Strategic Digital Communications Architect
For over 20 years, I have led the communication strategies, community partnerships, and digital systems that connect regional operations with local needs. My background includes overseeing media relations, public relations, and crisis management, as well as collaborating with local governments, education, and industry partners at the Southern Interior Construction Association to advocate for regional growth.
Creative & Technical Systems Proficiency
Drawing on my background managing digital content for regional media networks, I bring a sharp understanding of media relations and real-time storytelling. This makes me highly effective at managing public issues, advising senior leaders, and directing clear communication during emergency events. I bring deep technical proficiency in Adobe Creative Cloud, multimedia production, social media analytics platforms (like Hootsuite), and diverse content management systems. Additionally, my performance marketing experience includes directing search, social ad spend, audience insights, and lead generation campaigns across major digital platforms while leading internal teams and governing external vendors to scale public engagement.
WORK HISTORY
SICA | Southern Interior Construction Association
Marketing and Communication | 2022 – May 2026
End-to-End Media Production: Managed all front-facing communications for SICA, directing the strategy, design, and creation of a biannual magazine, Press releases, annual reports, event marketing, membership materials, websites, print collateral, and email campaigns.
Intergovernmental Advocacy: Partnered with regional and provincial government programs to align regulatory standards, successfully positioning the organization as the leading authority on industry policy.
Omnichannel Growth: Quantitative and Qualitative data-backed engagement architectures that catalyzed a 43% surge in LinkedIn community interactions and a 26% expansion across Meta ecosystems through predictive content modelling.
Stakeholder Diplomacy: Oversee enterprise-wide brand standards and corporate identity for high-profile regional initiatives, ensuring a unified, authoritative presence and seamless, consistent messaging across diverse stakeholder groups.
Aligned workforce outreach: Used regional labor market data to align communications and partner initiatives with actual workforce needs, helping reduce skills shortages and support local economic stability. Connected outreach strategies directly to economic indicators to ensure organizational resources targeted critical industry gaps.
Bell Media
Digital Content Producer | 2015 – 2021
Operational Excellence: Managed end-to-end multimedia production for local news and multiple provincial radio brands, maintaining brand integrity under high-pressure daily cycles.
Strategic Brand Transitions:
Led the digital communications strategy for the high-profile regional rebranding of legacy stations including Sun FM, The Bear, and EZ Rock into Virgin Radio, Pure Country, and Move. I guided these complex transitions carefully to ensure local communities remained connected and loyal throughout the change.
Creative Direction and Regulatory Compliance:
Directed the creation of high-impact visual, video, and written content under strict daily deadlines. I ensured all public-facing messaging met rigorous broadcasting regulations while maintaining exceptional brand integrity and visual quality.
EARLY CAREER FOUNDATIONS & CONSULTING
Artistic World Graphics
Digital Marketing Strategist (Consultant) | 2011 – 2015
Public Sector & Museums: Designed and produced large-scale exhibit displays and digital content for the Kelowna Museums’ 100-Year Centennial and others, merging historical storytelling with public engagement.
Portfolio Management: Led long-term PR and brand strategy for Locations West, Ramada Inn, and Coast Hotel (Penticton).
Capital Development: Directed brand identity and digital sales strategy for the Naramata Benchlands (T&M Group), facilitating sales for multi-million dollar property inventories (Stonebrook Phase 1).
Industrial Brand Strategy: Provided high-level consulting for Wholesale Graphix (SledFX), Auto Art Xtreme, and Signs49, optimizing workflows and aligning creative assets across digital and print channels.
Automotive Marketing & IT: Integrated marketing automation and managed IT infrastructure for a regional automotive dealer, streamlining digital presence and customer lead tracking.
- Marketing Manager | Signalink Technologies (2009–2011): Managed marketing operations and brand continuity during the strategic corporate takeover by Mircom, stabilizing relations with North American distributors.
- Digital Media Specialist | Women’s Enterprise Centre (2008–2009): Developed high-impact advertising frameworks and translated campaign analytics into growth insights.
- Recreation Director | RDOS (2003–2005): Managed regional facility operations and secured $150,000 in capital funding for land acquisition. Directed community engagement for a sports park land purchase, spokesperson for public forum and crafting responsive messaging that educated residents and secured public approval.
- Digital Media Instructor | Vancouver Career College (2001–2003): Developed curriculum for Typography, Web Design, and Adobe Creative Suite.
- Senior Graphic Designer | RONA Head Office (1996–1998): Produced National advertising and pre-press from the corporate headquarters.
EDUCATION
University of the Fraser Valley (UFV)
Bachelor of Media Arts | Digital Communication and Multimedia | Abbotsford
Integrated Skillset: Developed a multidisciplinary approach combining Graphic Design, Digital Media, and Illustration with Business Development & Marketing.
Strategic Focus: Focused on the intersection of visual storytelling and brand strategy, preparing for leadership roles in creative direction and digital communications.
LaSalle College Vancouver (Formerly Center for Digital Imaging and Sound)
Communications and Media Technology Diploma | Burnaby, BC
Technical Certifications: Professional certification in Maya and Softimage 3D Animation programs.
Production Skills: Hands-on experience in Camera Operations and Professional Lighting for digital media.
PROFESSIONAL DEVELOPMENT & GROWTH
- Non Profit Management 101
- Foundations of Nonprofit Leadership and Strategy
- Nonprofit Operations: Finance, Technology & Fundraising
- Media Relations and Crisis Management
- Indigenous Canada – University of Alberta
- Google AI Professional Certificate
- Vibe Code Your Weekly Productivity App: Build with Gemini 3.0 in Google AI Studio & Google Antigravity
- Vibe Coding Your First Agent with Google Gemini
- Build with Gemini 3.0 in Google AI Studio & Google Antigravity
- Predictive Customer Analytics
- Managing Brand Reputation
