Experience
I LOVE DOING THIS
I love applying creativity, technology, and an entrepreneurial spirit to build teams and deliver positive results and scale businesses. From starting in a stock room all the way to the 'C' suite, I have helped build a supportive, success driven culture that delivers results, has fun and is innovative at every turn.
Recent Thought Leadership:
"How Retail Innovation is Shaping eCommerce"
AICoreSpot, Webinar Participant, November 2022
Highlighted Media Appearance:
Appearance on CBC's 'The National' highlighting Holiday shopping trends
CBC - Canadian Broadcasting Corporation
CBC National News
PAST EXPERIENCE
Just Some Of What I’ve Done
COFOUNDER & CHIEF MARKETING OFFICER
Carbon Balance, 2022 - present
CHIEF ECOMMERCE & CUSTOMER EXPERIENCE OFFICER
Roots, 2018 - 2022
VICE PRESIDENT, ECOMMERCE & MARKETING
Roots, 2011 - 2018
SENIOR DIRECTOR/DIRECTOR, ECOMMERCE, DIGITAL MARKETING, AND ECOMMERCE
Roots, 2011 - 2018
MANAGER NEW MEDIA AND ECOMMERCE
Roots, 2006 - 2011
MANAGER, NEW MEDIA & ECOMMERCE
Roots, 2002 - 2006
Cofounding a company that leverages technology to assist ecommerce businesses in Southeast Asia in bridging the gap between business growth and sustainability while raising awareness of urgent climate change issues.
I led 40+ associates in strategy, daily operations and expansion for eCommerce, Marketing, Creative Services, Visual Merchandising, and Customer Experience departments. Directed innovative marketing programs and campaigns, PR, in-store consumer communications, creative content development, ecommerce solutions, CRM, and partnerships. Steered the enterprise through transformation related to eCommerce services, CRM, CDP and AI implementation. Expanded digital retail solutions in response to evolving consumer buying trends and integrated technology into physical retail spaces. Led non-traditional retail initiatives focused on experiential marketing and digital integration to transform the customer experience.
I directed strategy and results for the company's consumer digital vision and strategic creative marketing and identified opportunities to improve the customer experience. Challenged 34 team members to optimize the use of a $12M marketing budget in the development/launch of brand strategy, from product design to customer experience. Utilized consumer data/analytics, execution strategies, and innovation management techniques to scale organization, optimize efficiency, and decrease go-to-market timeline. Increased profits and achieved alignment across functional areas, focusing on one bottom-line objective.
Drove retail and eCommerce channel integration across all customer-facing aspects of Roots, and balancing between financial performance and brand equity. Created fresh promotional concepts and executed marketing and merchandising initiatives, utilizing customer profiles, priority customer segments, and purchasing behaviors, to understand the voice of the customer and the drivers to market expansion.
I led development and execution of online infrastructure and fulfillment on a tight deadline of five weeks to deliver on a contract as the official outfitter of the US Olympic Team for the Salt Lake City Winter Games. Played pivotal role in establishing European based logistics, website and contact centre business in support of the British Olympic team. Led all digital marketing across online and retail locations.
Led development and execution of online infrastructure and fulfillment on a tight deadline of five weeks to deliver on a contract as the official outfitter of the US Olympic Team for the Salt Lake City Winter Games. Played pivotal role in establishing European based logistics, website and contact centre business in support of the British Olympic team. Led all digital marketing across online and retail locations.