Avanade

Leading Avanada North America Financial Services marketing, inclusive of:
 - Strategy & planning: Owning the regional marketing plan  (inclusive of 1st party engagements, 3rd party sponsorships, in-person and virtual events, digital strategy, organic and paid social media, association memberships, and more) driven by alignment on the Go-To-Market strategy to effectively achieve business outcomes
 - KPIs: Delivering on associated KPIs 
 - Execution with excellence: Driving execution excellence with agency partners and extended team
 - Continuous data-driven optimization: Surfacing actionable insights across all marketing engines to drive an increasingly effective and efficient end-to-end customer journey

North America Financial Services Marketing Lead

Microsoft

Leading Microsoft Security marketing for Canada:
 - Strategy & planning: Owning the Microsoft Security Marketing plan for Canada (inclusive of 1st party engagements, 3rd party sponsorships, in-person and virtual events, digital strategy, organic and paid social media, association memberships, and more) driven by alignment on the Go-To-Market strategy to effectively achieve business outcomes
 - KPIs: Delivering on associated KPIs 
 - Execution with excellence: Driving execution excellence with agency partners and extended team
 - Continuous data-driven optimization: Surfacing actionable insights across all marketing engines to drive an increasingly effective and efficient end-to-end customer journey
 - Innovation, “Intrapreneurship”, and modern marketing: Driving a culture within the security marketing team of empathy via design thinking, agile principles, and technology-powered marketing project management

Senior Field Integrated Marketing Manager, Microsoft Security

- Strategy & Planning: Responsible for developing the marketing business plan for IBM Security, inclusive of the marketing strategy for focus offerings, target audience segments, and partnering with sales to drive success.
 - Stakeholder Communications: Responsible for communication of marketing plans with key stakeholders and business leaders across both sales and marketing.
 - Fostering a culture of Innovation and "Intrapreneurship": Driving brainstorming and ideation via design thinking sessions, empathy exercises, agile principles to ensure the team is consistently experimenting with new concepts, and iterating for success. Preparing pitches for new ideas to both peers, and the marketing leadership team to secure buy-in and resources for new concepts.
- Collaborating for success: Operating as part of a 'security squad' taking strategy through to successful execution. Responsible for content, and securing both global and local speakers (internal or external) to represent the breadth, depth and strength of IBM Security. Working closely with event managers to ensure successful execution of events.
 - External Communications: Coordinating with communications lead, as required, to ensure visibility for IBM Security, and IBM Security experts across the Canadian marketscape.
 - Achieving Business Objectives: Meeting and/or exceeding annual marketing targets and KPIs.
 - Special Projects: Leading cross-business unit projects, including the digital strategy aspect of the annual flagship 'Think Summit' experience.

Field Marketing Manager, IBM Security, Canada

- Digital Journeys: Designing client-centric digital journeys in line with business priorities, and key performance indicators (KPIs), from first touch, through the IBM web experience, to corresponding response capture channels.
 - Digital/Event Integration: Ensuring IBM participation in key events (sponsorships, speakers, panels, etc) is given appropriate digital exposure via key media channels, including but not limited to social media, display banners, blogs, and emails.
 - Paid Media Optimization: Driving ongoing, data-driven, optimization of digital return on investment (ROI) through testing, optimization and piloting new approaches, including but not limited to messaging, (re)targeting, and platform selection.
 - Virtual Events: Integrating digital event experiences (webinars/webcasts/live-streaming) into IBM campaigns driving both awareness, and lead generation around key offerings.
 - Digital Lead Generation: Collaborating with campaign managers to optimize response to lead conversion, ensuring response follow through based on route to market, feedback loops, and content review.
 - Social Media: Managing the IBM Canada branded social media presence across key platforms (LinkedIn/Twitter/Youtube).
 - Analytics and Reporting: Driving consolidated digital reporting, via both internal tools, and agency reporting.

Digital Strategy Lead, IBM Cloud and Industrial, Canada

Leading performance marketing for the Collaboration and Talent Solutions Portfolio (and later the Global Technology Services Portfolio) across Middle East and Africa, driving cross-functional, geographically distributed campaign managers to deliver compelling, locally-relevant experiences.

-  Management Systems: Developing management systems to ensure consistent interlock with campaign managers & digital development representatives (DDRs) across 7 territories, and ensuring openness, transparency, a culture of feedback and continuous optimization, and a joint effort to deliver on team KPIs.	
- Campaign Design: Designing end-to-end campaigns covering key Markets in MEA, taking into account geographical diversity and client preferences.
 - Campaign Execution and Monitoring/Reporting: Owning the execution of digital campaigns across MEA, and end-to-end monitoring and reporting structures around responses, conversion, and open pipeline, particularly at the Response-Lead Management level, driving deep-dives/root cause analysis, and working with agencies (digital/event/media) as needed.
 - Coaching/Mentoring: Mentoring in-country campaign managers on client centricity in events and digital journey planning, nurture, campaign logic, reporting, and on how to showcase best practices.
 - Audit and Compliance: Ensuring compliance across the business unit campaign execution with a 'financial integrity'-first mindset
 - Financial Management: Budget management of all business unit campaign activities

Key outcomes:
 - Grew marketing created revenue by over 200% Year-to-year, over-achieving established marketing created revenue targets (IBM Collaboration & Talent Solutions)
 - Designed engaging social media experiences for the Talent/HR audience, delivering engagement results up to 6x LinkedIn benchmarks, and up to 5x Twitter Benchmarks.
- Nominated to the IBM MEA Top Talent Program
- Certified (“Badged”) Agile Methodology and Design Thinking Practitioner

Performance Marketing and Digital Leader, Middle East & Africa

Building a strong digital platform for an always-on digital strategy including:

External Social Media Presence:
 - Building the regional social strategy for brand and demand-gen campaigns
 - Working with global teams and campaign managers across Middle East and Africa to create and execute innovative social media campaigns
 - Optimization and continuous improvement: Ensuring measurement and data drive continuous optimization of digital tactics
 - Vendor management: Building and maintaining relationships with regional/global digital agencies and vendors, ensuring new tools, strategies and updates are explored and incorporated, where necessary, into the overarching social strategy
 - Enabling Subject Matter Experts (SMEs): Recognizing that employees are the most powerful assets, I have developed and currently manage a regional social enablement initiative for SMEs, across all domains/lines of business, taking them from the absolute basics to becoming key players in regional social conversations.

Innovative Projects:
 - Working with cross-functional teams to collaborate and build out independent digital projects.

Enterprise Social Media (Internal):
- Enterprise Social Networks: As Enterprise social networks reshape communication and collaboration across the enterprise, I enable employees to tap into enterprise social tools as well as help them build their social eminence.
 - Internal Communication Shift: Driving an internal communication shift away from email to enterprise social networks, encouraging knowledge sharing and collaboration.

Web Content Management:
- Web Management Process: Developing and deploying the regional web management guidance and content process to ensuring web exposure for key regional activities
 - Continuous Improvement: I work with regional and global teams to continually improve the IBM web presence in MEA, both in terms of standard web metrics but also in bringing innovative initiatives to the forefront.

Web & Social Business Manager, Middle East and Africa (MEA)

Technical Project Management and Program Coordinator:
Involved in coordination of local projects, technical pre-sales engagements and global initiatives.

Security Specialist : Focused on acquiring security skills, involved in engagements including security offerings. 
Areas of interest: Mobile Security, BYOD (Bring Your Own Device), MDM (Mobile Device Management).

Mobile Enterprise Enthusiast: Keen follower of advancements in mobile applications in the enterprise, particularly in the increased adoption of tablets in enterprise environments.

Social Business Evangelist: Promoting the use of Social Media and Social Business tools for internal and external initiatives among colleagues and advising/educating internal teams on optimizing use of social collaboration tools.

IT Consultant

Senior Integrated Marketing Lead, Microsoft Security | Director, Collegiate Relations, American Marketing Association (AMA) - Toronto | MBA, MSc. | Canada 🇨🇦 UAE 🇦🇪

Marketing leader with extensive global experience across the technology sphere (Cybersecurity | Cloud | Collaboration and Talent Solutions | Technology Services, and more), having held leadership roles at a regional/geography level, business unit level, and a marketing discipline level.

Focused on driving business impact & meaningful customer experiences through strategic planning, executional excellence, and cross-functional collaboration (with Sales | PR | Channel | Agencies and more).

Mentor and coach with a passion for growing and empowering talent and teams.

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