Often referred to as a corporate unicorn who punches way above their weight, I’m a business growth strategist specializing in Marketing, Sales, and the Customer Expereince.
From Amazon affiliate sites to leading teams at award-winning agencies, I’ve been solving problems using technology for 15+ years.
While hanging my many hats in Western Canada, I hail from a small town on the east coast and have worked on brands all across the globe.
If you have any questions, keen to play a round, or want to hire me for a challenging role, please feel free to reach out =)
Before diving into boring details of strategic methodology, curated playlists below are an attempt to highlight personality and make technical verbose bearable.
From the gramophone to the TikTok algorithm, technology transforms how we connect, create, and interact with the world around us.
My methodology sits between anthropology and analytics. Watching how digital habits form, why they spread, and what they reveal about our relationships with brands.
Technology may move fast, but culture moves slower, and within that tension is my playground for improving CX.
Success rarely comes wrapped in pretty boxes, and not every problem can be solved with a hammer (sorry little guy), but I’ve found this process can at least provide clarity and direction for most major initiatives.
TLDR: Research uncovers the emotions, motivations, and moments that matter most while insights become the shared truths that align stakeholders before committing resources, budget, and political capital.
Every initiative should lean on existing insights or new research to make sure decisions we make are informed, and any good research, from a keyword plan to M&A due diligence, starts with alignment. Let’s first all get on the same page with the answers to questions like: What are we trying to solve? Why? What do we already know? What data do we have? What do we need? Who are we solving for? What does success look like?
When choosing methodology, I like to think of it like algebra. Typically, we’re trying to solve a problem using known variables and values. I.e. How many free trials do we need to start in Q1 to guarantee Q2 sales goals. On the flip side, what if we already have the answer (a business outcome), and we’re back-solving to find which unknown inputs got us there. I.e. brand advocacy and loyalty. These insights may already exist within your own ecosystem, buried in data streams like analytics dashboards, CRM exports, POS data, survey results, CSR logs and transcripts etc. However, to find those motherlode insights, we need to prospect further and dig deeper.
What variables and their values are creating our most loyal brand advocates?
From google reviews and YouTube comments to the most niche subreddit, the economy of feedback is at an all-time high. Yet most brands struggle to even get their data out of the ground, let alone refined and off to marketing.
Traditional surveys like CSAT and NPS give us useful benchmarks but capture less than 20% of real brand conversation. For an even firmer grasp on our customers and their relationship with our, or a competitors brand, I use AI and NLP-driven workflows to mine online and offline reviews, social media, PR coverage, and forum discussions into topic-modeled journey maps.
Combined with owned feedback, we now have a 360° view of the entire customer journey, all analyzed by touchpoint sentiment, frequency, priority and behavioral context.
Before jumping right into strategy and planning phase, we need to ensure indoctrination on methodology, results, and the “so what” with stakeholders.
With internal and external alignment, insights become an outlet for strategy
TLDR: The art and science of translating insights into a coherent story that rallies teams, inspires action, and drives measurable outcomes by prioritizing customer experience and business impact.
Strategy begins by distilling what we learned during research into focused deliverables. Every plan, whether it’s a 250 slide go-to-market deck or a single landing page, should connect back to the validated insights.
If a deliverable can’t answer why it matters, it doesn’t belong in the plan.
My strategic initiatives are usually geared specifically to address CX weaknesses across the funnel, lean into product/service delivery strengths, storytell by pulling on motivational strings, and drive advocacy through either building or attaching to a community. All while unifying cross-functional teams (and budgets) around sales, marketing, customer service, IT, HR, and operations.
Through technical writing and systems design, I’ve developed a knack for writing clear and concise strategic planning documents. Briefs should connect each deliverable back to the “so what,” ensuring execution teams can see the whole puzzle while focusing on their pieces.
Fix friction points in the journey map that frustrate customers. Prioritize these by impact on total CX, frequency in customer journey, funnel bottlenecks, and deltas surrounding revenue and advocacy.
Storytelling is a tool to both change and reaffirm the feelings and beliefs of an audience. From paid media to renewal automation messaging, use human motivators to bridge gaps between logic and loyalty.
Let insights and marketing mix models do the heavy lifting. Whether its a pop star burger meal or an intuitive billing integration, double down and reiterate on what’s already creating the most value.
The “Yeti Playbook” I.e. Building or embedding within the spaces where customers already identify. Way beyond simple sponsorships, we need to authentically show up, enable, and participate with our customers.
TLDR: Execution isn’t about doing the work, it’s about creating the conditions for teams to win. I lead cross-functional groups through complex brand and digital initiatives, translating strategy into systems that protect focus, measure impact, and build momentum.
You can have the most innovative Shanahan playbook and the ’72 Dolphins on your sideline, but without proper deployment of the plan, and IC’s executing their roles with clarity, you end up with Super Bowl LI. Strategy only matters if the team can run the plays.
Growing up, I was often the captain not because I was the most skilled player on the ice/field, but because I could unite people, find common ground, and elevate the group. I’ve carried that same instinct into business: win by building others up and creating something bigger than the sum of its parts.
In execution, my role is to orchestrate cross-functional teams through complex brand and digital innovation projects. I thrive at creating the conditions for people to perform: aligning goals, clarifying roles, and ensuring everyone understands the playbook.
It’s about ensuring the right people are doing the right things, at the right time, with the right context. When teams have directionality, autonomy, and trust, execution stops being a grind and becomes a shared commitment, one where the organization can consistently move the puck down the ice.
No execution is complete without measurement built in. Working closely with developers and marketing ops teams I oversee the deployment of tracking systems and analytics integrations to ensure every action is measurable, attributable, and improvable.
Big X’s and O’s guy, translating strategy into actionable systems using modern project management methodologies and collaboration tools, not as rigid processes but as structures that protect focus and maintain momentum in often distributed creative and development teams.
TLDR: As Mike Tyson famously put it: “Everyone has a plan until they get punched in the face.” Optimization is how you learn from that punch, and reporting is how we prove it by ducking it the next time. Last sports reference, I promise.
Reporting and optimization are where strategy evolves into a living system. This phase transforms performance data into clarity, a feedback loop turning every initiative into inputs for smarter decisions. It’s not about dashboards for decoration, it’s about building frameworks that quantify impact, reveal behavior, and guide continuous improvement.
I establish measurement models early, defining success metrics, attribution logic, and key performance signals before launch. Each initiative is instrumented for accuracy and accountability, ensuring that data doesn’t just measure activity but connects directly to business outcomes. Vanity metrics are filtered out; what remains are the indicators that truly move growth, loyalty, and efficiency.
On the technical side, I oversee the deployment and governance of analytics across platforms like GA4, server-side Tag Manager, HubSpot, Segment, and data warehouses. My focus is on data integrity, validated event schemas, clean pipelines, and consistent logic across systems.
From there, optimization takes over. Using tools like media-mix modeling, impact matrices, and test-and-learn frameworks, I identify what’s driving performance and where friction exists. Each cycle informs the next, creating compounding intelligence across marketing, CX, and operations.
From campaign dashboards to API error logs, my goal is ultimately to turn organizations into learning engines, where insight feeds action, measurement informs strategy, and iteration is the default mode of growth.
Over 10+ years experience leading marketing teams and brands across a smörgåsbord of industries. Improving CX through research, digital strategy, and execution.
Senior Digital lead at customer experience consultancy. Managed and oversaw internal and external teams of strategists, creatives, and vendors through comprehensive CX research projects and go-to market plans.
Digital lead at customer experience consultancy. This role focused on performance marketing and leading go-to-market plans with digital initiatives. Oversaw vendors, creative, and previous accounts from agency acquisition.
Digital lead at boutique marketing agency. Managed team of social and marketing coordinators + external vendors. Hybrid role leading client strategy, business development, and internal marketing strategy. Acquired by Cult in 2019.
Brought into boutique creative agency to build out digital services and performance marketing. Supported and oversaw freelance development and creative partners. Exponential growth in accounts and digital services over 24 months.
A marketing plan competition from university class evolved into successful venture and crash course on business strategy, lead gen, sales, operations, and growing a brand online. Fully acquired by Artisan Roofing in 2024.
Formally educated in business (BBA), majoring in Business Technology Management. Some additional technical coursework and industry certifications completed also.
I participate in and volunteer for several annual community and non-profit organization events and fundraisers. My dream is to create something that funds and builds used gaming PC’s for underprivileged youth.
I am sending a formal request to review your resume.
I am sending a formal request to hit up a local simulator (unless you want to fly me to Arizona).
TLDR: Digital lead at AOR for a world-class academic health system. Led patient experience research, strategy, go-to-market planning, advocacy building, and performance marketing. Led acquisition programs across dozens of service lines for multiple hospitals and over 250 clinics. Won several healthcare marketing awards.
TLDR: Tracked buyer motivations, built GTM engine optimized for velocity and rate-of-sale rather than vanity impressions, and led cross-functional teams to turn an LCBO summer test into a long-term listing, then cloned the playbook in Alberta. Stood up dashboards, ops, and a leveled-up in-house team so the wins keep pouring.
TLDR: Led go-to-market plan that turned a 400+ location urgent care network into a patient-obsessed, data-driven machine: real-time CX insights, intake bottlenecks eliminated, dynamic wait times live, and pediatric programs launched—fueling higher engagement, fewer cancellations, and repeat visits.
TLDR: Turned a legacy prairie mutual into a modern, emotionally intelligent insurer: research-led GTMs, AI-powered CRM retention, broker + D2C CX, and “The Murphy’s” omnichannel platform. Organic & paid growth, stronger recruitment, award wins, and an operating system the internal team runs confidently.
TLDR: Beyond exposure to leading brand playbooks, I turned The Gathering’s on-site magic into a year-round agency growth engine: research-led audience mapping, story-driven content, and CRM automation that re-engaged attendees and converted them into advocates, all while elevating content, leading panels, and VIP experiences.
TLDR: Led GTM plan that fanned existing fires and started new ones. Oversaw lean strike team, leveled up marketing ops, and uncovered CX insights contributing to LALO’s category-leading growth (Now both the fastest growing Tequila and Luxury brand in the US.) and majority acquisition by Tito’s Vodka.
TLDR: I architected TORC’s brand, product, and growth engine through behavioral research, digital experiences, go-to-market plan, AI-assisted talent matching, enterprise sales processes, and a productivity tracking company acquisition, all contributing to its 2024 acquisition by Randstad Digital.
TLDR: I built a CX insights SaaS that mines customer feedback from disparate sources and refines into decision-ready intelligence. Mapping journeys, spotting risks early, and tying actions to ROI. Scaled across clients, and proved it could move retention, advocacy, and revenue, all without drowning teams with clunky BI tools and API calls.
TLDR: Comprehensive segment research and journey map touchpoint prioritization, new digital experience strategy and UX design + centralized registration framework. Built a personalized CRM engine that turns every interaction, from Timbits to Team Canada, into a smarter, more human experience.
TLDR: Replaced NPS guesswork with motivational scoring and a live CX signal, mapped member journeys, and rewired digital flows. I led cross-functional teams and executives to a single view of the member, then used it to drive acquisition, improve onboarding, and increased loyalty for both personal and business segments.
TLDR: Built a research-led growth engine for Casa.io (multi-sig BTC and ETH vaults): re-focused brand position, led go-to-market strategy, CRO, SEO driven content, strategic partnerships, and funnel-centric paid media ecosystem that lifted subscriptions, renewals, and advocacy across HNW, enterprise, and sovereign nation segments.
TLDR: Transformed AstraZeneca’s LVNG.CA from a static campaign LP resource into a dynamic, findable, and compassionate digital platform for lung cancer patients and caregivers. Combined UX, SEO, and analytics strategy to make credible medical information emotionally accessible—and measurable—in moments that matter most.
TLDR: Acting as internal digital lead, turned Spikeball’s social hype and pandemic accessibility into a revenue engine: research-led community design, TikTok Shop + creator flywheel, UGC frameworks, and CRO-backed ecommerce. All measured end-to-end with attribution models and reported to CEO via analytics dashboards.
TLDR: Turned Vegas Golden Knight (VGK) fandom into a digital product: research-led community design, a gamified mobile app (polls, badges, leaderboards), global fan activation, and contesting that converted rituals into measurable advocacy, lifting engagement, retention, and partner value. VIP experience and product design.
TLDR: Turned Princess Auto’s fanatic following into a measurable growth engine by DIYing Loyalty & Advocacy. Research-led community and persona identification, farming segment expansion, private-label tool strategy, and ecommerce/CRO—powered by CX analytics and cheeky employee advocacy (think belt sander races).
TLDR: Transformed AstraZeneca’s LVNG.CA from a static campaign LP resource into a dynamic, findable, and compassionate digital platform for lung cancer patients and caregivers. Combined UX, SEO, and analytics strategy to make credible medical information emotionally accessible—and measurable—in moments that matter most.
TLDR: Led digital transformation—integrating GA4, CRM automations, and personalized remarketing to increase qualified land buyer leads. Combined UX, SEO, and storytelling strategies into a full-funnel framework that converted traditional reputation based marketing into measurable, repeatable growth. #1 REMAX Realtor globally.
TLDR: Developed a simulation-first econometric model in R integrating public health, justice, and emergency datasets. Delivered an interactive dashboard that revealed where investments in recovery and housing start paying back in measurable economic terms—transforming abstract social issues into data-backed business cases.
