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Skills & 
Expertise

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1. Marketing Transformation and Brand Growth

I’ve led one of the most ambitious brand and digital marketing transformations in the public sector—reimagining marketing from a service function into a high-performing, insight-fuelled, creatively brave division.

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At Metrolinx, I built and scaled a 66-person powerhouse team across brand, digital, media, content, CX, and analytics. Together, we drove the fastest post-pandemic transit recovery in North America:

  •  92% overall ridership and revenue recovery (up from 10%)

  •  160%+ growth in leisure/event ridership

  •  168% growth in youth segments

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Our success came from aligning brand vision to customer insight, media intelligence, and purpose-led storytelling—delivered through structure, process, and people-first leadership.

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2. Influence in Complex Systems

I thrive in complexity. From politically sensitive environments to matrixed leadership structures, I’ve consistently built bridges between brand strategy and organizational ambition. I’ve led collaborative initiatives with Finance, Operations, Capital Projects, and Communications, aligning diverse goals around customer insight and shared outcomes.

 

My work has earned strong board and stakeholder support—even in moments of disruption or change—and I’ve helped brand be seen not as a cost centre, but as a growth engine.

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3 . People & Culture Leadership

I’m a leader’s leader—and building high-performing, high-trust teams is my greatest joy.

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With over 14 years of experience coaching people leaders, I’ve fostered a psychologically safe, purpose-driven environment where creativity, wellbeing, and performance thrive.

My department of 66 cross-functional professionals consistently reports organization-leading scores in:

  •  Direction & decision-making

  •  Communication & recognition

  • Psychological safety & wellbeing

My leadership style is empathetic, intuitive, and outcome-focused. I set clear expectations, eliminate roadblocks, and celebrate growth—because when teams thrive, brands soar.

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4. Inclusive Marketing & DEI Thought Leadership

In one of the world’s most culturally diverse regions, inclusive marketing isn’t optional—it’s essential.

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I designed and led Metrolinx’s first inclusive marketing strategy, rooted in deep cultural insight and community engagement. This approach outperformed growth forecasts and built meaningful resonance with key segments across Toronto and the GTHA.

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Beyond the brand work, I’m an active DEI sponsor—supporting Black History Month, PRIDE 365, Indigenous Relations, Neurodiversity, and Asian Heritage initiatives. I’ve also shared these experiences, and our campaign success as a featured speaker at industry events and leadership forums.

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5. Creative Excellence and Innovation Stewardship

Champion of boundary-pushing creative, blending artistry with strategic outcomes — delivering 18 award-winning campaigns and double digit % lifts in engagement across key markets. Multi year industry awards judge (Effies Canada, Atomic Awards)

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6. Digital Transformation and Ecosystem Building

Spearheaded digital ecosystem transformation, launching a new Martech stack, including CRM, CDP, Personalization, Content Management and e-commerce platforms, that increased Revenue by $17.1 Million and conversion rate by over 30%  within 12 months.

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7. Behavioral Science-Driven Marketing Optimization

Embedding behavioral science frameworks into brand and product marketing, recovering 90% increase in post pandemic ridership recovery, 95% increase in unique riders and 160% increase in tourism and leisure trips. Architect of customer-first innovation initiatives that delivered 40% new customer journeys, increased NPS scores by and drove improvement in brand loyalty.

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8.  Innovative Product Development and Integrated Go-to-Market Excellence

Orchestrating both the design thinking and go-to-market strategies for over 20 product launches, achieving above forecasted adoption rates, enhanced customer satisfaction, alignment to shareholder objectives. Leading cross functionally - operations, customer, brand, product and corporate communication - to optimize objectives.

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9. Analytics, Insight and Data-Driven Growth Mindset

Leveraged advanced analytics, testing, and segmentation to drive substantial growth in customer acquisition, lifetime value (LTV), and ROI optimization across owned channels and platforms

 

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Resume

A decisive strategic communications marketing executive with over 20 years of progressively senior experience in visionary strategy and brand stewardship, leading internationally and nationally awarded integrated brand marketings.  Expertise in strategy development, transformation planning, resource management:

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  • Outcomes-driven leaders’ leader; nurturing high performance, engaged teams and positive, collaborative, growth-focused cultures.

  • .A confident, influential executive communicator, adept at navigating complex, matrixed organizations and with proven stakeholder collaboration.

  • Curious and data-driven, to mine compelling insights that deliver positive impact for the customer, business and brand.

  • A driven and inspiring DEI champion.

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International Work Eligibility
I am legally authorized to work in both Canada and the European Union. As a Irish citizen, with Canadian citizenship through naturalization, I hold the right to live and work freely across EU member states, enabling seamless relocation and international collaboration

Work
Experience

Vice President, Brand, Digital & Product Marketing - Metrolinx

(2020 - Present)

 

Member of the Marketing Senior Management Team (SMT) and reporting to the Chief Marketing Officer. My outcomes-based leadership role spans brand stewardship, integrated digital marketing, digital product and UX/UI, advertising creative and content, new product/ pricing innovation, vendor procurement and oversight, financial and operation management and leadership development and employee engagement.

 

I build and execute visionary, long-term, large scale corporate branding, marketing, and innovation strategies for a portfolio of four customer facing brands, including: all paid advertising, activations, 160+ annual event, tourism, loyalty, and brand partnerships with iconic global brands including: Visa; Apple; Starbucks; Amex; Toronto Blue Jays, and FIFA World Cup 2026.

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Key accountabilities:

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Strategic Brand Planning: Developing and implementing four brand strategies and GTM plans, aligned to corporate strategic objectives. Championing and stewarding the brands while ensuring consistency in application, tone and messaging and proactively planning through seasonal, political and extraneous influences.

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Leadership  & Collaboration: Leading, coaching and motivating a diverse team of 12 leaders and 55 team members, while fostering a positive culture of openness, growth, inclusion, well being and collaboration. Nurturing team dynamics through direct communication and engaging workshops, emphasising empathy and accountability.  Drives high collaboration with cross functional executive teams, to strengthen corporate alignment across interdivisional strategies and goals. Organization topping scores across the employee engagement measurement index.

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Advertising, Creative and Content Excellence: Leading the creation and execution of innovative, multichannel, advertising and content campaigns that break through the noise to resonate meaningfully with multicultural audiences and diverse, hard to influence segments including newcomers and youth, and drive above target business and brand value.

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Media Strategy and Planning: Developing and implementing dynamic and responsive media strategies that optimize against objectives and drive impact across channels. Oversight of all vendor-led media planning and buying to ensuring efficient budget allocation, maximized ROI and responsible test and learn of innovative strategies including programmatic AI.

 

Integrated Digital Marketing: oversight of the vision for the Customer Digital Transformation Strategy, resulting in the procurement, build and agile delivery of a 7 tool integrated marketing tech stack including Customer Data Platform, new web platform and Customer Relationship Management.

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Market Insights and Analysis: Identifying research gaps and leveraging data and insights to define customer behaviours, perceptions and pain points to inform strategy and actionable plans. Staying ahead of industry trends and competitors to innovate and shape desired outcomes.

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Budget Management and ROI: - Accountable for over $580M in annual fare revenue, 70M annual ridership, customer satisfaction targets of 95% and oversees divisional OKRs & KPIS to deliver same. Delivers monthly business performance reporting on P&L, OKRs, Brand Health Metrics and KPIs.​​

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Director, Brand & Digital Marketing - Metrolinx (2017-20) 

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Led brand, digital, and marketing strategy across a four-brand public transit portfolio. Provided executive counsel to senior leadership, drove enterprise transformation through customer-centric innovation, and built a high-performing, insights-driven team.

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Key Accountabilities:

  • Defined and executed long-term brand, digital, and marketing strategies aligned to enterprise goals

  • Managed multi-million-dollar budgets and full marketing investment performance

  • Led integrated advertising and media strategy to drive ridership and public engagement

  • Delivered strategic insights and recommendations to the CMO, CEO, and Board of Directors

  • Oversaw monthly performance reporting on P&L, OKRs, and KPIs with actionable insights

  • Built and led a high-performing, multidisciplinary team with a focus on talent development

  • Embedded behavioral science and customer insight into product and marketing initiatives

  • Supported enterprise-wide transformation through digital innovation and customer experience leadership

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Senior Marketing Manager - Cabinet Office, Government of Ontario (2015-17)
 

Oversaw high-impact, behaviorally informed marketing and communications strategies across government ministries. Partnered with senior officials and the Office of the Premier to deliver integrated campaigns that educated the public, shifted perceptions, and supported complex policy objectives.

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Key Accountabilities:

  • Led integrated campaign development and delivery across ministries and vendors, applying behavioral insights to shape public understanding and action

  • Directed media strategy, advertising production, and vendor engagement for province-wide initiatives, ensuring resonance and reach

  • Provided expert communications counsel to the Office of the Premier and ministry leadership on sensitive, high-stakes public initiatives

  • Managed centralized marketing budgets with strategic oversight on fiscal efficiency, compliance, and measurable impact

  • Mentored a high-performing team of cross-ministry professionals and project leads, fostering collaboration and capability building

  • Ensured alignment, clarity, and credibility across public education campaigns addressing health, safety, infrastructure, and social policy

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Senior Marketing & Communications Advisor - Ministry of Finance & Cabinet Office, Government of Ontario  (2006-15)
 

Provided strategic leadership on multi-ministry, award-winning marketing initiatives that advanced public understanding and policy awareness. Drove innovation in communications planning across 26 ministries and supported executive leadership in high-pressure, high-impact public sector campaigns.

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Key Accountabilities:

  • Led the development and execution of integrated, research-informed campaigns in collaboration with Cabinet Office, ministries, and agency partners

  • Advised on strategy, creative, production, digital integration, and media planning for complex public initiatives

  • Built trusted partnerships with senior government officials to ensure alignment, responsiveness, and clarity across campaigns

  • Oversaw and managed annual marketing budgets, ensuring strategic allocation and measurable results

  • Developed and implemented corporate initiatives to elevate communications planning and execution across the Ontario Public Service

  • Provided mentorship, training, and operational support to junior staff and peers; served as Acting Director, Marketing as needed

  • Ensured excellence and consistency in campaign delivery, earning multiple awards for public sector communications

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Education

1999

Public Relations Institute of Ireland | Post Graduate Diploma Public Relations

An intensive, one year full time and immersive Higher Diploma capturing Communications Theory, Issues and Crisis Management Law, Corporate Social Responsibility, Event Planning and PR writing.

1996-1999

Dublin City University | Bachelor's Degree - Humanities

Three year Humanities program covering Psychology, Sociology, Philosophy and English Literature.

2017-2025

Other professional qualifications

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  • Wharton School of Business; Executive Persuasion and Influence,

  • Chicago Booth University: Behavioural Econonmics 

  • MAD/Masters: Applied Behavioural Science in Marketing

  • Rotman School of Business; Behavioural Economics in Action –

  • Schulich School of Business at University of Toronto: Strategic Leadership 

Languages

  • English - native

  • Italian - beginner

  • German - beginner

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