Work History

As Global Digital Marketing Lead at Finning Digital, I lead an agile team in the digital marketing transformation to drive B2B and eCommerce revenue performance (+$300M) across strategy, product innovation, marketing technology, data and analytics, and CX / UX strategy. I lead a talented team in a global enterprise environment thru agile execution, and fostering innovation to drive transformation, by utilizing data and advanced analytics, marketing technology and customer (CX) insight to enable highly targeted customer and sales growth strategies. I'm responsible for the global strategy (digital marketing) including its operational enablement, business strategy development and execution to drive high growth performance of Finnings digital customer platforms; B2B demand and lead generation of Finning.com, eCommerce revenue and  a holistic customer experience.
Finning Digital
As Global Digital Marketing Lead at Finning Digital, I lead an agile team in the digital marketing transformation to drive B2B and eCommerce revenue performance (+$300M) across strategy, product innovation, marketing technology, data and analytics, and CX / UX strategy.
I lead a global role to define and steer the digital transformation strategy to reimagine the CX journey with a customer-centric, data-driven and agile approach to establish best-in-class digital eco-system for WUBS. I help steer the customer journey performance across multi-channel experiences, operationalize teams on various marketing technologies, and deliver channel strategy (paid, owned and earned) that impact CX, demand, lead generation and pipeline speed, and retention. I do this for both WUBS eco-systems of consumer e-commerce and B2B international payments and foreign exchange. I'm responsible to transform CX by bridging technology, segmentation and personalization, data-driven science, devices by design and alignment to business strategy to transform the organization CX to build acquisition, growth and retention through multi-touchpoint distribution (paid, owned, earned). 1. Digital Transformation & Growth Strategies I build, lead and enable customer growth strategies (including content strategy) for global and regional go-to-market plans that drive multi-channel customer journey performance. I deliver this through multi-channel strategy integration, channel strategy (paid / owned / earned), and technology enablement; CMS content management, analytics (Adobe Analytics / Omniture), data management platform (DMP Oracle BlueKai), marketing automation (Eloqua), search engine intelligence (BrightEdge), social media intelligence (Spredfast, Netbase) and CRM (SalesForce) 2. Customer Experience (CX) & Digital Channels I lead the customer experience (CX) strategy to drive multi-device and multi-channel customer journey performance across our digital eco-system and touch-points of Website, Search, Social, Native, Content, PPC, Email, and Display. Across display I oversee look-a-like targeting employing both behavioural-based and BlueKai DMP across DSPs and networks of Exponential, MediaMath, MexAd (DataXU), Martini Media, RocketFuel and OutBrain, and exchanges as Double-click and Adbrite) and more. Steering customer growth strategies, I've delivered deep content strategy, and marketing, for inbound and customer lifecycle performance for global and regional go-to-market plans. 3. Operations Performance I lead an operations team to enable global and regional teams with marketing technologies, and the management and CX performance of the core digital eco-system of +70 responsive web properties across both consumer ecommerce platforms, and enterprise B2B website platforms. My operations team mentors and enables teams for global content management, demand and lead generation, analytics understanding, conversion optimization, lead acceleration (nurture and progressive profile) and shift users brand preference.
Western Union Business Solutions
I lead digital strategy and marketing transformation and growth across digital maturity areas of strategy and integration, channel strategy, data and analytics, technology and assets, human capital and governance.
As Global Digital Marketing Manager, Ecommerce, I led the global digital marketing strategy across strategy integration, technology and assets, data and analytics, channel strategy (paid/owned/earned) and governance. I led and executed a customer-centric web and channel strategy aligned to business metrics against the customer journey  (demand gen., lead gen., retention, loyalty) performance for 15 global multi-language web properties. The performance netted +90% CPA ($85 to $8) improvements across paid media (native, display, ppc), tripled traffic over 3-fold (25K to +90K) and increased TOFU lead gen. from 8% to 24%. I also led in a coaching / mentor role to global cross-functional team (NA, EMEA and APAC). In this role I delivered: customer segmentation (quantitative and qualitative), value prop definition and messaging, mobile-first responsive website (mobile, tablet, desktop), customer-centric content strategy (+300 artifacts), organic search strategy, MarTech selection and implementation of a new content management solution (CMS - Ektron + Composite C1), data and analytics strategy (Adobe Omniture/ Site Catalyst) and Google Analytics) and reporting and marketing automation integration (Oracle's Eloqua) and CRM (SalesForce).
Western Union Business Solutions
I led the ecommerce / online services LOB in the global digital marketing strategy transformation across strategy integration, technology, data and analytics, channel (paid, owned and earned) and touchpoint strategy and governance.
In this senior leadership role I led the teams in the strategy framework and planning to drive commercial performance across a high growth eCommerce business model. I led the brand identity, inbound marketing strategy, and customer experience delivered across two-technology platforms. As an action oriented leader and with an agile marketing approach, I led teams with a customer-centric understanding of key market challenges and deliver the business and marketing strategy and execution to attain market penetration, product adoption and business growth. My purview covered customer sales acquisition, growth, retention, product innovation, business intelligence, and brand strategy. This was delivered upon a strategic foundation that embraced an inbound content strategy, marketing automation, deep analytics and performance analysis, project governance, and customer lifecycle optimization that demonstrated clear ROI. Deadman Heartbeat is a cloud-based IT and application monitoring SaaS.
DeadmanHeartbeat.com
Leadership in digital marketing and business strategy to incubate this tech start-up in the SaaS market to drive company valuation, product adoption and validation.
I provided strategic leadership in the areas of business strategy and marketing. My role oversaw two core social network brands in the educational vertical and women's fashion vertical (Facebook-like platform targeting women in fashion and beauty). My cross-discipline role over vision, strategy and operations cultivated and inspired a digital team across multi-channels as technical web development, creative services, IT and infrastructure, digital marketing, business planning and advisory to a c-level management team to take product concepts to MVP's, and deliver and build a validated business model with multiple monetization models that was salable to angels and VC's. My experience and leadership were key to the success of this role to drive team and business performance through clear objectives, forecasting, prioritizing and continuous improvements. As Head of Digital, the strategy framework I produced led delivered on areas as: product development and monetization models, market research, hack-growth strategies to build awareness, acquisition and growth, budgeting, forecasting, business-case P/L, hiring and management, develop customer life-cycle programs, business leadership, KPI's and setting targets and owning the onsite performance and influencing the traffic driving initiatives through aggregators - Search, Social, Media/PR, Blogosphere and Email.
Talfor
Having lead the company to secure $1,000,000 in seed funding, I was brought on-board as Head of Digital for my extensive digital knowledge and demonstrated track record to deliver a strategic vision, commercial performance, and leadership experience to transform this social network concept into a global business. I provided business and strategic leadership over the commercial planning, business model and product channels in this multi-faceted role, including oversight of the UX website design, web development, and lead a multi-disciplined digital team.
As a founder, creative technologist, digital strategist, and entrepreneur, I built this digital strategy agency to grow and lead a team of 12 cross-functional experts across 1,500 projects in the successful growth of multiple clients at early stage businesses and the digital transformation of large businesses in digital marketing and business strategy. I built a client roster of 70 clients across a variety of business landscapes (ecommerce, startup, enterprise, social network, etc.) in over 40 industries, and produced client returns ranging from 20% to 400% ROI, and a 15% YOY growth rate attained through reputation and referrals. I mentored clients in a customer-centric approach to understanding market challenges and digital strategies to drive business performance, how to build operations and great teams, delivered meaningful business results, and found passion as a coach for small businesses through a financial institutions entrepreneur and small business program. I delivered X-fold results that exploited the customer journey across multi-channel experiences, including Search marketing, Paid media (native, display, ppc), content strategy, social media strategy and intelligence, marketing automation (customer lifecycle and nurture programs), affiliate/partner development, conversion optimization, and web analytics. I led in numerous roles ranging from business development, strategist, account executive and management, coach / mentor and project manager and more.
MJA Impressions
A digital agency I founded and sold after 5 years produced digital and integrated marketing strategies, campaigns and website design and development for over 70 brand projects.
I led a senior role in the eMarketing strategy for 6 global brands of Bodog. I produced and executed the eMarketing digital framework and strategy for all operations, and responsible for marketing automation technology and programs, revenue objectives, P/L, budgeting, forecasting, team and project operation management / resources, contingency strategies, thought-leadership and mentor to various departments. I developed corporate policies and procedures for marketing operations, campaign management and delivery, legal compliance initiatives, and business intelligence tracking/reporting. As advisor to senior executives, directors, channel and product managers and departments, my track record netted an +$5,000,000 in annual revenue, +$500,000 in operational efficiencies, monthly and yearly customer growth and revenue targets of +100%. I achieved this through team leadership, counsel to c-level, operations management, marketing automation, inbound marketing and sales operations programs. Accolades: Forbes, Fox Networks and CNN. Related: Exact Target, Email Labs, Silverpop, Talisma, budgeting (6 figures), P/L, forecasting, agency management, direct and cross-functional team management, project management, contract negotiation, vendor procurement, service-center and revenue center, database management of +5,000,000, customer lifecycle programs, event-driven triggerred campaigns, API development, subscription management, and much more.
Bodog Entertainment, Riptown Media
Led the eMarketing strategy and operations team for Riptown Media’s primary client Bodog, a $6 billion company, and its 6 global brands, w/ a direct $100K budget. Received accolade mentions with Forbes, Fox Networks and CNN.
As Website Board Director I led the relaunch of the IIMA website and the online experience. I delivered an exhaustive Discovery phase to deliver the launch of a new brand identity, front-end user-journey, member registration, ecommerce integration, multi-tier member management and content management system. As advisor I collaborated with other Board Directors in the executive decisions to grow the association in the local and global market. This also entailed membership growth and retention and creation of an industry standard certification delivered through educational institutions as the University of British Columbia.
International Internet Marketing Association
Led for a 2 year term as Board Director to oversee all things web related for the association and the online experience with its members.