Grassriots Inc.
Director of Strategy / UX
May 2014 – April 2016

As Grassriots’ Director of Strategy, I was responsible for planning, specifying and implementing digital strategies that helped clients meet and exceed their business objectives. This work involved developing short term plans for individual campaigns, and long term annual plans and strategies for our AOR clients.

Besides strategy, my efforts were focused on the user experience and developing innovations that advanced online fundraising and advocacy causes. Using my extensive experience in psychology, user behavior and industry best practice, I helped deliver significant results for clients, in some cases doubling or tripling business objectives.

  • Captured business and functional requirements and translated these into detailed specifications, wireframes, and interactive prototypes for all online initiatives
  • Created long and short term strategic plans to meet our clients fundraising and mission based goals
  • Conducted detailed research and peer reviews and developed detailed site architecture, and information hierarchies for all projects
  • Defined audiences, user profiles and personals for clients and campaigns and created marketing and communications plans to reach these targets
  • Product owner, responsible for advancing and optimizing our Peer 2 Peer, Advocacy and Donation page products
  • Managed client relationship and used these relationships to identify client specific and industry opportunities for innovation
  • Responded to RFPs, developed proposals, and created organizational marketing plans and assets
  • As a partner in the business, I was a key member of the leadership team helping to grow the company from a team of 3 to a team of 9, and our client base from 3 to 12.
Manifest Communications
Technical Director
March 2011 – May 2014
  • Captured business and functional requirements and translated these into detailed specifications, wireframes, and interactive prototypes for all online initiatives
  • Conducted detailed research and peer reviews and developed detailed site architecture, and information hierarchies for all projects
  • Managed all digital production, including resource management, budgeting and quality assurance testing, working exclusively with external teams
  • Integral in strategizing, brainstorming, pitch creation and technical consultation with clients and the creative and accounts team
InViVo Communications
Director, Interactive Media
May 2010 – Feb 2011
  • Help to conceptualize and develop digital interactions aimed at educating or marketing to medical professionals
  • Lead strategy sessions, brainstorming, pitch creation and technical consultations with clients and the accounts team
  • Managed a team of 12 people to create all interactive web, mobile and kiosk applications
  • Member of the InViVo leadership team, creating and executing annual plans and budgets for my department
Armstrong Partnership
Interactive PM/ UX designer
March 2009 – May 2010
  • Introduced UX to the process at Armstrong Partnership
  • Researched, created and presented all project documentation, including spec documents, briefs, wire frames and prototypes
  • Managed a team of 6 designers and developers to create contest and informational websites for major brands
  • Integral in brainstorming, pitch creation and technical consultation with creative and accounts teams
Spider Marketing Services
Interactive Project Manager
Oct 2007 – Jan 2009
  • Researched, created and presented project documentation, including spec documents, wire frames and prototypes to create brand and contest websites
  • Managed the build of an enterprise level single sign CRM system for a major cereal brand
  • Managed all website production, including resource management, budgeting and quality assurance on projects with a budget range between 70 and 950k
  • Worked with 3 external teams of developers to deliver project

Education &
Professional Training

Alterspark
Psychology for Digital Behaviour Change
2015

Humber College
Internet Management
1998 – 1999

Sir Sanford Flemming
Aquaculture
1994 – 1996

Carleton University
Bsc. Biology
1989 – 1992

Skills &
Software

  • Wireframing/ Prototyping/ Mind Mapping
  • Business Analysis/ Information Grouping/ Taxonomies
  • Content Auditing/ Content Hierarchy/ Card Sorting
  • Contextual observation/ AB, multivariate testing
  • Audience Profiling/ Data Analysis/ User experience mapping
  • Strategic Planning
  • Team Building and Leadership
  • Brand Management and Stewardship
  • Fundraising/ Advocacy communications planning
  • Prototyping: Axure Pro, Visio, InVision
  • Social Listening: Crimson Hexagon, Radiant 6
  • Project Management: Teamwork, Wrike, Jira, Basecamp
  • Design:  Adobe Creative Suite
  • CRM: Engaging Networks, Raiser’s Edge, Salesforce
  • CMS: WordPress, Joomla, Drupal, Luminate
  • Ecommerce: Big Commerce, Shopify
  • Development: PHP, Javascript, CSS, HTM, Coldfusion, SQL