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Where I've been,
what I've done

I've worked agency-side and client-side. Start-ups and large corporations.
B2B and B2C across numerous industries. And I've created content for pretty much every channel online and offline, above-the-line and below-the-line.

My resume will tell you part of my story. I'd love you fill you in on the rest.

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Work history

Alberta Blue Cross - Manager, Content Strategy + Operations

Current

Leading the development of Blue Cross’ Center of Excellence and crafting compelling B2B and B2C narratives to enhance brand engagement. Responsible for strategy and curation of diverse content formats to align with business goals and target audiences. Collaborate cross-functionally, driving content excellence and stakeholder alignment while managing a team of content specialists as well as a comprehensive content calendar. My role combines editorial expertise with strategic vision to optimize distribution and SEO, ensuring impactful customer touchpoints and measurable success in integrated marketing campaigns.

Very - Senior Manager, Content

November 2023 - May 2024

**Role ended due to mass layoffs. Responsible for content marketing activities across multiple channels, owned and paid. Lead content and web strategy, content optimization and analysis, and ensuring all assets stay true to the Very brand. Production oversight of all content, including case studies, blog posts, white papers, videos, webinars, email campaigns, etc. Management of internal resources as well as freelancers (writers, designers, and video editors), ensuring work is of the highest quality. Work closely and collaborate with marketing leadership, as well as Very subject matter experts and thought leaders.

RouteThis - Content Director

April 2022 - April 2023

Worked closely with demand generation, business development, sales and customer experience teams to better inform global content strategy and content creation for our ISP and smart home brand audiences. Development of new content assets in a variety of formats, optimizing for SEO and aligning with the customer journey to help attract, nurture and convert leads. Oversaw public relations agency relationship, creation of media releases and communications strategy. **Role ended due to mass company layoffs.**

Brainrider - Content Director

January 2019 - April 2022

Responsible for strategy, planning and development of insight-driven, multi-media content to help attract, nurture, acquire and retain customers for Brainrider clients. Built content team (writers) from ground up, establishing workflow/approval/QA processes with an eye on scalability. Provided strategic direction based on sound content analysis. Clients included Meta, Lyft, eBay, Instacart, Purolator, Cogeco, and LoyaltyOne among others.

Sonnet Insurance - Content Director

July 2015 - December 2018

Built content team and processes from scratch. Responsible for leading content initiatives and providing creative output across multiple platforms and formats to drive engagement, capture leads, and incent purchase and retention. Supervision of writers, demand gen marketers and designers, ensuring best practices and brand guidelines were followed (my team also served as the in-house creative department). Worked closely with and provided content support for Marketing, Corporate Communications, Claims and Customer Care teams. Oversight of CRM team and initiatives.

Northbridge/TruShield Insurance - Manager, Content Marketing

June 2013 - July 2015

Responsible for driving brand through leading enterprise-wide content development for three B2B brands (includes defining and implementing content strategy) across various communication channels. Managed marketing and brand delivery through all electronic channels (website, email campaigns, webinars, etc.) and led social media strategy and activities. Also oversaw content for Northbridge's small business line, TruShield.

Untamed Creative - Creative Director

March 2011 - June 2013

Strategy, writing and creative direction for various national ad agencies and international B2B, SaaS and B2C brands. HR/Internal communications and recruitment content, public relations. Digital, video, direct mail and print. Expertise in marketing to small business.

Capital One - Manager, Creative

August 2006 - February 2011

Managed in-house creative team responsible for development of direct marketing and advertising campaigns for Capital One Canada MasterCard products. Lead writer for customer acquisition, retention, sponsorship and partnership lines of business ... and pretty much everything else. Received a Circle of Excellence in 2011 (Aspire Campaign), a prestigious internal award given to Associates who go above and beyond.

AIM Trimark (now Invesco) - Senior Writer

August 2004 - July 2006

Led the creative team in concept development. Assignments varied from print ads (advisor audience) and collateral, to internal communications and speech-writing for senior executives. Wrote commencement speech for co-founder and former president Arthur Labatt when he was chancellor of the University of Western.

Grey Canada Interactive -
Senior Writer

October 2002 - July 2004

Web and DM clients included: Effem Mars (Pedigree, Whiskas, Cesar), E*TRADE, Slim-Fast, Procter & Gamble (Mr.Clean) and AIM Trimark.

Warrillow & Co. - Vice President, Creative Director

1999 - 2002

Oversaw day-to-day operations of creative department in B2B niche marketing company (specialized in helping large companies understand and market to small businesses). Copywriting, including a weekly e-newsletter (Warrillow Weekly) that provided subscribers with key marketing insights into small business owners.

Awards

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