My work is grounded in delivering results—building systems, strengthening communications, and supporting initiatives that create measurable impact. Below are a few examples that illustrate how I approach complex challenges and translate strategy into action.
Trochu Arboretum
Website Launch & Increased Visibility for Events
Challenge:
The Arboretum needed a clear, engaging online presence to better showcase the space, improve public awareness, and support bookings for weddings and events. Existing visibility and digital tools were limiting its ability to attract visitors and convert interest into inquiries.
Approach:
Created a new website with clear messaging, improved structure, and visual storytelling that highlighted the Arboretum’s unique setting and offerings. Focused on usability, search visibility, and content that supported both general visitors and event clients.
Outcome:
Increased traffic to the Arboretum, improved awareness of the facility, and contributed to a rise in wedding and event bookings, strengthening the Arboretum’s role as a valued community destination.
Language Marketplace
High-Value Procurement & Proposal Success
Challenge:
Highly competitive procurement environment with complex requirements and strict evaluation criteria.
Approach:
Led end-to-end proposal development, aligning technical content with strategic positioning and compliance requirements.
Outcome:
Successfully submitted 50+ proposals, securing multiple multi-year contracts valued at over $500,000 each.
United Way Campaign – City of Calgary
Record-Breaking Fundraising & Campaign Systems
Challenge:
A complex, city-wide fundraising campaign involving dozens of business units, frequent leadership turnover, and inconsistent processes.
Approach:
Developed a comprehensive campaign strategy, introduced standardized toolkits and grass-roots systems, created training and reporting tools, and implemented a cultivation program to support long-term success.
Outcome:
Raised over $500,000 in a single campaign, setting a record in the program’s 45-year history, and established systems that ensured continuity and future success.
Calgary Housing Company
Digital Transformation & Crisis Communications
Challenge:
No standalone website, fragmented communications, and an urgent need for clear, consistent messaging during the COVID-19 pandemic.
Approach:
Launched a new organizational website, introduced regular staff and tenant newsletters, and established sustainable content planning and distribution systems.
Outcome:
Improved internal and external communication, strengthened trust with tenants and stakeholders, and ensured timely, reliable information flow during a period of crisis and rapid change.
Canmore Folk Music Festival
Brand, Growth & Revenue Strategy
Challenge:
Limited online presence, no formal marketing or sponsorship strategy, and manual ticket sales.
Approach:
Refreshed the brand, introduced digital ticketing, developed multi-year marketing and sponsorship strategies, expanded revenue streams, and strengthened data collection and reporting.
Outcome:
- 16% increase in attendance
- 68% increase in website traffic
- 200%+ growth in social media reach
- 50% of operating budget secured through sponsorship
Info-Tech Research Group
Lead Tracking & Content-Driven Marketing for IT Research
Challenge:
Info-Tech needed to optimize the distribution of IT research content and generate high-quality leads for their sales team. Existing processes lacked measurable tracking of digital marketing ROI, and client communications were not fully leveraged to inform future content or research priorities.
Approach:
Implemented Search Engine Marketing campaigns, and designed a lead-tracking system that monitored conversions from initial engagement through to sales. Developed a content program offering free tools and resources to generate high-value leads.
Outcome:
Established a measurable ROI system for lead generation, enabling data-driven improvements to SEM campaigns. Generated high-quality leads that directly supported the sales floor, improving conversion rates and providing actionable insights for future research and marketing initiatives.
Robarts Research Institute
International Conferences & Research Support
Challenge:
Managing complex medical research grants and international conferences with global stakeholders and strict deadlines.
Approach:
Supported grant writing and reporting, developed repeatable conference management processes, and led communications, sponsorship, and on-site execution.
Outcome:
Delivered 50+ successful medical conferences worldwide and helped establish a framework that continues to support events to this day.