Greater Toronto Area
·Actively seeking new opportunities
43%Subscription churn reduced in one quarter
10+Years of strategy & marketing leadership
MBAStrategy, Wilfrid Laurier University
Scroll
About
Building customer loyalty, one journey at a time.
I'm a senior marketing leader with a proven track record in retention, lifecycle marketing, and customer experience for DTC and consumer brands. I specialize in building customer journeys that convert, teams that perform, and systems that scale.
Most recently Director of Lifecycle Marketing at Love Wellness, I've spent the past several years at high-growth consumer brands — including Open Farm Pet — where I led CRM strategy across email and SMS, redesigned CX organizations, and drove measurable retention results. Before moving into consumer brands, I led change management and business transformation at Sun Life Financial, giving me a unique blend of corporate strategic rigour and DTC agility.
I'm based in Greater Toronto Area and am open to senior leadership opportunities (on-site, hybrid, or remote) as well as select freelance and consulting engagements.
43%Subscription churn reduction at Open Farm Pet — achieved within a single quarter
85%+YOY growth environment successfully scaled through CX org redesign
Top 3%Nominated for CEO's Award of Excellence at Sun Life Financial
MBAStrategy specialization, Wilfrid Laurier University
Expertise
Areas of focus
Lifecycle Marketing
End-to-end retention programs, subscriber journey design, and LTV optimization built for DTC scale.
CRM & Email / SMS Strategy
CRM strategy, audience segmentation frameworks, and performance analytics across owned channels.
Customer Experience (CX)
Building and scaling customer-centric CX teams and service strategies that measurably reduce churn.
DTC & Subscription Strategy
Deep expertise in subscription models, BFCM strategy, and consumer brand growth in competitive markets.
Team Leadership & Org Design
Hiring, developing, and structuring high-performing marketing and CX teams through rapid growth phases.
Strategic Planning & Change
Corporate strategy, business transformation, and change management from the boardroom to the front line.
Experience
Career highlights
Love WellnessWomen's Wellness · DTC
Aug 2024
Director, Lifecycle Marketing
New York, United States (Remote from Toronto)
Leading lifecycle and retention marketing strategy at one of the leading women's wellness DTC brands in North America — recognized by Fast Company as a Brand That Matters in 2024.
Open Farm PetPet Food · DTC & Retail
Nov 2023 – May 2024
Director, CRM & CX Strategy
Toronto, Canada
Set the strategic direction of the consumer journey with direct oversight of email marketing, SMS marketing, and customer experience.
Open Farm PetPet Food · DTC & Retail
Jul 2022 – Nov 2023
Director, CX Strategy
Toronto, Canada
Reduced subscription churn by 43% within a single quarter through cross-functional, data-led initiatives
Redesigned the CX organizational structure to enable scalability during 85%+ YOY revenue growth
Drove refinements to the promotional strategy to strengthen brand positioning and eliminate customer friction
Open Farm Pet
Sep 2021 – Jul 2022
Senior Manager, CX Strategy
Promoted to Director within 11 months.
Sun Life FinancialFinancial Services · B2C
Feb 2019 – Sep 2021
Manager, Business Improvements & Sales Innovation
Oct 2020 – Sep 2021
Led a team of 10 business analysts and training specialists, delivering data-driven innovations across the B2C sales function.
Manager, Sales Enablement
Feb 2020 – Oct 2020
Enabled remote work and training for 110+ sales staff across four roles within 2 weeks of the pandemic declaration. Co-championed rollout of lean methodologies across Sun Life's Client Experience Office.
Management Consultant
Feb 2019 – Feb 2020
Nominated for the CEO's Award of Excellence (top 3% of all employees). Led change management for a high-risk, strategic evolution of the business model with enterprise-wide impact.
University Health NetworkHealthcare · Non-profit
2014 – Feb 2019
Development Lead, New Programs, Markets & Partnerships
Toronto, Canada
Identified, developed, and launched new programs and market strategies across a 5+ year tenure. Authored a 3-year departmental strategic plan endorsed by the interim-CEO without revision.
Consulting & Freelance
Available for select engagements.
I partner with DTC brands, consumer startups, and growth-stage companies looking for senior marketing expertise without the full-time commitment.
Lifecycle Marketing Strategy
Audit your current retention programs and build a prioritized roadmap to improve LTV and reduce churn.
CRM & Email / SMS Strategy
Review your CRM stack, segmentation approach, and campaign strategy to unlock revenue you're leaving on the table.
Retention Program Design
Design or optimize subscriber retention, win-back, and post-purchase engagement programs from the ground up.
Customer Journey Mapping
Map your end-to-end customer experience to surface friction points and high-leverage growth opportunities.
CX Team Structure
Advise on org design, role definitions, and performance frameworks to build and scale your CX function.
Fractional Marketing Leadership
Part-time Director-level leadership for brands that need senior marketing expertise on a flexible basis.
