B customer acquisition through Mass & Brand activities, Search Marketing, Social Marketing, Outbound Marketing, Affiliate Marketing, and Mobile initiatives.
- Actively contributed to board-level decision-making, collaborating with executive leadership to review financial performance, define corporate objectives, and address strategic challenges.
Director - Retail, Service & Distribution - Tangerine Bank
(2016-01 - 2022-10)
- Led national retail strategy and service delivery, achieving 19% YoY deposit growth ($232M) and 23% customer acquisition increase (26,000+).
- Launched internal campaigns using video, email, and contests to boost employee engagement (read rate up 12%; score of 88).
- Directed innovative retail concepts (e.g., pop-up branches); earned 2018 Best Design Retail Award.
- Improved SLA by 12%, First Call Resolution by 8%, and reduced absenteeism by 13% in Contact Centre.
- Advised cross-functional teams on communication strategies supporting brand and community engagement.
Senior Manager - Marketing, Projects & Branding - Tangerine Bank
(2012-07 - 2016-01)
- Managed $50M rebrand from ING DIRECT to Tangerine, leading integrated communications across digital, print, OOH, TV, in-branch, and social.
- Partnered with Sr. Mgmt and agencies to deliver cohesive branding, boosting recognition by 33%, web traffic by 17%, and leads by 24%.
- Rolled out national marketing and communications plans, improving stakeholder engagement and decreasing acquisition costs by 29%.
- Built project management systems (intake, prioritization, briefs, debriefs) to streamline execution and alignment.
- Provided strategic communications counsel for campaigns, launches, and brand reputation initiatives.
Product Manager - Investments - ING Direct
(2010-03 - 2012-01)
- Led external marketing communications for B2B/B2C investment products, increasing brand awareness and digital lead generation.
- Developed strategic messaging and roll-out plans for balanced and growth portfolios across digital, call centre, and in-branch channels.
- Spearheaded third-party fund transitions (e.g., BMO, TD) and client migration to proprietary portfolios, ensuring seamless communication and customer engagement.
- Created internal communications and training resources (e.g., fund facts, summaries, job aids) to support frontline teams and enhance message alignment.
Director of Marketing - VenGrowth Asset Management
(2012-01 - 2016-01)
Director of Marketing - VenGrowth Asset Management
(2009-02 - 2010-03)
- Managed $5 million budget for the Sales & Marketing Teams.
- Collaborated with Client Services & Business Development Team to help lead all communication strategies for B2B target market.
- Ensured that all project initiatives were delivered on-time and on budget.
- Led creative design, print production and research projects with designers, vendors, and external consultants.
- Worked with public relations group to help secure and communicate corporate brand positioning to the media.
- Project leader for An Evening with Al Gore. Coordinated the event, with former U.S. Vice President, Al Gore to promote his "An Inconvenient Truth" in collaboration with the launch of the Criterion Water Infrastructure Fund.
- Specialized B2B event management: PM National Roadshow, 2008 Earth Hour, corporate & client events.
- Rebranded marketing materials and implemented new sales strategies to shorten sales cycle.
- Completed the successful launch of three currency-hedge funds by implementing an integrated Sales & Marketing, multi-media campaign resulting in exceeding sales targets by over 36% (Criterion Investments).
- Associate Editor & Project Manager for Big Ideas advisor quarterly publication.
- Received the 2007 & 2008 Canadian Investment Awards for Marketing.
Product Marketing Manager - VenGrowth Asset Management
(2006-12 - 2009-02)
- Managed $5 million budget for the Sales & Marketing Teams.
- Collaborated with Client Services & Business Development Team to help lead all communication strategies for B2B target market.
- Ensured that all project initiatives were delivered on-time and on budget.
- Led creative design, print production and research projects with designers, vendors, and external consultants.
- Worked with public relations group to help secure and communicate corporate brand positioning to the media.
- Project leader for An Evening with Al Gore. Coordinated the event, with former U.S. Vice President, Al Gore to promote his "An Inconvenient Truth" in collaboration with the launch of the Criterion Water Infrastructure Fund.
- Specialized B2B event management: PM National Roadshow, 2008 Earth Hour, corporate & client events.
- Rebranded marketing materials and implemented new sales strategies to shorten sales cycle.
- Completed the successful launch of three currency-hedge funds by implementing an integrated Sales & Marketing, multi-media campaign resulting in exceeding sales targets by over 36% (Criterion Investments).
- Associate Editor & Project Manager for Big Ideas advisor quarterly publication.
- Received the 2007 & 2008 Canadian Investment Awards for Marketing.
