Jun 2024 – May 2025 · 11 mos · Toronto, ON

• Developed a Google ads experimentation road map that led to a 30% decrease in cost per lead and a 10% decrease in CAC while increasing scale by 40% in six months.
• Improved conversion tracking set-up for Bing ads which lead to a 400% increase in scale YoY for the channel accounting for about 10% of overall marketing budget and improving channel diversification for the company.
• Rebuilt the company’s marketing team to support business growth plans towards early profitability

Jun 2023 – May 2024 · 11 mos

• Client Relationship Management: Building trust, owning client communication, managing relationships with Founders, and leading strategic conversations.
• Performance Marketing Strategy: Own, develop and execute the performance marketing strategy across 6 high-growth startups in the Mechanism portfolio.
• User acquisition: Oversee the paid customer acquisition efforts, and drive customer acquisition and revenue growth across multiple high-growth startups in the Mechanism portfolio.
• Campaign Management and Optimization: Efficiently manage and scale paid media campaigns across channels such as Facebook ads, Google ads, Bing ads and TikTok ads while identifying and testing new channels and opportunities for further growth.
• Portfolio companies worked with include: HeySunday, Live it Up, Receptive Inc, Top Nutrition Coaching, PrimePutt, and VeryVery Diapers

Jun 2023 – May 2024 · 11 mos

• Developed and executed the go-to-market paid media strategy that has grown Hey Sunday’s subscriber base from launch to over 12,000 in 6 months using Google ads and Facebook ads.
• Hey Sunday is a Mechanism Portfolio company.

Jun 2023 – May 2024 · 11 mos

• Efficiently scaled paid media spend for Live it Up by over 40% in 6 months resulting in a 30% increase in subscribers (from 24,000 to over 36,500) and a 28% increase in annual revenue run rate.
• Partnered with the CEO at Live it Up to hire the company's first Growth Marketing team.
• Live it Up is a Mechanism Portfolio company.

Jun 2023 – May 2024 · 11 mos

• Optimized the lead generation funnel for Top Nutrition Coaching and this led to a 20% increase in marketing qualified leads and a 20% increase in Annual run rate.
• Top Nutrition Coaching is a Mechanism Portfolio company.

Mar 2022 – Dec 2022 · 9 mos · Toronto, ON

Aug 2021 – Feb 2022 · 6 mos · Toronto, ON

• Set-up and executed a paid advertising strategy that has increased the volume of sales qualified leads by 48%
• Implemented a marketing automation and lead nurturing sequence that improved lead response time and conversion rates by 3%

Mar 2022 – Jul 2023 · 1 yr 4 mos · Toronto, ON

• Scaled paid media spend by 40% to about $10M in a year while maintaining positive ROI and payback.
• Launched and tested a multi-province radio campaign, contributing to a 10% increase in host acquisition.
• Enabled Meta to scale to ~30% of total acquisition spend through improved creative and funnel performance.

Oct 2020 – Aug 2021 · 10 mos · Toronto, Ontario, Canada

• Evaluated client’s digital assets and mapped out strategies that led to 30% QoQ boost in client sales pipeline which translated to over $700k increase in platform spending for the organization
• Successfully managed over 10 agency accounts by uncovering insights through building close relationships resulting in a client retention rate of over 90%.
• Consistently met and surpassed monthly targets for the past 3 months. I was recognized as employee of the month in March 2021 in recognition of my performance as the #1 Accounts Strategist in Canada based on customer satisfaction and target attainment
• Trained over 20 agency digital marketing executives on the effective utilization of google marketing products.
• Managed a team of 5 strategists and led the team to meet targets monthly and quarterly revenue targets.

Aug 2019 – Jul 2020 · 11 mos

• ★Digital Communications
• ✓ I utilized my knowledge of social media and website management to develop a strategic digital communications calendar for Facebook, Instagram, Twitter, and the corporate website.
• ✓ This allowed us to grow our online following by over 100% having amassed over 15,000 new followers and our social media posts were viewed over 3 million times.
• ★Media Relations & PR Initiatives
• ✓I developed a process which ensured that for every campaign to be executed, a proper PR brief was provided; a PR plan was developed; press packs/media toolkits were provided; the relevant media houses were notified ahead of time; press conferences were organized where necessary; and media placement was tracked.
• ✓This significantly increased the press coverage for our campaigns and events leading to over 34 successful PR campaigns and over 447 positive media appearances for the company and the various brands in top publications.
• ★Events Planning & Execution
• ✓I assisted with event coordination for the company for both internal and external events. This involved managing logistics and the production of communication/branding collaterals; budget and vendor management and collaborating with cross-functional stakeholders.
• ✓This allowed for the successful execution of over 10 events. Notable amongst which is Kickstart Entrepreneurship Program, the company’s single largest CSR event which received the commendation of the Vice-President of the country. I have also received great feedback from members of the Senior leadership team commending my work in this regard.
• ★Strategic Communications & Issues Management
• ✓I supervised the daily comprehensive media scanning and compilation of media reports, issues identification and coordination of responses to internal and external audiences. I also supervised the development of a strategic communications plan to meet stated objectives.
• ✓This led to the early identification and responsive management of potential PR issues.

May 2018 – Jul 2019 · 1 yr 2 mos

• ★Leadership Communications
• ✓I developed a robust MD and leadership team communications plan which involved periodic newsletters, updates on our company intranet, and video recaps of company events amongst others.
• ✓This helped ensure that internal stakeholders were informed about company decisions, events, changes, and policies as well as endeared the leadership team to employees.
• ★Internal Marketing
• ✓I collaborated with cross-functional stakeholders to plan and execute internal engagement plans for external campaigns to foster brand awareness and drive excitement amongst employees. I also provided communications support to various departments while managing the company’s intranet.
• ✓This significantly improved employee motivation and brand awareness evidenced by the positive responses to the engagements.
• ★Employee Engagement
• ✓I co-planned and executed the pioneer business-wide employee recognition platform. This involved designing the Identity and collaterals for the awards as well as providing a consistent flow of information via various media to encourage adoption.
• ✓This pioneer employee recognition award was well adopted by employees and has grown into a prestigious platform.
• ★Change Management Communications
• ✓I provided change management communications support. When a new employee handbook was developed, I created a communications plan highlighting the key concepts around the handbook while advocating for its acceptance.
• ✓This helped to improve employees’ understanding of some critical policies.
• ★Content Development
• ✓I consistently utilized my writing skills to craft compelling copy for newsletters and develop memos, scripts and speeches for the senior leadership team.
• ✓I leveraged on my graphic design skills to breakdown complex information into easily understandable infographics, presentations, and flyers while maintaining the visual brand identity.
• ✓This helped ensure that internal stakeholders were informed about company decisions, events, changes.