About Me
I have 22 years of knowledge and experience in marketing and branding. I continue to level up myself by learning about technologies, trends, tactics and strategies that can help increase audience engagement.
I am a father of two boys, husband to my wife since 2007, a Hot Wheels collector, avid reader, gardener, book collector, music lover, automotive enthusiast, mountain-loving, active man. When I create brand marketing strategies, they are intentional and measurable. I aim to win.
My Skills
Brand Marketing
Branding and marketing compliment and work seamlessly together when done right. I look at every business problem holistically from a owner and client point of view. My solutions take every available aspect into perspective to create a strategy that is scaleable, sustainable, and capable of generating ROI.
This is how I think, plan and execute my brand marketing strategies. It’s a holistic approach that activates leadership, employees, and customers to attract and retain the right people who buy a product/service or are looking for a career.
When you approach brand marketing holistically, you can create internal and external strategies that leave a lasting impression. It generates multiple touchpoints and experiences that are memorable. When you are unforgettable, people talk about you. When people talk about you, you’re amplifying your brand. And that type of marketing is the most powerful and highest ROI-generating tactic any business can ask for because it’s credible and free.
Skills include:
- Company and product naming
- Slogan creation
- Brand SWOT analysis
- Market Research
- Brand Guidelines
- USP writing
- EVP writing
- Strategy creation and implementation
- Storytelling
- Client and employee journey maps
- Sales funnels
- Customer & employee behaviours
- Memberships
- Brand loyalty
- Customer experience
- Trade show management & logistics
- Event planning
- Sponsorships
Design & Communications
The way your words and visual elements look and speak matters. How they are executed will determine the perception you create in your audience’s minds.
When I craft visuals and words for companies, I utilize design fundamentals, consumer behaviours, psychology, and common sense. There is power in storytelling, especially when it applies to showcasing the value of the product or service.
Skills include:
- Logo design
- Sales pages, whitepapers, books
- Custom typefaces
- Illustration
- Design of printed marketing materials
- WordPress website design
- Written content for social media, blogs or whitepapers
- Email newsletters and segmentations
- Digital designs for social media and ads
- Tradeshow displays
- Events
Leadership
I approached every situation with two eyes and ears to meet their challenges and create solutions. I also apply the same thoughtfulness to managing a team. Engagement and communication are necessary for any team to be successful. I lead with empathy, compassion, integrity, and accountability. When I lead by example, it will trickle down to the team I manage.
Skills include:
- Listening with two ears and two eyes
- Empathy
- Compassion
- Critical thinking
- Communication
- Patience
- Teamwork
- Integrity
- Reading
- Learning
- Continued personal development
- Systems and processes
- Networking
- Budgeting and forecasting
- Visionary mindset
- Intense optimism
- Managing remote teams
- Empowering and inspiring my team
Knowing enough to be dangerous
Have you ever heard the line, “If you fuck around, you find out.” I like to fuck around in areas that intrigue me or stimulate my curiousity. This has given me enough knowledge to be dangerous.
I know enough to be dangerous in these areas:
- Social media marketing
- Podcasting
- Promotional item sourcing and production
- Product manufacturing and purchasing
- Video production
- A/B Testing
- SaaS development and launching
- Trademarking
- Sales
- Franchising
- Packaging
- Book publishing
Work Experience
October 2024 – present
Marketing Manager
Insight Medical Imaging
Overview
I am responsible for strategy, creative direction, KPIs, analytics, reporting and managing a small team of amazing talent.
Highlights
Training, managing and provided strategic guidance to a Marketing Coordinator and PR Coordinator.
Proactively implemented systems and procedures for the marketing department.
Create and manage marketing campaigns.
Manage and monitor yearly KPIs and marketing analytics.
Reporting to partnership and senior management team.
January 2023 – August 2024
Senior Marketing & Culture Specialist
Michels Canada
Overview
Highlights
Worked collaboratively with the Human Resources, Recruitment, Business Development and Indigenous Relations teams. Offered strategic guidance, proactive communications and ongoing support as needed.
Proactively audited and reported marketing spend and budget projections to the President, COO, VPs and my Direct Reports.
Provided quarterly reporting to my direct reports, President, COO, and VPs.
Fostered relationships with vendors and contractors for marketing support.
Worked collaboratively with HR and Recruitment to create an employer branding strategy. Communications and visuals were developed by me and polished by Recruitment which shared a proper narrative of what it looked like when you worked at Michels Canada.
Proactively led a team to create and implement annual Meet & Greet client engagement events. Attendance increased by 50%.
Proactively implemented QR Codes to measure effectiveness in all advertising, tradeshows, events, and recruitment fairs. Proactively communicated to key stakeholders in the company which actions were yielding results and which were not.
Shared and presented new marketing ideas to increase company culture, and external brand awareness to the US Marketing Team.
Proactively led a project team to create a company webstore for merchandise purchasing- directly used by project sites, directors, managers and departments. The implementation of this store saved the company over 1 Million dollars, and created budgetary spending and spend monitoring.
Proactively provided strategic guidance to the Preconstruction Team.
Provided strategic communications to Directors. I shared my market research, ideas and insights to help them improve marketing in their departments.
Proactively managed and led internal digital screens across all four offices to showcase employees, company events and milestones achieved by the company and people. The ongoing internal communications were well received by all staff.
Created, led and managed a company-wide Corn Hole Tournament with the Social Committee. Two of three offices participated. Over 25 teams competed on average. The annual event increased engagement, morale and camaraderie.
Proactively created, led and managed a company-wide annual awards program with the help of HR and Recruitment. This was an inclusive, peer-nominated and voted awards program that highlighted outstanding employees in one of 4 categories – Leader of the Year, Rookie of the Year, Core Values Award, Builder of the Year. Over 25% of our employees participated in nominations and voting in its first year.
Proactively fostered and built relationships with the United States Marketing Team through quarterly visits to Wisconsin and direct reporting to the Sr. Director of Marketing.
Managed and led all tradeshows for the company. I managed logistics, attendance, setup & tear down, strategic sponsoring and marketing strategy at the shows. I worked collaboratively with the COO, VPs, Directors and employees to record ROI and effectiveness.
Proactively created a North American advertising campaign. Presented and pitched the idea to the VP of HR and her team and worked collaboratively with the US marketing team to design and develop advertisements, written copy and video shoots.
Proactively researched and pursued new marketing channels to increase brand awareness.
Proactively participated in the Social Committee, chaired the Culture Committee meetings and chaired and presented to the Culture Board.
2011 – 2022
Managing Director
Wake Creative
Overview
Highlights
Led teams of contractors giving them strategic guidance to deliver high-end results for my client’s projects.
Increased the value of a bookkeeping business by 13% through rebranding.
Helped a real estate developer secure key stakeholders by rebranding his company.
Created a brand and marketing strategy that helped a construction company sellout all their properties before they began construction.
Created and led a successful email marketing strategy. Weekly emails were sent to subscribers with an average 50% open rate.
Helped a mortgage broker increase her leads by 300% after rebranding her business.
Helped a roofing company increase sales by 200% after rebranding their company.
Collaborated with clients and external contractors to develop marketing materials that met client expectations.
Led over 10 successful public presentations and workshops educating leads about branding and marketing for their businesses.
Led and managed media relations, advertising campaign buying, and promotional materials, for clients.
Managed relationships with vendors and contractors.
Managed and implemented all social media posting on multiple channels. Monitored analytics to increase engagement. Conducted split tests to key in on high-performing posts.
Provided detailed creative briefs to contractors to increase efficiency and speed up the delivery of final products.
Was responsive, flexible and adapted to client project changes.
Wrote and published a book. Logo Design for Business Owners was a 60-page book that gave step-by-step guidance on logo design, branding and how to hire a logo designer. 300 copies were printed and distributed to business owners across Canada.
Wrote and edited over 20 whitepapers. These various reports, checklists, handbooks and inspirational manuals were used as lead magnets for email newsletter opt-ins. They directly funneled into email drip campaigns with clear calls-to-action.
Created and managed websites using WordPress. I designed and wrote copy for my company and clients. Implemented all websites using the WordPress cms supported with Elegant Themes DIVI template.
Developed ongoing leadership skills. I was a decade member of Business Networking International (BNI). Throughout my tenure as a member, I was the VP of my chapters four times. I was also proactive in taking leadership positions for other roles within the chapters. I was given exclusive access to leadership training courses, books and workshops.
Hosted, produced and marketed a podcast. I created a podcast called Pacenotes. I spoke with business owners and subject matter experts who educated business owners on various topics. 21 episodes were created.
2009 – 2011
Graphic Designer
B&B Electronics
Overview
Highlights
Designed the branding and marketing materials for their new product Solace Remote Starters. This included design concepts for the remote starters, tradeshow display, logo design, identity guidelines, posters, POP displays and manuals.
Redesigned the B&B Electronics logo and supporting imagery.
Designed and produced 45 multi-page booklets and binder in preparation for their dealer expo show sale.
Trained, managed and provided strategic guidance to a Web Developer.
Managed all day-to-day marketing requests from managers and ownership.
2008 – 2009
Graphic Designer
International Fitness Holdings
Overview
Highlights
Coordinated with sign suppliers to deliver bi-monthly billboard designs.
Worked with internal departments to create manuals and internal communication posters.
Trained, managed and provided strategic guidance to a Web Developer/Graphic Designer.
2002 – 2008
Graphic Designer
North American Powertrain Components
Overview
Highlights
Worked with vendors and production companies.
Led and managed the creation of their diesel performance brand – North American Diesel Performance. I created their logo design, brand direction, marketing efforts and community building.
Led and managed the creation of their annual diesel performance event, the Annual August Blackout. I created the logo design, slogan, marketing materials and merchandise. I was responsible for attracting sponsors, racers and spectators for the event. I collaborated with NHRDA and RadTorque Raceway to create a 2-day event. We attracted over 5000 spectators, 120 competitors and over $300,000 in sponsorships and prizes.
Managed and maintained the company websites and ongoing marketing efforts.
Supported the Business Development Team to increase sales.
Monitored and interacted with customers to increase brand awareness and customer experience.
Education
2000 – 2002
Diploma in Communications (Visual Communication Design)
MacEwan University
Courses, Workshops & Certifications
2002 – present
Microsoft 365 Sharepoint Site User Certification
The Futur Business Bootcamp Certification
Behavioural Science for Brands
Start With Why
iEQ9 individual Standard Report
CliftonStrengths Strengths Insight Guide
Arete Syndicate
High-Performance Habits
Volunteer/Networking
2022 – 2024
Board Member
Phoenix FC (Sherwood Park District Soccer Association)
Was a Member At Large and actively participated in various committees. Was the lead for the Marketing & Communications Committee. Was an active participant in developing Governance Documents. Gave guidance and direction to their marketing employee.
2016 – 2023
Coach
Phoenix FC (Sherwood Park District Soccer Association)
I coached boys soccer in U6 – U10 from Tier 4 to Tier 2 divisions. I served as head coach and assistant coach managing team lineups and practises, parent communications and working collaboratively with other coaches in the same division.
2012 – 2022
Member
BNI Northern Alberta
Served as VP of my Chapter for different terms. Also took part in various other roles within the chapter.
2013 – 2022
Member
SEMA
Was a SEMA Show Committee Member for 2 terms.