Brand Builder at Scale, transforming Ancestry Canada from a siloed performance organization into a purpose-led masterbrand, including brand strategy, pricing and packaging, membership programming, and always-on content.

CRM & Lifecycle Marketing Expert, leading global CRM strategy for platforms serving millions of users—driving subscriber acquisition, engagement, retention, and win-back across email, web, push, in-app, SMS, and paid media.

Cross-Functional Leader trusted to align marketing with policy, research, membership, product, and events teams—translating complex topics into compelling, consumer-first narratives that drive action.

Campaign Architect who has designed and launched high-performing initiatives including record-setting conversion days (105% YoY lift) and COVID-era engagement programs that delivered 12K new members while keeping churn under 1%.

Builder of Systems & Teams, establishing first-ever unified channel strategies, CRM teams, and marketing departments—while mentoring junior talent and streamlining workflows for scalable execution.

Creative + Strategic Hybrid, combining brand strategy, analytics, video production, and storytelling to create marketing that is both emotionally resonant and performance-driven.