Senior Integrated Marketing Leader
I lead integrated marketing through the lens of content: finding the audience insight, making complex ideas clear, and shaping stories that work across social, paid media, web and campaigns. Then I use performance data to see what connects and what to improve.
Audience insight→Clear story→Content across channels→Measurable results
View selected workGreater Toronto Area · Bilingual English/French
Selected work
Each project starts with an audience and a business challenge. Here is how I turned those insights into clearer messages, connected content and measurable outcomes.
Building trust and demand across eight distinct clinic brands
Made complex fertility information more human through patient-friendly web writing and physician-led stories across social, PR and paid media.
82.7M+ impressions · 173 placements · 25% lead lift
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Adapting global product strategy during a rapidly changing market
Translated global product stories for Canadian families through localized video, creators, digital media and retail content.
45.5M+ impressions · 352 stories · Revenue targets surpassed
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Repositioning a 140-year-old brand for the changing world of work
Carried one human story about work across campaigns, employee content, social, email and sales materials.
3.3M+ earned-media impressions · Approximately 20% product-sales growth
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Turning scattered communications into a repeatable marketing system
Built a shared community voice and content system, then connected source tracking to registration and reporting.
5-person team · Integrated attribution and automation system
View case studyHow I lead marketing
Clarify the business objective and the action we want the audience to take.
Use audience, market and performance insight to find what matters.
Set the positioning, priorities, channel mix and investment choices.
Translate strategy into clear recommendations for senior leaders, then align internal teams, agencies, vendors and partners around execution.
Turn performance into recommendations for what comes next.
Sometimes a campaign needs a stronger idea. Sometimes a website needs plain language. Sometimes people need a real example before they can see why a program or product matters to them. I ask the questions that get us there, shape the story, and work with creative teams to bring it to life.
Then I look at how people responded: what caught their attention, what helped them take the next step, and where they lost interest. That tells us what to keep, what to change, and what to try next.
Considering me for your team?