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Work Background
PSD Citywide Inc.Chief Marketing Officer
Mar. 2022 - Mar. 2025London, Ontario, Canada- Senior executive responsible for building and leading a high-performing team focused on brand marketing, product marketing, outbound sales, strategic partnerships, sales enablement, and customer success - reporting to the CEO/Co-Founder.
- Designed and executed a three-year go-to-market strategy targeting municipal government and institutional sectors, with a focus on US expansion.
- Championed the implementation of a modernized marketing and sales tech stack (Salesforce, HubSpot, WordPress, SEMrush, Google Analytics, and more) while optimizing related sales processes.
- Established the company’s first Customer Success and Stakeholder Engagement program, integrating NPS, CSAT, and health scoring KPIs to enhance customer insights and inform an agile product roadmap.
- Forged strategic partnerships, including securing the company’s first U.S. reseller, that also reinforced the brand's position in US market.
VidCruiterExecutive Advisor - Marketing
Sep. 2021 - Mar. 2022Moncton, New Brunswick, Canada- Fractional CMO contract, collaborating with marketing and sales teams at VidCruiter to prioritize lead generation efforts and optimize messaging for strategic growth initiatives.
- Developed and executed innovative strategies to drive business growth and enhance brand visibility in the global market.
VeryonChief Marketing Officer
May. 2019 - Apr. 2021Toronto, Canada Area- Led global team in branding, lead generation, SEM/SEO, social, content, PR/communications, and product marketing for 5 aviation industry verticals.
- Managed strategic marketing initiatives for +7,500 customers worldwide, including industry giants like American Airlines and Airbus.
- Member of executive team responsible for the successful acquisition and integration of Flightdocs, and strategic sale of merged company to Accel-KKR in 2020/21.
BenbriaExecutive Advisor
May. 2019 - Dec. 2020Ottawa, Canada Area
BenbriaVP Marketing
Sep. 2015 - May. 2019Toronto, Canada Area- Led global marketing team at Benbria, overseeing social, digital, events, sales support, and more.
- Managed key global partnerships and spearheaded global expansion efforts.
- Worked with clients like A&W, Royal Caribbean, Delta Cargo, Sodexo, and Verizon.
Futurpreneur CanadaVP Marketing Communications
Jan. 2015 - Sep. 2015Toronto- Led digital transformation project to modernize marketing function, reduce costs, and increase online loan requests.
- Replaced under-performing vendors, expanded team expertise, and improved marketing tech stack.
- Set new KPI standards for funded projects, resulting in highest number of loan requests in organization's history.
Coherent PathDirector of Marketing
Aug. 2014 - Jan. 2015Toronto, Canada Area- Developed post Series A go-to-market strategy for Coherent Path, driving customer engagement and loyalty.
- Established foundation for Americas-region marketing program, including social media and lead generation initiatives.
Simply HiredDirector of Marketing
Jul. 2013 - Jun. 2014Toronto, Canada Area- Led global marketing efforts outside of the US for Simply Hired, overseeing lead generation, branding, PR, social media, events, and sales enablement.
- Spearheaded event-based thought leadership initiatives and managed the global SEO content development team.
- Successfully increased brand visibility and engagement, resulting in a significant boost in website traffic and user engagement metrics.
ConsultingConsultant/Fractional CMO
Jul. 2008 - Sep. 2015Toronto, Canada Area- Advised on pre-Series A funding models, sales targets, and go-to-market strategies for SaaS start-ups.
- Acted as CMO/CRO advisor for 10+ start-up ventures, setting KPIs and seed funding models.
- Developed sales/marketing teams and strategies for technology, hospitality, insurance, and financial services industries.
Benecaid Health Benefit Solutions Inc.VP Sales & Marketing
Jun. 2005 - Jun. 2008Toronto, Canada Area- Spearheaded the development of Benecaid's current brand, driving 12 years of growth and positioning the company as a leader in employee health benefits.
- Led strategic marketing and sales operations, overseeing sales, branding, channel support, events, content marketing, and customer relationship management.
- Achieved over $90 million in coverage for 150,000 Canadians in 3 years, establishing Benecaid as the fastest-growing provider in Canada.
LifeWorks (acquise par TELUS Santé | acquired by TELUS Health)Director - Corporate Projects & Marketing
Jan. 2003 - Jun. 2005Toronto, Canada Area- Led consulting management committee in setting strategic direction for sales, marketing, and customer relationships.
- Managed 25-30 concurrent projects to enhance client services, collaborating with partners and stakeholders.
- Assisted in strategic marketing efforts, including branding, education, events, and communications.
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