Beautiful art with a mission…..Art inspired by the natural beauty of Canada. Art that supports a sustainable future one tree at a time.

Responsible for the development, implementation and ongoing management of non-mortgage and direct mortgage initiatives for ING Direct Canada. Effectively led and executed a company wide initiative that involved over 150 people focused on identifying key measures that would improve the overall scalability and profitability of ING Direct's direct mortgage channel. Fourteen initiatives were identified, by the end of 2011 and eleven were successfully implemented. Key highlights include developing a comprehensive ROE calculator, piloting a new sales model based on customer insights, and simplifying processes and proceedures to enhance the overall client experience. Created the overarching strategy and positioning of ING Direct Canada's first Home Equity Line of Credit.

Reported to Vice President of Marketing with a mandate focused on business growth. Responsible for the mortgage marketing team for ING Direct's Canadian Business Unit with a budget of $5M. Managed team of 8. Successfully rebuilt broker mortgage channel to record breaking targets that exceeded 2006 year end targets by over $850MM in quality loans by leveraging an off peak integrated pricing, marketing and sales strategy. Effectively overhauled direct to consumer mortgage web site content resulting in a 200% improvement in conversion from a landing page visit to lead capture and in the number of applications submitted online from December 2006 to April 2007. Successfully launched an integrated lead generation program resulting in a 60% increase in leads from 2006 and a 46% increase in applications in the DIRECT channel in Q1 2007. Recipient of company-wide award recognizing exceptional performance and initiative. Show less

* Reported to Director of Marketing with a mandate to optimize the mortgage client experience and new product development. * Developed and implemented strategic marketing plans and core business practices enabling ING Direct Broker Team to become one of the top 6 broker lenders from a 20th ranking in terms of volume through the Filogix Network. * Improved closing ratios from 30% to 40% resulting in over $1.5 billion in new mortgages in 2006 for the Broker Channel.

Responsible for managing the bank's brand and implementing national advertising strategies. Successfully executed and integrated campaigns involving various lines of business using direct marketing, online and traditional tactics.Wrote and presented creative briefs to advertising agencies for national campaigns, including: multiple direct mail programs with personal lending and commercial offers to over 150,000 prospects, the re-launch of the online lending site, and the development of collateral for mortgages and commercial. Critiqued, edited and wrote promotional material for direct marketing, online and traditional advertising initiatives. Managed large-scale advertising budgets of over $1 million. Supported the execution of the Bank's 1st National Corporate Advertising campaign since 1995. A campaign that increased the Bank's level of awareness from 6th to 3rd. Show less

Reported to Chief Lending Officer responsible for mortgage and lending based analysis and recommendations on strategic initiatives and business metrics Performed and presented 360 degree review on lending product line for the Executive Committee resulting in 14 recommendations for future growth.

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