I make things happen.
I’ve been moving the needle for the past 20 years.
I coach and mentor across domains.
Experimentation
Growth
Analytics
Marketing
Product Management
Innovation
I’ve been around.
You can see my complete profile on LinkedIn.
My Story
Loblaw Digital launched >1000 tests in 2021
Experimentation at Loblaw Digital achieves a milestone as it launches over 1000 experiments in 2021. The future is looking bright.
Experiment Nation launched its first virtual conference
Our lineup of close to 40 speakers were from all over the world – from 10 countries in fact. With strong representation from women and people of colour, we gave everyone a platform to be heard and share their perspectives.
Won an Experimentation Culture Award for Community
Awarded for founding Experiment Nation, which connects experimenters from around the world at every level.
Named one of the Top 100 A/B testing influencers of 2021
My impact on the Experimentation industry was recognized my Kameleoon.
Product Lead – Experimentation, Personalization, Analytics Platform and SEO
Now, as a Lead on Loblaw Digital’s Growth team, I am launching other much-needed practices such as SEO and Personalization.
Published my first book
Inspired by the courses I created for Udemy, I created a book focused on how to launch an Experimentation Program at large companies. To be honest, it’s not that good, and I really ought to update it. If you care to check out, you can find it on Amazon for the Kindle and Paperback.
Published my first Udemy Course
Targeted at Product Managers, this crash course helps PMs get up to speed on Experimentation in under an hour.
Founder
Not being able to find many Experimenters to talk shop with, I began a Medium blog for which I interviewed Experimenters from around the world. Eventually, its popularity grew to the point where I moved it to its own website, partnered with dozens of content producers, and started holding events like online conferences. Today, Experiment Nation produces content for Podcasts,..Read more
Senior Product Manager, Experimentation
Throughout my career, I was always happiest when running Experiments and promised myself if I saw an opportunity to do it full-time, I’d seize that chance. As part of Loblaw Digital’s newly formed Center of Excellence of Experimentation, we made Experimentation a part of how Product Managers built products helped teams generate or save over $100M in revenue. We established..Read more
Growth Manager and Product Manager, Engagement
During my time as a Growth Manager, I helped this high-growth startup refine its engagement strategy through email and launch one of the company’s key Growth features which ultimately saved 30% in acquisition costs. After transitioning to a Product Manager role, I oversaw their Loyalty Program, Transaction Ledger, MarTech overhaul, and recommendation / personalization efforts.
Director of Marketing, Growth, Customer Support, and Product
I was given the opportunity to join 500px and do one thing, help turn the company around. 500px, a start-up, was a few months away from closing its doors. Originally only leading Marketing, I quickly staffed my team and together we led the rebranding of the company, created new lines of revenue from advertising, oversaw the establishment of an influencer..Read more
Senior Manager, Growth
I established a high-tempo A/B testing program, and created Growth strategies for the company’s flagship app – including ASO (App Store Optimization).
Product Manager, Growth and Acquisition
Was a Product Manager of all Growth-related products including: a server-side A/B testing tool, adtech, LTV modelling, and push notifications. We generated so many ads per day for clients that we broke Google and they sent over engineers to our office to build custom tools to handle our volume.
Relocated to Toronto and got my first job in Growth
I relocated to Toronto to head up Growth for 2 of Autodesk’s Consumer Group’s product lines. Oversaw the introduction of ad revenue, negotiated distribution deals with overseas partners, and launched a referral program.
Promoted and became a Product Manager
I grew my mandate and led marketing for Canada, United States and Brazil. I also owned the product roadmap for the global online stores including the online subscription purchase experience. My innovation efforts were awarded twice.
Completed my MBA
I graduated in the top 15% of my class while mentoring new students and working full-time.
Started teaching at McGill part-time
Co-designed and instructed a graduate-level e-commerce strategy / web marketing course.
Played a key role in launching Autodesk’s DTC eStore
I helped launch Autodesk’s online business in North America and expand it into EMEA. By running an aggressive series of experiments that challenged the status quo, we crushed revenue targets. I also helped lead web analytics implementation design on the eStore. My efforts were recognized with a global award for marketing excellence.
Mentioned in The Web Designer’s Idea Book Volume 2
Once again, my portfolio site was mentioned in a book created to inspire web designers.
Earned my CAPM in Project Management
In all honesty, I’m not sure this was worth attaining. Just keeping it real.
Became a Web Analytics and Optimization consultant
Working for Bell, I helped their clients implement and analyze their web performance through Analytics as well as optimize their revenue through A/B testing – a service I established. For my efforts, I was awarded a Bell Unity award.
Mentioned in The Web Designer’s Idea Book Volume 1
The Web Designer’s Idea Book included more than 700 websites arranged thematically, so readers can find inspiration for layout, color, style and more. My portfolio site was included and reviewed.
Helped redesign Concordia.ca – winning a Bronze medal for Best University Site of the year
Our team one a bronze medal in the Best University Site of the year from Case District 1. The site was fully accessible and 2.0 enabled.
Tokoro held a 36-hour design-a-thon
We invited a dozen local graphic designers to join us in holding a 36-hour design marathon that benefited local charities.
Shot my first Montreal Fashion Week show from the photographer pit
I learned quickly that photographers compare the size of their…lenses a lot. This would be the first of many fashion shows I shot for Tokoro. Backbreaking work – but I have to admit, it was a fun period of my life.
Built countless websites for Concordia University
Started as a freelancer, then went on contract, then eventually became full-time. I built so many websites for Concordia, I couldn’t tell you how many. I developed a lot of automation tools, introduced Analytics and user-testing, and led accessibility. I also took a few photos for their newspaper in my spare time.
Founded my first agency, Tokoro Media
After years of Engineering, and taking design and photography classes at night, I felt it was time to flex my creative muscles. Partnering with 2 other classmates, we founded Tokoro. We eventually took on a few more staff, and dozens of content producers to launch TokoroMAG, an online magazine focused on the artist community. We were very often invited to..Read more
Helped build flight simulators
Developed flight simulation software in C and FORTRAN. Yes, C and FORTRAN. After 9/11, the industry became very challenging and I eventually elected to be laid off rather than be reassigned to a military division.
Joined a startup to invent life improving gadgets
Was the first mechanical engineer of a Montreal-based startup, focused on building gadgets like machines that would cook spaghetti within 3 minutes, soap dispensers, budget-focused adjustable beds, and Nova-branded hand-dryers.
Graduated from Mechanical Engineering
Led mechanical engineering for the school’s Solar Car Racing team which built solar-powered cars capable of hitting 100 km/hr.