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Summary

Results-driven marketing leader with a proven ability to positively impact new customer acquisition, loyalty and customer experience.  Solid track record in improving effectiveness and efficiency of direct and digital marketing to increase revenue and decrease costs.  Broad knowledge and hands-on experience with customer research, product management and integrated Go-to-market plans for mid to Enterprise B2B organizations.  

  Key skill areas

Customer Experience Management           Lead Generation                         Customer Segmentation                       Integrated Marketing

Stakeholder Engagement                              Direct Marketing                           Market & Consumer Intelligence       Team Leadership  

Talent Acquisition/Development               Budget Management                   E-Business & Pricing Strategy            Project Management

Work History

Consulting Director – Business Strategy, Marketing and Customer Experience 

BottomLine Group – Management Strategy Consultancy
2014Present

 Senior Engagement leader for Marketing focused strategy projects.  Responsible for ‘end to end’ delivery of client projects from scope of work proposals through final project report delivery.

  • Directed development of a new loyalty program for one of North America’s leading B2B professional services firms. Program was developed in less than 3 months based on deep dive into existing customer data and additional voice of customer research.  Program on track to deliver 100% + ROI within first 24 months.
  • Developed low cost/high impact, integrated customer acquisition and CX plan, for a mid sized client that is delivering higher value new clients.
  • Reviewed and improved Go-to-Market program for leading American Professional Services organization that delivered higher customer engagement levels. 
  • Played an integral role in developing for a client, a new digital and web strategy that has improved cost per new customer by over 30%.

Customer Experience Strategy Residential Services

Bell Canada
20122014

Responsible for developing and deploying new strategies and programs to improve the Customer Experience within the consumer/residential group.

  • Led the development and deployment of a new Channel Experience model that measured current performance and the value of improving the customer experience by marketing/service channel.
  • Responsible for managing  Voice of Customer results ( including JD Power, Net Promoter Score and Customer Effort Assessments) to improve customer renewal and recommendation rates.
  • Managed a $50 million+ Capital investment budget, ensuring Customer Experience funding was directed toward the highest ROI projects.
  • Led the marketing communications of the Customer Experience Strategy throughout key stakeholders.

Vice-President Marketing and Product Management

equifax canada
20092012

Led customer research, product management, advertising, marketing communications, segmentation and value proposition management for Canada’s leading consumer credit and fraud services company.

Achievements

  • Led the development and deployment of a new Canadian Web strategy that significantly increase site traffic by 250% and will be expanded to Latin America, South America and Europe.
  • Led new Customer Loyalty Research that produced new segmentation and Customer Experience strategy.
  • Successfully developed a new PR strategy that generated over $2 million in brand awareness.
  • Directed implementation of new customer profitability scoring system that led to first comprehensive view of customer profitability within the business

Executive Director - Marketing

Ceridian Canada
20062009

Led national marketing team including: customer research, web marketing, customer communication, print advertising and customer experience strategy, for one of Canada’s top rated companies.

Achievements

  • Established new digital media strategy that improved lead generation and customer retention by more than 20%.
  • Led 30% improvement in Employee Satisfaction and Engagement scores within national marketing team.
  • Launched a new integrated advertising campaign that over-achieved awareness targets by more than 22%.
  • Created new customer segment model and successfully deployed to sales and customer service teams.

General Manager - Marketing

President's choice financial bank
20032005

Led key marketing activities for the President’s Choice Financial on-line banking division of CIBC including: customer research, acquisition, segmentation, retention, profitability and communications. 

Achievements

  • Developed and deployed a new customer segmentation model that led to a 30%+ improvement in cross selling.
  • Created new comprehensive customer life cycle strategy that used data modeling to create new target high value customers from on-boarding through product renewal.
  • Led development of new customer research strategy to improve time-to-market for new products.

Senior Director - Marketing

American Express Canada
19972003

Responsible for leading customer research, customer experience, value proposition development, advertising, Membership Rewards and communications for the market leading, American Express Corporate Services division.

Achievements

  • Successfully developed and gained Senior Management approval for a new segmentation, value proposition and customer experience strategy that resulted in a 12%+ increase in business performance.
  • Led the successful implementation of new-segmented sales, product and service delivery initiatives that improved selling and servicing significantly.
  • Successfully directed one of the most successful PR campaigns in Corporate Services; generated over $1million of publicity and value in the national press and through client/prospect forums.

VP Customer Loyalty

American Express europe
19951997

Responsible for Retention, New Customer Activation, communications, account spending stimulation and lost customer recovery for 6 million Personal, Gold and Small Business Services American Express Cards in Europe.

Achievements

  • Re-structured new customer marketing process to increase account activation rates by 20%.
  • Established new customer recovery program to “win back” over 40% of canceling customers.
  • Improved Retention effectiveness by 15% through improved pre-renewal initiatives and data modeling.

Marketing Director

American Express Canada
19901995

Responsible for developing business plans for the $200 million Consumer Card business consisting of Personal, Gold and Small Business Corporate cards. Led corporate partnerships with 3rd party merchandise and insurance providers.

  • Drove the introduction of Customer Satisfaction measurement at American Express Canada that led to 8% improvement in retention and loyalty through improved focus on key customer drivers.
  • Co-led International customer research working group that established new voice of customer research strategy that delivered improved ‘health of the franchise’ measures.
  • Developed consumer promotion that over achieved its goal by 15% and won a CMA RSVP Award.

Previous Roles

 P&G / 3M / HUDSON'S BAY COmpany
19791990
  • 1989-1990 - Advertising Manager, Consumer Card Marketing - American Express Canada 
  • 1988-1989 -  Marketing Manager, Corporate Card Services - American Express Canada 
  • 1983-1988 - Brand Manager, Assistant Brand Manager - Proctor and Gamble
  • 1981-1982 - Marketing Analyst - 3M Canada, Inc.
  • 1979-1981 - Management Trainee - The Hudson's Bay Company

Education

Certificate

Haas school of business, UC Berkeley
2002

Executive Marketing Strategy Certificate

MBA

Ivey school of business, western university
19821983

Dean's Honour List.  Focus in Marketing Strategy, Marketing Communications and Research

Honors Business Administration

Ivey school of business, western university
19751979

Undergraduate Business degree with focus in Retailing, Consumer and Business to Business marketing

Personal interests

  • Intermediate bridge player and avid vinyl record collector