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Work Background
IDCSenior Product Marketing Manager | Global
Nov. 2024RemoteIDC is the leading global provider of tech market intelligence and advisory services, trusted by influential tech companies to guide strategy, innovation, and go-to-market decisions. We combine expert analysis, buyer research, and industry data to help clients navigate disruption and drive growth. Responsibility:
Drive the go-to-market strategy, positioning, and messaging for the IDC brand. Work cross-functionally with product, sales, and marketing teams to define value propositions, create content that supports the full buyer journey, and accelerate pipeline growth. Responsibilities include conducting competitive and market analysis, enabling sales with tools and training, and leading customer-focused campaigns that align with business goals.
IDCSenior Marketing Manager | Thought Leadership Campaigns
Apr. 2024RemoteBuilt brand authority and awareness through research-driven thought leadership and cross-channel campaigns. Led a team focused on supporting growth, retention, and increasing cross-sell rate.
IDCGrowth Marketing Manager | Demand and Lead Generation
Jun. 2021 - Apr. 2024Led the global full-funnel demand generation strategy, owning go-to-market execution across ABM, content, and digital marketing. Focused on driving pipeline growth and improving conversion through optimized nurture programs, marketing automation, and customer retention initiatives. Collaborated closely with sales and product teams to align messaging and accelerate buyer engagement. Also supported annual flagship events by shaping messaging, enhancing lead capture strategies, and creating tailored onsite and digital experiences—elevating awareness and visibility for the consulting division across key audiences.
Merit Travel GroupDirector Marketing Communications
Jan. 2014 - May. 2020Toronto, Canada AreaMerit Travel Group was a leading Canadian travel company acquired by TravelBrands, one of Canada’s largest travel distributors. Merit operated a portfolio of specialized brands, serving leisure, corporate, group, and educational travel markets. Merit also operated a loyalty travel division, partnering with major financial institutions to manage credit card points redemption for travel—delivering white-label booking services and customer support for loyalty members across Canada. Responsibility:
Led a centralized team supporting all verticals—driving brand strategy, integrated campaigns, and customer engagement across events, print and digital channels. Oversaw content strategy, campaign planning, and creative execution—managing relationships with external agencies and internal stakeholders to ensure alignment with growth and retention objectives. Led PR initiatives and evaluated media and channel mix by demographic to thoughtfully penetrate key communities and reach target audiences with greater relevance. Spearheaded a strategic influencer campaign that significantly expanded brand visibility on a lean budget.
Merit Travel GroupMarketing Manager
Jan. 2014 - Jan. 2015Toronto, Canada AreaLed full-funnel marketing and brand transformation, unifying four brands into a single digital-first identity. Built a centralized marketing team and focused on driving new business growth through performance marketing, paid media, and content strategy to expand reach, acquire new customers, and strengthen retention.
CAA South Central OntarioBrand & Communications Specialist
Jan. 2010 - Jan. 2014CAA (Canadian Automobile Association) is a national, not-for-profit organization providing over 7 million members with trusted services in roadside assistance, travel, insurance, and loyalty rewards. CAA operates through regional clubs across Canada. Responsibility:
Planned and executed multi-million dollar brand campaigns to drive awareness, engagement, and member value. Collaborated with agency partners and internal stakeholders on integrated marketing initiatives, including a high-impact digital brand collaboration with Hasbro, delivering an interactive campaign that blended entertainment and engagement to elevate brand affinity and drive member interaction across digital platforms. Supported editorial strategy for CAA Magazine, one of Canada’s top 10 most-read publications during my tenure. Worked closely with the editorial team and agency to plan quarterly content that aligned with brand priorities and member interests.
CAA South Central OntarioLoyalty Program Analyst
Jul. 2008 - Mar. 2010ThornhillConducted in-depth analysis to identify trends, insights, and opportunities for loyalty program enhancement. Developed and implemented strategies to drive customer engagement, retention, and loyalty. Leveraged CRM systems and loyalty platforms to track and measure program performance and KPIs. Collaborated cross-functionally to ensure seamless program execution. Committed to continuously optimizing the loyalty program to maximize customer satisfaction and business growth.
Canon, Inc.Product Analyst
Aug. 2007 - Jul. 2008MississaugaCanon is a global leader in imaging and optical technologies, known for its innovation in cameras, printers, and digital imaging solutions. Serving both consumer and professional markets. Responsibility: Analyzed market trends and customer needs to support product development and positioning strategies. Collaborated with sales, marketing, and product teams to enhance product offerings and drive competitive differentiation. Provided data-driven insights that shaped product roadmaps, pricing strategies, and go-to-market initiatives, ensuring alignment with business objectives and market demands. Managed product performance analysis, delivering actionable recommendations to optimize sales and customer satisfaction.
Compass Group CanadaProduct Strategist
Jun. 2006 - Aug. 2007Compass Group Canada is the nation's leading provider of foodservice and hospitality services, operating across diverse sectors including business and industry, education, healthcare, senior living, sports and leisure, and remote sites, with over 25,000 associates nationwide. Responsibility:
Supported the development and rollout of foodservice programs and products across diverse sectors, ensuring alignment with brand, operational, and client standards. Collaborated with culinary, marketing, and operations teams to streamline national program adoption and enhance innovation. Played a key role in the early development of Compass Group Canada’s sustainability efforts, contributing to initial work on more responsible product packaging solutions.
Compass Group CanadaRegional Marketing Operations Manager
May. 2004 - Jun. 2006Led marketing operations for a portfolio of regional accounts, supporting brand execution, promotional campaigns, and client engagement strategies across foodservice locations. Acted as a strategic partner to operations teams—translating business goals into targeted marketing initiatives while ensuring brand consistency and operational alignment. Planned and executed regional events to drive awareness, boost participation, and strengthen client relationships. Managed rollouts, performance tracking, and vendor collaboration to optimize impact and streamline execution.
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