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Work Background
ClimatebaseClimatebase Fellow
Sep. 2024United StatesA professional community & climate career accelerator covering the latest climate science, solution education & hands-on marketing consulting for Capstone & Start-Up projects across a broad range of climate categories. Activities & Results: ➡️ Climate Consulting: Improved partner response rates leading marketing projects, including Urban/Heat Stress Communications Strategy, Urban/Green Living plans, & Nature-Based Solutions in Sustainable Seaweed Farming.
➡️ Effective Climate Communications: Skilled in ethical communications standards with a deep understanding of U.K., U.S., E.U., & Canadian Green Claims Communications Laws.
➡️ Climate Training: Completed an initial Lifecycle Assessment (LCA) & cut emissions with supply chain & product modifications. Completed a GHG Inventory Assessment for the Food/Ag sector & identified hotspots in Scope3 Emissions.
Blend Travel MarketingContent Strategist/Branding/Conversion Copywriter
Mar. 2021 - Oct. 2024United States An industry-leading tourism marketing agency that helps tours & attractions grow with strategy, branding & marketing. Freelance contractor across multiple time zones & cultures. Activities & Results: ➡️ Content Strategy & Communications Plans: Achieved consistent monthly year-over-year increases in sessions (+167%), transactions (+100%), & revenue(+119%) by developing monthly content plans with short and long content using effective time/project management systems. ➡️ Conversion Copywriting: Developed advertising copy that consistently achieved a 7.4x-9.5x monthly Return on Ad Spend for clients. ➡️ Brand Management: Led the successful launch of 7 verbal brand strategies & execution for all websites, advertising, and marketing materials. 100% client satisfaction, delivered all projects on time and budget.
Travel Life MediaSustainable Marketing Director
Jan. 2015U.S., U.K.,Canada, E.U.Marketing Communications Consulting across various climate categories, including Sustainable Tourism, Forestry & Nature Based Solutions, Food & Agriculture. Activities & Results: ➡️ Marketing & Brand Strategy: Launched 4 new brands, including new branding/messaging and website launches, achieving an increase in sessions ( +50-86%) and sales (+17-57%).
➡️ Content Marketing & SEO: Achieved for a client 4 YEARS of consistent organic traffic growth (+9-17%) using SEO and content strategy, and dominating #1 and #2 rankings on search. ➡️ Earned Media/Influencer Strategy: Built a comprehensive Influencer Marketing strategy that grew earned media by over 50% by sourcing, evaluating, & negotiating with the best influencers in the industry.
➡️ Digital Platform Expertise: trained, coached, & executed across multimedia content such as PR/press releases, content including email marketing, video scripts, ads, social media, website UX, CRO, & communications. All communications achieved positive+ ROI for my clients.
Top Drawer CreativeAdvertising and Marketing Account Director
Jul. 2013 - Oct. 2014Toronto, Canada Canada's 1st B Corp Full Service Ad Agency. Canada's Clean 50. Best for the World Worker Impact. Practicing the Art of Influence for Social Good. Activities & Results: ➡️ Management: Led all marketing activities for the largest client at the agency, Leading effective sales collaboration and executive level relationships.
➡️ Brand Growth: Revitalized U.S./Canada retail business with new brand positioning, CRM, digital, website, social media, and e-commerce site grew same-store sales by + 7-16%.
Beam Inc.Head of Marketing-Canada & North American Strategy Lead
Jul. 2006 - Dec. 2012Toronto,Canada & Chicago, Illinois A commercial marketing role with a global spirits company of 6000 employees & products sold in 69 countries of industry-leading brands. Activities & Results: ➡️ Growth Marketing: Achieved 53% revenue growth and 24 months of consecutive value share growth for leading global brands, including Jim Beam, Makers Mark, Macallan Scotches, Sauza Tequila,& Canadian Club Whisky, by successfully leading a team of 13 marketers, including national marketing managers, insights, research, innovation and communications teams.
Second CupSenior Marketer - Second Cup Coffee Company
Jan. 2005 - Jan. 2006Toronto, Canada AreaSkills & Results ➡️ Activities achieved in 6% revenue growth, and +12% in same store sales
➡️ Led creation and launch of new brand identity including positioning, branding, café design, in-store merchandising, promotions, digital & website, advertising and measurement with 2 direct reports. ➡️ Effective collaboration & negotiation with 350 franchisee cafés in Canada and The Middle East.
Anheuser-Busch InBevRegional Marketing & Sales Leader- Ontario, Canada
Jan. 2003 - Jan. 2005TorontoThe world's largest beer company has over 500 iconic global and local brands, including Budweiser, Bud Light, and Stella Artois. I led a team of 7 marketers and 8 regional commercial sales managers. ➡️ Marketing Growth Track Record: Achieved #1 brand in Canada for Budweiser Beer by effective marketing strategy, media plans, promotions, pricing, sports marketing partnerships, and retail operations for the largest business unit in Canada. ➡️ Consistently positive staff reviews for positive team leadership and collaboration in this account based marketing role.
Anheuser-Busch InBevNational Marketing Manager
Jan. 1997 - Jan. 2003Ontario and Alberta➡️ Brand management: Launch of Stella Artois in Canada and management of leading beer brands including Becks, Sol, Lowenbrau, Alexander Keith's ➡️ Skill development in brand positioning, Insight-led marketing plans,creative, media, promotions, retail, in bar and event marketing, pricing, forecasting and research. Activities delivered avg. 50% sales growth YOY.
Labatt Breweries of CanadaTerritory Manager- Sales Representative
Jan. 1994 - Jan. 1997Alberta, Canada➡️ Sales excellence: Achieved top sales representative in Western Canada; +3.7% share growth in 1996-1997, delivering on or ahead of plan every year 1994-1997. Portfolio included leading brands including Budweiser, Bud Light, Labatt Blue, Blue Light, and Kokanee
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