Helping organizations make better decisions through strategic planning, performance measurement, and organizational improvement.
Translating complex information into practical insights that support planning, performance, and better organizational decisions
Marketing Performance & Strategy Leadership
Performance Measurement
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.
Performance Analysis
Strategic Improvement
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.
Areas of Expertise
Strategic Planning
Business Analysis
Performance Measurement
Business Intelligence
Decision Support
Performance Reporting
KPI Development
Continuous Improvement
Dashboard Design
Change Management
Organizational Effectiveness
AI for Business
Featured Case Studies
A selection of projects demonstrating my approach to strategic planning, performance measurement, organizational improvement, and decision support.
Approach
Every project starts with understanding the business problem rather than jumping directly to a solution.
My work typically follows five steps:
Understand
Meet stakeholders, clarify objectives, identify the real challenge.
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Analyze
Review data, identify patterns, understand root causes.
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Design
Develop practical frameworks, KPIs, dashboards, or recommendations aligned with organizational goals.
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Implement
Build solutions that are realistic, measurable, and easy to adopt.
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Improve
Monitor outcomes, refine the approach, and support continuous improvement.
Professional Background
Current roles and credentials supporting enterprise-level marketing performance leadership.
2016 – 2026
Canada Mortgage and Housing Corporation (CMHC)
Senior Business Intelligence & Performance 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.