SUMMARY

I am a confident and data-driven product marketer with over 9 years of experience assisting global organizations through successful product launches, go-to-market strategy, and implementation of iterative product marketing principles and processes to elevate business impact. With a diverse background in enterprise and hyper-growth SaaS environments, I am keen on collaborating cross-functionally to solve problems.

Work Experience

Daylight

Daylight is a low-code RPA platform that empowers enterprises to iteratively build and deploy digital experiences that collect, validate, and deliver business-critical data throughout the IT value chain. As the first product marketing lead, I spearheaded the creation of messaging and positioning, developed target segmentation and buyer personas, and built a holistic go-to-market framework, enabling departments such as product, partnerships and demand generation with a scaleable plan. Alongside these strategic initiatives, I devised a sales enablement strategy, inclusive of sales collateral and competitive enablement, while enabling product and engineering with the structure and tools to formalize our major releases.

  • The SME for defining, planning and communicating Daylight’s positioning, messaging, and ICP, to translate into sales enablement assets, driving down the sales cycle by an average of 3 weeks.

  • Gathered market, competitive, and customer research and combined this with internal insights and customer journeys to inform product strategy.

  • Led the development of product-specific marketing collateral, and built a comprehensive GTM framework, enabling the timely release of major platform enhancements and features.

Clio

Clio is the leader in legal practice management software and one of Canada’s fastest-growing technology companies, garnering centaur status. I owned the strategic product marketing initiatives for billing, accounting, and a number of tier 1 app partner integrations. Partnering with product managers, I built impactful go-to-market strategies and positioning using customer and market insights geared towards optimizing awareness, adoption, and retention of billing and accounting features. I delivered meaningful enablement resources to our sales and customer success teams to nurture prospects and provide award-winning support to B2B customers.  

  • Worked closely with cross-functional teams to support ideation, design, development, and launch of multiple collections features. 

  • Used customer and market insights to deliver meaningful contributions to Clio’s product roadmap. 

  • Built the experimentation hypothesis and led the cross-functional growth initiatives for Clio Payments resulting in over >85% transaction volume growth in 6 months. 

Cineplex

Cineplex is Canada’s largest operator of cinemas. I owned the end-to-end customer experience and underlying P&L for the gift card portfolio generating over $85+ million in deferred revenue annually. I collaborated with senior leaders to support the growth and expansion of various business units, leveraging prepaid products as a means to drive attendance and incremental revenue. This role also leveraged my knowledge of the payments ecosystem, where I analyzed and kick-started pricing negotiations with our processor SVS, with the goal of reducing a significant portion of our operating expenses. 

  • Led the planning and execution of the annual in-theatre holiday offer, resulting in over $12M in deferred revenue and sales increase of 2% year-over-year. 

  • Optimized product offerings with third-party distributors in key channels to positively impact sales and increase average gift card load by 3%. 

  • Created and executed a strategic alignment business case in order to pilot the acceptance of the Alipay payment method in specific localized markets with the purpose of attracting an untapped customer base.

Payment Source

Payment Source is one of Canada’s premier alternative payments solution providers, which enables companies such as Amazon to access an untapped customer base. I lead quarterly and annual reviews with key partners to understand their business objectives and to align and influence our product roadmap to capitalize on new growth opportunities.

  • Active contributor in the conceptualization, launch, and evolution of PaySimply.ca to enable the Canada Revenue Agency to collect over $33 million in taxes while generating over $1.2 million in revenue.

  • Led the retail expansion of international partners including Amazon and Paytm within the Canadian market.

  • Tripled the transaction volume of Amazon Cash within 8 months through collaboration with Amazon corporate by conceptualizing and executing multiple promotional and marketing campaigns.

  • Launched an e-gifting platform with integration partner HPIbet, enabling their customers to de-load winnings in real-time, and resulting in a new revenue stream for both parties.

Skills

Go-To-Market Strategy

Experience leading global tier 1, 2, and 3 technology product launches.

Brand & Product Positioning

Expert in developing brand and product positioning to attract prospects and build awareness for customers.

Product Led Growth

Led many strategic, cross-functional initiatives to drive product adoption, retention, and engagement across all stages of the customer lifecycle.

Cross-Functional Influence

Experience building cohesive relationships​ ​across dozens of cross-functional teams to deliver strategic initiatives, launch products, and enable stakeholders.

Product Roadmap Directive

Delivered competitor, customer, business, and market insights to inform product development, packaging, and pricing decisions.

Change Management

Led cross-functional initiatives to support scalable collaboration during rapid company growth and the formation of new teams.