Three engagements, in detail. What the situation was, what I built, and where it landed.
123 Finance is a bilingual financial education brand in Toronto with three distinct offers: corporate workshops, speaking engagements, and private Women Money Game Nights. There was no real path from interested visitor to booked client.
The existing setup had a CASL-compliant CRM but no funnels and no attribution, and the only paid offer required clients to pay $649 before they even knew if dates were available. The interest was there. The path from interested to booked was not.
I designed and built three converting funnels from scratch, one per offer, all inside systeme.io. For each, I wrote custom HTML and CSS by hand (the systeme.io templates didn't match the brand), wired up CRM-integrated lead capture with tag-based segmentation by source, set up automated personalized welcome emails with CASL-compliant consent and footers, and added UTM tracking on every outbound link for cross-funnel attribution.
The two B2B funnels, Team Building and Speaking, capture qualified leads through structured inquiry forms with custom fields like team size, event date, budget range, language preference, and proposal type.
The B2C funnel, Women Money Game Night, was the harder build: a fully self-serve booking flow with native calendar scheduling and Stripe checkout, so a client can pick a date, pay the $649, and confirm their booking without the founder in the loop. It replaced an external workaround that was breaking the CRM trail and forcing her to handle availability and refunds by hand.
I also rebuilt the Money Date Guide opt-in funnel, the lead magnet for the broader audience, with new copy and design on both the landing and thank-you pages and cross-promotion into the paid offers.
All four funnels are live, tested end to end, and CRM-connected with clean lead segmentation. The system now generates attributable leads from three audience types, corporate decision-makers, event organizers, and individual women, and routes each into its own automated nurture path.
The foundation is in place to layer on retention campaigns, deeper analytics, and post-purchase email sequences, which is the next phase.
Qwoted is a B2B SaaS platform that connects journalists with expert sources. I'm the Marketing Operations Lead on the Media Success team, working remotely from Toronto with the US team. The role sits between media outreach and campaign operations, so I'm the connective tissue between reporters looking for sources and the experts in the network.
I design and run segmented lifecycle email to a database of 10,000+ reporters in HubSpot, across campaigns like health checks, inventory, and media moves. These hold open rates above 65% and response rates above 20%.
I also built the behavioral workflow logic behind the campaigns, conditional on what reporters actually do, like their pitch volume and whether they've read a message. That work grew in-platform direct messages by 370% over two years. For the larger automated systems, I build and run the logic by hand first to confirm it performs, then partner with engineering to automate it and own the QA so the automated version matches what I ran manually.
I took over and scaled the Coffee Campaign, our referral and gift card program that brings strong reporters into the network. I manage it end to end: referee verification through a UTM-tracked sign-up flow, fulfillment, and feedback collection. It contributes around 5% of monthly sign-ups, and I've fulfilled close to $30,000 in gift cards in under a year.
I built Slack and Trello automations that route reporter intent signals from sales and support tools like Intercom and Zoom into structured campaign queues, so fewer outreach opportunities slip through. On the reporting side, I track campaign performance, sign-ups, gift card fulfillment, and feedback in Google Sheets and Metabase, and contribute to the year-end wrapped reports, including the analysis and the slide design.
I also handle trust and quality operations: resolving user behavior reports, auditing and disabling bad-actor accounts, managing unsubscribes, and cleaning profiles to keep the database healthy.
I was promoted to lead a team of five on the inventory campaign, training them on outreach logic, segmentation, and performance tracking. I write in-app Intercom resources and built WorkRamp courses so media users can onboard and learn the platform on their own. And alongside my manager, I built automated calendar invites and email sequences for a segmented list of reporters joining the Media Advisory Board.
hEr VOLUTION is a nonprofit, and its email program was running on Mailchimp, which the org could no longer afford. The audience data was scattered across different places and never properly organized, with students, parents, schools, companies, and donors all mixed together.
I led a full migration from Mailchimp to MailerLite to bring the cost down, and used the move to fix the data while I was at it. I consolidated the scattered lists, cleaned them up, and segmented everyone into clear audiences, students, parents, schools, companies, and donors, then rebuilt the email templates from scratch in the new platform.
From there I ran two campaigns. For Giving Tuesday, the donation push, I wrote the strategy and the full template set, including a sequence of four emails across the week. For STEMNA, the awareness campaign, I designed the email with segment-specific copy so each audience got a version that spoke to them.
Across hundreds of sends, the campaigns held a 65% open rate.