Selected Work
The story behind the results.
Four themes from 20+ years of B2B marketing. Each one starts with a problem, shows what I actually did, and ends with what I'd tell you if you were facing it now.
Case study 01 · Brand strategy and governance
Building a brand at global scale
Fast growth through global acquisitions meant 10+ rebrands, each one adopting the TELUS master brand while staying distinct as its own business unit.
Case study 02 · Demand generation and sales enablement
Aligning marketing and sales
How marketing earned a seat in the deal room, and an award usually reserved for sales.
Case study 03 · Positioning and transformation
Moving a services company toward technology
Moving a services company toward technology, with AI, Trust & Safety and Digital Customer Experience.
Case study 04 · Analyst relations, PR and IPO communications
Earning credibility early
Analyst relations and PR built from zero, then the largest tech IPO in TSX history.