Available to hire
I am a digital strategy and analytics leader with 15+ years of experience helping financial services, fintech, and e-commerce transform data into revenue. I design and implement end-to-end data ecosystems, optimize acquisition funnels, and modernize measurement frameworks to unlock growth.
I excel at leading cross-functional teams of analytics, data engineering, and AI professionals, translating complex digital environments into insight-driven strategies and tangible ROI through experimentation, personalization, and AI-enabled solutions.
Skills
Experience Level
Expert
Expert
Expert
Expert
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Expert
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Expert
Work Experience
Head of Digital Data Analytics & Reporting (Investment) at RBC Royal Bank
April 30, 2025 - October 14, 2025Led enterprise-wide analytics and reporting strategy to unify multi-platform data across 15 LOBs, driving insight-led decision-making and digital performance at scale.
Data Strategist (Contract) at Money Mart
April 1, 2025 - November 1, 2025Designed unified GA4 → Snowflake → Sigma pipeline, enabling omni-channel visibility across US/CA websites and mobile apps; implemented GA4 event architecture for iOS/Android, improving attribution accuracy to ~95% and enabling reliable ROAS/CPA reporting; built measurement frameworks for KPIs, ROAS, funnel performance, and engagement.
Partner, Data Strategy & AI Innovation at New Moment
April 1, 2025 - PresentLeading marketing & data strategy, reporting, and AI solutions for New Moment’s Canadian clients—driving measurable growth through GA4, A/B testing, and automation across eCommerce, finance, and hospitality sectors.
Senior Product Manager, Commercial Digital Engagement & Product Development (RBC Express, API) at RBC Royal Bank
May 31, 2022 - October 14, 2025Provided leadership to influence decisions that impact commercial clients’ digital experiences.
Senior Manager, Digital Marketing at RBC Investments
January 1, 2022 - January 1, 2025Directed enterprise analytics strategy across 15 lines of business; created unified KPI definitions and automated reporting, improving insight reliability; modernized tagging and upper-funnel analytics to inform media investments; mentored 3–4 analysts to grow advanced analytics capabilities.
Senior Manager, AI Agents & Automation at RBC Royal Bank
January 31, 2021 - October 14, 2025Upgraded rule-based automation into AI-powered agents capable of decision-making and continuous learning across enterprise workflows.
Senior Product Manager, Digital Engagement & API at RBC Express
January 1, 2020 - January 1, 2021Led API strategy and modernization of secure commercial payment systems (ISO 20022); steered roadmap for commercial online banking, increasing usage and adoption across targeted business segments; created enablement materials to strengthen frontline sales readiness and product positioning.
Senior Manager, Digital Sales & Marketing - Business Financial Services (BFS) at RBC Royal Bank
August 31, 2019 - October 14, 2025Responsible for digital products strategy, digital sales roadmap & reporting, and personalization strategy.
Senior Manager, Cognitive Automation (AI & Robotics) at RBC
January 1, 2019 - January 1, 2020Delivered AI/automation solutions using ML, NLP, and OCR to streamline workflows; designed end-to-end automation processes improving accuracy and operational efficiency across multiple business units.
Product Owner – Digital Channels (Credit Cards & Investments) at BMO Financial Group
July 31, 2017 - October 14, 2025Responsible for strategic direction, digital platform management and user experience design and acquisition.
Senior Manager, Digital Marketing at RBC Business Financial Services
January 1, 2017 - January 1, 2019Led redesign of the Business Banking website, consolidating thousands of pages into a lean structure; launched RBC’s first personalization program and built a 2,500+ event tagging framework to improve data quality and insights.
Product Owner, Digital Channels at BMO
January 1, 2015 - January 1, 2017Increased credit card acquisition conversions through optimization and experimentation; built a behavioral targeting engine improving interaction rate and driving incremental revenue.
Manager, Digital Optimization at BMO
January 1, 2014 - January 1, 2015Led redesign of Bank Accounts shopping experience; implemented enterprise A/B and multivariate testing programs across US/Canada to boost conversions.
Director, Digital Marketing and Analytics at Itravel2000 – Travelzest Plc
December 31, 2013 - October 14, 2025Directed UX and online marketing direction for the Travelzest group including itravel2000 and The Cruise Professionals in Canada and US.
Manager, Development & UX at Community Mesh Ltd.
February 28, 2010 - October 14, 2025Helped launch operations; led development of wireless mesh network prototype to expand internet access in underserved areas.
Director, Digital Marketing & Analytics at iTravel2000
January 1, 2010 - January 1, 2013Managed a team of 7 across five e‑commerce properties; grew online revenue from 30% to 60% of total sales; generated $1M incremental revenue via on-site advertising.
BI/Web Developer at IRI
April 30, 2008 - October 14, 2025Built custom web reporting tools for clients like Walmart and P&G; used Oracle, Perl and VB to create dashboards.
Director, Digital Marketing at 2Futuristic
January 1, 2008 - January 1, 2010Led UX, acquisition, and analytics strategy for clients including Kraft Foods, TurboChef, and Ivy Exec.
BI / Web Developer at IRI
January 1, 2005 - January 1, 2008Built web-based analytics dashboards for Walmart, P&G and A&P using Oracle Express, Perl, HTML and JavaScript, enabling faster and deeper insights.
Education
Google Data Analytics Certificate at Google Career Certificates
January 1, 2025 - January 1, 2025AI: Implication for Business Strategy at MIT Sloan School of Management
January 1, 2019 - December 31, 2019Psychology for Digital Behavior Change at Brian Cugelman
January 1, 2018 - December 31, 2018Introduction to Big Data Analytics at Ryerson University
January 1, 2017 - December 31, 2017Adobe Target Advanced Power User Certification at Adobe
January 1, 2014 - December 31, 2014Programmer Analyst Diploma at CDI College of Business and Technology
January 1, 1998 - December 31, 1998Bachelor of Science in Applied Mathematics (unfinished) at University of Belgrade
January 1, 1997 - October 14, 2025Google Data Analytics Certificate at Google
January 1, 2025 - December 7, 2025AI Implications for Business Strategy at MIT Sloan
January 1, 2019 - December 7, 2025Psychology for Digital Behavior Change at Self-paced / Independent Study
January 1, 2018 - December 7, 2025Big Data Analytics at Toronto Metropolitan University
January 1, 2017 - December 7, 2025Adobe Target Advanced Power User at Adobe
January 1, 2014 - December 7, 2025CDI Programmer Analyst Diploma at CDI
January 1, 1998 - December 7, 2025Qualifications
Google Data Analytics Certificate
January 1, 2025 - January 1, 2025AI: Implication for Business Strategy
January 1, 2019 - December 31, 2019Psychology for Digital Behavior Change
January 1, 2018 - December 31, 2018Introduction to Big Data Analytics
January 1, 2017 - December 31, 2017Adobe Target Advanced Power User Certification
January 1, 2014 - December 31, 2014Google Data Analytics Certificate
January 1, 2025 - December 7, 2025AI Implications for Business Strategy
January 1, 2019 - December 7, 2025Psychology for Digital Behavior Change
January 1, 2018 - December 7, 2025Big Data Analytics
January 1, 2017 - December 7, 2025Adobe Target Advanced Power User
January 1, 2014 - December 7, 2025CDI Programmer Analyst Diploma
January 1, 1998 - December 7, 2025Industry Experience
Financial Services, Professional Services, Software & Internet, Travel & Hospitality, Media & Entertainment, Retail
Skills
Experience Level
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
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