Oct 2022 – Present · 3 yrs 5 mos

• Reporting to the CEO, I lead the Growth Marketing and Product Marketing teams, as well as Growth Data, at Buffer. My teams are responsible for all facets of our Growth and Product Marketing strategies, including:
• Creating and executing Buffer’s growth and go-to-market strategy to drive market awareness, user acquisition, early user activation, and product adoption.
• Responsible for Buffer’s technical marketing capabilities including data modelling and reporting, marketing engineering, performance marketing, SEO, LLM optimization, and marketing automation.
• Responsible for buffer.com, including its vision, technical strategy, UX and design, and iterative experimentation.
• Implemented and currently lead Buffer’s marketing experiment framework and process for achieving a high-velocity of tests aimed at improving our internal intelligence and driving key results for our strategic priorities.
• Cross-departmental alignment and coordination within our executive team, as well as with product, design, and engineering leads.
• Responsible for the leadership and management of a cross-discipline team consisting of growth marketers, product marketers, engineers, data analysts, a UX designer, and marketing specialists (SEO, performance, email).
• Buffer's data stack, experimentation platform, and key business and growth analyses. We manage our business forecasting, as well as key product and marketing modelling that supports our PLG motion.

Jan 2022 – Oct 2022 · 9 mos

• Reporting to the CPO, I led the cross-functional Growth team at Buffer, focused on developing and scaling growth initiatives related to user acquisition, activation, and monetization.

May 2020 – Aug 2021 · 1 yr 3 mos · Ottawa, Ontario, Canada

• Formally an instructor in the Digital Marketing Certificate program at the Telfer School of Management in Ottawa.

Jan 2020 – Jan 2022 · 2 yrs

• Led the Acquisition Program team in Shopify's Growth organization, which drove customer acquisition via strategic marketing programs.
• Responsible for:
• Developing and executing growth marketing and lead generation strategies.
• Addressable market expansion and diversification to drive predictable customer acquisition.
• Vertical-specific program development for developing awareness, consideration and acquisition of strategic priority segments leveraging cross-channel capabilities.
• Market penetration and development programs to grow the share of the market among customer segments.
• Designing propensity models, reporting structures, and measurement frameworks in close collaboration with the Data Science team.

Jul 2017 – Jan 2020 · 2 yrs 6 mos

• Led an integrated team of growth marketers who achieved double-digit growth in ARR, triple-digit growth in global user acquisition, as well as notable growth in new user activation and referral activations annually.
• The team built marketing programs designed for awareness, acquisition, and activation with specializations in:
• CRM lifecycle, digital channel, and content marketing strategy.
• Conversion rate optimization, lead generation, and nurturing.
• Data analysis.
• Search engine optimization (SEO).
• Email marketing, segmentation, and CRM automation.
• Digital media, paid social media, and search engine marketing (SEM).
• Growth marketing, A/B testing, and optimization.
• Responsible for:
• Managing four separate technical marketing teams, supporting their hiring roadmaps, and driving their project roadmaps
• Developing and executing on marketing technology roadmaps
• Designing measurement and tracking frameworks/reporting, alongside Data Science team
• Creating and maintaining a sustainable marketing budget and expenditure framework
• Optimizing entire integrated marketing mix at scale to provide leverage for various teams and product lines

Jul 2015 – Jul 2017 · 2 yrs

• Built and led a content marketing team that drove consistent growth against acquisition and activation targets. Our team developed and scaled new content properties from 0 to 3M+/month traffic, which resulted in substantial growth in monthly leads acquired.
• Led a team of content marketers who specialized in:
• Digital and content marketing strategy, as well as CRM lifecycle activations.
• Content optimization.
• Lead generation and nurturing.
• Content creation and idea generation.
• Data analysis of content marketing programs and distribution tactics.
• Search engine optimization (SEO).
• Marketing automation.

Apr 2018 – Dec 2021 · 3 yrs 8 mos · Ottawa, Ontario, Canada

• Part-time professor at Algonquin in the School of Business and the School of Media and Design. Former programs include:
• Brand Marketing and Brand Management Strategy
• Marketing Channels and Logistics
• Marketing Management

May 2014 – Jun 2015 · 1 yr 1 mo · Greater Ottawa Metropolitan Area

• Clients included: National Arts Centre, Iridium Communications, Canadian Medical Association, Hydro Ottawa, Partnership for a Drug-Free Canada, SoundExchange, as well as several federal government organizations.
• Developed comprehensive digital, branding, and content marketing strategies for a variety of clients (B2C, B2B, non-profit, government, and private).
• Assisted the Creative team in clarifying/ communication objectives and strategies
• through research and determining key insights.
• Developed and implemented social and search media strategies.
• Performed the management and data analysis of client digital advertising, web, search, and social media properties/campaigns.
• Provided creative copywriting internally and for client projects to accomplish established marketing and communications objectives.
• Managed several client accounts and projects across various industries and disciplines.