20+ years of UX & digital marketing
B2B and B2C audiences
With a background in visual arts, I trained in web design and began my career at creative and tech startups and the e-commerce division of a national retailer. As digital marketing emerged, I moved into managing email, SEO, and paid media campaigns, then into hybrid roles designing customer journeys across digital channels, first in consumer services and later in financial services.
That blend of UX, product design and growth-focused digital marketing has delivered measurable results. At the Ontario Teachers' Pension Plan, I led a digital journey optimization project for the 5,000+ teachers who retire annually, which increased self-service completion by 15% and reduced retirement-related inbound call volume by 28% in the season following launch. At Munich Re, I led UX and marketing for an insurance e-commerce platform that reached conversion rates 5x the industry average. At Arbor Memorial, my SEO and paid media strategy, tied to CRM-integrated lead attribution, helped drive an 80% increase in online leads.
My work covers the full customer journey, from voice of the customer (VOC) research and journey mapping to UX design, omnichannel campaign planning, and lead generation, along with ongoing optimization of products and campaigns based on analytics and customer feedback.
As a leader, I bring strategic and systems thinking, customer empathy, and hands-on execution. I've worked in highly regulated environments, managed teams of up to eight, directed agencies, and led cross-functional initiatives spanning marketing, product, development, analytics, and customer support. Whatever the role, my focus remains the same: turning complexity into intuitive experiences that create value for customers and organizations.