Strengthening marketing strategy through structured performance systems
Bridging digital platforms, audience insight, and performance architecture to support better decisions
Marketing Performance & Strategy Leadership
Performance Architecture
I design measurement frameworks that align campaigns, audience growth, and brand initiatives with organizational priorities, ensuring performance is evaluated through a strategic lens rather than isolated metrics.
Strategy-Informed Insight
I translate complex performance data into structured narratives that guide planning, prioritization, and investment decisions across marketing and digital initiatives.
Dashboard & Performance Systems
Dashboard & Performance Systems I lead the development of decision-ready dashboards and reporting environments that provide executive visibility and cross-functional clarity without overwhelming teams with unnecessary data.
Audience & Brand Performance
Content & Experience Optimization
AI-Enabled Performance Workflows
I connect behavioral insight, engagement patterns, and performance trends to long-term brand and growth objectives, strengthening how marketing performance is understood and managed.
I conduct structured content audits and performance evaluations to identify gaps, improve engagement pathways, and align digital experiences with strategic objectives and audience needs.
I integrate practical AI solutions into marketing and reporting processes to enhance analytical clarity, operational efficiency, and structured decision support without sacrificing governance or quality.
Selected Work
360 Marketing Performance Framework
Led the design of a unified cross-channel performance structure integrating web, email, and paid media into a cohesive strategic dashboard supporting leadership decision-making.
Campaign Evaluation & Prioritization Model
Developed a structured performance evaluation approach that connected campaign outcomes to broader organizational goals, improving planning and strategic alignment.
Audience Performance & RFE Analysis
Applied behavioural segmentation and recency-frequency evaluation to deepen audience understanding and strengthen strategic targeting decisions.
Approach
Effective marketing performance is not driven by more reporting. It is driven by better structure.
My work focuses on designing performance systems that are disciplined, scalable, and aligned with long-term strategy.
I prioritize clarity, usability, and cross-functional alignment to ensure that marketing performance supports informed leadership decisions.
Professional Background
Current roles and credentials supporting enterprise-level marketing performance leadership.
2016 – 2026
Canada Mortgage and Housing Corporation (CMHC)
Senior Digital Analyst
Lead the design of cross-channel performance frameworks and executive dashboards that align marketing initiatives with organizational strategy and measurable outcomes.
2011 – 2016
Websource Inc.
Digital Transformation Manager
Led digital strategy, delivery, and cross-functional execution across web and marketing initiatives.
2024 – 2026
Carleton University
Master of Business Administration - Management and Change Concentration
Developing advanced capability in strategic leadership, organizational transformation, and performance governance within complex enterprise environments.
Feb 2025 – Apr 2025
Digital Marketing Institute + American Marketing Association
Jul 2023
Project Management Institute (PMI)
Certified Digital Marketing Professional
Formal credential in strategic digital marketing, integrating AI, automation, and performance measurement to drive measurable growth outcomes.
Certified Associate in Project Management (CAPM)
Credential in disciplined project structure, performance oversight, and strategic initiative delivery within complex environments.
Let’s Connect
If you are refining marketing performance systems or strengthening the strategic alignment of digital initiatives, I welcome the conversation.