Associate Director, Performance | October 2025 - Present

• Evaluate and define strategic direction for clients based on broader, long term business impacts.

• Be the primary partner for clients, building rapport and trust through proven brand and performance media strategies.  

• Keep a pulse check on daily performance while simultaneously looking for areas to expand and grow the business based on their business goals. 

• Oversees and owns full client portfolio, specifically for Wild Fork, Canada Royal Milk, Money Mart and BC Children's Hospital.

Senior Associate, Performance | March 2024 - October 2025

• Anticipate performance needs of the account, managing risk and delivering client-ready recommendations backed by data and results. 

• Translating complex data into concise and actionable messages for SLTs.

• Primary support for portfolio management for all Wild Fork, Canada Royal Milk, Money Mart and BC Children's Hospital.

Merit Media Inc

Paid Ads Director (Part Time) | September 2023 - Present

• Leading paid social & paid search strategies and ongoing optimizations for multiple companies in a multitude of industries moke.

• Working alongside owner to help devise and plan out new campaign structure for onboarding client to achieve maximum performance in both paid search and social.

• Taking the initiative to recommend restructuring current campaigns geared towards decreasing tCPA and increasing tROAS.

My Successes

• Was able to increase video ad views by 113% while cost only increased by 2%.

• Achieved a 4x more efficient cost per conversion with a 86% increase in conversions while decreasing cost 20%.

Senior Performance (SEM) Specialist | Toronto, ON | November 2022 – December 2023

Day to Day Focus

• Leading PPC / SEM strategies and ongoing optimizations for multi-million dollar clients such as Holt Renfrew, Red Bull, Goodyear, Papa Johns’ and The Princess Margaret Cancer Foundation.

• Daily pacing with frequent adjustments to budgets to account for promotional activity/deals and newly emerging trends based on data.

My Successes

• Turned $72K into $2.3M in revenue at a $32 ROAS and $15 CPA in one weekend for a promotional sale for Holt Renfrew.

• Increased brand awareness search presence by 82% for Red Bull Canada.

• Successfully created and ran four individual event-focused campaigns customized to each goal, leading to over 300 new registrations. Not only did registrations increase but donations increased by approx. 1,740 for The Princess Margaret Cancer Foundation.

• Increased YoY conversions by over 10% while decreasing cost by 31%, +62% CTR and -32% CPC for Goodyear Canada.

SEM & SEO Specialist | Newmarket, ON | March 2020 – November 2022

My Day-to-Day Focuses

PPC/SEM strategy, custom campaign creation and ongoing optimizations for Google, Facebook, Twitter, Bing and LinkedIn ads.

The other key area I’ve focused my time on, is learning SEO optimization to increase organic ranking on Google.

My Successes - Sales

Successfully ran Google ad campaigns for Ronald McDonald House Charities which led to approx. $200K in donations.

Created and managed multiple Facebook ad campaigns for HealthNow (small e-commerce business focused on meal prep) which generated over $11K in sales in less than 2 months.

My Successes - Strategy Wins

Through account restructuring and new campaign strategy development I was able to increase overall performance for our clients for each key metric:

- CTR: +133%; from 1.9% to 4.5%

- Conversions: +55%; from 1.1K to 1.7K

- Conversion rate: +332%; from 1.58%

to 6.81%

Digital Marketing Specialist | Toronto, ON | Jun 2019 – March 2020

PPC Quantity

This was my first job after graduating from school and I was met with over 300 real estate brokers and agents looking for paid ad assistance all over North America.

What a way to dive into my career right?

Here I learned how to optimize and enhance campaigns based on current trend data and create specialized content.

Intro in SEO

Organic ranking is more than just adding content you think users might be interested in.

Working at iNCOM I was able to learn, build, implement and update client websites with effective SEO strategies.

My Successes - Sales

Through direct strategy and campaign optimizations on Google and Facebook ad platforms, I was able to help realtors gain a minimum of 10 new clients a month with a close rate of 15%.

Digital Shared Services Intern | Toronto, ON | Jun 2018 – May 2019

Here I was able to assist the marketing coordinators and graphic designers with website copywriting, proofing, and updating ad content.

I was also a key contributor to the creation of email marketing campaigns and social media content.

Marketing & Special Projects | Markham, ON | Jun 2016 – Jun 2018

Learned firsthand how to work in programs such as photoshop, illustrator and InDesign to create brand assets for large brands like Hudson’s Bay Company and Shoppers Drug Mart.

Developed brand assets for brands such as Dolce & Gabbana, Salvatore Ferragamo, Narciso Rodriguez, Serge Lutens and Issey Miyake.

The most important thing I learned while working at Shiseido Canada was how the marketing industry works, how much it has evolved and how much opportunity there is for all businesses to succeed.

Customer Service Manager | Newmarket, ON | Oct 2013 - Aug 2015

At 17 years old I learned what some corporate managers still don’t have mastered to this day; how to effectively manage people based on their communication styles. As a manager I developed excellent customer service and communication skills, the ability to move in a fast-paced environment, delegating responsibilities for crew, participated and successfully completed proper people management and leadership training per McDonald's high training standards.

Skills: Customer Service · People Management · Leadership Development · Team Leadership · Cross-Cultural Communication Skills · Time Management

Team Lead | Newmarket, ON | May 2013 - Oct 2013

After proving my skills as a crew trainer I was promoted to team lead, which elevated my responsibilities, helping prepare me for a management role.

Crew Trainer | Newmarket, ON | Sept 2012 - May 2013

Promoted to crew trainer within 2 months of my first shift.

Western University | 2015- 2018

Double Majored in Consumer Behaviour (CB) & Media, Information and Technoculture (MIT).

Had a great time, learned lots and came out on top. Easily one of the biggest successes of my life.

Fanshawe College | 2018- 2019

Postgraduate degree in marketing management, with a specialization in PPC/SEM management.

In graduate school, I started to focus more on what I liked in marketing and started to find my path.

• Google Analytics GA4

• Google Ads Shopping ads

• Google Ads Video Ads

• Campaign Manager

• Google Ads Measurement

• Google Ads - Search

• Google Ads - Display

• Google Ads Performance Max