Resume

CAREER ACCOMPLISHMENTS

Rebuilt the BC SPCA’s Communications team digital marketing functions, increasing acquisitions with strategic animal welfare campaigns, upgrading both web and email content strategy to grow traffic and conversions.

Within one year, completed a full rebrand for BC Tech, onboarded a new CEO and implemented a fully robust marketing communications strategy.

Pioneered the digital marketing presence for multi-million dollar brand Vega, growing their digital presence by 150% through content development, influencer marketing and social media advertising.

Managed large-scale digital campaigns for North American online shoe company, Shoes.com, with $500K a day revenue and developed/built social media platforms, increasing their growth by over 70%.

PROFESSIONAL EXPERIENCE

Manager, Digital Strategy
BC SPCA – Vancouver, BC | May 2019 - Feb 2025

A non-profit charitable organization dedicated to protecting and enhancing the quality of life for animals in B.C.

  • Led the development and execution of a comprehensive digital marketing strategy, ensuring brand alignment across departments and optimizing omni-channel efforts.

  • Restructured advocacy and acquisition campaigns, driving a 25%+ increase in subscriptions, donations, and actions through targeted ads and regional segmentation.

  • Directed strategic website improvements, optimizing both backend and frontend performance, enhancing UX for adoption registration and donations, leading to a 114% increase in registrations.

  • Improved email performance by 104% and boosted CTR by 30% through performance audits and content optimization, driving brand growth.

  • Led social media organic and paid efforts, driving a 25% YOY increase in traffic, engagement, and community growth. Championed creativity, A/B testing, and video development, while ensuring crisis communication strategies protected brand integrity.

  • Implemented new reporting systems and centralized calendars, improving data-driven decision-making, team efficiency, and alignment with business goals.

  • Led a high-performing, cross-functional team, using coaching, conflict resolution, and leadership to drive innovation and deliver exceptional marketing results aligned with business and customer goals.

Senior Brand Marketing Consultant
Self-employed – Amsterdam, Netherlands | March 2018 – May 2019

Provided marketing plans and strategy for European brands to support brand development and digital marketing 

  • Built innovative marketing and communications plans for EU brands; rebrands, campaign concepts, digital ads and media tactics, ensuring a cohesive and impactful brand experience.

  • Spearheaded a complete brand refresh for Dutch luxury shoe brand, LINJA, overseeing creative teams, digital strategy, PR, and event activations to strengthen US and EU brand positioning.

  • Re-launched campaigns drove an 88% increase in traffic and 65% growth in sales.

  • Directed the Amsterdam store launch, managing everything from design to event execution, resulting in a 500% sales increase and attracting major department store interest.

  • Digitally rebranded sustainable apparel brand, Parioli, driving a 110% increase in website traffic and 80% increase in media attention.

  • Contributed to the successful launch of the Digital Supercluster, an initiative aimed at driving tech innovation in Canada, by supporting marketing strategy and brand mission alignment.

Marketing Director
BC Tech – Vancouver, BC | March 2017 – March 2018

Represents BC’s technology industry, supporting business growth, advocating for policies and promoting innovation. 

  • Created and implemented a strategic marketing communications plan, enhancing website UX, branding, and social media integration to drive engagement and promote BC Tech’s programs.

  • Rebranded and reorganized the marketing team, leading the redesign and launch of the website and implementing a progressive video content strategy, resulting in a 35% increase in brand recognition.

  • Drove a 65% lift in brand visibility in six months by strategic PR and media relations efforts.

  • Increased website traffic by 24% over nine months by optimizing email marketing, expanding online advertising, and testing influencer-led video campaigns.

  • Led marketing and communications for BC Tech’s rebranding and CEO transition, collaborating with the board to successfully introduce a new vision for the organization.

Marketing Campaign Manager
Shoes.com – Vancouver, BC | May 2016 – Feb 2017

Shoes.com (and Onlineshoes.com) is an online shoe retailer originally based in Seattle.

  • Managed digital campaigns for three major online shoe retailers, overseeing end-to-end project execution across campaigns, merchandising, and email, driving a 35% increase in conversions within 7 months.

  • Optimized creative production and cross-channel alignment, ensuring digital ad content effectively spotlighted high-performance products for maximum impact.

  • Led the execution of a successful holiday campaign across multiple channels, coordinating merchandising, email, and ads to achieve a 15% year-over-year increase in CPC.

  • Directed a website refresh, managing cross-functional teams to align content, design, and user experience, resulting in a 25% increase in homepage conversions within 5 weeks.

Social Media Marketing Manager
Shoes.com – Vancouver, BC | June 2015 – May 2016

  • Boosted social media performance by 72% through targeted campaigns and strategic influencer partnerships.

  • Created engaging content that drove a 27% increase in website traffic, enhancing brand visibility.

  • Managed a successful Influencer Marketing Program, generating 125+ million impressions.

  • Launched the first affiliate influencer marketing collections, collaborating with top brands and fashion influencers.

Social Media Marketing Manager
Vega – Vancouver, BC | Sept 2011 – Jan 2015

Leading plant based nutrition company born in Canada sold to a US entity in 2015 for 500M.

  • Grew Vega’s social media presence from 0 to 500K+ followers, increased engagement by 65%.

  • Led influencer marketing campaigns with over 430 prominent bloggers and social media influencers.

  • Developed a content creation system that boosted web traffic and established Vega as a thought leader in health and wellness.

  • Produced Vega’s largest media event, the launch of Madonna’s Hard Candy Gym, elevating brand visibility.

TECHNICAL SKILLS

Microsoft Office Suite, Google Analytics, Concur, Asana, Trello, Mailchimp, Shopify, Canva, Meta Ads,, Digital Social Advertising Platforms, Content Management Systems (CMS)

EDUCATION 

Queen's University – Workplace Mental Health Leadership™ Certificate Program (June 2021)

Justice Institute of British Columbia – Foundations of Collaborative Conflict Resolution (June 2021)

Langara College – Public Relations Certificate (2010)