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Work Background
ExigenManaging Principal
Apr. 2024Toronto, Ontario, Canada
UJA Federation of Greater TorontoDirector, Omnichannel Marketing
Oct. 2023 - Mar. 2024Toronto, Ontario, Canada- Owned the development of an omnichannel strategy to acquire, renew, and retain donors
- Leveraged Salesforce’s deep data insight capabilities to identify key opportunities for growth
- Produced direct marketing campaigns, raising several hundred thousand dollars
- Managed UJA Donor Outreach Team, consisting of 6 fundraising staff
Muse® by Interaxon Inc.Director of CRM
Sep. 2022 - Mar. 2023Toronto, Ontario, Canada- Accelerated vital customer engagement/retention strategies for brainwave-sensing technology
- Delivered data-driven recommendations to propel new Muse membership pilot
- Developed tiered transition plan to propagate membership model to rest of world
- Established critical KPIs for customer lifetime value and retention/churn rates
BrainStationGuest Educator
Jun. 2015 - Dec. 2018Conducted guest lectures on Email Marketing as part of the Digital Marketing course
Kijiji CanadaManager, Re-engagement Marketing
Jan. 2015 - Jun. 2022Toronto- Owned end-to-end B2C lifecycle marketing program for Canada’s leading online classifieds site
- Built CRM marketing technology stack from ground up, deploying more than 500MM digital messages per year, and engaging over 5MM customers
- Improved key customer engagement and retention metrics by 3-5x
- Partnered with Product Managers and Product Marketers to execute go-to-market plans
- Led deployment of Adobe Campaign and Oracle Responsys MarTech platforms
Intelex Technologies Inc.Director of Customer Engagement
Jun. 2014 - Jan. 2015Toronto, Ontario- Developed and implemented customer self-service resources
- Managed and optimized online customer community hub
- Led B2B Email Marketing channel using Marketo
- Maintained high levels of customer retention
- Conceived and produced ‘Navigator’ and ‘Co-Pilot’ product tutorials
FreshBooksSenior Conversion and Retention Manager
Feb. 2013 - Mar. 2014Toronto, Ontario, Canada- SaaS product: drove conversion rate optimization on trial-to-paid and upgrades
- Responsible for entire Email Marketing channel
- Primary contact for Marketo marketing automation platform
- Implemented revenue-driving marketing strategies
DealfindDirector, Customer Retention and Loyalty Marketing
Oct. 2011 - Jan. 2013Toronto, Canada Area- Head of email marketing division: defined standards, led team, managed deployments & metrics
- Directed initiative to fully automate Daily Deal email processes
- Managed relationship with ExactTarget ESP, and database of ~10 million engaged subscribers
- Crafted loyalty and retention initiatives and programs, rolled out customer segmentation strategy
- Designed ongoing email testing schedule to produce lifts in email KPIs and conversion rates
- Oversaw key aspects of acquisition contests
BellConsultant, Email Marketing and Online Business Strategy
May. 2006 - Aug. 2011Toronto, Ontario, Canada- Developed roadmaps and BRDs, conducted discovery and competitive intelligence analysis
- Serviced enterprise-class clients, including Royal Canadian Mint, Globe & Mail, Canadian Press
- Played key consulting role on for 2008 rebranding of Bell.ca; won Infopresse Boomerang award
Federation CJAManager, Interactive Communications
Jul. 2004 - May. 2006Montreal, Canada Area- Overhauled fully bilingual web platform (www.federationcja.org) for $45MM+/year non-profit
- Introduced eCommerce strategy and capability for accepting online donations and registrations
- Conceived, produced, and operated successful email marketing program
- Awarded top prize in the Mérites du français dans les technologies de l’information 2006 from the OQLF
Exigent MediaOwner, Web Producer
Jan. 2002 - Dec. 2004Montreal, Canada Area- Supplied specialized consulting services and tailor-made online solutions to diverse client base, including SMEs and NFPs, creating cost-efficiencies by driving customers and staff to online channel
- Contracted and directed multiple parallel teams of programmers and graphic designers
- Selected achievement: development of customized intranet system for U.S. Cotton, LLC.
G1 InteractiveDirector, Design and Development
Jan. 2000 - Dec. 2002Montreal, Canada Area- Firm focused on web solutions for small business: websites, eCommerce and functional applications
- Established quality standards for graphic design and technical development of all web solutions
- Employed and supervised production teams of 7-10 direct reports
- Selected achievement: Initiated concept for Search Engine Optimization (SEO) service, boosting company revenue by 5%
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