Bonsai

After 2 years at a Series C SaaS company where I focused on leading large marketing operations (team 25+), I decided to roll up my sleeve and challenge myself to get back into being an hands on growth leader. I didn't want to grow too distant from learning & doing and I love the agility and the challenge that you get when you can start small and scale fast.

At Bonsai, we're profitable, growing fast, and constantly experimenting. As the leader of all things marketing and acquisition, I love to keep pushing the boundaries of what can be done.

VP of Marketing

Bench Accounting

I am responsible for go-to-market, marketing strategy and marketing lead growth. I currently lead Bench's marketing function (24 people), inclusive of Growth Marketing (Inbound, Content, Paid Acquisition, Conversion Optimization), Brand & Creative, Product Marketing and Lifecycle Marketing.

 I previously owned my company (an ecommerce / digital marketing accelerator), and I joined Bench in order to massively scale the impact I could have on the world. My life mission is to enable change, and I believe that enabling business owners is one of the fastest ways to change the world. I believe that entrepreneurship throws down accessibility barriers, reduces inequities and is a huge opportunity to close the wealth gap while giving an equal chance to access independence. I believe that our product, and the work of our marketing team, can play a big role in this.

 In the last year or so, I've been building a team of passionate, entrepreneurial, low ego and extremely talented marketers to help grow Bench to be one of the most successful (and impactful) SaaS companies in the world.

Senior Director of Marketing

Marketing Director

RISE | eCommerce Accelerator

RISE was my first digital agency and we partnered with purpose-driven startups and SMEs that wanted a hands-on eCommerce team to scale their eCommerce brand exponentially.

CEO & Co-Founder

Ephemere Creative

Ephemere Creative is an impact driven agency that I co-founded a few years go. We're looking to partner with climate and impact driven organizations to enable them through technology.

Co-Founder

Tofino Resort + Marina

Responsible for the resort's online and offline marketing strategy.

- Liaised between ownership, general manager and internal staff
- Developed strategies and tactics to get the word out about the resort and drive qualified traffic to its front door and to the website
- Launched new online organic and paid acquisition strategies
- Deployed successful multi-channel marketing campaigns and owned their implementation from ideation to execution
- SEM / SEO 
- Website Optimization (Wordpress)
Etc.

Head Of Marketing

Noel Asmar Group of Companies

Founded in 2002, NAG is a leading entrepreneurial apparel and accessories company with operations spanning numerous geographies, product categories and distribution channels. 
My role within NAG is to set the vision, define the strategy and lead the development of all B2B and B2C marketing initiatives across multiple brands (Noel Asmar Uniforms, Noel Asmar Equestrian, Noel Asmar Pedicure Bowls).  Focused on achieving revenue growth, I develop and implement integrated and data-driven campaigns with unique brand propositions that attract and convert customers. I leverage data and insights to build digital platforms and E-commerce stores that connect with global customers. 

Example of core responsibilities:

1) Strategy & Planning 
2) Team leadership & Management
3) E-Commerce & Digital strategy
4) Data & Insights Analytics
5) Traditional Marketing Strategy

Vice President of Marketing

Equestrian Canada

Reported to CEO | Budget: $4M | Direct Reports: 5 | Board, stakeholder, and leadership meetings

Accountability: Provide strategic direction for Marketing, Digital Marketing, Branding, Events, Sponsorship, Partnerships, Business Development and Fundraising; identify and execute business opportunities; and manage department’s operations and key 3rd party relationships.

•	Co-built business case, gained Board approval and currently lead major rebranding exercise – strategic repositioning with new name, image, logo, website, and brand message, culminating in successful launch event held in Montreal, attended by 225+, with exceptional press coverage.
•	Raised $500K in funding– a 400% increase – by developing an effective business development and sponsorship strategy; attracted a further $100K+ with an innovative and attractive “club” concept.
•	Leveraging data and market analyses to develop a new membership model with projected revenue of $2M; initiative is currently before the Board.
•	Influenced senior leaders to approve first-ever digital marketing strategy, which in 4 months increased Facebook base 200%, brand positive impressions 100%, and impressions by ~ 2 million.

Sr.Manager of Marketing & Digital Stategy

Evas Consulting Inc

Passionate in helping SMEs successfully develop and implement organizational strategies.

Specialization: Marketing, Strategy, Planning & Implementation.

Strategic Consultant, Equine Canada (June 2014 – March 2015)
- Co-leading organization’s transformation, contributing strategies related to performance assessment, process improvement, marketing, revenue, priorities (2015), and operational plan (2018).
- Marketing & Business Development strategy development; Sponsorship, Marketing, Business Development, Stakeholder management, Communication.

Strategic Consultant, Taekwondo Canada (Nov 2013 – June 2014)
- Membership marketing strategy development, demonstrating specific benefits to growing membership that energized clubs to act on plans; subsequently requested to continue with initiative.
- Developed national budget tool (Excel) linking organizational resources to strategic operational objectives; 3 strategic pillars clarified options with graphics; submitted to funding organization, contributed to grant of $100K that reversed historic lack of funding due to lack of structure.

Other Clients & References on demand.

Marketing and Strategy Consultant

Anheuser-Busch

Report to Manager of Sales Operations & Trade Marketing; oversee/mentor an Intern and a Sales Trainee. Analyze ROI of national promotions’ marketing investments.

- Sales & Marketing: Within 2 months had restructured a 5-year, high priority initiative compiling competitive information on Share, Volume, Distribution, etc., to gain perspective for decision making. Met with President and VPs regularly to present progress.
- Asset Tracking: Led high priority, high investment, risk managing commercial assets project that introduced process for tracking commercial assets. Built summaries, graphics, process map and trackers to blend several databases. On track to close audit gap by year’s end. 
- Marketing ROI: Led project to fine-tune accuracy when evaluating effectiveness of promotional activities. Isolated baseline (based on regression model) and predicted specific promotions’ shares and volume lifts.

National Marketing Insight Analyst

Labatt Breweries of Canada

Reported to West Sales Intelligence Manager and provided insight into commercial strategy for Western Canada by analyzing pricing, market share, and competitive activity. 

- Business Acquisition: Integrated purchase into corporate family, an intense project defined by data and forecasting complexities.
- Forecasting Volume & Cost: Achieved commendable accuracy of +/-5% (compared to average of 10%) in commercial forecasting by using multiple analysis methods and adding relevant factors. 
- Cost Saving/Relationship Improvements: Saved >$150K, reduced work to output by 4 hour/week, built relationship that bridged historic disconnect between Commercial and Supply teams, and ultimately improved reporting accuracy by devising new cost analysis methods.

Senior Sales Intelligence Analyst

As a marketing leader with 10+ years of experience, I'm passionate about driving strategic business growth in SaaS, E-commerce, and Climate Tech sectors. My strengths lie in Strategy, Growth Marketing and People Leadership, which I leverage to create a lasting impact on business performance, including customer acquisition, revenue growth, and retention. I'm committed to continuous learning, experimentation, and empowering my teams to excel.

I'm also eager to advise Climate Startups, SaaS, and impact-driven companies, using my expertise to foster innovation and sustainable growth.

#SaaS #Ecommerce #ClimateTech #Marketing #Strategy #PeopleLeadership #Advising

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