Canadian Red Cross
21%
Increase in organic conversions
$2M+
Annual revenue channel growth
Built the ecosystem that became the second-largest donation revenue channel
I build digital growth systems.
Strategy through execution, from start to scale.
I've spent my career building the growth systems that most companies know they need but haven't gotten around to building. By combining deep technical understanding with strategic leadership, I help large organizations achieve startup-level agility and turn complex challenges into frictionless user experiences. My focus is on creating coherent digital engines that drive sustainable, long-term growth.
Jobber
10%+
Consistent YoY organic traffic growth
30%
Conversion rate improvement
Scaling technical infrastructure to drive consistent user acquisition & growth
"I've never been a specialist." I've led SEO, content strategy, UX, experimentation, web performance—sometimes all at once. That breadth isn't a lack of focus. It's the point. Digital growth doesn't live in one channel. It lives in how the pieces connect.
- 2025 – Present
VRIFY
Digital Experience Manager
Enterprise B2B · Mining & exploration tech
- 2025
Spring Financial
Conversion Optimization Lead
B2C · fintech
- 2021 – 2025
Jobber
Web Growth Manager
B2B SaaS · Home services vertical
- 2013 – 2021
Canadian Red Cross
Senior Manager – Search, UX & Conversion
National nonprofit · Fundraising & disaster response
Quantic School of Business and Technology Expected 2027
Executive MBA
University of Victoria 2011
BSc, Psychology & Linguistics
Certifications
Reforge: Experimentation + Testing
CXL Conversion Optimization