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Work Background
Aware360Fractional VP Marketing
May. 2022 - Dec. 2023Calgary, Alberta, CanadaProvided strategic marketing leadership and manage marketing team and agency tactical execution initiatives for this B2B SaaS Lone and At Risk Worker Safety Solutions provider. Established a fully functional internal Marketing capability, with select outsourced functions to highly specialized agencies. Worked with internal and external team members to identify the Ideal Customer Profile, target buyer and influencer personas and their jobs to be done, to establish a brand identity and sales enablement infrastructure as the springboard to building customer acquisition capability. Highlights include the development of Demand Generation tools and processes resulting in a 500% increase in Marketing Qualified Leads with a customer conversion rate 4 times greater than B2B SaaS industry standards.
TransRail Innovation Inc. (TRIG)Fractional Marketing Leader
May. 2019 - Dec. 2021Calgary, Alberta, CanadaNew Product Roadmap Planning, Commercialization Launch, Demand Generation Engine Development and Marketing Manager Development and Mentoring. Highlights include: Successful commercialization and market launch revenue growth of 60% YoY.
PAYLOAD Technologies Inc.Marketing Consultant: Solution Innovation Planning
Oct. 2018 - Mar. 2019Calgary, Alberta, CanadaNew solution definition, value proposition creation and project development plan. Highlights include: the delivery of an executive approved new solution definition and development plan designed to open a new line of business growth opportunity.
Zedi SaaS SCADAMarketing Consultant: Solution Innovation & Go-To-Market Planning and Execution
Apr. 2018 - Jun. 2019Calgary, Alberta, CanadaBusiness Strategy & Solution Innovation Planning Program for SCADA business solution. Strategic Marketing Operations process development focused on B2B lead generation, customer acquisition and retention, and GTM planning and execution. Highlights include: Executive approved solution roadmap revamping, delivery of the most successful Sales and GTM kick-off and first quarter sales velocity in corporate history
Aware360Fractional Marketing Leader
Dec. 2017 - Jun. 2018Calgary, Alberta, CanadaProduct Strategy, Operational Scaling / Partner Commercialization Program Highlights include: The successful onboarding and enablement of an 800 sales team member channel partner
Acclaro Consulting Solutions Inc.Principal
Sep. 2017Calgary, Canada AreaWorking with B2B SaaS and IoT technology focused companies to chart their strategic course and execute the plan to maximize market share and growth. Leads client engagement initiatives, focusing on strategic planning, business innovation/ transformation, operational scaling, product strategy & commercialization, brand strategy & market management.
Rogers CommunicationsNational Senior Director - Rogers Consumer Business Unit - Wireless
Jan. 2017 - Sep. 2017Calgary, Canada AreaReporting to the EVP Wireless, and President of Rogers Consumer Business Unit, led a cross-functional team of 80 in the development of a confidential and highly strategic, risk response, breakthrough approach to market.
Rogers CommunicationsNational Senior Director: Regional & Network Marketing - Rogers Wireless
May. 2014 - Jan. 2017Calgary, Canada Area• Program Owner for the successful, 24 month build and launch of Domestic Wireless Roaming in Canada, the first deployment of this nature in the world.
• With direct & indirect reports of 100+, and operating budget in excess of $15m, crafted national strategy and implemented digital and in-store anchored marketing and operational programs resulting in double digit wireless priority market net subscriber acquisition growth over 3 years.
• Led market and customer experience analysis, built growth & risk mitigation strategy helping to secure board approval for a wireless network expansion program increasing capital intensity from 8.5% to 14% or +~$5B.
Rogers CommunicationsSenior Director - Central & Western Canada Regional Marketing - Wireless & Cable
Apr. 2011 - Apr. 2014Calgary, Canada AreaOver-arching responsibility for maximizing wireless and cable customer experience, marketing and sales performance across major Canadian markets in Ontario, Manitoba, Saskatchewan, Alberta and British Columbia markets, with a focus on driving store results, through brand regionalization.
• With direct & indirect reports of 50+, and operating budget in excess of $10m, led Regional Marketing strategy development and tactical program execution, resulting in revenue growth of 5% over 2 years in Ontario & Western Canada
• Led strategic development and cross-functional implementation project which secured Executive and Board approval for Rogers' $700 Million, 4yr capital investment in the Alberta market.
Rogers Communications Inc.Director of Marketing - Alberta - Rogers Wireless
Jul. 2009 - Apr. 2011Calgary, Canada AreaResponsible for all marketing activities for Rogers Wireless in the province of Alberta (expanded to BC), with objectives of growing market share and achieving wireless voice and data sales through all sales channels, with a focus on customization of Rogers brand and value proposition to increase the relevancy of Rogers in the Alberta marketplace. • Achieved +$1billion wireless revenue objective for Rogers in Alberta and BC, by building and executing marketing strategies with a focus on customization of Rogers brand and value proposition to increase relevancy within the western marketplace. Strong focus on emerging targeted, digital and social tactics for efficiency.
Vincent and Associates Inc.Principal
Jun. 2008 - Jul. 2009Calgary, Canada AreaWorking with technology and financial focused companies to chart their strategic course and execute the plan to maximize market share and growth.
TELUS BusinessDirector - Marketing
Jan. 2005 - Dec. 2008Calgary, Canada AreaDirector of telecommunication solutions product portfolio targeting small business and retail customer segments. • With direct & indirect reports of 80+, championed all product development and life-cycle management initiatives for $45million+telecommunications product portfolio targeting small business and retail.
• Led a 4-yr, $2.5million+ national project to develop high speed debit and credit card transaction communications tools for retail customers, partnered with a major national bank
• Led a 3-yr, $3million+ annual, 80 person national project. Designed, built and launched Canada's first integrated telecommunications solution bundle, targeting small business.
TELUS BusinessSr Product Manager
Jan. 2004 - Dec. 2005Calgary, Canada AreaDeveloped Channel Engagement role with primary accountability of enabling sales in exceeding revenue goals for telecommunications voice and data products. Acted as the single point of contact between 300 person sales team and 150 member Product Management team. Sales team over-achieved $563m annual revenue goal by 5% in year of tenure.
NewcapManaging Director - Sound Integration
Jan. 2003 - Dec. 2004Calgary, Canada AreaEstablished a communications agency as a division of NewCap Broadcasting, focused on building store-level merchandising programs for manufacturing companies and large retailers. Secured 4 major customers who had never invested with the broadcast group in the past, doubling expected performance.
TrakonicDirector - Marketing
Jan. 2001 - Dec. 2003Halifax, Canada AreaTrakonic built digital video security components for manufacturing partners, creating loss prevention solutions for large North American Retailers and Property Managers. As Director of Marketing, my focus was on building the marketing and product management team to maximize sales revenue within the North American security industry. • Reporting to the CEO and with a team of 10, built and led Consumer Marketing and Product Management team for a digital video security software/hardware manufacturer. Accountable for new product development, brand strategy and positioning, marketing, mass media, market research, pricing strategies, packaging and event marketing.
Cycore CanadaDirector - Marketing
Jan. 1999 - Dec. 2001Halifax, Canada AreaSwedish headquartered company, Cycore developed special effects and 3D modeling SaaS solutions for multi media applications. Hired and managed Canadian Channel (Sales) Managers, and developed and maintained key client and business development relationships with strategic partners. In addition, managed all marketing, public relations and event staff, focused on driving sales performance.
NewCap BroadcastingDirector of Marketing
Jan. 1993 - Dec. 1999
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