Digital production leadership
My journey in Digital Production began back in 2016 when I started working as a Digital Site Merchandiser at Dyson Canada. My role saw me using our Content Management System Sitecore and other eCommerce tools like SAP to set up weekly campaigns. Landing pages, contest destinations and homepage conversion tactics are where I first got experience with planning and executing onsite journeys that generate revenue. I managed content calendar and deployment for Dyson's largest annual promotion (Q4), resulting in a +57% Year-over-Year revenue lift ($18.7M) in Q4 2018.
As part of Dyson’s biggest Digital transformation project Digital Leap, I lead the Canadian Air Treatment category team to transition to the Adobe Experience Manager CMS. I became a super user of the platform and strong Adobe suite advocate, using the platform to create hyper customized journeys such as our air treatment filter page.
As a Digital Product Manager for Canopy Growth Corporation, I became a a Shopify user, which continued to shape my understanding of what was possible, best practices and new capabilities using powerful content management tools as I worked on continually advancing the Tokyo Smoke website one landing page at a time. ·I strategized and launched SEO-driven content using digital analytics, establishing organic traffic as the highest-converting channel and generating over 77,000 unique visits in Q3 2019.
What is Digital Production ?
What do we do?
Digital Production teams are the operational backbone for eCommerce and digital retailers, collaborating with Marketing, Merchandising, and Creative to precisely execute campaigns on websites and apps. Leveraging product, project, and stakeholder management skills, and mastering Content Management Platforms, they enable business teams to rapidly build, launch, and optimize digital shopping journeys across various platforms, driving multi-million dollar sales.
How do we do it?
As a Digital Production leader for over five years, I have extensive experience with a wide array of Content Management Platforms, including Adobe Experience Manager, Sitecore, WordPress, Squarespace, Contentful, and SAP. Leveraging my Product Management background, I've enabled companies like Loblaw Digital to build highly customized and efficient CMS experiences. I've collaborated closely with Product, Development, and Engineering teams, providing practical leadership for multi-billion dollar businesses such as Dyson and Loblaw to scale ambitious initiatives, including personalized customer journeys that integrate machine learning, AI, and CMS best practices.
Results
I have consistently led successful digital production efforts for major consumer events like Black Friday and Valentine's Day. At Dyson Canada, I managed their largest annual promotion in 2018, leveraging Project Management and Adobe Experience Manager expertise to drive $18.7 million in revenue. For Canopy Growth Corporation, I developed SEO landing page strategies that made organic traffic the highest-converting digital channel, generating over 75,000 unique visits. More recently, at Loblaw Digital, I've managed a team of 10 Digital Production Specialists and Managers, overseeing content management executions that generated significant revenue. As Senior Manager of Digital Production for Loblaw Digital's media business (Advance), my team has executed numerous campaigns, generating substantial revenue this year alone.
In 2021, I joined Loblaw Digital as a Digital Production Manager for Online Grocery, leading a team of four specialists. We managed 13 Loblaw grocery websites and parts of the PC Express app, becoming experts in Contentful and Adobe DAM, and collaborating with cross-functional teams to launch major digital campaigns. I mentored the team, overseeing over 300 content launches across 20+ websites and apps, contributing to over $15 million in revenue (2021-2023).
Promoted to Senior Manager, Digital Production in 2024, I now leverage my CMS expertise to lead teams in strategically executing large-scale projects and thousands of revenue-generating campaigns. Most recently, I led the team responsible for Loblaw's first personalization platform, integrating machine learning and content management tools to create customized experiences for hundreds of user segments..
Core tools & skills
Content Management
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Contentful
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Adobe Experience Manager
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Sitecore
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Adobe Digital Asset Manager
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Wordpress
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Shopify
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Squarespace
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Adobe Analytics
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A/B Testing Tools
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Content Management 〰️ Contentful 〰️ Adobe Experience Manager 〰️ Sitecore 〰️ Adobe Digital Asset Manager 〰️ Wordpress 〰️ Shopify 〰️ Squarespace 〰️ Adobe Analytics 〰️ A/B Testing Tools 〰️
My projects
I’ve lead cross-functional teams, delivering multi-million dollar digital products and initiatives. Learn more about my projects here.
Education & certifications
Learn more about my professional education and certifications here.
What people are saying about me
Read reviews from my colleagues here.