Growth that
compounds.

Fresh Prep Inc

Led acquisition, retention, and lifecycle marketing strategies across digital channels, supporting sustained growth for a subscription-based D2C business.

• →Owned end-to-end growth planning and execution across paid and lifecycle channels, managing $600K/month ($7.2M annually) in budget and performance targets.
• →Developed go-to-market strategies for new products and new markets, including Fresh Prep's expansion into Ontario and Quebec, driving measurable increases in adoption and brand awareness.
• →Partnered closely with Product, Brand, Creative, and Analytics teams to align marketing strategy with product positioning, customer needs, and business priorities.
• →Optimized full-funnel and lifecycle journeys using Performance Max, Demand Gen, YouTube Action, and Meta Advantage+ to increase acquisition efficiency and improve downstream engagement.
• →Designed testing roadmaps and experimentation frameworks (A/B tests, creative tests, audience tests) to continuously improve conversion, retention, and customer value.
• →Built robust measurement frameworks across GA4 and ad platforms, translating performance into insights tied to KPIs such as CPA, CAC, CVR, retention, and ROI.
• →Enabled internal teams with clear performance narratives, insights, and recommendations to support better decision-making and stronger product storytelling.
• →Led media strategy, campaign planning, and prioritization across multiple concurrent initiatives in a fast-paced, deadline-driven environment.
• →Mentored and supported junior specialists and agency partners, ensuring high-quality execution and continuous improvement in campaign performance.
• →Collaborated with external agencies (Loknow, Empathy, EQ Works) and partners (Rokt, Yahoo, Criteo) to expand channel mix and test new growth opportunities.

Best Buy Canada

Delivered integrated digital campaigns across paid search, social, display, and video to support major national promotions and product launches.

• →Coordinated cross-functional stakeholders, including Creative, Production, Category Marketing, and external partners, to ensure consistent execution across channels.
• →Managed campaign performance reporting, budget pacing, and optimization against short-term and long-term business KPIs.
• →Supported high-impact retail moments (Black Friday, Boxing Day, Back-to-School, VIP Events) with data-driven media planning and execution.
• →Improved operational workflows in an agile environment, enabling faster delivery of campaigns and stronger alignment between marketing and business teams.
• →Contributed to storytelling and performance readouts that helped leadership teams understand results, opportunities, and next steps.