PROFILE

A cross-disciplinary senior leader who leverages analytical data, innovation and creative passion to foster brand affinity.

KEY COMPETENCIES

Authentic data-driven brand marketing programs Cross-Department Collaboration Financial Management Team Building & Mentoring High-Stakes Negotiation Strategic Planning Stakeholder relations Change management

TECHNICAL SKILLS  

Various SaaS platforms including Social Media Management & Analytics software, Project Management Software, Office 365 and Google Analytics & Workspace.

CAREER HIGHLIGHTS

VICE PRESIDENT CONTENT AND COMMUNICATIONS | True North Sports and Entertainment (Winnipeg Jets) | 2022-PRESENT

TNSE is the parent company of the NHL's Winnipeg Jets and the AHL's Manitoba Moose, and operates the Canada Life Centre, Burton Cummings Theatre, the Hockey for All Centre, True North Real Estate Development, and is closely tied to the True North Youth Foundation.

Leading content, business communications and hockey communications in strategy and operations related to TNSE's internal and external content, media and communications functions. Leveraging data and analytics to create best-in-class multi-platform content and communications to grow fandom and revenue across priority customer segments through sponsorships, licensing, strategic partnerships and ticket sales. Leading the relationships with National (SN) and Regional (TSN) broadcasters, developing player access and delivering content to enhance game broadcasts and promote the Winnipeg Jets brand. Communicating TNSE's community and business narratives through content, media and press tools while managing crisis communications and promoting True North's vision, mission, strategy and values. Collaborating with the partnerships vertical to attract new corporate partners and deliver high-performing brand marketing campaigns for partners such as Bell Media, Canada Life, Skip The Dishes and Ticketmaster. Development of funnel marketing material, as well as acquisition and retention strategies through mature and emerging channels and platforms.

  • Spearheading a culture change and strategic transformation of the Winnipeg Jets' content marketing strategy, resulting in a 46% lift in cross-platform engagement, a 358% increase in net audience growth, and 1.7 M attributed to sponsored content revenue in the 2022/23 season.

  • Leading content, business communications and hockey communications in strategy and operations related to TNSE's internal and external content, media and communications functions.

  • Leveraging data and analytics to create best-in-class multi-platform content and communications to grow fandom and revenue across priority customer segments through sponsorships, licensing, strategic partnerships and ticket sales.

  • Leading the relationships with National (SN) and Regional (TSN) broadcasters, developing player access and delivering content to enhance game broadcasts and promote the Winnipeg Jets brand.

  • Communicating TNSE's community and business narratives through content, media and press tools while managing crisis communications and promoting True North's vision, mission, strategy and values.

  • Collaborating with the partnerships vertical to attract new corporate partners and deliver high-performing brand marketing campaigns for partners such as Bell Media, Canada Life, Skip The Dishes and Ticketmaster.

  • Development of funnel marketing material, as well as acquisition and retention strategies through mature and emerging channels and platforms.

VICE PRESIDENT BUSINESS OPERATIONS (INTERIM) | Canadian Academy of Recording Arts and Sciences & JUNO Awards | 2021-2022

As a member of the executive leadership team, I was responsible for the overall business operations of CARAS and The JUNO Awards. I provided strategic direction and guidance while analyzing and evaluating the effectiveness of all departments in an interim role.

  • Developed a new multi-year strategic plan with an external consultancy firm.

  • Negotiated performance agreements with artist management and music labels.

  • Accessed government funding to deliver new and innovative events and programming which exceeded KPI’s.

  • Established a Diversity, Equity, and Inclusion program & policy.

  • Oversaw recruitment during a period of high turnover.

  • Collaborated with partnerships vertical to evolve JUNOS events, attracting corporate partners, engaging our fanbase, and driving ticket sales.

  • Regularly engaged with Board of Directors, preparing quarterly and annual board reports.

  • Led the search for a new Board Chair and new board members.

VICE PRESIDENT, CONTENT AND GLOBAL MEDIA DISTRIBUTION | Canadian Football League (CFL) |2016-2021

  • Spearheaded internal creative production agency with 9 direct reports, delivering strategic direction and data-driven marketing and communication programs to engage and grow addressable customer base and global interest in the CFL.

  • Identified and led strategic partnerships with third-party social media platforms such as YouTube, Facebook/Instagram, and Twitter.

  • Increased growth by 140%, focusing on the 18-35 year old fan demographic.

  • Led relationships with network partners at TSN, RDS, and ESPN to deliver broadcast and marketing goals for the CFL.

  • Oversaw the development of content programs for corporate partners, including PepsiCo, Tim Hortons, Nissan, and Sun Life Financial.

  • Led an initiative to secure CFL broadcast rights internationally.

  • At the same time, promoted the CFL via strategic marketing and content initiatives in collaboration with gridiron football partners in over 15 countries.

  • Led the CFL's diversity & inclusion policy group, which reviews the league's hiring practices ensuring inclusivity, representation, and mentorship.

  • Collaborated with the players association to create compelling content series to educate, inform, and engage fans.

DIRECTOR, ORIGINAL PROGRAMMING | Corus Entertainment | 2009 - 2016

  • Led a team of 5 television executives in commissioning ratings-driven content for W Network, OWN (The Oprah Winfrey Network Canada), CMT and CosmoTV, with series including Property Brothers, Undercover Boss Canada, (NHL) Hockey Wives, Tori Spelling & Dean McDermott: Cabin Fever. Oversaw 200+ annual hours of TV and a $110M budget.

  • Drove ratings increases for W Network to 10M+ viewers per month, while securing top rank for the key demographic of 25-54 women for the network’s original content. Also oversaw a 77% ratings increase for Property Brothers between 2011 and 2015.

  • Participated in strategic planning and fiscal overview as part of the management team, as well as collaborating and negotiating with North America’s leading production companies to produce high-quality content.

  • Worked with the sales team to provide branded content solutions to clients, as well as liaising with the digital, PR, marketing and on-air promotions departments to expand the reach of series extends across digital platforms.

  • In an earlier role as Production Executive for Women’s Specialty Television, oversaw the development and production of factual television series including Come Dine With Me Canada and Divine Design. This involved collaborating with the largest independent production companies in North America.

Co-Producer, Project Runway Canada | Insight Productions | 2007 - 2009

Contributed to all aspects of production for 2 seasons of the Emmy-nominated US series, as well as overseeing brand partnerships with L’Oréal, Winners and 3M (Post-it).

Casting Producer, Deal or No Deal Canada | Insight Productions | 2005 - 2006

Producer & Host – Punk-O-Rama | Corus Entertainment | 2003 - 2005

Digital Content Creator | MuchMusic |2001 - 2004

EDUCATION

Franklin Covey Academy | 2022-2024

The 7 Habits of Highly Effective People, The 4 Essential Roles of Leadership, Leading at the Speed of Trust, Unconscious Bias, The 4 Disciplines of Execution.

Northwestern University - Kellogg School of Management | 2021

Digital Marketing Strategies: Data, Automation, AI & Analytics certificate

NORTHWESTERN UNIVERSITY - KELLOGG SCHOOL OF MANAGEMENT

Bachelor of Arts, Radio & Television Arts | Toronto Metropolitan University | 2001

VOLUNTEER

Hashtag Sports | Advisory Board Member |2020

Annual conference in New York City, which unites the entire sports media and marketing ecosystem.

Producer | Journalists for Human Rights | 2008

Produced human rights features and international news content for 2 daily news programs at Metro TV in Accra, Ghana

INTERESTS

Child and youth mental health, sports, technology, health & fitness, live events, documentaries, camping, travel.