Consultant (Dec 2022-Present)

I am a Marketing Strategist and Creative director focusing on B2B SaaS companies, corporate communications, and higher education.

Associate Director of Marketing (2021-2022)

Elentra is a cloud-based SaaS company delivering an advanced education management system for Health Sciences education. I began consulting for Elentra in June of 2021. The incoming CEO engaged me for year, during this time:

• I led a brand refresh that successfully evolved the organization's visual identity; resulting brand strategic positioning allowed the platform to target new market segments and international opportunities.

• I wrote a multifaceted marketing plan designed to cultivate brand awareness in new markets and drive sales.

• I matrix managed a team of 4 marketing communication professionals (PR, writers, UX designers); maintained oversight of all B2B marketing campaigns (online and direct paid advertising), achieving 100% growth in new lead generation under my leadership.

• In collaboration with the executive team, I implemented HubSpot, which revolutionized the company's marketing, securing a consistent average open rate of email campaigns of over 30%

Consultant (2020-2021) 

I was a Marketing Strategist and Creative Director focusing on B2B SaaS companies, corporate communications, and higher education. 

Director of Marketing & Communications
(2009-2020)

• Developed strategic communications and marketing plans to support the faculty's business and performance goals; drafted and managed a ~$300K annual budget to drive engagement, diversify the applicant pool, raise the academic profile, and achieve financial sustainability.

• Responsible for recruiting and managing unionized and nonunionized employees and independent creative professionals; oversaw the design, content development, production, analytics, and market research.

• Collaborated with an external market research team to identify gaps and opportunities to support new program development and graduate student recruitment initiatives that resulted in increased domestic graduate student interest.

• Executed a multi-pronged digital media campaign which successfully raised the profile of the faculty; the campaign included the creation of a Media Squad of faculty students to produce video blogs, content development, social media marketing, podcast, e-newsletter, augmented reality installations, and promote academic research to a broad audience which successfully drove knowledge translation.

• Utilized strong business development and leadership in building a unified network of advisors, stakeholders, and influencers; acted as an SME to implement best communication practices and reduce practice redundancies between faculties.

• Conducted market research, analyzed industry demand, and monitored trends in higher education to develop initiatives, seize opportunities, and implement benchmarks to monitor performance.

Highlighted Projects

The Complete Engineer
Creator and managing director for a biannual magazine distributed to over 20,000 alums internationally. More than 20 issues were produced with popular features such as posters, historical timelines, and student, faculty, and staff profiles.

Inspiring Greatness Campaign
Led the marketing and communications for this record-breaking, multi-year, $100 million fundraising campaign. The campaign exceeded its targets and resulted in an engaged and energized alum donor pool.

Curiosity Creates Campaign
‍Faculty lead, responsible for all communications and marketing. The campaign successfully increased the enrollment of undergraduate students from underrepresented groups.

Redevelopment of the Faculty Website
‍Led two major web development projects; wrote and ran the RFP processes and managed all stakeholder consultation, change management, and content development.

Owner (1997-2009)

Senior Communications Consultant for 12+ national and international companies, including CanWel Distribution, Crane Supply, Dundee Precious Metals, Eagle Precision Technologies, Stolt Sea Farm, Eton Shirts, Weston Bakeries, and Gordon Food Service.

• Developed strategic communications programs to support clients and achieve their corporate objectives through the publication of magazines and newsletters.

• Managed numerous teams of freelance communications professionals situated across the world; the scope of work consisted of projects in French, Spanish, Armenian, Bulgarian, Serbian, Mandarin, Punjabi, and Tagalog.

• Led a global network of 15 freelance writers and photographers to cover client needs.

• Collaborated with C-Suite executives and senior leadership to identify communications needs and challenges and developed content and storytelling to support the organization effectively drive messaging.

• Acted as an SME and trusted advisor providing clients guidance on crisis management, change management, internal brand development and awareness, and internal stakeholder engagement

• Collaborated with C-Suite executives and senior leadership to identify communications needs and challenges and developed content and storytelling to support the organization through effectively driving messaging. (change this last part)

Queen's School of Business

Executive Education Marketing Program, Queen's University

Foundational Leadership Program

Management Development Program, Queen's University

Bachelor of Arts, Cultural Studies (Honours)

Trent University