Leadership: Viewed as an energetic leader, a culture builder with exceptional people skills; highly capable of building relationships across all levels of the organization, cross functionally and with external partners

Strategic Thinking & Analysis: Extensive experience in developing winning strategies in hyper-competitive markets with demonstrated EBITDA improvements

Brand Management: 19 years of managing some of Canada’s most successful brands including TELUS and Koodo Mobile winning Brand of the Year
Direct & Digital Marketing: A keen eye to identifying actionable insights from a sea of data leading to precision targeting and high conversion rates in both traditional and emerging mediums
• Customer Experience Management: Devoted to developing demand driven, straightforward products and effortless services resulting in customer experiences that yield high levels of advocacy and cost efficinecy

Professional Experience

Work experience

VP-Customer Base Management

Koodo Mobile
Feb 2008 - Present
  • Launched this irreverent brand, questioning the wireless status quo model in Canada. Drove it to become the fastest growing, profitable carrier in North-America, received J.D. Power top spot award for  the last 3 consecutive  years.
  • Leading a team that maps and defines the customer experience strategy across all touch points, balancing the needs to meet customer expectations (with the highest wireless NPS score in Canada) while contributing to reduce OPEX and grow EBITDA margin.
  • Managing the customer experience for the P&L, including elements of COA, churn, COR and ARPU.
  • Developed strategy to use a predictive vulnerability index model to proactively mitigate deactivations.
  • Owning Koodo's digital presence, app development, e-commerce and determines direction on social/digital media opportunities.
  • Cultivating agency and vendor relationships to form true partnerships.

Director-Direct, Digital & Experiential Marketing

TELUS Consumer Solutions
Jan 2006 - Feb 2008
  • Led the strategic development and implementation of multi-disciplined/multi-channel marketing activity with focus on elevating the company's direct marketing approach yielding 2X multiple on incremental conversion rates.
  • Evolved the company's interactive marketing strategy, online advertising, established the foundation for SEM/SEO and introduced social media in the marketing mix.
  • Strategic development and execution focused on creating valuable TELUS brand experiences through events sponsorship and activation.

Director-Revenue Growth Marketing

TELUS Consumer Solutions
Nov 2004 - Jan 2006
  • Developed marketing campaigns including new product launches, developed offers to deliver on the acquisition, growth and retention strategies for all consumer products (mobile, home phone, internet, TV) across all channels.
  • Managed over $4B in annual revenues generated by 9 million customer connections from a portfolio of consumer products.
  • Played key role in launching TELUS TV in 2005 and developed campaign that helped exceed subscriber targets by 30%.

Director-Marketing Communications

TELUS Consumer Solutions
Oct 2000 - Nov 2004
  • Having acquired Clearnet, played a lead role in the development and implementation of TELUS' marketing strategies and ensured communication elements aligned with company's newly adopted future friendly philosophy
  • Led the Consumer Solutions Marketing team with the overall integrated campaign planning process, customer understanding and experience.
  • Responsible for managing a team of 15 focused on development and implementation of specific multi-product, multi-media marketing campaigns and events with an operating expense budget of $15M.

Director-Marketing Communications & Operations

Mar 2000 - Oct 2000
  • Led a 10 person marketing team that formulated communication strategy, planning and implementation and ultimately over delivered on  acquisition and retention objectives by 148% .
  • Established the brand's loyalty program (PERKS), brought in 26 new national partners and increased customer redemption rates by 82%, leading to a corresponding decline in monthly churn rates by 30 basis points.
  • Managed the company's outsourced call-center operations for orders and customer care.

Associate Director-Product Marketing

Bell Canada
Apr 1998 - Mar 2000
  • Led a team of Product Managers of the Consumer Wireline services portfolio to synthesize market analytics, industry insight and product capabilities into recommendations to maximize the product value proposition.
  • Regained over $50M worth of revenue post market deregulation of landline services.
  • Influenced cross functional teams to support the seamless development, implementation and successful execution of marketing projects.



Coprorate Governance Essentials

Rotman School of Managment
2004 - 2004

Executive Development

Marketing Strategy

Queen's University
1997 - 1997

Executive Development

Database Marketing Management

York University
1996 - 1996

Executive Development

Studies in Management & Enterprise Development

Ryerson University
1993 - 1994

Quantitative Methods, Economics and Business Management  Courses