I’m a Director of Digital Marketing with 13+ years of experience leading digital transformation, brand growth, and revenue-driving initiatives across both B2B and DTC organizations.

My career began in design and evolved into digital marketing leadership, allowing me to bring creative thinking and strategic execution together. Since joining Giftcraft in 2020, I’ve helped modernize the company’s digital ecosystem and was promoted to Director of Digital Marketing & Creative in 2023. Through a platform rebuild, clearer messaging, and performance-focused initiatives, I contributed to a 30% increase in earnings and strong, sustained digital growth.

During this time I led enterprise initiatives such as migrating a legacy B2B platform to a new CRM, PIM and Netsuite delivering an updated, accessible, and conversion-focused experience. I also refreshed B2B email and lifecycle marketing through improved segmentation and automation, driving meaningful gains in engagement and click-through performance. In addition, by revitalizing organic social media with a refined visual identity and audience-led strategy, I helped achieve 300% year-over-year engagement growth and outperform key competitors.

On the DTC side, I’ve led the end-to-end launch of several global Shopify experiences, transforming existing B2B infrastructure into scalable consumer commerce operations. This included platform integrations, site experience design, and lifecycle marketing across email and SMS.

Above all, I enjoy building and leading collaborative teams, providing creative and art direction, and partnering across departments and digital functions to support eCommerce growth and field sales success.

Giftcraft Ltd.

Director of Digital Marketing

December 2023 - November 2025 Brampton, Ontario

B2B

• Led the full migration of the legacy B2B platform to a new CRM, NetSuite and PIM, overseeing front-end redevelopment and modernizing the user experience with a contemporary, conversion-focused design that adhered to WCAG and SEO best practices.

• Rebuilt and rebranded all B2B email marketing on a new platform, developing automated flows based on audience segmentation, retargeting logic, and ongoing campaign strategy; drove sustained 20% growth in open rates and increased click-through rates from 1% to 3.5%.

• Revitalized organic social media channels through refreshed visual identity and audience-driven content strategy, achieving 300% year-over-year engagement growth and outperforming and outperforming the engagement of our closest competitors.

• Designed and executed high-performing multimedia ad campaigns across Meta platforms, continuously optimizing creative, targeting, and performance to improve efficiency and results.

• Increased revenue generated through digital channels by 30% in one year through improved design, messaging, platform optimization, and data-driven marketing strategies.

DTC

• Led the end-to-end launch of the Charlie Paige DTC Shopify site, migrating and adapting existing
  B2B systems into a scalable direct-to-consumer structure.

• Oversaw global operational setup including multi-country finance and tax configuration,
  inventory division across B2B and DTC channels, and integration of NetSuite, Skubana, product
  management tools, customer reviews, loyalty programs, and shipping and returns.

• Designed the site experience from the ground up, including homepage, collection pages, and
  product detail pages (PDPs), with a focus on brand storytelling, usability, and conversion.

• Developed and executed a comprehensive lifecycle marketing strategy across email and SMS,
  creating campaigns and automations to drive acquisition, engagement, and retention.

• Planned and executed social media campaigns and influencer partnerships, using market research
  and social listening to refine strategy, tailor visuals and messaging, and align with relevant trends.

Art Direction & Management

• Provided creative and art direction for photography and product shoots, guiding editorial and social video assets while managing logistics including locations, furniture rentals, and model scheduling.

• Led NetSuite, CRM, and PIM teams to ensure accurate product, pricing, and promotional data across all digital platforms for 10,000+ SKUs, while supporting field sales with reliable, on-demand catalogues and tools.

• Redesigned and refreshed company branding across all digital touchpoints, ensuring cohesive visual identity and alignment across eCommerce, marketing and social channels.