Whipping up content that fuels your growth engine

Professional Experience

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Askuity - A Division of The Home Depot (U.S. & CA) Dec 2018 – Present

Senior Design & Campaign Lead
 

• Architected and led high-impact content strategies that contributed to a supplier partner pipeline of over US $50M

• Directed omnichannel content campaigns that resulted in 226% increase in metric usage post-digital events and a 144% increase post-digital engagements.

• Spearheaded data-driven marketing initiatives, driving 64% webinar conversion rates and increasing email engagement with a 26.6% open rate and 3.4% click rate.

• Designed and launched scalable digital experiences that enhanced ARR goals, product onboarding, and supplier retention.

• Mentored and developed a team of five jr. digital marketers, ensuring excellence in execution, skill development and positive team culture.

• Positioned The Supplier Analytics Program as a market leader through compelling storytelling, thought leadership content, and executive presentations.

• Building a growing team from interviewing to onboarding and ongoing coaching

Askuity (now Acquired by The Home Depot) | May 2018 – Dec 2018

Head of Marketing & Content Strategy
 

• Led all content marketing initiatives to drive user adoption and engagement for a fast-growing SaaS platform.

• Designed and published the 2019 POS Data Study, a cornerstone asset for thought leadership and customer acquisition.

• Created executive-level sales enablement materials, including “The Ultimate Guide to Selling at The Home Depot”, ROI-focused infographics, and eBooks to support strategic acquisitions.

• Launched high-performing demand generation programs, securing new business opportunities and increasing conversion rates.

Softchoice | Mar 2012 – May 2018

Lead of Channel Partner Content & Digital Strategy - Servers, Storage, Networking, Software and Cybersecurity
 

• Led a team that delivered over 200+ integrated marketing campaigns per year, with an average partner-funded pipeline revenue of US $1.5M.

• Designed and launched the Amplify Program, generating and additional $1M in emerging partner investment through paid advertising and innovative digital storytelling.

• Led the production and distribution of the Ultimate Security Guide, a flagship content asset for Cybersecurity partners, securing US $300k+ investment from top industry vendors annually and developed a network of C-Level advocates.

• Managed a high-performing team of freelance content creators and marketers, setting the standard for brand voice, creative excellence, and content scalability.

Previous roles at Softchoice:
 

• Category Marketing Lead – Data Center, Enterprise Software and Security from April 2013 to March 2016

• Category Marketing Specialist – Data Center from March 2012 to March 2013

EDUCATION & CERTIFICATIONS
 

• Project Leadership Certification from Queen’s University via Home Depot in Feb 2023

• Aspiring to Leadership Coaching Clinic at Home Depot University in 2021

• Bachelor of Arts from University of Toronto in 2010 - Double Major

  • Communications, Culture & Information Technology

    • Created interactive brochures, graphics, websites, evaluated digital media's impact on society, studied the science of human-computer interaction, animated flash stories, and filmed short narratives

    • Studied human nature and design principles to improve existing digital media

    • Developed and lead Business Mentorship and Life Guidance Program for students seeking internships to improve employment opportunities for graduating students

    • Study communication that requires the integration of text, voice, visualization, color, musicality, and digital technologies

  • Professional Writing and Communication

    • Write narrative non-fiction, science, journalism, finance reports, and record oral stories for radio

    • Interrogate, evaluate, edit, and interpret scientific and financial articles while conducting original qualitative research

    • Meet strict weekly deadlines

    • Perform and contribute in group editing sessions

    •  Submit seven research-based articles per topic

• Digital Communications Certification | Sheridan College | Apr 2009

SKILLS
 

• Executive Leadership & Strategy

• Content Marketing Strategy

• Digital Experience Innovation

• Demand Generation & Growth Marketing

• Thought Leadership & Brand Storytelling

• Executive Communications & Presentation

• Performance Marketing & KPI Optimization

• Enterprise-Level Project Management

• Scalable Marketing Operations & Process Design

Technology & Platforms
 

• Adobe Creative Suite

• Microsoft Office Suite

• Salesforce Marketing Cloud Admin

• Salesforce

• Google Suite

• GoToWebinar Admin

• Trello, Monday, Basecamp,

• Marketing Automation Platforms

  • Qualtrics, EventMobi, Mailchimp, Hootsuite, Pardot, Hubspot

AWARDS
 

• 2024-11-20 | Executive-Nominated award for Creating Shareholder Value: Supplier Analytics Dynamic Metric Usage Campaign Results

• 2024-11-01 | Award for Excellent Customer Service: Project Management & Development of Supplier Analytics Metric Usage Reporting Campaign driving usage of nine priority metrics

• 2024-08-06 | Award for Excellent Customer Service: Recognized for ensuring no interruption to supplier experience during Salesforce Marketing Cloud migration

INTERESTS
 

• Digital Storytelling & Content Innovation

• Data-Driven Marketing Strategies

• Leadership Development & Coaching

• Emerging Marketing Technologies

• Interior Design & DIY Renovations

• Kitchen Gardens & Culinary Exploration

• Equestrian Sports & Fitness