Global SaaS leader in supply chain, finance, commerce, and collaboration solutions. Defined and executed the GTM strategy for the North American SaaS portfolio, including product positioning, differentiated messaging, and launch plans that strengthened competitive advantage in key markets. Drove pipeline growth through a data-driven demand generation model (ABM, intent data, firmographic segmentation), contributing to a 20% increase in pipeline revenue within 12 months. Optimized the marketing - sales funnel by redesigning conversion paths and aligning closely with sales and partner teams, resulting in a 35% lift in qualified lead conversion. Led thought-leadership initiatives: strategic content, product briefs, value propositions, and industry use cases, enhancing Generix’s credibility with supply chain and finance decision-makers. Managed integrated omnichannel campaigns (digital, ABM, field events, PR, automated email) that maximized marketing mix performance and expanded visibility in mid-market and enterprise segments. Conducted advanced market analysis and continuous competitive intelligence to refine product narratives, identify growth opportunities, and inform roadmap decisions. Collaborated closely with product, sales, and partner teams to prioritize customer needs and translate insights into high-impact marketing actions. Led creative and brand-building initiatives, overseeing web, content, and design agencies to ensure a cohesive, premium digital presence across the North American market.

Leading Canadian doors and windows manufacturer with nationwide operations. Managed a national $5M marketing budget with ROI-driven allocation, delivering high-performing campaigns and measurable revenue impact. Led marketing strategy and positioning for a complex portfolio of 24 brands, ensuring consistency, differentiation, and strong commercial results. Oversaw the marketing integration of 10 acquisitions, including brand architecture, GTM alignment, and unified customer journey design. Accelerated digital performance through a full transformation of web and social ecosystems, driving a 50% increase in engagement. Optimized the marketing mix and brand positioning, contributing to a 15% increase in sales across newly integrated brands.