Approach
Brand and revenue are the same job.
I've spent 20+ years in B2B marketing, from product launches at Kodak to leading global marketing at TELUS Digital. These are the beliefs that have held up in every role, every market and every budget.
A brand is a platform, not a tagline.
A tagline sits on a page. A platform changes how a company talks. At TELUS Digital, Humanity-in-the-Loop (opens in a new tab) gave 80,000 people a shared way to talk about AI and technology, built on three ideas: design for humans, performance starts with people, and consider lasting impacts.
The test I use: can a sales rep, an engineer and a CEO each say it in their own words and still sound like the same company?
Marketing should own a number.
I've always carried pipeline responsibility alongside brand. I worked daily with global sales on multimillion-dollar enterprise deals, and our programs generated over $100M annually in marketing-sourced and marketing-influenced pipeline.
When marketing shares the number, sales stops treating it as a service desk and starts treating it as a partner.
Consistency creates champions.
Brand governance is not about policing logos. It's about making the right thing easy, so every team member can represent the company well. I protected the brand across 80,000 employees and 32 countries, through more than 10 M&A integrations.
When people understand why the brand looks and sounds the way it does, they start defending it themselves.
Build credibility from the start.
Analysts, journalists and investors form opinions long before a buyer picks up the phone. I built our analyst relations program from zero and managed global PR, so that by the time TELUS International went public, the story had already been told for years.
Spend carefully and measure honestly.
I've worked within tight budgets, especially as a public company. In 18 years I always stayed on budget with my team and agency partners. I set clear KPIs up front, report on them regularly, and stop what isn't working.
Leadership: how I build teams
Hire well and let your team shine.
I led a global team of 30+ across seven countries, and I've hired strong people around the world throughout my career. I'm a values-based leader: I aim to build a high-performing, supportive team where people do their best work.
What that looks like in practice:
Clarity first.
Everyone knows what the brand stands for, what the goal is and how it will be measured.
Influence without authority.
Most of the work that matters happens across sales, product, finance and the executive team. I build alignment by listening first and bringing evidence.
Develop people, not just output.
From teaching a B2B marketing certificate program at Simon Fraser University to advising the Marketing Program at Okanagan College, I enjoy helping the next generation of marketers grow.
Calm under pressure.
Global launches, acquisitions and an IPO don't allow for drama. I keep my teams steady and the work moving.