Marketing strategist, visionary and leader. Ability to deliver customer-centric interactive, integrated and engaged online and offline experiences that build awareness, thought leadership and drive demand and sales.

  • Proven success in utilizing the leading marketing and CRM platforms - Epiphany, Eloqua and to optimize offers, and to build and track demand generation programs, SEM, webinars, events and sales enablement.
  • Leader in change management and marketing automation. effectively aligning people, technology and processes across business units to improve efficiencies, reduce costs and improve profitability. 
  • Excels in developing valued and rewarding business partnerships and alliances across industries and channels to deliver against measurable performance goals.

Work History

Work History
2011 - 2013

Senior Manager, Lead Management Consumer Segments

Rogers Communications

For wireless, cable and home security consumer segments, developed effective lead management strategies, processes, tools and programs across the online, telesales, retail and field channels to drive higher sales at lower acquisition costs. For Rogers integrated Epiphany CRM tool, managed the offer strategy across all inbound call centers.

Developed a lead management roadmap to optimize inbound and outbound contact strategies, tactics and offers across channels.  In Phase I a lead database was built to track and pass lead opportunities across channels - generating an 11% increase in conversions. Improved offer targeting - increasing offer acceptance by 50%, and initiated the on-boarding of a marketing optimization tool to improve ROI.

Designed and implemented a lead nurturing online portal; enables Sales to email personalized content and online demos, manage requested follow-up and track conversions. Achieving a 300% increase in consumer engagement.

Launched first online Wireless Refer a Friend Program that encourages, rewards and tracks customer referrals through social media vehicles and word of mouth.  Reaching targets in first quarter.

2007 - 2011


ADP Canada, Etobicoke

MANAGER, DEMAND GENERATION Responsible for strategy and execution of Demand Generation Campaigns for Majors and National Business Segments.Launched demand generation for ADP Canada. Lead the strategy and gained commitment across business units. Five marketing channels were built out, segmentation analysis performed and led the implementation of Eloqua, an automated Demand Generation platform that integrates with Sales

Developed the reputation of ADP as a thought leader while generating demand for its beyond payroll solutions.  Over two years the reputation of ADP as market leader jumped by 60%.

Integrated online and offline tactics to drive visitors to information rich microsites. Achieved a conversion rate of 20%, while building a prospect database and providing qualified leads for Sales follow-up.  Available email addresses in the CRM tool jumped by almost 300% over two years.

Developed and continue to deliver on-demand content. webcasts, interactive online tools, whitepapers and resource guides in addition to webinars and events. Successfully launched within the first year, 12 Demand Generation programs, resulting in over $1.4 Million in sales opportunities.

2006 - 2007


Vonage Canada

Responsible for the development and implementation of online channel partnership programs. In collaboration with internal business units and external partners, launched integrated offers, optimized online marketing opportunities across partnership properties and ensured effective fulfillment and tracking capabilities were implemented. Added more partnerships that offered an integrated approach and raised awareness to drive cost-effective sales. Assessment of 2006 Partnerships resulted in reduced expenditures by 75% without negatively impacting sales.

2005 - 2006


Direct Energy Home Essential Services

Responsible for leading the Campaign Management team to oversee the "take-to-market" steps including communication plans, multi-channel readiness, tracking and analyzing results. Engaged Customer Information Systems, Marketing Communications, Product, Sales and Operations to meet quarterly business objectives that support a positive customer experience. Documented the customer journey for 23 acquisition and retention campaigns. Resulted in identifying and initiating steps across the organization to improve the customer experience, to reduce costs and better adhere to legal and regulatory requirements. Some initiatives included improving data integrity, frontline customer communication and fulfilment processes, which will result in annual savings of $300K and an estimated increase in sales of $5MM.

1996 - 2005


Royal Bank of Canada

Responsible for direct marketing acquisition programs customer relationship managed programs: product launches, alliance partnerships, direct marketing acquisition programs, advertising, online promotions, welcome kits and product literature. Developed strategy and creative for integrated AOL/RBC online, national direct mail and in-branch programs supporting 1000+ retail branches. Quantified the marketing opportunity against the RBC client base and identified buying indicators to support campaigns. Also achieved annual cost savings of $400K by realigning processes and vendors. Successfully managed a multi-million dollar CRM mortgage program. Was responsible for surveying mortgage prospects. Based on survey responses, segmented the prospect base and effectively customized future communication and offers to the different segments, then tracked results. In addition led the redesign of the mortgage database reducing management costs by $300K annually and providing a platform for other CRM initiatives.

1995 - 1996


Padulo Integrated Inc

Developed and executed direct marketing campaigns, cultivating and maintaining positive client relationships and, managing budgets, creative development and production processes. Responsible for placing CIBC Agricultural ads. In 1995, Padulo was nominated by the Canadian Agricultural Advertising Industry for its advertising.



Bachelor of Business Administration, B.B.A

Lakehead University
2006 - 2009

University of Toronto



Project Management

Change agent and project manager with experience in process development, building prospect databases, implementing and integrating online platforms, fulfillment and executing marketing campaigns.


Leader in defining the business requirements,  installing and integrating Eloqua into the CRM system  Certified user in executing and tracking online marketing campaigns.

Direct Marketing

Highly effective direct marketer from developing strategy to execution to measuring results.

Database Marketing

Experience in creating and segmenting marketing databases, list selection and profiling.



Certificate in E-Business and Web Marketing

University of Toronto
Aug 2008 - Present

Eloqua 101 Certification

Mar 2007 - Present

Professional Customer Relationship Management

Association of American Relationship Management
Sep 2008 - Present

Certificate in Customer Insight Through Research and Analytics

Canadian Marketing Association