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Work Background
FreelanceStrategy Consultant / Advisor / Fractional Leader
May. 2023Partnering with both start-ups and established organizations across a variety of strategic initiatives. Highlights include: Fractional Marketing Leader (CMO): Engaged by a start-up professional services organization on a contract fractional basis to lead the positioning, brand development and awareness, lead generation, marketing operations, and ongoing client experience strategy. Freelance Brand & Marketing Strategy Lead:
Engaged by a global not-for-profit start-up in the Technology space whose mission is to enable the growth of safe, secure, interoperable, and sustainable digital trust ecosystems. The strategy engagement involved leading the development of a new name, brand strategy & expression, and brand launch plan at the World Economic Forum in Davos. Freelance Brand & Product Strategy Lead/Advisor:
Providing ongoing advisement as well as early-stage product strategy direction for a CX/Innovation Management software start-up. Freelance Product & GTM Strategy Lead:
Defining the product strategy including customer definition, value proposition, product experience strategy, and customer engagement/product marketing launch plan for a sophisticated data visualization product slated to launch in late 2025.
AppnovationVice President, Strategy & Experience Design, AMER
Jun. 2022 - Apr. 2023
AppnovationVice President, Strategy, AMER
Oct. 2019 - Jun. 2022Appnovation (short for Applied Innovation) was established in 2010 as a tech development shop. In 2019, the organization transformed into a full-service global partner dedicated to innovative digital brand experiences and transformative business solutions. * Recruited to establish and operationalize the Strategy & Insights Group for the AMER region (Canada, US, and Brazil), which became the blueprint for EMEA and APAC Strategy operations. *Introduced net-new capabilities including: Marketing & Communications Strategy, Customer Experience & Product Strategy, Product Management, and Data & Analytics. * Took over leadership of the Experience Design practice in June 2022 as a means to create a more cohesive and collaborative Experience offering, hiring new leadership and modernizing the practice. * Collaborated with global and regional leadership counterparts to define operational improvements, proprietary practices, and an extensive rebranding initiative. * Partnered with and advised client-side CMOs on experience-led growth strategies including customer strategy, demand/lead generation, product marketing, content strategy, and marketing performance across health/pharma, travel & tourism, entertainment, and financial services sectors.
McCann CanadaVice President, Strategy
Mar. 2018 - Oct. 2019Toronto, Canada AreaMcCann is a top-tier global creative agency that specializes in award-winning marcom and digital experience initiatives for some of the world’s leading brands. * Recruited to enhance the digital capabilities across the agency’s Canadian operations, introducing CX/UX strategy & design to the existing creative strategy offering and optimizing its social media capabilities * Oversaw and led the strategy development of several brand and integrated marketing programs for clients across a variety of sectors including Financial Services, Travel & Tourism, Food & Beverage, and Automotive
FreelanceDigital Brand, Marketing & Business Strategy Consultant
Mar. 2017 - Oct. 2019Provided freelance strategy services including brand & integrated marketing, digital product strategy, process design & digital transformation for clients in Retail, Financial Services, and Food & Beverage.
Publicis SapientDirector, Brand Experience & Marketing Strategy / Regional Practice Lead
Sep. 2015 - Mar. 2017Toronto, Canada AreaSapient is a full-service consultancy that is dedicated to transformative digital experiences and business solutions. * Partnered with senior-level clients on innovative brand & marketing, digital product, omnichannel experience, and organizational enablement initiatives across Financial Services, Entertainment, Retail, Technology and Automotive sectors.
Critical MassSenior Strategy Director - Global Strategy & Design
May. 2013 - Aug. 2015Toronto, Canada AreaCritical Mass is a global full-service experience design agency with a relentless focus on the customer. * Recruited to lead strategy for a multi-disciplinary innovation team dedicated to re-imagining a more contemporary, future-proof financial services experience for a major global financial services provider (Retail Banking, High-Net Worth, Mortgages, Card Products). * Partnered with clients on digital marketing, omnichannel experiences, digital products, and research with focus on Financial Services, Automotive, and CPG sectors.
Cheil Worldwide Inc.Director, Strategic Planning & Social Media
Jan. 2012 - May. 2013TorontoCheil is a global full-service marketing agency that is part of the Samsung Group. * Established and operationalized the Strategic Planning and Social Media practice for Canada with primary focus on Samsung integrated marketing efforts, new product launches (Mobile, Consumer Electronics, Appliances), brand marketing, and social media strategy & activation * Launched one of the first local-market social media centres for Samsung Global, becoming the blueprint for ongoing global rollout efforts
BBDO CanadaDirector, Human Insights / Strategic Planner
Aug. 2008 - Dec. 2011Toronto, Canada AreaBBDO Proximity was the digital division of BBDO, an award-winning global creative and digital experience agency. * Led digital experience strategy, social media, brand strategy, integrated campaigns, and research initiatives for clients in CPG, Travel & Tourism, Food & Beverage, Health, and Sports sectors.
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