Resume

Professional Summary

I’m a digital marketing and creative leader with 15+ years of experience driving ecommerce growth, omnichannel experiences and conversion-focused creative. Known for turning strategy into execution. Leading cross-functional teams to build brands, deliver high-performing digital campaigns, scale content systems and shape seamless customer journeys. I have built my career by diversifying, with proven success across in-house creative agency, corporate communications and digital marketing teams. Blending marketing, storytelling and commercial impact, I’m a collaborative leader grounded in digital, fluent in video and obsessed with the intersection of culture, content and performance.

Key Skills and Expertise

  • Strategic planning, creative direction and brand storytelling
  • Omnichannel marketing and digital experience
  • Cross-functional leadership and stakeholder management
  • Content strategy and scalable systems
  • Ecommerce and data-driven optimization
  • UX and customer journey personalization and customer segmentation
  • AI and automation in workflows and process improvements
  • Insight and analysis of industry, consumer and cultural trends
  • Excellent verbal and written communication skills, presentation and persuasion skills
  • Dynamic personality with a passionate, positive attitude
  • Enthusiastic coach and empathetic mentor
  • Bilingual in English and Ukrainian with functional intermediate French
  • Technical skills and tools: video and social media production, photography and studio tech, CMS and blogging tools, web design, UX, optimization and personalization, HTML, Adobe Creative Suite, Figma, Jira, Microsoft Office (Word, Excel, PowerPoint), analytics, Brandwatch, Facebook, YouTube, Instagram, X, TikTok, WordPress, Google suite, AI apps and software

Work Experience

Loblaw Digital | Senior Online Marketing Manager (June 2024– present)

  • Lead end-to-end omnichannel marketing and creative strategy for Shoppers Drug Mart ecommerce, driving customer acquisition, retention and revenue growth across web, app, email and paid media
  • Direct and partner with cross-functional teams (Creative Design, Product, Sales, Merchandising, Analytics, Technology) to deliver conversion-focused digital experiences and seamless customer journeys
  • Translate business objectives into high-performing campaigns and landing page strategies, optimizing for engagement and conversion rate
  • Enhance digital storefront UX, increase performance across key funnel stages with Product & Tech teams
  • Leverage data, insights and testing to continuously optimize campaigns, increase ROI and refine customer journey performance
  • Collaborate with analysts on planning, forecasting and performance reporting, influencing stakeholders with clear insights and actionable recommendations
  • Mentor and develop team members, fostering a high-performing, collaborative environment
  • Conceptualized and scaled strategy for an enterprise-first series of livestream events, including developing playbook, producing and art directing in studio and overseeing creative design across all marketing and customer touchpoints
  • Growth over 2025 to build recognition, attract viewers, motivate purchases and increase engagement with 7x more viewers​, 34x more product clicks​, 12x more landing page visits​ and 18x more customer orders

Sunnybrook Health Sciences Centre | Senior Marketing Manager (January 2024 – June 2024)

  • Led development and execution of integrated, multi-channel marketing and content strategy across digital and offline channels for Sunnybrook Foundation division
  • Championed brand campaign development to ensure consistency for web, email, social and paid media
  • Directed internal teams and agency partners to deliver high-quality, audience-centric creative aligned to business goals and brand design guidelines
  • Built and scaled content ecosystem to improve engagement, consistency and performance across metrics
  • Managed budgets, planning cycles and stakeholder alignment to deliver on strategic objectives

Shoppers Drug Mart | Content Manager (January 2021 – January 2024)

  • Led content strategy and execution for 90+ annual ecommerce and multichannel campaigns, spanning web, app, email and in-store experiences for Shoppers Drug Mart and Pharmaprix
  • Partnered with a multidisciplinary team of creatives, ensuring delivery of brand-aligned content
  • Designed and implemented new workflows and governance models to improve speed, consistency and output quality
  • Conducted qualitative performance analysis and audits to identify optimization opportunities
  • Introduced data-driven content approaches based on customer behavior and analytics insights
  • Directed large-scale digital transformation project to modernize website experience and improve UX
  • Partnered cross-functionally with marketing, product and store operations teams to align on go-to-market strategies and campaign execution
  • Nominated for comprehensive leadership development course: Leading Inspired & Future-Focused Teams

Government of Ontario | Communications & Marketing Lead (2018–2021) | Senior Communications Advisor (2017–2018)

  • Led and mentored a team including digital communications and social specialists, graphic designers, videographers and web developers to deliver integrated, omnichannel content and marketing strategies
  • Managed high-priority initiatives in a fast-paced environment, balancing priorities, approvals and competing deadlines across multiple senior stakeholders and subject matter experts to align on strategy, messaging and go-to-market execution
  • Translated complex policy and business objectives into clear, user-centric digital experiences and public-facing storytelling across web, social and video
  • Directed end-to-end creative development, including video production, copywriting and digital campaigns, ensuring brand consistency while managing resource limitations
  • Implemented new processes to improve operational efficiency, content quality and speed to market
  • Drove measurable growth in engagement and reach through data-informed optimization, personalization and channel planning to develop ministry’s first video content strategy supporting a new brand initiative

Toronto Community Housing Corporation | Communications Consultant (2016)

  • Delivered strategic communications and content initiatives, partnering with executive leadership and external partners to drive awareness and engagement, shape messaging and convey community impact
  • Developed and executed integrated communications strategies, marketing briefs and provided campaign direction across web, social, media and PR events
  • Hands-on content creation for copywriting, photography and video to ensure cohesive corporate positioning
  • Directed a major program launch for a corporate social responsibility and charity project with the Toronto Blue Jays, managing event strategy, media relations, end-to-end content production and design
  • Project secured media coverage and drove 2.8M+ earned media impressions, significantly increasing brand awareness and audience reach

CTV & BellMedia | Digital Marketing Manager & Assignment Producer (2013 – 2015)

  • Launched a transformative national TV series, The Social, using innovative ways to translate trends and build credibility as lifestyle thought leaders in a competitive market
  • Developed and executed high-performing, optimized content that drove increases in web traffic, viewer audience growth, social engagement and brand reach across platforms
  • Led cross-functional teams and projects with external partners, such as Walmart, to deliver integrated campaigns and branded content experiences that resonated and delivered authenticity with audiences
  • Established brand voice, content standards and editorial frameworks with producers, digital teams and internal partners to ensure consistency and scalability
  • Advised on hiring and led training for various team positions

MuchMusic | Creative Content Producer (2007 – 2013)

  • TV producer, writer and director within an influential, award-winning in-house creative agency
  • Responsible for pitching, developing and producing high-impact, audience-driven content across multiple projects, established series and innovative launches with a focus on storytelling and engagement
  • Led design direction of multi-platform content from concept through production and distribution
  • Overseeing cross-functional creative teams of writers, producers, graphic designers and video editors
  • Developed and implemented content production workflows to improve efficiency, consistency and output
  • Identified trends and audience insights to create relevant, high-performing content strategies that pushed boundaries and earned trending status and virality on social media
  • Coached on-screen talent, provided media training and casting skills to elevate storytelling quality, brand voice consistency and performance delivery
  • Led strategy and execution of scope, approach and content planning for special projects supporting business objectives for Juno Awards, We Day, Vancouver Winter Olympics, MuchMusic Video Awards

Rogers Media | Content Manager (2004–2007) | Production Assistant (2003–2004)

  • Advanced from production support at Omni Television to leadership role for Rogers Media digital channels
  • Managed editorial strategy and production elements for broadcast and digital content while building foundational skills in brand storytelling, studio production management and team coordination
  • Hired and built cross-functional production team, leading delivery of high-quality content on tight deadlines, providing constructive feedback and performance measurement reviews
  • Wrote and edited scripts, briefs and promotional content to support audience growth and expansion
  • Directed video and photo shoots, ensuring alignment with creative vision and brand standards
  • Improved processes and coordination to increase efficiency, output and cross-team collaboration
  • Managed content planning and execution for multiple programs, overseeing editorial calendars, scripting and production workflows by liaising between production, technical and editorial staff
  • Supported live and recorded programming by coordinating technical elements, leading control room execution and providing guidance to talent and studio crew
  • Increased audience growth and reach of flagship series, earned international distribution and partnership deal in the U.S., Australia and with Google Video

St. Catharines Standard, Pulse Niagara, Lifestyle magazine, UMM magazine | Freelance Writer and Reporter (2000 – 2009)

  • Produced high-quality editorial and branded content across print and digital platforms for a local newspaper, alternative weekly newspaper and various magazines
  • Wrote and published articles, features and interviews covering culture, lifestyle, news and current events
  • Conducted research and interviews to develop compelling, audience-focused stories
  • Managed end-to-end content creation, including writing, editing, pitching and digital photography

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Volunteer Experience

Creative Lead: Counterpoint Community Orchestra, November 2023 – present
Directing creative strategy, research, design and production requirements for a custom logo and shirt to celebrate the orchestra’s 40th anniversary. Collaborating with a planning committee, orchestra members and board to ensure design aligned with branding, budget and goals.

Senior Manager Events: Loblaw Marketing, 2001 – January 2024
Leading the events group as part of the marketing and brand team’s culture and wellness committee representing 400+ colleagues. Developing and overseeing key colleague feedback surveys, revamping strategic objectives and co-chairing event planning, budget, logistics and execution for annual landmark events to boost engagement, teamwork and belonging.

Content Marketing Manager: Counterpoint Community Orchestra, 2005 – 2014
In addition to playing violin as a member, led strategic planning across all B2C channels to develop and execute marketing strategies and creative assets for the arts organization and board of directors. Building brand voice and increasing sales of tickets via owned and earned media, website and social media campaigns and direct marketing channels. Writing and editing long-form editorial and display copy, improve digital best practices and grow email marketing list, coordinate print production and advertising assets within budget limits.

Education

Carleton University, Bachelor of Journalism degree with Honours

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