I've always been captivated by the world of digital marketing. It's a constantly evolving field that has a profound impact on our daily lives. With over 12 years of experience, I've had the privilege of witnessing the industry's creativity and the emergence of new channels and technologies. I'm passionate about deepening my understanding of this subject and using my expertise to help businesses thrive in the digital landscape.

As a dynamic and analytical Digital Leader, I have a comprehensive understanding of integrated marketing, omnichannel marketing, digital transformation, and project management. My approach to marketing strategy involves transforming a very traditional product features and benefits message to one of inspiration and emotion using data-driven insights to target content effectively to right audience at the right time across the customer journey. 

I have a proven track record of driving complex marketing initiatives for both agency and client-side organizations. I've led large-scale integrated and omnichannel campaigns and developed key digital strategies, consistently achieving successful outcomes and exceeding project goals. My achievements include improving campaign performance, driving brand awareness and engagement, increasing web traffic and conversion rates, and implementing innovative strategies to increase ROI.

I speak fluent marketer, developer, editor, designer, salesperson, and customer. I listen, gather information, analyze it, and blend it with my knowledge and experience to create strategies focusing on maximizing the customer experience across all channels to generate a ROI. Through collaboration, experience, and research, I bring business-building digital strategies and innovations to a company, manage the internal and external resources needed to bring those plans to reality and continually monitor and optimize all online and offline activities. 

Driven by passion and curiosity, I constantly explore the intersection of knowledge and technology to spark ideas, create opportunities, and generate customer-centric results. Leveraging the power of human insights and technology, I unlock the true potential of brands and achieve innovative solutions to complex problems.

To me, work is not just a means to an end. The work is an opportunity for me to build meaningful relationships with stakeholders, agencies, and partners and to bring ambitious projects to life. I am passionate about taking on business challenges and disrupting the status quo to find more effective solutions. I embrace taking calculated risks and am not afraid to test, fail, learn, and grow. With a track record of successfully leading, motivating, managing, and developing diverse teams, I am always striving to grow personally and inspire others to do the same.

Sr. Manager, Digital Experience

Chartwell Retirement Residences | Mississauga, ON | 05/2023 - Present

Lead a high-performing team dedicated to enhancing the digital experience across all channels. Foster effective collaboration among developers, content creators, graphic design, advertising, and brand marketing. Leverage their technical expertise while communicating and sharing the digital strategic vision to drive growth in business KPIs. Focus on developing rich, engaging digital experiences, driving measurable growth in key performance indicators, and cultivating collaboration across diverse teams. Ensure a cohesive and efficient workflow while creating roadmaps for the continuous evolution of our digital landscape. Mentor and empower team members, prioritize effective communication, engage in strategic planning, and uphold a commitment to excellence, with the ultimate goal of exceeding organizational digital objectives and setting new benchmarks for success.

Strategist, Digital (Web, Content, SEO)

Amica Senior Lifestyles | Toronto, ON | 01/2021 - 05/2023

Optimize the digital experience through effective collaboration with developers, content creators, and brand marketing, while leveraging my technical expertise and strategic vision to drive growth in business KPIs by creating engaging touchpoints and innovative customer acquisition strategies throughout the entire customer journey. Lead the development team in sprint planning & management efforts. Drive the planning, prioritization, and execution of long-term strategic enhancements and immediate tactical improvements to UX, CX, and UI. Develop SEO and content strategy roadmap and implement on-page/off-page, local and technical SEO strategies. Manage integrations between multiple digital platforms and systems, (Sitecore, Eloqua, Salesforce, DAM, and enterprise search tools) to optimize data flow and ensure data accuracy. Drive thought leadership in emerging digital innovations.

Selected Highlights

• Re-platformed amica.ca’s legacy tech stack to the headless Sitecore 10.1 DXP, boosting page load speed by 442%.

• Consolidated MarTech stack onto a single platform with Jira, Sitecore, and GMP integration, maximizing inclusivity (Policy, Accessibility, QA), optimizing content experience (SEO, DCI) and marketing performance (Ads, Analytics).

• Achieved industry-standard SEO, Accessibility (AAA level), DCI, and QA scores with an average of 90/100.

• Exceeded "Above Target" 2021 demand generation goal, achieving 126% increase in digital-sourced move-ins.

Sr. Specialist, Marketing Communications

Rust-Oleum Canada | Concord, ON | 05-2018 - 01-2021

Initiated, developed and managed marketing communications strategies for over 30 Rust-Oleum Canada brands, including SEO, SEM, PPC, Paid/Organic Social, website and mobile applications, content development and creative/production. Managed agency relationship by leading projects end-to-end insight, strategy, concept, creative, execution, pitch, production – for all marketing communication programs. Led the web team to design and develop front-end and back-end web architectures and integrations while maintaining relevant hosting and infrastructure environments for development, staging, and production. Empowered brand, content, and executive teams by utilizing a variety of tools to measure user behaviour and engagement, SEO and CRO performance; provided actionable recommendations, and developed comprehensive dashboards.

Selected Highlights

• Spearheaded the development of a fully interactive digital application for engaging customers with Rust-Oleum products and brands by delivering Virtual Reality (VR) and Augmented Reality (AR) experiences.

• Launched the company’s first SEO program, SEM and paid social campaigns, increasing digital investment by 200%.

• Implemented the companywide SEO strategy for 3K+ SKUs, resulting in quarterly savings of $23K by eliminating agency costs.

• Developed a concept for the digital “#SprayNewLife” campaign and managed the execution (search, paid/organic social, display & video), generating 32M impressions and 1M engagements within 12 weeks, recognized as the Winner of the 2019 Gold MarCom Award.

Specialist, Marketing Communications

Rust-Oleum Canada | Concord, ON | 12-2016 - 05-2018

Managed marketing communications and campaigns in collaboration with cross-functional teams and external agency partners. Executed website strategy for the Canadian market, developing content for both English and French languages, creating assets, ensuring a positive user experience, and integrating the brand. Managed digital content development and deployment activities and supported Rust-Oleum's channel partners across Canada. Developed Marketing and Functional Requirements Documents for scoping, prioritization, and implementation with external agencies, resulting in successful delivery of multiple digital initiatives within budget and on-time.

Selected Highlights

• Managed and optimized the company's YouTube account, producing assets, tracking/reporting on KPIs, resulting in a YoY increase of 190% in user engagement, 92% in video views, and 210% in referral rate through the distribution of high-quality content.

• Developed and implemented a targeted email marketing campaign to promote new product launches, resulting in a 20% increase in sales from retail partners within the first quarter of the campaign.

• Conducted market research and competitive analysis to gain insight into digital positioning, SEO, and competitor displacement strategies, resulting in the successful acquisition of a $7 million private label deal.

• Collaborated with The Home Depot marketing team to develop web and social media content strategies, contributing to Rust-Oleum winning The Home Depot’s Partner of the Year award twice in the last three years.

Consultant, Digital Marketing

Holisthink | Oakville, ON | 05-2015 - 12-2016

Provided strategic planning and tactical support to agency clients, conducting market research, developing communications strategies, and managing digital/traditional campaigns. Directed media planning/buying, analytics, creative, and production teams to ensure flawless execution of all marketing pieces. Created engaging viral content, including contests, videos, and user-generated content campaigns to build social media audience and revenue. Conducted primary/secondary research and used social media listening tools to analyze competition, target markets, and trends, driving actionable insights. Analyzed a range of web/campaign KPIs/metrics through online tools to optimize conversion rates.

Selected Highlights

• Oversaw multiple successful Search, Display, and Paid Social advertising campaigns, including keywords research. Consistently increased click-through rates and ROI on PPC advertising, driving improvements of up to 150% over prior results.

• Implemented SEO best practices and UX design strategies for a Real Estate company, increasing organic traffic by 40% within 6 months.

• Led project to replace outdated CRM system with a new system allowing for highly targeted audience segmentation and improved analytics.

• Revamped email marketing content plans and deployment schedule for the client, delivering an average 42% open rate (formerly 18%) by implementing a value-based content strategy.

Specialist, Marketing Communications

Social Planning Toronto | Toronto, ON | 08-2014 - 05-2015

Developed and executed marketing communication strategies, overseeing email campaigns, website updates, and social media content to ensure cohesive branding and impactful messaging. Pioneered the organization's social media presence, generating brand awareness and building a thriving community. Compiled reports and analyzed email marketing and website metrics, managed member retention campaigns, and utilized social media platforms for branding and fundraising purposes. Established brand standards and social media policies/guidelines to ensure brand consistency across the organization.

Selected Highlights

• Conceptualized and executed the organization’s new responsive website that effectively captured the brand essence, leveraging newly defined brand guidelines to create an engaging digital experience.

• Implemented online petition landing pages equipped with built-in social sharing tools, driving a 25% surge in social engagement across all channels.

• Optimized multiple newsletter and email campaigns with A/B testing and value-based content, improving the email open rate by 3% and the click through rate by 25% over 3 months.

Account Planner    

Ozgur Aras PR  | Istanbul, Turkey | 06-2008 - 07-2010

Executed high impact PR programs from product launches, media tours, in-store/special initiatives, editorial coverage, events, to press previews and celebrity procurements, while proactively outreaching for new and existing brand partnerships, sponsorships and special projects.

Media Buyer    

Stardium | Istanbul, Turkey | 06-2007 - 05-2008

Responsible for supporting the agency’s advertising campaigns by negotiating, purchasing and monitoring cost-effective advertising spaces in print, outdoor and broadcast outlets for a range of agency client accounts.

Certificate, Marketing Analytics: Marketing Measurement Strategy

University of California, Berkeley - 2016     

Certificate, Reputation Management in a Digital World

Curtin University,  Perth, Australia - 2016 

Certificate, Analytics, Ads, Tag Manager, Digital Marketing

Google Marketing Platform, Toronto - 2015                                                              

• Google Analytics for Power Users

• Advanced Google Analytics

Postgraduate, Strategic Relationship Marketing    

George Brown College, Toronto - 2013                                                              

• Dean's Honour List - Fall 2012

• Dean's Honour List - Spring 2013

Bachelor of Arts, Media and Arts Management

Beykent University, Istanbul - 2008                                          

• Double Major in Cinema and Television