I turn business priorities into marketing plans, campaigns and customer experiences. With 10+ years across B2B and e-commerce, I manage teams and budgets while staying hands-on with the work.
Years leading marketing functions
Brands in my current portfolio
Assigned enquiry value / ad spend · Porter Group
Organic traffic growth through SEO & content
I lead marketing across five fitness and lifestyle brands at North 49 Brands Inc. & Rymar Group, managing a lean team while staying hands-on with strategy, campaigns, content and budget.
My experience spans B2B equipment, industrial safety, legal services, D2C e-commerce and automotive retail. I bring commercial planning and creative execution together, from the first brief to the results review.
For over a decade, I have been trusted to direct and execute entire marketing functions, from setting portfolio-wide strategy and budgets to leading lean teams, building the creative campaigns, writing copy, and editing code myself.
My experience spans six industries, from an official Harley-Davidson franchise to heavy machinery groups, industrial safety, legal professional services, and D2C e-commerce. At Porter Group, that meant directing marketing across nine brands and five divisions in NZ, Australia, the US and the Pacific. At Active Safety, fourteen safety and workwear brands. Today, it means overseeing five fitness and lifestyle brands for North 49 Brands and the Rymar Group in Canada.
I use a changing mix of current AI tools, including Claude, ChatGPT, Codex, and Google Gemini, for research, pressure-testing strategy, developing options, and refining content. Combined with hands-on skills in HTML, CSS, JavaScript, Shopify, and WordPress, this helps the team work with stronger context and make better decisions. Here's exactly how that workflow works →
I started in journalism and design, holding a journalism degree, film and photography awards, and years of freelance design before stepping into marketing. It is why the creative execution on this site is native and directed by craft, not delegated to agencies.
Start with current portfolio leadership, organic growth and e-commerce. Explore the full collection by the kind of work you need.
Browse all projects with the arrows or swipe the cards.
A decade running marketing functions across six industries — heavy equipment, industrial safety, legal services, D2C gifting, automotive retail and fitness.
Directing marketing strategy and execution across five fitness and lifestyle brands, leading the marketing team while owning strategy, content, campaigns and budget end-to-end. Shopify and WordPress optimization, SEO, in-store promotions, corporate events and product launches.
Comprehensive digital strategy for three D2C e-commerce brands: Meta and Google campaigns, Klaviyo email marketing, and extensive hands-on Shopify UX, website development and conversion work using HTML, CSS and JavaScript, contributing to 25% year-over-year sales growth.
Marketing strategy across three companies: 60% growth in organic traffic through content and technical SEO, 40% increase in brand engagement, campaigns spanning print, online, tradeshows and social. Managed marketing staff and media contracts.
All marketing across physical stores, e-commerce and a B2B rep network for fourteen safety and workwear brands. Email automation and segmentation lifted retention 20% and online visits 45%.
Owned the firm's marketing strategy and all internal and external communications, presenting data-driven reports directly to the partnership board and delivering in-house marketing training for staff and partners.
Digital marketing for nine equipment brands and five divisions with multi-market scope across NZ, Australia, the US and the Pacific: 3.5x assigned enquiry value to Google Ads spend, 8 social profiles, 50+ Google Business locations, and "Porter Press", a quarterly magazine mailed to 9,000+ readers.
Full marketing ownership at an official Harley-Davidson franchise: key contributor to winning "Dealership of the Year" out of 52 AU/NZ locations, with social and influencer engagement up 75%.
Both came out of the same frustration: the work is rarely the problem. The decisions around it — what to fund, what to stop, what gets lost between the meeting and the report — are.
It turns scattered brand, customer, offer, results and operating knowledge into a portable system you control. The Kindle edition is on Amazon.ca, with eight free working Blueprints.
A decision loses its meaning between the meeting, the brief, the sales conversation and the report. Everyone does competent work with the piece they receive, and the business forgets why it approved the work at all. This book is about keeping that reasoning intact as work changes hands.
How I understand a business, lead a team and turn commercial priorities into marketing work. Six perspectives on what it is like to work with me.
I combine customer experience, frontline insight and management priorities before building the plan.
→02LeadingClear briefs, useful feedback and room for colleagues to develop their own judgement.
→03OperatingHow I coordinate priorities, support a lean team and use AI to inform the work in my current role.
→04Commercial thinkingWhat a result means, what its limits are and which decision it should support.
→05Brand disciplineLessons from Harley-Davidson and later portfolios on bringing energy to a brand while protecting its identity.
→06DevelopmentHow research, practical experience, training and mentoring help me develop capability in a team.
→A three-page example covering the audience, offer, creative direction, team responsibilities, budget and measurement. Created for a fictional commercial fitness supplier, with illustrative targets.
essays, written from daily practice rather than the sidelines — on AI, strategy, retention, search and running portfolios.
McKinsey estimates agentic AI could power two-thirds of current marketing activities. What that means in practice, from someone using it daily.
Read →02AI Search · SEOGoogle says its AI features run on core Search ranking, so the fundamentals still hold. What changes is how you earn a citation inside a synthesised answer.
Read →03AI · JudgmentClaude, ChatGPT and Gemini every single day, and four things where human judgment still wins every time.
Read →04B2B MarketingEquipment buyers research for months and buy for decades. Research-stage visibility, proof over promises, and owned media in between.
Read →05Brand StrategyBinet and Field's 60/40 logic and Byron Sharp's availability — and what they mean when your budget is a rounding error next to the case studies.
Read →06Portfolio StrategyLessons from running portfolios of 5, 9 and 14 brands: distinct positioning per brand, shared infrastructure underneath, one budget logic.
Read →07Marketing LeadershipGartner's 2025 CMO Spend Survey found 39% planning to cut agency allocations. Execution is moving in-house — and here is where that logic breaks.
Read →08Retention · CLVAcquisition gets the applause; retention pays the bills. Lifecycle flows, behavioural segmentation and the CLV lens, from someone who has built them.
Read →09Technology · AI ArchitectureA blueprint for a local, context-aware AI database driving calculated campaigns and web engineering across a multi-brand portfolio.
Read →10Email · First-Party DataGoogle kept third-party cookies in Chrome in April 2025. The brands that did the owned-channel work regardless are still the ones with an advantage.
Read →11Strategy FundamentalsKotler's STP is still the spine of real strategy. What it looks like when your buyers range from site foremen to gift shoppers.
Read →109 brands, two kinds of relationship. Twenty businesses whose marketing I ran, and eighty-nine manufacturer and supplier brands marketed through them.
Harley-DavidsonPorter GroupPorter HireGore Machine HireAdvanceQuipActive SafetyAWS LegalThe Gift Group3MCASE ConstructionSandvikTerexBOMAGXCMGBlundstoneSteel BlueBollé SafetyPelotonPrecorLife FitnessTRXConcept2KeiserHyundai Heavy IndustriesHarley-DavidsonPorter GroupPorter HireGore Machine HireAdvanceQuipActive SafetyAWS LegalThe Gift Group
Giftbox Boutique
Little & Luxe
Gather & Graze
The Rymar Group
Rymar Rubber
Rymar Synthetic Grass
Rymar Brands
360 Courts
Spartan Fitness Equipment
Vintage Iron Cycles
Synergy Bikes
VO3 Fitness3MCASE ConstructionSandvikTerexBOMAGHyundai Heavy Industries
MackXCMGBlundstoneSteel BlueBollé Safety
Howard LeightPeloton
NordicTrackPrecorLife FitnessTRXConcept2
ProForm
Rad Power BikesKeiser
WaterRower
Echelon
HOIST Fitness
Octane Fitness
Assault Fitness
TRUE Fitness
Aviron
BodyCraft
LifeSpan
VersaClimber
OxeFit
STEPR
Altas
Batca
GluteBuilder
Grizzly Fitness
GoFit
NÜO Fitness
Ultimate Fitness
Apollo Scooters
Rayvolt
ZOOZ
Ruff Cycles
Michael Blast
ASV Posi-Track
Madill
Airman
ASTRA
Log Max
FRD Furukawa
Auger Torque
Earthworm Attachments
MBI
ICM
DEMCO
NC Engineering
Rotadairon
Gyru-Star
MultaVEX
Mantovani Benne
Peiner Smag
FXD Workwear
Bisley Workwear
JB's Wear
Syzmik
Stoney Creek
ProChoice Safety Gear
Bison Safety
Esko
Thorzt
John Bull
Grisport
TEBCO
Apex
Biz Collection
Edge
Vosch
Pratt Systems
Help-It
The Candy Collective
Better Bites
The Cookie Co.
T+Me
Uptown Coffee
Bailey & Gray
Veya
Three Little Birds
Artificial GreeneryHarley-DavidsonPorter GroupPorter HireGore Machine HireAdvanceQuipActive SafetyAWS LegalThe Gift GroupGiftbox BoutiqueLittle & LuxeGather & GrazeThe Rymar GroupRymar RubberRymar Synthetic GrassRymar Brands360 CourtsSpartan Fitness EquipmentVintage Iron CyclesSynergy BikesVO3 Fitness3MCASE ConstructionSandvikTerexBOMAGHyundai Heavy IndustriesMackXCMGBlundstoneSteel BlueBollé SafetyHoward LeightPelotonNordicTrackPrecorLife FitnessTRXConcept2ProFormRad Power BikesKeiserWaterRowerEchelonHOIST FitnessOctane FitnessAssault FitnessTRUE FitnessAvironBodyCraftLifeSpanVersaClimberOxeFitSTEPRAltasBatcaGluteBuilderGrizzly FitnessGoFitNÜO FitnessUltimate FitnessApollo ScootersRayvoltZOOZRuff CyclesMichael BlastASV Posi-TrackMadillAirmanASTRALog MaxFRD FurukawaAuger TorqueEarthworm AttachmentsMBIICMDEMCONC EngineeringRotadaironGyru-StarMultaVEXMantovani BennePeiner SmagFXD WorkwearBisley WorkwearJB's WearSyzmikStoney CreekProChoice Safety GearBison SafetyEskoThorztJohn BullGrisportTEBCOApexBiz CollectionEdgeVoschPratt SystemsHelp-ItThe Candy CollectiveBetter BitesThe Cookie Co.T+MeUptown CoffeeBailey & GrayVeyaThree Little BirdsArtificial GreeneryTwo different relationships, kept separate on purpose. Twenty are businesses and house brands whose marketing function I owned outright — strategy, budget and execution. The other eighty-nine are manufacturer and supplier brands I marketed through those businesses, in campaigns, content, launches and retail programs.
Leadership, commercial thinking and hands-on delivery, developed across multi-brand marketing roles. Explore the capabilities and the work behind them.
Lead a lean team, set priorities across brands and connect the work to commercial decisions.
Build a marketing plan around the customer, the market and the business's commercial priorities.
Plan acquisition campaigns and build customer journeys across paid media, email and e-commerce.
Improve how customers discover a website, understand the offer and move towards an enquiry or purchase.
Use AI to explore ideas, pressure-test a plan and refine the work, with human judgement and source checks throughout.
Develop written and visual campaign material that fits the brand, the audience and the channel.
Open to the right marketing role anywhere in Canada, on-site, hybrid or remote.