Work

March 2015-Present

Founder and CEO, Fireside Brand Storytelling, Sault Ste. Marie, Ontario

Responsible for: developing branded communications and creative content for a range of clients; developing social media campaigns and content, and monitoring their success; using Google Analytics to monitor website traffic and facilitate site migrations and launches; client service and account management.

  • Developed branded content, including in-store messaging, website copy, promotional materials, and name generation for a range of clients at Jump Branding & Design, including East Side Mario’s, Canadian Tire, Milestones, Swiss Chalet, Pizza Hut, etc.
  • Drove the rebrand process for Children’s Rehabilitation Centre Algoma, including name generation (new brand to launch in June 2016), website content, video storyboard and branding process stewardship and launch
  • Wrote and edited website content, presentation materials, and sales booklets for XPV Water Partners
  • Wrote press releases, web content, and promotional pieces for the launch of Masterkey Alliance, and storyboarded and scripted promotional video
  • Created and published social media content for Jump and several of their clients
  • Developed new site architecture and content for revitalized Jump website (www.howhigh.ca)

 

May 2011-March 2015

Director of Marketing & Communications, Algoma University, Sault Ste. Marie, Ontario

Responsible for: developing and executing the University’s Strategic Plan in the areas of public relations, communications and marketing planning and execution; supporting the development of the enrolment management strategy for the University; leading the marketing and communications efforts in support of student recruitment; exercising leadership and good judgement in supporting the success of special strategic initiatives and in managing communications during a crisis; contributing to the planning and development of all programs and services and the identification of necessary financial and human resources.

  • Led the process for redesigning the University visual identity, including all related marks, a 50th Anniversary mark, and supporting brand guidelines
  • Created a new university website and supporting recruitment microsite that reduced the number of site pages by 37%, streamlining that resulted in simpler navigation and increases to unique visits, pageviews and visitor time on site
  • Developed a marketing campaign that resulted in a 6.3% increase in student applications from the target demographic, despite a 50% reduction in the marketing budget
  • Maintained department service levels in the face of 25% overall budget cut and loss of 25% of departmental human resources
  • Launched a new microsite and conversational video aimed at high school student recruitment
  • Implemented a Digital Asset Management solution to better manage the growing pool of digital photography and video resources
  • Developed video and new virtual campus tour (YouVisit) that helped students experience the university prior to visiting campus
  • Was asked to sit on numerous diverse and strategic bodies at the University, including the President’s Budget Advisory Panel, the Enrolment Management Committee, and the Presidential Advisory Committee on Athletics
  • Won two Silver awards (for recruitment microsite and overall campaign materials) at The Higher Education Marketing Report’s Educational Advertising Awards (2012)
  • Worked with Director of Recruitment to develop and implement new recruitment strategy resulting in increased conversion rates overall, and particularly amongst second choice applicants

 

November 2009-April 2011

Divisional Director of External Relations,Algoma University,Sault Ste. Marie, Ontario

Responsible for: supporting the implementation of the University’s approved Strategic Plan in the areas of public relations, communications and marketing planning and execution; supporting the implementation of the Foundation’s strategic plan in the areas of public relations, communications and marketing; exercising leadership and good judgement in supporting the success of special strategic initiatives and in managing communications and media related tasks during a crisis; contributing to the planning and development of all programs and services and the identification of needed financial and human resources.

  • Managed an external marketing agency with an annual $500,000 design and media budget
  • Developed marketing campaigns that resulted in a 44% increase in applications from the target market segment over two years (2009-2010)
  • Introduced several new marketing pieces into the recruitment cycle (eg. offer/acceptance package, parents handbook), while eliminating unnecessary elements and improving existing pieces
  • Won a Bronze Cassie award (2011), which recognizes results-based marketing
  • Managed internal team to deliver communications and marketing services to both internal and external clients
  • Developed and implemented a transparent RFP process to undertake a new agency search
  • Developed and managed marketing campaigns intended to recruit students for new program offerings in two separate off-site locations, adding additional revenue streams to the University
  • Led marketing and communications for the 2011 OCAA Men’s Basketball Championship (hosted at Algoma University)

 

July 2004 – November 2009

Director of Communications & Principal,Jump Branding & Design Inc.Toronto, Ontario

Responsible for: leading and directing the web design and development team, including creating site architecture and interface strategies and managing budgets and development timelines; marketing and corporate communications through press releases and websites; new business development including lead generation, initial contact, sales presentations, and proposal writing; managing the corporate IT environment, including the acquisition and maintenance of both hardware and software; engaging clients as part of a collaborative process in branding, packaging, website, and environmental design projects; developing and managing HR practices, specifically interviewing, hiring, and on boarding.

  • Sourced and responded to new business opportunities; wrote new business proposals
  • Developed marketing ideas and creative content for numerous clients, including name generation, tagline development, advertising concepts and copy, and have written, edited and proofread copy for promotional posters, brochures, advertisements, packaging, etc.
  • Developed Jump corporate website and performed SEO that drove over 2000 unique visitors per month and resulted in 2-4 new business opportunities per week – Over 75% of all traffic arrived via search engines
  • Generated over $1,000,000 in annual revenue by the company’s 4th fiscal year
  • Increased efficiency, security, and reliability by implementing network infrastructure
  • Led website, branding, and retail design projects from proposal to completion
  • Effectively translated client goals into site architectures, GUIs, and wireframes, managing the development of award-winning websites, custom content management solutions, and CMS application integration (eg. WordPress, Drupal)
  • Hired strong employees by developing both behavioural and skills interviews
  • Successfully retained direct reports due to effective on-boarding and management (one-on-one meetings, coaching, and by developing thorough performance and salary review processes)

 

November 2001 – May 2004

Teacher,Huron Heights Secondary School,Newmarket, Ontario

Responsible for: teaching History, English, Anthropology and Law to students in grades 10 to 12; coaching Senior and Junior Boys’ Football, Junior Boys’ Hockey, and Varsity Boys’ Lacrosse.

  • Created long-range plans and lessons to manage expectations and satisfy curriculum deliverables
  • Developed new units and modified existing ones to improve course content
  • Pioneered mark tracking with hand-held devices to accelerate assessment delivery
  • Improved communication with students and parents by creating and maintaining class websites
  • Rejuvenated the Senior Football program (0-6 in 2002 to Metro Bowl Finalists in 2005) by reintroducing the Junior developmental program

 

November 1999 – June 2001

Teacher,Clairlea Public School,Toronto, Ontario

Responsible for: teaching Grade 7 and Grade 5 core subjects as the homeroom teacher; teaching Home Economics and ESL programs as a resource teacher; starting and coaching Senior Boys’ and Girls’ Basketball programs; coaching Cross-Country Running and Track & Field.

  • Created long-range plans and lessons to manage expectations and satisfy curriculum deliverables
  • Developed new units and modified existing ones to improve course content
  • Built strong relationships with ESL students to help them transition to their new country
  • Improved behaviour in senior grades by starting up both Boys’ and Girls’ Basketball programs
  • Coached Boys’ Basketball team to Finals in second year of program

Successfully taught 7-year-olds how to Triple Jump!