Built and commercialized a multi-tenant vertical SaaS platform, onboarding paying operators and processing more than $75,000 in monthly sales (approximately $900,000+ annualized transaction run rate). Owned product positioning, website messaging, content, customer acquisition, onboarding flows, and conversion improvement across the full journey from first visit through activation and ongoing usage. Designed and launched growth features including abandoned cart recovery, automated review generation, lifecycle communication, and conversion reporting. Used AI-assisted development, content, and automation workflows to move quickly from customer insight to product and marketing execution.

Marketing Director at Skydive Monterey Bay

January 1, 2020 - January 1, 2026

Led digital marketing and growth across two consumer experience brands serving more than 6,000 annual bookings. Increased website conversion by 46% (from 1.8% to 2.65%) while reducing cost per conversion by 29% through messaging, user journey, and campaign improvements. Improved CTR by 34% and click share by 93% via continuous testing of creative, audiences, landing pages, and search strategy. Managed SEO, website content, social media, email, paid acquisition, and analytics while writing, producing video, and executing campaigns hands-on. Led website modernization improving mobile performance (8 to 92), desktop performance (45 to 97), and reduced page load time by 80%. Maintained organic traffic decline below 5% despite an estimated 30% decline in national category interest using content, technical SEO, and conversion improvements.

Marketing Director at Edmonton Skydive & Alberta Skydive Central

January 1, 2012 - January 1, 2020

Led integrated digital and commercial strategy for two experience businesses, contributing to average annual revenue growth of 13%. Built the flagship brand audience to more than 25,000 followers in under 18 months and generated more than one million earned media impressions per season. Created and managed social, video, content, promotional, and partnership programs that turned a niche experience into a recognizable consumer brand.

Marketing Director (Edmonton Skydive) & Marketing Director (Alberta Skydive Central) at Edmonton Skydive & Alberta Skydive Central

January 1, 2012 - January 1, 2020

Led integrated digital and commercial strategy for two experience businesses, contributing to average annual revenue growth of 13%. Built the flagship brand audience to 25,000+ followers in under 18 months and generated 1M+ earned media impressions per season. Created and managed social, video, content, promotional, and partnership programs to turn a niche experience into a recognizable consumer brand.

New Product Development Manager / Brand Manager / Assistant Brand Manager at Cavendish Farms

January 1, 2006 - January 1, 2012

Managed strategy and performance across a $50M Canadian retail portfolio with 20+ branded SKUs and market share reaching up to 40%. Led six North American product launches from consumer insight and positioning through commercialization, integrated communications, and performance review. Launched an award-winning retail brand that became the company’s highest revenue, highest gross margin, and highest dollar per unit brand. Oversaw $4M annual marketing investment including a $1M national television campaign and $300K in major retail activations. Used consumer, category, and financial analysis to prioritize growth opportunities, develop business cases, and guide portfolio decisions. Managed agencies, creative development, packaging, retail programs, and cross-functional execution across Marketing, Sales, R&D, Operations, and Finance.