Dual Candadian/US citizen living in Toronto seeking a marketing leadership role. I'm available for contract or full-time work with Canadian companies looking to expand into the US market and vice versa. Experienced marketing in Canada and have an extensive network of agency, national and local marketing experts and sales leaders to leverage in both countries.
I’m a strategic whole-business marketer passionate about creating authentic connections between consumers and brands. I’m objective focused and solutions oriented. I’ve worked across many CPG categories at Fortune 500 and at start-up companies. I also have experience working on the agency sides of the business. My work history includes roles in the Personal Care, Fashion, Consumer Electronics, Health and Wellness, Food, Financial Services and Telecommunications categories.
Demonstrated success in translating Brand Vision into highly effective cross-functional strategies, consistently achieving business objectives.
Proven track record of developing and implementing Differentiated Marketing Communication Strategies to drive brand success.
Expertise in leveraging consumer insights to create actionable Traditional and Digital Marketing Plans that deliver exceptional results.
Extensive experience in both Global and Local roles, showcasing versatility in global brand equity leadership and local market management.
Accomplished in Agency Management, collaborating with CEOs and business leaders to drive revenue growth.
Recognised for being an Effective and Collaborative Leader, guiding diverse teams in direct and indirect leadership capacities.
Boasts a wide network of valuable contacts in Canada and the US, facilitating successful business partnerships and opportunities.
Areas of Expertise
Strategy & Advertising
Turned around declining sales, drove real growth by over 9% for the iconic Brut brand in an otherwise flat men’s fragrance category. Developed a multi-year integrated brand strategy to drive growth by attracting new users while building sales among core loyal consumers by developing a fully integrated marketing platform via a sponsorship with the National Hot Rod Association (NHRA).
Increased market share +35%, buying rate +20%, and purchase frequency +37%.
Advanced a new strategic direction for the Natural instincts hair color brand and executed the first brand restage behind the development and testing of new positioning and product concepts. Directed and executed television advertisement including collaborating with Product Development to gain legal substantiation of a unique product superiority claim.
Successfully stabilized market share.
Collaborated with a start-up package delivery network to develop a robust marketing strategy, focusing on defining the target audience and providing guidance for website development, ensuring it aligned with the brand's vision and goals.
Defined target audience to optimise market penetration and customer acquisition.
Provided strategic guidance for website development to enhance user experience and functionality.
Designed a comprehensive communications strategy to increase brand visibility and engagement.
Developed media plans and recommendations to maximise reach and impact.
Collaborated with product development to create and manage incremental 4th Quarter marketing plan for Samsung’s new Frame TV. Revised communication hierarchy based on prior period learnings. Plan included digital advertising, social media content, influencers, experiential marketing and consumer and account specific promotions.
Sales increased by over 50% versus trend.
Guided the sales and creative teams at Havas Impact to develop and pitch marketing solutions for new and existing clients across multiple CPG and Service categories.
Generated billings from $0 to over $2MM by partnering with brand leaders at major food/RTC company to develop sampling and experiential marketing solutions to build sales.
Developed and led the Clairol division’s largest ever sponsorship in association with the American Idol TV show. Promotion integrated into all aspects of the marketing mix including, media outlets, consumer promotion, and retail partner tie-ins.
Led digital demand generation team for Samsung premium TVs. Coordinated multiple agencies (media and social) while collaborating with various internal stakeholders - HQ in Korea, Product Management, coding/production groups and OMNI channel team.
Directed 2018 digital introduction for new model launches that incorporated multiple new features and required localization to the US market.
Developed and implemented competitive conquesting project via a targeted micro-site and media units that leveraged influencer reviews of Samsung TVs.
Optimized the Frame TV website to make it more navigable while incorporating a new module supporting a revenue service.
Ran multiple digital promotions (retailer specific and national) that were featured both on-site and supported with new media units.
Produced digital native content for major US bank’s mortgage-lending business by partnering with major online lifestyle publisher. Partnered with various home goods manufacturers to create authentic content and extend reach. Developed multiple content and digital media units that were leveraged across partner social media channels and websites.
Exceeded benchmarks for engagement and click-through rates.
Led all activities from concept development through launch for a line extension of Herbal Essences. Partnered with product development and package engineering to create an innovative application tool to provide a superior product experience versus existing in-market competitive brands.
Achieved leadership share results in year one.
Established a longitudinal ethnographic study to uncover insights into male grooming habits and practices. Study resulted in the development and launch of the first new fragrance from Brut – Brut Revolution.
Exceeded volume projections by 11%+.
Conducted an in-depth global review including positioning, concept development and consumer testing of Herbal Essences hair color brand. Successfully aligned the Global Lead Team to recommendation to restage the brand behind an optimized positioning, improved product bundle, new packaging, and a more profitable business model.
Market modeling showed potential of increasing volume 15-20% across various geographies.
Managed global rollout of Nice ‘n Easy hair color restage including advertising, POS materials, and packaging. Guided regional markets on application of over arching brand equity and advertising while adapting to local needs.
Led development and launch of full product restage encompassing positioning, packaging, formulations, and new advertising and promotion campaign. Engaged with key retailers throughout the process. Increased distribution at by over 50%.
Created bespoke Canadian marketing plan for Infusium 23 including, CAB compliant advertising and consumer sampling. Presented marketing and selling strategy to key drug retail partners and company's grocery broker.
Independent Marketing Consulta
New York, NY and Toronto, ON
2016 - Present
Trusted Neighbour Network: September 2019 – August 2021
Samsung Electronics America: August 2018 – April 2019
Sigma Group: July 2016 – March 2017 / September 2017 – May 2018
Havas Impact, SVP, LifeStage Marketing
Chicago, IL and New York, NY
2011 – 2015
Helen of Troy Company, Director, Personal Care Marketing for North America
2009 – 2011
UST, Inc – Brand Director, Copenhagen
2008 – 2009
Helen of Troy Company,Director, Men’s Category Marketing
2004 – 2008
Procter & Gamble – Clairol Division
1997 – 2004
Brand Manager – Global Haircolor Strategy – Equity and New Products
Assistant Brand Manager – Herbal Essences Haircolor, North America
Associate Director, Operations Services
Operations Services Manager
University of Connecticut – Stamford, CT
Master of Business Administration
University of Nevada – Reno, NV
Bachelor of Science – Business Administration
Minor: International Relations
The University of Chicago
Graduate School of Business Executive Education
Product Management – Analysis, Planning and Decision Making