Highlight reel:

Before founding Bonfire Digital, I spent nearly two decades leading digital strategy, performance marketing, analytics, customer experience, and innovation initiatives for global brands and agencies.

Here are some of the results, platforms, and award-winning campaigns I’ve helped bring to life.

Investec Private Bank

As Head of Digital Marketing at Investec Private Bank, I built and led a multidisciplinary team of eight digital specialists while overseeing digital strategy, acquisition, customer experience, analytics, innovation, and platform development.

Selected results

• Reduced cost per acquisition by 75%.

• Developed an always-on acquisition strategy that improved lead quality by 33% and remained active for three years.

• Built the digital marketing team from the ground up, growing it from zero to eight specialists.

• Established an internal innovation hub that transformed employees’ ideas into research and development opportunities.

• Created a new travel website for Investec’s rewards programme, incorporating multiple travel-related data feeds.

• Led the migration of the Investec website from Adobe CQ5 to Adobe Experience Manager.

• Implemented Adobe Analytics and integrated marketing data with Google Marketing Platform and CRM systems, improving lead attribution and the measurement of business growth.

• Developed a content hub designed to strengthen brand salience and build a database of prospective clients.

Award-winning digital campaigns

As the digital lead on several award-winning campaigns, I was responsible for connecting creative ideas with the technology, media, data, and measurement needed to deliver meaningful business results.

My responsibilities included:

• Leading digital creative development and strategic direction.

• Managing paid media and ongoing campaign optimization.

• Building real-time dashboards that connected campaign investment with lead attribution, lead quality, conversion rates, and business performance.

• Analyzing lead volume and quality to identify opportunities to improve conversion.

• Using microsites, online banking, social media, and mobile applications to increase product adoption and strengthen existing client relationships.

• Designing connected customer journeys across physical and digital touchpoints.

Personalized acquisition campaign

• For one campaign, we transformed a direct-mail experience into a personalized digital journey designed to support data collection and lead conversion.

  The campaign included:

  • Personalized microsites that customers could access by searching “Cheers” followed by their name.

  • IP-targeted display advertising delivered to employees at selected SAB/InBev office locations.

  • Integrated data collection and lead attribution across campaign touchpoints.

  • A connected strategy that brought together direct marketing, search, display media, personalization, and conversion.

  The campaign generated a $7 million increase in share of wallet and approximately $77 million in customer lifetime value from new-business leads.

Four Seasons Hotels and Resorts

As Manager of Global Digital and Media Analytics within the Corporate Marketing Department at Four Seasons Hotels and Resorts, I delivered insights and measurement strategies across the customer journey to help marketing teams make better business decisions.

Global measurement framework

I helped develop and launch a tiered measurement framework across paid, owned, and earned media. The framework covered three distinct levels of measurement:

Pulse

Monthly, optimization-focused metrics used by internal teams and agency partners to improve campaigns while they were in market.

Diagnostic

Post-campaign reporting used to evaluate the performance and effectiveness of individual initiatives.

Evaluator

Quarterly and annual brand-level measurement, including third-party brand health tracking, used to assess broader organizational performance.

Analytics, attribution, and governance

I also:

• Developed global and property-level campaign dashboards using Google Data Studio and Supermetrics.

• Connected marketing activity with incremental sales to support more informed investment decisions.

• Led the development of an enterprise-wide taxonomy that standardized campaign tracking across global digital marketing initiatives.

• Established a dedicated attribution workstream to test different models, document findings, and develop a more accurate view of marketing-attributed revenue.

Agency highlights:

Global agency experience

• Earlier in my career, I worked with leading global agencies, including JWT, Mindshare, and TBWA. This gave me experience across strategy, media, creative development, new-business growth, and integrated campaign delivery.

  Selected achievements include:

  • Developing and delivering the successful pitch that secured the McDonald’s digital account.

  • Growing a financial-services client relationship from a monthly retainer of C$2,500 to more than C$100,000.

  • Leading teams whose work received numerous advertising and digital marketing awards, including recognition from the Bookmark Awards, Assegai Awards, AMASA Awards, Loeries, and Internet Advertising Competition.

  • View additional awards and experience on LinkedIn.