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
Google Ads return in inquiry value · Porter Group
Organic traffic growth through SEO & content
At North 49 Brands Inc. & Rymar Group, I lead the marketing team across five fitness and lifestyle brands, 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 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 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.
Results and work samples from across my career, plus how I run marketing today. Filter by the kind of work you need.
Browse all projects with the arrows or swipe the cards.
How I report results. The numbers here are the figures recorded in each role. Where a result belonged to the whole business, I say so. Paid search for equipment is measured on inquiry value, because nobody buys an excavator through a checkout.
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 Google Ads return in inquiry value, 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.
Start with the customer, the commercial priorities and the experience the business can actually deliver.
→02LeadingHow I support a team while staying involved in strategy and delivery.
→03OperatingStrategy, team priorities and hands-on delivery, with AI supporting research and creative development.
→04Commercial thinkingConnect the result, its limitations and the next decision.
→05Brand disciplineAdapt the message to the audience while protecting the brand and the facts.
→06DevelopmentTurn new knowledge into better work and clearer guidance for the team.
→A three-page example covering the audience, offer, creative direction, team responsibilities, budget and measurement. Written for a fictional commercial fitness supplier.
essays, written from daily practice rather than the sidelines — on AI, strategy, retention, search and running portfolios.
AI agents can run multi-step tasks. Which jobs to hand them, what they must check and where a person still approves.
Read →02AI Search · SEOAI answers don’t need a new bag of tricks. The fundamentals still apply, and they’ve become less forgiving.
Read →03AI · JudgmentI use AI every day. Four marketing jobs it still can’t do: read the room, make the call, earn trust and know when to stop.
Read →04B2B MarketingWin the research months, show the machine working and stay present between purchases.
Read →05Brand StrategyForget the fixed split. Ask whether each line moves something now, and whether it keeps working after the campaign ends.
Read →06Portfolio StrategyLessons from portfolios of five, nine and fourteen brands: distinct positioning, shared infrastructure and budget that follows evidence.
Read →07Marketing LeadershipAI made the in-house vs. agency debate louder, not simpler. Start with the work, then decide who should do it.
Read →08Retention · CLVAcquisition gets the applause; retention pays the bills. Lifetime value, the flows that matter and honest measurement.
Read →09Technology · AI ArchitectureGeneric AI output is a context problem, not a prompt problem. Build the reference library, then check what the tool can read.
Read →10Email · First-Party DataWhatever happens to cookies, own the relationship. Collect data people are happy to give, and use it to serve them better.
Read →11Strategy FundamentalsAI can write a campaign in seconds. It can’t decide who the campaign is for.
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 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 inquiry or purchase.
Use AI to explore ideas, pressure-test a plan and refine the work, with human judgment 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.