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.
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
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
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
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+)
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
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
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
Product · Feature Launch
Website Feature Launch Campaign
Educational content series introducing new platform capabilities — Sold Data, Listing Alerts, market intelligence tools, and the School Catchment Tool — letting buyers see schools in specific areas before they buy. Clear, benefit-led storytelling designed to drive feature adoption and platform stickiness.
Objective: Feature adoption & user engagement
Pre-Construction · Development
Pre-Con Love — New Condo Development Campaign
Launch and sustain campaign for a new pre-construction condo development — covering teaser reveals, floor plan drops, VIP registration, and new release announcements to build demand and drive early buyer engagement.
Objective: Pre-con lead generation & VIP registrations
Product · App Launch
Mobile App Launch
Multi-channel social campaign driving app downloads and onboarding — combining teaser content, feature highlights, benefits, tutorials and user testimonials across Instagram, Facebook, and LinkedIn to maximise launch-day installs.
Objective: App downloads & user onboarding
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 curated property roundup delivered to registered buyers — personalised by search criteria, neighbourhood, and price range.
Objective: Re-engagement & lead conversion
Email · Market Intelligence
Monthly Market Report
Data-driven market briefing positioning Condos.ca as the authoritative source for Toronto real estate intelligence and market trends.
Objective: Authority building & platform traffic
Email · Agent Communications
Agent Weekly Newsletter
Internal weekly newsletter keeping the 400+ agent network informed and equipped — featuring platform updates, new tools, market data, listing performance insights, and curated resources. Segmented by agent tier, territory, and activity level to ensure each agent receives content most relevant to their business.
Objective: Agent retention & enablement
Email · Pre-Construction
Pre-Con Exclusive Value Proposition
Pre-construction exclusive campaign communicating early-access value, developer partnerships, and VIP registration flows — featuring first release dates, floor plans, listing renderings, building amenities, and map location. Each send builds anticipation and urgency, guiding subscribers from discovery to VIP registration with rich visual content and clear calls to action.
Objective: Pre-con lead generation & pipeline
Email · Agent Education
Learning Webinars for Agents
Invitation and follow-up email series promoting educational webinars for the agent network — covering platform tools, market strategy, lead generation, and professional development. Segmented by experience level to deliver relevant content to new agents and seasoned producers alike.
Objective: Agent education & platform proficiency
Email · Seasonal Campaign
Holiday Season Campaign
Branded seasonal send maintaining touchpoint during the holiday period — warm, editorial tone reinforcing brand affinity across all segments.
Weekly newsletter tailored to every stage of the real estate journey — segmented across buyers, first-time buyers, investors, and sellers. Each segment receives content matched to their intent: new listings and neighbourhood guides for buyers, affordability tips and mortgage content for first-timers, ROI data and rental yield insights for investors, and market timing and pricing strategy for sellers. Dynamic content blocks ensure every subscriber gets a personalised, relevant experience.
Personalised re-engagement campaign for first-time buyers — surfacing new listings that match each user's saved search criteria by price range and neighbourhood. Behaviour-triggered sends with dynamic content tailored to individual preferences, keeping buyers active and moving toward conversion.
Objective: Re-engagement & first purchase conversion
Email · Agent Recruitment
Recruitment Newsletter
Targeted email campaign attracting real estate professionals to the platform — showcasing brokerage value, agent success stories, commission structure, tools, and growth opportunities to drive new agent registrations.
Objective: Agent acquisition & network growth
Email · Agent · Personalised
Agent Personalised Newsletter
Individually tailored newsletter for each agent in the network — featuring their active listings, local market stats, platform performance metrics, and curated resources. Dynamic content blocks personalised by agent profile, territory, and activity to drive engagement and reinforce platform value.
Objective: Agent retention & platform engagement
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
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
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
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
Print · Agent Recruitment
Recruitment Brochure
Premium print recruitment brochure designed to attract top real estate talent — communicating brokerage value, platform advantages, commission structure, agent success stories, and growth opportunities in a compelling, brand-forward format.
Objective: Agent acquisition & network growth
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
Consumer Education Guides
Print · Buyer & Seller Education
Seller / Buyer Guides
Premium print guides for both sides of the transaction — the Seller Guide walks homeowners through pricing strategy, staging, and offer to close, while the Buyer Guide covers market conditions, search strategy, offer tactics, and due diligence.
Objective: Buyer & seller education, lead generation
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.
Luxury Property Highlight
Editorial-quality property showcase content for premium listings — photography direction, copy, and platform-native formatting across IG, Facebook, and LinkedIn.
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.
"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.
Agent Spotlight — Team Member Feature
Bespoke agent branding posts creating personal brand visibility — boosting individual agent profiles while building platform community and trust.
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.
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 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.
Holiday Season Campaign
Seasonal storytelling campaigns maintaining touchpoints during key calendar moments — warm, editorial tone reinforcing brand humanity and community connection.
LinkedIn Luxury Property Highlight
Professional platform content targeting B2B audiences — investors, developers, and high-net-worth buyers — through LinkedIn-native formatting and strategic tone.
Website Feature Launch Campaign
Educational content series introducing new platform capabilities — Sold Data, Listing Alerts, market intelligence tools, and the School Catchment Tool — letting buyers see schools in specific areas before they buy. Clear, benefit-led storytelling designed to drive feature adoption and platform stickiness.
Pre-Con Love — New Condo Development Campaign
Launch and sustain campaign for a new pre-construction condo development — covering teaser reveals, floor plan drops, VIP registration, and new release announcements to build demand and drive early buyer engagement.
Mobile App Launch
Multi-channel social campaign driving app downloads and onboarding — combining teaser content, feature highlights, benefits, tutorials and user testimonials across Instagram, Facebook, and LinkedIn to maximise launch-day installs.