Sep 2021 – Aug 2025 · 3 yrs 11 mos · Toronto, ON · Remote

• I repositioned Megaphone TV from a “viewer engagement widget” into the #1 interactive sponsorship platform for broadcasters, tying branding directly to revenue growth.
• Operationalized Category Design: Architected and launched the "Interactive Sponsorship" category; delivered $2.1M ARR (30x ROI) through a high-efficiency model with an annual marketing budget of <$100K.
• Retention Systems: Engineered a "Retention-First" GTM framework that reduced churn by 67% and CAC by 30% by realigning product positioning with high-LTV broadcaster segments.
• Data-Driven Pilot Programs: Utilized lean "Stealth Pilots" (Segmented Email/Landing Page experiments) to bypass internal operational friction and provide irrefutable proof-of-concept for new market positions.
• Sales Enablement Architecture: Designed the organization’s first "Battlecard" system and Sales Enablement suite, resulting in a 75% YoY increase in demo volume and a 3x lead-to-opportunity conversion rate.
• Executive Governance: Reported directly to the CEO/Executive Team on quarterly KPIs, budget allocation, and market-defensibility strategy.

May 2017 – Mar 2019 · 1 yr 10 mos · Greater Toronto Area, Canada

• Executive Lead for GTM and Investor Relations for a pre-MVP social platform.
• Capital Acquisition Strategy: Engineered the investor narrative and market-gap analysis that secured $800K in seed funding by positioning against legacy algorithmic social models.
• Category Definition: Built the "Direct Access Network" category from the ground up, including the development of the core messaging framework and user-acquisition roadmap.
• Market Interrogation: Conducted primary ethnographic research with high-value creators to translate pain points into core product features, ensuring immediate product-market fit.

May 2015 – Dec 2017 · 2 yrs 7 mos · Toronto, Canada Area

• This digital advertising company needed help to stand out from its competitors. My challenge was to increase brand recognition, shorten sales cycles, and boost user acquisition.
• Consulted executive leadership teams to develop brand recognition strategies, accelerate sales cycles, and enhance user acquisition rates, achieving a 900% ROI.
• Led multidisciplinary teams (creative, production, and development) to identify a Unique Selling Proposition for better ad targeting and increased ad performance by 25%.
• Analyzed primary research and user data to rebrand and establish a new marketing channel, Profiled Direct Response.
• Implemented email marketing strategies through creative analysis, compelling copywriting, and segment profiling, resulting in a 43% rise in open rates.

Jan 2004 – May 2021 · 17 yrs 4 mos · Toronto, ON

• Directed a Fractional GTM & Brand Operations consultancy specializing in Market Disruption.
• Proprietary Research Framework: Developed a 6-stage Quantitative/Qualitative Research process used to de-risk GTM investments for 15+ organizations across Finance, IT, and Retail.
• Market Inversion (Financial Services): Directed the GTM repositioning for a top-tier independent mortgage broker, leveraging historic market data to pivot the brand, resulting in $2B+ deal flow in 12 months.
• GTM Systems Implementation: Oversaw the full-stack rollout of GTM playbooks, including messaging architecture, sales scripts, and digital demand-gen infrastructure for growth-stage firms.
• Business Continuity & ROI: Maintained a 100% client survival rate (against an 80% market failure average) while delivering measurable revenue spikes within 3-6 months for every engagement.
• M&A Advisory: Prepared multiple portfolio companies for acquisition by formalizing GTM documentation and clarifying market-entry moats for private equity/VC due diligence.

Jan 2002 – Dec 2004 · 2 yrs 11 mos · Toronto, Canada Area

• This company needed help to grow its market share in the new and highly competitive managed IT services field. My goal was to boost revenues, shorten the sales cycle, and lower client churn.
• Identified that their most profitable clients were non-profits needing managed servers for donor and email management systems.
• Simplified messaging to "IT Made Simple." Removed all technical jargon from content, focusing on specific non-profit and charity technology solutions and integrations—highlighting benefits.
• Created copy for all communications, including sales emails, RFPs, presentations, and web content.
• These efforts led to a 17% rise in sales and a 32% reduction in client churn.