Strategic and hands-on marketing manager with deep expertise in real estate project marketing, brand guardianship, and full-cycle campaign execution. PMP-certified. Highly creative with a rigorous eye for visual identity and quality across all marketing touchpoints.
Led the strategy, design, and evolution of a multi-brand digital ecosystem across Canada's leading independent real estate platforms. Oversaw the development of high-traffic consumer websites, agent-facing experiences, and conversion-optimized landing pages supporting both B2C buyer acquisition and B2B agent growth — scaling from a single platform to a national multi-brand digital infrastructure serving millions of monthly users.
B2B + B2C Platform
Property.ca
Flagship real estate brokerage platform — built brand identity, UX systems, and demand generation engine from founding stage to national scale.
Premium loft and boutique condo platform — developed distinct brand identity, curated editorial content, and agent co-marketing collateral.
Brand GovernanceFigmaInDesignContent Strategy
Brand Architecture
Developed distinct visual identity systems across 3 simultaneous platforms — ensuring brand differentiation while maintaining quality standards.
Demand Generation
Built omnichannel acquisition systems across paid, owned, and earned media aligned to sales and leasing lifecycle objectives.
MarTech & CMS
Managed and evolved custom CMS platforms — built scalable templates and toolkits reducing campaign production timelines by 40%.
Analytics & Optimisation
Continuous performance tracking via GA4, Looker Studio, and CRM analytics — informing every creative and strategic decision.
AI-Enabled Operations
Integrated AI-driven workflows into marketing operations — maintaining brand standards while dramatically increasing production velocity.
$1B+ Pipeline Supported
Marketing infrastructure supporting $1B+ in annual real estate transaction volume across B2B and B2C channels simultaneously.
02 — Social Media Strategy & Execution
Social Media Content Ecosystem
Led social media content strategy and creative production for Property.ca and Condos.ca — developing high-performing campaigns to build brand awareness, support agent growth, and drive platform engagement across Instagram, Facebook, LinkedIn, and TikTok.
Posts Created
10K+
Across all platforms — property, agent, event & seasonal
Monthly Users
2M+
Supported via social content and campaigns
Agents Supported
400+
Branded marketing assets and personal brand systems
Network Growth
30 → 400+
Agent recruitment via social campaigns
Featured Listing Harbourfront
Property · Featured Listing
Luxury Property Highlight
Editorial-quality property showcase content for premium listings — photography direction, copy, and platform-native formatting across IG, Facebook, and LinkedIn.
Data-driven market intelligence posts positioning the platforms as the authoritative source for Toronto real estate — driving platform visits and newsletter sign-ups.
Aspirational editorial content series connecting properties to lifestyle and emotion — building brand affinity and differentiating from competitor platforms.
Objective: Emotional connection & brand awareness
Agent Spotlight Feature
Agent · Spotlight
Agent Spotlight — Team Member Feature
Bespoke agent branding posts creating personal brand visibility — boosting individual agent profiles while building platform community and trust.
Objective: Agent branding & team visibility
Join Our Team 400+ Agents
Agent · Recruitment
Agent Recruitment — "Join Our Team" Campaign
Sustained recruitment campaign designed to grow the agent network — highlighting platform benefits, agent success stories, and brokerage value proposition.
Objective: Grow agent network (30 → 400+)
Open House Saturday 2–4 PM
Event · Open House
Open House Announcement
Time-sensitive event content designed for maximum reach — geo-targeted, story and feed optimised, with consistent weekly cadence building audience habits.
Annual brokerage partner event campaign — pre-event hype, live coverage, and post-event recap content driving community engagement and partner visibility.
Objective: Community building & agent engagement
Holiday Season Campaign
Seasonal · Holiday
Holiday Season Campaign
Seasonal storytelling campaigns maintaining touchpoints during key calendar moments — warm, editorial tone reinforcing brand humanity and community connection.
Objective: Brand affinity & seasonal engagement
LinkedIn Luxury Property Series
Agent · LinkedIn Campaign
LinkedIn Luxury Property Highlight
Professional platform content targeting B2B audiences — investors, developers, and high-net-worth buyers — through LinkedIn-native formatting and strategic tone.
Objective: B2B visibility & professional positioning
03 — Email Marketing Portfolio
Email Campaign Leadership
A high-volume email program spanning property newsletters, market intelligence, agent communications, promotional campaigns, and seasonal content — each built with conversion-focused layout, clear hierarchy, and consistent brand standards across a 100,000+ subscriber database.
1K+
Email Campaigns Deployed
Across property newsletters, market intelligence, agent comms, promotional, and seasonal campaigns.
34%
Lead Conversion Improvement
Redesigned segmentation logic, trigger sequences, and content cadences within 90 days.
100K+
Subscriber Database
Managed email marketing programs across a 100,000+ subscriber base with optimised segmentation.
400+
Agents with Email Assets
Branded email and marketing packages supporting the full agent network.
Email · Customer Retention
Retaining the Customer — Re-Engagement
Education-driven re-engagement series targeting lapsed users — onboarding refreshers, feature spotlights, and personalised re-entry flows.
Weekly digest keeping registered platform users informed — market updates, new listings, feature announcements, and editorial content.
Objective: Engagement & platform stickiness
04 — Print Collateral & Integrated Campaigns
Integrated Campaign Leadership
Led strategy and execution of integrated marketing campaigns across digital, email, and print channels — ensuring consistent brand storytelling and measurable performance. Every campaign designed as a cohesive system: digital and physical touchpoints working in tandem to drive engagement, conversion, and brand recognition.
A/B Testing — Creative Optimisation
Systematic A/B testing across social and email creative — testing headline framing, visual hierarchy, CTA copy, and image selection to optimise engagement and conversion rates.
Variant A — Problem-First
Going Broke with Increased Pre-Con Closing Costs?
Pain point lead → solution CTA
PreCon Love — Editorial Blog Feature
Editorial voice → content-first
Should There Be a Cooling-Off Period? (White bg)
Clean editorial, text-forward
Variant B — Urgency-First
Need to Sell Your Artform Condo ASAP?
Urgency hook → direct response
PreCon Love on the Blog — Text Overlay
Bold typography, image-forward
Should There Be a Cooling-Off Period? (Photo bg)
Lifestyle image, overlaid text
Testing Framework
Headline Framing
Problem-first vs. urgency-first vs. editorial
Visual Hierarchy
Text-forward vs. image-forward layouts
CTA Positioning
Above fold vs. below content
Color Backgrounds
Clean white vs. dark overlay vs. lifestyle photo
Print Collateral & Physical Touchpoints
Listing Brochure Feature Sheet
Print · Listing Collateral
Property Feature Sheets & Brochures
Premium print collateral for property listings — multi-page brochures, single-sheet features, and open house leave-behinds in both light and dark luxury formats.
Objective: Listing visibility & buyer engagement
Agent Marketing Package
Print · Agent Marketing
Agent Personal Brand Packages
Bespoke branded print packages for 400+ agents — business cards, presentation folders, listing templates, and direct mail campaigns aligned to individual agent brand identity.
Objective: Agent brand visibility & lead generation
Direct Mail Campaign
Print · Direct Mail
Direct Mail & Neighbourhood Campaigns
Geo-targeted neighbourhood direct mail campaigns — just-sold postcards, market report mailers, and seasonal campaign pieces designed for maximum door-to-door impact.
Objective: Neighbourhood market penetration
Event Collateral Signage
Print · Events & Signage
Event Collateral & Environmental Signage
Full event production collateral — trade show booth graphics, pull-up banners, table displays, and partner event signage packages for the annual ParkX series and industry events.
Objective: Brand presence & event engagement
Presentation Decks & Kits
Print · Sales Enablement
Sales Presentation Kits & Pitch Decks
B2B sales enablement materials for the 400+ agent network — pitch decks, value proposition frameworks, and competitive analysis tools for agent acquisition and retention.
Objective: B2B conversion & agent retention
Market Intelligence Print Report
Print · Market Reports
Quarterly Market Intelligence Reports
Printed quarterly market intelligence reports distributed to agents and premium buyers — designed as a premium branded touchpoint reinforcing platform authority and expertise.
Objective: Authority & premium brand positioning
05 — Landing Pages & Conversion Design
Landing Page Optimisation
Designed and tested high-conversion landing pages across B2C buyer acquisition, B2B agent recruitment, product launches, and event registrations — each built for measurable performance with clear hierarchy and conversion-focused UX.
This is NOT the 2021 Real Estate Market!
Landing Page · Seller Acquisition
"Not the 2021 Market" — Seller Campaign
Conversion-focused seller acquisition page using market context framing — responsive across mobile, tablet, and desktop with multi-step form flow and social proof elements.
Objective: Seller lead generation & listing acquisition
HomeBound First-Time Buyer Seminar
Landing Page · Event Registration
HomeBound — First-Time Buyer Seminar
Event registration landing page for free buyer education seminar — video embed, topic outline, registration form, and incentive banner driving sign-up conversion.
Objective: Event registration & buyer lead capture
Our New App is Move-In Ready!
Landing Page · App Launch
Condos.ca App — Move-In Ready Launch
Mobile app launch landing page with feature highlights, benefit laddering, app store CTAs, and device mockup showcasing the platform's search and alert capabilities.
Objective: App downloads & mobile user acquisition
06 — Creative Approach & Method
Strategy & Creative Framework
Every campaign rooted in a clear brand strategy — balancing aspirational property storytelling with practical agent enablement, community connection, and data-informed content decisions.
Property Storytelling
Elevating listings through editorial-quality visual content and compelling narratives that connect buyers to homes emotionally.
Agent Brand Building
Bespoke marketing assets and personal brand systems developed for 400+ professionals across the network.
Lifestyle Marketing
Connecting properties to the aspirational lifestyle of the target buyer — beyond specs and square footage.
Data-Informed Content
A/B testing, attribution modelling, and performance dashboards informing every creative and strategic decision.
Seasonal Engagement
Holiday campaigns, market moments, and cultural events driving consistent year-round engagement and brand warmth.
Visual Identity Systems
Consistent brand standards across all platforms — a cohesive design system built to scale with team growth and content volume.
07 — Role & Responsibilities
Creative Leadership
Selected Impact
Scaled multi-brand real estate platforms to 2M+ registered users and 2.4M monthly sessions through integrated acquisition and customer lifecycle strategies.
Improved lead conversion by 34% within 90 days at Strata Realty through redesigned CRM segmentation and trigger sequences.
Led full portfolio rebrand across Brookfield Asset Management's flagship Class A commercial real estate assets — 28% lift in tenant engagement.
Built, mentored, and led a 15-person cross-functional marketing, creative, and operations team.
Directed presentation centre activations for luxury pre-construction launches including targeted newsletter sequences and developer project launch events for agents.
Managed $1M+ annual performance marketing budget — improving ROAS by 42% and driving 35% YoY conversion growth through disciplined A/B testing.
Jan 2025 – Present · Growth-stage real estate platform
Led project marketing strategy and campaign execution — developed and activated integrated campaigns across digital, email, and onsite channels aligned to leasing and sales lifecycle objectives.
Redesigned CRM segmentation, trigger sequences, and content cadences — improving lead conversion by 34% within 90 days.
Integrated AI-driven workflows into marketing operations — reducing campaign production timelines by 40% while maintaining brand standards.
Senior Marketing Manager & Creative Director
Property.ca Inc. / Condos.ca / MrLoft.ca · Toronto
Oct 2016 – Sep 2024 · Founding leader — 3 brands, 2M+ users, $1B+ pipeline, 15-person team
Owned end-to-end project marketing from early-stage strategy and budgeting through brand development, collateral creation, campaign activation, and marketing close-out.
Managed $1M+ annual performance marketing budget across Google Ads, Meta, and Display — improving ROAS by 42% and driving 35% YoY conversion growth.
Scaled agent network from 30 to 400+ through targeted B2B ABM strategy and lifecycle CRM.
Built and led a 15-person cross-functional marketing team with KPI/OKR governance aligned to revenue targets.
Governed brand identity systems and visual standards across three simultaneous platforms — collateral, digital, environmental, and event materials.
Marketing Brand Lead – B2B Brand & Integrated Campaigns
Brookfield Asset Management · Toronto
May 2012 – Aug 2014 · First Canadian Place, Bay Adelaide Centre & Brookfield Place
Led full portfolio rebrand across flagship Class A commercial assets — developed brand identity systems, visual standards, and integrated B2B campaigns driving a 28% lift in tenant engagement.
Produced leasing presentations, marketing toolkits, and stakeholder communications — managed vendor and agency relationships for on-brand, on-time delivery.
Senior Designer – Brand Strategy & Spatial Design
AvroKo · New York, NY
Feb 2010 – Mar 2012
Developed brand identity systems and spatial brand language for world-class luxury hospitality environments — partnering with architects and ownership groups from concept through launch.
Managed full lifecycle of complex creative projects across multiple simultaneous engagements.
Social Media Content Ecosystem
Led social media content strategy and creative production for Property.ca and Condos.ca — developing high-performing campaigns to build brand awareness, support agent growth, and drive platform engagement across Instagram, Facebook, LinkedIn, and TikTok.
Harbourfront
Luxury Property Highlight
Editorial-quality property showcase content for premium listings — photography direction, copy, and platform-native formatting across IG, Facebook, and LinkedIn.
$758/sqft · Q1 2025
Toronto Condo Market Snapshot
Data-driven market intelligence posts positioning the platforms as the authoritative source for Toronto real estate — driving platform visits and newsletter sign-ups.
A Story
"Every Room Has a Story" — Editorial Series
Aspirational editorial content series connecting properties to lifestyle and emotion — building brand affinity and differentiating from competitor platforms.
Feature
Agent Spotlight — Team Member Feature
Bespoke agent branding posts creating personal brand visibility — boosting individual agent profiles while building platform community and trust.
400+ Agents
Agent Recruitment — "Join Our Team" Campaign
Sustained recruitment campaign designed to grow the agent network — highlighting platform benefits, agent success stories, and brokerage value proposition.
Saturday 2–4 PM
Open House Announcement
Time-sensitive event content designed for maximum reach — geo-targeted, story and feed optimised, with consistent weekly cadence building audience habits.
ParkX Series
Annual Partner Event — ParkX Series
Annual brokerage partner event campaign — pre-event hype, live coverage, and post-event recap content driving community engagement and partner visibility.
Campaign
Holiday Season Campaign
Seasonal storytelling campaigns maintaining touchpoints during key calendar moments — warm, editorial tone reinforcing brand humanity and community connection.
Property Series
LinkedIn Luxury Property Highlight
Professional platform content targeting B2B audiences — investors, developers, and high-net-worth buyers — through LinkedIn-native formatting and strategic tone.