At Human Appeal Canada, I lead cross-channel digital strategy across paid media, website, SEO, social, email and SMS. I contributed to 93% growth in digital fundraising income and a 297% increase in online donation volume.
I also improved paid fundraising efficiency: revenue rose 103% while media spend fell 16%, lifting ROAS by 142%. I built and lead a five-person digital and communications team, and manage external agencies, budgets and campaign delivery.
At Northern Reflections, I directed integrated marketing across e-commerce, stores and media channels. I managed $5M+ in media investment while maintaining approximately 5x ROAS, and contributed to a 2.8% improvement in e-commerce conversion through customer journey and digital experience optimization.
