Calgary, Canada
B2B Marketing Leader | Professional & Financial Services
I've spent 9+ years in B2B marketing across accounting and advisory firms, insurance and agency work. I build the programmes that turn a firm's expertise and client relationships into pipeline: thought leadership, client stories, buyer research and campaigns that sales teams actually use.
A plan for a global services firm to turn long client relationships into case studies, references and partner proof. It covers which clients to start with, one shared flow for every story, a permission ladder that lets each client choose how public to go, what each internal team gets back, and how to measure success in years one and two. Client and company names have been removed.
How I’d start or grow marketing at a B2B technology or professional services company. The first 30 days are for listening and auditing. After that the plan splits into two 90-day paths, one for building marketing from scratch and one for growing a team that’s already running. Both paths run quick wins alongside slower foundation work and measure everything from a baseline.
A 90-day plan for AI adoption in a marketing team. It starts with picking the right tasks, then sets clear rules on data and review, pilots with a few champions on real work, and finishes by training everyone and building AI into daily workflows. It draws on my experience leading the marketing side of an AI rollout across a 28-person team.
A visual map of how buyers interact with the brand across digital and physical touchpoints, from awareness through interest, consideration and advocacy. It let us tailor communication at each stage to improve engagement and lead generation.
A journey that guides prospects from first interaction to paying client, mapping lead generation, nurturing and conversion. Optimising these touchpoints made communication more personal and improved conversion.
Personas built from demographics, lifestyle, values, motivations and preferred channels, used to replace broad campaigns with personalised outreach and product messaging.
Led new website builds with on-page SEO, responsive design, fast load times and simple navigation, including an instant online quote form, to improve search visibility, engagement and conversion.
A dashboard tracking users, sessions, pages per session, bounce rate, search sources and actions from listings, giving the team the insight to make data-driven decisions about the website.
Infographics showing how a technology company's needs change from startup to rapid growth, expansion and exit, used to match services to the pain points clients face at each stage.
A recap for the executive team of recent marketing and digital projects: key campaigns, performance metrics, strategies and outcomes.
Open to B2B marketing leadership roles in Calgary and remote across Canada.