Autodesk

✔ Provided strategic guidance and prioritization to investigate, identify, and establish best practices and usage of Large Language Models (LLM) and AI tools to increase the value of Autodesk's data products. Helping create democratic access to analysis, data, and results.
✔ Help spearhead data culture changes especially those related to harnessing the capabilities of LLM and AI (GPT, Co-Pilot, etc).
✔ Defined data strategy to ensure accurate marketing contribution measurement for Autodesk's Conversational Marketing experience.
✔ Responsible for assessing the impact on Marketing performance measurement as Autodesk embarks on an enterprise-wide change to financial reporting.
✔ Partnered with cross-functional stakeholders across the organization and was responsible for collecting, developing & and prioritizing requirements for Marketing initiatives and outcomes.


---R&R---
✔ Defined, created, and led data warehousing, data quality assurance, reporting, business intelligence, data governance, and data cataloging strategic initiatives.
✔ Define requirements and prioritization for data ingestion, aggregations, and transformations.
✔ Ensured strong data stewardship and data culture across the marketing data products, including governance, quality, and standardization of data.
✔ Provided guidance and prioritization to the engineering team for building/maintaining data quality & and data cataloge.

Marketing Data Strategy

RVezy

Acting as a bridge between the IT and business teams to find profitable growth avenues. Identifying demands of non-IT departments and planning solutions by implementing new technological changes. This reduced the time taken to find, analyze and produce insights, enabling a self-serve environment leveraging single sources of truth via internal data models.

✔ Identifying ambiguity within business intelligence and historical data to optimize resources and systems leveraging DBT and BQ. This saved the data team valuable time when investigating and troubleshooting bugs, saving hours from routine tasks.
✔ Trained all of RVezy on new data analytics tool (Google Looker and Metabase), ledding to freeed budget and time and gave teams the flexibility to indulge in new projects by avoiding manual data manipulation.
✔ Supported company-wide efforts in digital transformation by simplifying the complexities of root-cause analysis, opportunity cost identification, and data model implementation to help make data-driven decisions, saving hundreds of hours of data wrangling and manual ETL work.

Analytical Engineer

RVezy is North America's RV rental app, bringing together private RV trailer and motorhome owners and aspiring vacationers across Canada and the United States.

✔ Used SQL to identify and build analytics and dashboards to better analyze spend, reducing Ad Spend / GMV by 5% points.
✔ Used Python to create a real-time feed of trending keywords related to our industry and keywords, saving approximately half a day each week conducting keyword research.
✔ Created company-wide dashboards so that everyone in the business could understand the businesses performance.

Search Team Operations 

Limelight Software

At Limelight, I lead the marketing department and handle all marketing operations. I coached and mentored my team and helped them develop their skills in marketing. This equated to Improving traffic by 314%, lead generation by 202%, and MQL to Opp ratio by 147%. Leading to increased revenue and retention rates with a better time to value for customers.

✔ Mentored and coached two designers, a paid search specialist, a content strategist, and a sales team and onboarding. They are now world-class professionals who lead their roles and take responsibility for their function, budget, and outcomes.

✔ Shifted marketing’s main KPIs to align with sales and introduced new properties and dimensions to better track prospects as they become customers. This closer alignment with marketing, sales, and customer experience stopped unilateral and artificial value from skewing departmental performance, adversely affecting down-funnel teams. Our handoffs, customer experience, and the customer journey were greatly improved. 

✔ Introduced, managed, and implemented new marketing and sales operations and workflows such as email token utilization, automated email campaigns, integrations with external systems, and system alerts for sales to better track prospect activity.

✔ Accelerated prospect funnel movement by reducing manual efforts, creating standardization and unlocking tremendous time for teams to focus on iterating existing campaigns and A/B testing new ones.

✔ Implemented and shifted marketing to agile using change management practices and designing new systems and processes for the team. This led to the team's ability to adjust rapidly to changing trends and analysis, especially in a start-up environment.

✔ Re-designed Limelights core positioning and messaging. This project ended with a brand new website, new product positioning, and better ways to communicate with prospects, greatly optimizing our customer experience.

Marketing Lead & Operations

Assent Compliance Inc

I lead a research project to uncover gaps in our customer journey and messaging. I worked with my team to create a new qualitative model, scoring model, a data architecture. The project designed and implemented new fields and attributes about our leads and market. The end product was a new RDBMS for our assets visualized through Google Data Studio. This was combined with information from Qualtrics to give all departments access to timely business intelligence, reports, and dashboards for analysis.

✔ It measured content used throughout the customer journey, reducing the time it took to find relevant resources by 50% and saving countless hours of searching through google drive or share drive.


Managed, developed, and measured budget, metrics, and KPIs to maximize multi-channel performance:

✔  Increased annual contract values by an average of 2-5X ROI.
✔ Saved approximately 40% of the budget while maintaining MQL volume.
✔ Average programmatic metrics 2X above the industry average
✔ Average engagement rate 10x above the industry average
✔ Created and managed the testing/optimization strategy, tracked results and communicated learnings to marketing leadership and Assent board members: 

Performed operations research to aid company decisions and identify new business intelligence:

✔ Designed and implemented a new database to aggregate channel, web, and sales data. Providing marketing with accessible and scalable dashboards to improve campaign reporting and efficiency.
✔ Created a new review and editing process to assist all channels, reducing campaign deployment times from days to hours.
✔ Designed and implemented a new content data strategy that assisted with customer journey auditing. Reducing the time needed to identify gaps in our content strategy and demand gen initiatives from days to minutes.
✔ Advised product marketing managers of changes in naming trends based on leading indicators to pivot to new market trends.

Business Intelligence & Paid Media

I worked with the lead generation, sales, and CS teams to create and promote go to market strategies using advertising campaigns on various channels. I created retrospective reports using data analytics to optimize future campaigns and to generate new areas to experiment.

RESULTS


✔ Aggregated and actioned business intelligence increasing the effectiveness of all campaigns.
✔ Provided visualized data on marketing and strategic initiatives, leading to a 20% reduction in planning time.
✔ Providing data-driven insights to the web team, increasing website traffic by 60%.
✔ Used client-centric digital marketing strategy, increase conversion rate by 10%.
✔ Maintained budgetary control over paid media ($1M), lead in-house teams, agencies, vendors, and ad-hoc working groups. 
✔ Project managed a large go-to-market strategy by conducting business analysis, and budget analysis, planning.

Digital Media Manager

Leveraging earned and owned content I evaluate and execute pay per click (PPC) initiatives and ad serving. 

RESULTS

✔ I introduced new processes and system and reduced our time to deploy advertising by nearly 1000%.
✔ Increased CTR by 75% by optimizing data collection, management and storage of key marketing information.
✔ Reduced cost per lead by 50% by building reporting, dashboards, and conducting analysis on marketing campaigns.

Paid Media Specialist

Blindword

Optimized data strategy by creating a simplified system framework, streamlined software implementation, and leveraged a model I created to automate business intelligence gathering and dissemination using 3 fundamental principles:


	▬▬ SCALABILITY ▬▬

✔ Removed departmental silos by pruning redundant systems and centralizing business data.
✔ Developed data architecture strategies to optimize data flow. Resulting in increased data trust, departmental congruence, and decreased time to value for strategic responses to new insights.


	▬▬ REPEATABILITY ▬▬

✔ Increased repeatability and predictability by centralizing marketing, sales, and product data to align numbers for KPIs and metrics.
✔ Once numbers were matched company wide, marketing departments were able to repeat campaign performance and predict outcomes based on their metrics as well as layering metrics from sales, CS, and support.


	▬▬ MEASURABILITY ▬▬

Developed market intelligence system that identifies key metrics. This streamlined the process of ownership and management, helping companies quickly get value out of the data models and processes we developed together.

Founder: Data and Business Operations

Blindword Studio

I am a self-published musician, conducting my own marketing, branding, and sales. I have nearly a decade of marketing and sales experience, ranging from digital, physical, and live media design, to managing, and executing. 

A soundtrack for a wandering mind; "office music"  for a coder; an inspiration for an artist; an agent to turn a mundane task into something thrilling.

Self Published Musician - Marketing, Sales, Customer Relations

Phreesia

✔ Used SQL and data analysis to support escalations such as advanced network troubleshooting for higher-value clients and supported the deployment and implementation teams.
✔ Provide advanced technical support to all Phreesia practices
✔ Troubleshoot a wide variety of technical issues ranging from networking, access control, integrations and our application
✔ Support integrations between Phreesia’s application and 3rd party EMR products
✔ Communicated with customers on a wide variety of technical issues ensuring that the customer is kept informed of progress on their case
✔ Provided input and feedback to the Development Team through the Product Management group relating to improvements to product performance and/or feature enhancements
✔ Established a technical rollout when working closely with long-term business relationships and account owners.

Data Support Specialist

✔ Wrote technical documentation for issues in the Phreesia CRM
✔ Created and modified Phreesia knowledgebase to improve support readibility
✔ Reproduced issues and provide detailed reporting on steps to escalation teams and stakeholders.

Level 1

Canadian Armed Forces | Forces armées canadiennes

Working for the Canadian Forces and The Logistics Association, my primary task was operations management to find membership management tools, implement processes, and design systems. My system kept member's payments up to date and helped attract dozens of new members. The association was integrated into the Canadian Forces and now conducts direct pay-roll deductions for any serving memeber.

✔ Presented the findings of quantitative, qualitative, and data mining efforts to identify and convey key content consumption and creation trends and opportunities for expansion. 
✔ Translated the findings of internal and external market and strategy research into actionable product and business recommendations. 
✔ Wrote packages and developed recommendations for other senior leadership. 
✔ Built and maintained databases and reports to monitor the performance of out reach and website content
✔ Recommending content curation and operations teams to identify duties and implement product recommendations.

Demand Generation and Operations

Department of National Defence

My duties included the provision of human resources, interviewing candidates, people management, leadership, writing job descriptions, pay, recruiting, auditing financial claims and records, verifying personnel information, and administrating financial services for military members.

Human Resources Operations Specialist

MicroMetrics

My duties included performing market research analysis, synthesizing product development research into actionable data and a marketing plan. Other duties included conducting market and internal research analysis and creating a script for a usability test. I would present internal and external findings to co-founders and relevant senior employees and based on those presentations, I would create a task and action list based around the data collected from the usability test. I also performed IT duties, such as installing drivers, dual/single boot Linux and portable operating systems. I also maintained e-filing using Dropbox, Google Drive, and local computers; maintaining files using a numerical and chronological filling system; and edited photos and created wire frames using the Adobe suit of software.

User Experience Design Specialist

I equip teams with data products, systems, and processes so they can iterate quickly and make decisions.

Through collaboration and coordination across sales, marketing, customer success, product, and IT, the teams I have worked with and built operate seamlessly to ensure that all efforts are aligned with corporate strategic objectives, goals, and targets aligned against margin and revenue growth.

Data, in my perspective, possesses a "blind" nature, relieving us from bias by maintaining an impartial and objective stance. My role involves facilitating the preparation of data pipelines for agile teams, provisioning dependable and credible data.

▬▬ People Leadership ▬▬
Following transformational leadership and organizational development principles, I delegate with, develop, and build collaborative teams. 

▬▬ My Data Management Principles ▬▬

REPEATABILITY & PREDICTABILITY: The confidence in attaining similar results
SCALABILITY & ACCESSIBILITY: The ease insights take to generate
MEASURABILITY & INTERPRETABILITY: The simplicity of the information's structure

▬▬ Building Data Products ▬▬
Navigating data using SQL, C++, DBT, Python or visualizing data in Tableau, PowerBI, or Metabase to uncover avenues of growth. 

▬▬ Holistic Planning ▬▬
I collaborate to build and integrate multi-department systems and processes to create a cohesive customer journey. 

▬▬ Needs Analyses ▬▬
Projects are kickstarted to encourage optimal utilization and margins with business requirements gathering at the forefront. 

▬▬ Product Marketing ▬▬
I communicate a product's value to internal and external stakeholders through the 3E Framework; Exposure, Education, or Experience. 

▬▬ Market Research ▬▬
Emphasizing customer needs, market trends, and competitors, my market research provides actionable insights to inform business decisions and drive growth. 


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