marketingsales
Lead Generation & Sales Optimization
Built a lead generation and sales engine that scaled internationally, automating qualification, boosting lead volume and closing rates.
Context
- Stagnant Growth: Digital billboard manufacturing company sought to expand its customer base
- No Lead Pipeline: Lead generation efforts were limited, with no structured process
- Disorganized Sales: The sales team lacked a consistent system for managing leads
Actions
- Lead Magnet: Developed a lead magnet eBook to capture potential customer email addresses
- DIY Quoting Tool: Led development of an online quoting tool that delivered real-time quotes in exchange for key customer details
- Lead Scoring: Implemented a lead scoring system based on purchase likelihood metrics
- Auto-Distribution: Automated lead distribution to a team of up to eight inside sales representatives, organized by region and language
- Digital Marketing: Launched a comprehensive digital marketing strategy covering SEO, Google AdWords, and content marketing
Results
- 5x Lead Volume: Grew lead volume by 5x through targeted digital marketing efforts
- 3x Close Rate: Improved close rates by 3x through a data-driven review of KPIs, website analytics, and profitability indicators
- Full Automation: Fully automated lead qualification and distribution across all channels
- Global Reach: Reached up to 11,000 potential customers across three continents
strategyoperations
Demand Management & Prioritization
Built a prioritization framework for hundreds of projects that a Big Four firm called the "benchmark for estimation and prioritization" in a CEO readout.
Context
- Growing Backlog: Hundreds of yearly projects required prioritization, spanning routine and transformational initiatives
- Opportunity for Structure: No formal framework existed, leaving stakeholders with no visibility or influence over decisions
- Need for Transparency: The process was widely perceived as a black box, eroding trust and generating frustration
Actions
- Structured Intake: Designed and implemented a structured intake process to capture and evaluate requests consistently
- Value Scoring: Developed a Business Value Score (BVS) across five dimensions, including financial impact, resourcing alignment, and roadmap fit
- Open Criteria: Made evaluation criteria public and predictable to ensure transparency and stakeholder confidence
- Continuous Prioritization: Shifted prioritization from an annual to a continuous daily practice, improving responsiveness and scalability
- Real-Time Visibility: Published delivery timelines and an online tracking platform for real-time portfolio visibility
Results
- Faster Delivery: Time-to-market decreased through agile prioritization of hundreds of projects
- Smarter Allocation: Optimized resource allocation by matching capacity to highest-value initiatives
- Stronger Trust: Stakeholder trust and ROI improved through greater transparency, accountability, and real-time benefit tracking
- Recognized Framework: Delivered a fact-based, Big Four-recognized prioritization framework driving millions in annual benefits
strategyoperations
AI-powered Custom GPTs for Business Automation
Applied AI and custom GPT tools to automate key tasks, simplify processes, and transform complex data into clear, actionable insights.
Context
- Data Complexity: Large datasets present significant challenges in analysis and interpretation, often limiting the ability to extract actionable insights efficiently.
- Manual Bottlenecks: Manual and repetitive tasks frequently deprioritized due to time constraints, resulting in missed opportunities for deeper analysis and informed decision-making.
- AI Opportunity: A clear need existed for AI-powered solutions that could surface meaningful patterns across complex data at scale.
Actions
- Custom GPT Design: Developed master prompts for multiple custom GPTs, each designed with structured output formats to enhance clarity and support faster, more confident decision-making.
- SOP Automation: Built Instant SOP Builder, a custom GPT that converts unstructured notes into polished, standardized workflows in seconds — eliminating the manual effort traditionally required to document processes.
- Technician Insights: Created Technician Remarks Analyzer to process hundreds of technician comments, identify recurring installation challenges, and deliver clear, prioritized resolution recommendations.
- Feedback Analysis: Designed Customer Feedback Insights GPT to transform hundreds of lines of raw customer feedback into concise, executive-ready reports — surfacing the most critical opportunities with minimal effort.
- Review Automation: Developed Performance Review Ghost Writer to streamline the performance review process by capturing ratings, strengths, and development areas, then generating complete yearly reviews — including manager scripts, system-ready language, and recommended improvement steps.
Results
- Rapid Feedback Analysis: Analyzed thousands of customer feedback entries across multiple product lines and identified the top three opportunities per product in minutes, compared to a process that previously took weeks.
- Scalable SOP Production: Produced tens of SOPs for core business processes in a fraction of the traditional time, using a clear and consistent format that improved team adoption and process adherence.
- Workflow Issue Detection: Uncovered key installation and manufacturing workflow issues by evaluating hundreds of technician remarks, enabling targeted and evidence-based improvements.
- Performance Review Delivery: Delivered tens of well-received yearly performance reviews — including difficult conversations — in a manner that was direct, respectful, and effective in preserving relationships while driving measurable performance improvements.
Human resourcesoperations
People Management for New Managers
Built a series of playbooks for new managers covering tools, templates, and strategies to hire, onboard, and manage talent with confidence.
Context
- Universal Pain Points: Identifying top talent, on-boarding new employees and managing performance are common pain points for new (and experienced) managers
- Infrequent Practice: Most managers lack the opportunity to practice their hiring skill often enough to get better at it
- Early Effectiveness: Assuming hiring was successful, all that effort and excitement are wasted if the new hire cannot take on assignments quickly - that's why the purpose of onboarding is early effectiveness
- Performance Gap: Lastly, most new managers are not trained on how to manage employee performance and how to provide the Organization with an assessment of the areas for growth and development.
- Training Shortfalls: Existing training options tend to be lengthy, theory-heavy, and difficult to apply in real business situations
Actions
- Complete Playbooks: Developed a series of comprehensive playbooks and a video crash course covering all essential people management skills
- Real Experience: Leveraged direct experience interviewing over 250 candidates throughout a management career to ensure content reflected real hiring challenges and best practices
- Plug-and-Play Tools: Created ready-to-use templates and scripts to help hiring managers organize and standardize their approach across different roles and organization sizes
- Decades of Insight: Drew on over 20 years of hands-on experience managing teams in both large corporate environments and small businesses to ensure the content was practical and grounded in real-world scenarios
- Immediately Actionable: Structured the course to be immediately actionable, allowing hiring managers to apply the strategies within hours of completing it
Results
- Extensive Content: Produced 150+ pages of content describing best practices, including 20+ scripts and 30+ tools and templates.
- Hiring Playbook: Created a practical, results-driven hiring playbook that equips managers with the tools, templates, and strategies to identify and secure top talent with confidence and efficiency
- Onboarding Resource: Produced a focused, all-in-one employee on-boarding resource that simplifies a complex process into clear, easy-to-follow steps
- Manager Toolkit: Equipped new managers with the tools needed to hire, onboard and manage employees
- Stronger Teams: Delivered effective solutions that improved team management and performance
SALESoperations
Product Performance Dashboards
Built multiple dashboards that replaced guesswork with clear product performance data, helping operators make faster, more confident decisions.
Context
- Lagging Indicators: Most businesses track only orders and revenue: lagging indicators that reflect past performance but offer little guidance for future decisions
- Need for Visibility: Without access to real-time or forward-looking data, business owners are forced to rely on gut instinct, which is difficult to scale or delegate
- Bottlenecked Decisions: This over-reliance on a single decision-maker slows down operations and leads to decision fatigue over time
Actions
- Critical Few Metrics: Identified a focused set of leading and lagging indicators, the critical few metrics that accurately capture 80% of product performance
- Single Source of Truth: Established a clear source of truth for each metric to ensure consistency and reliability across all reporting
- Tailored Reporting: Built tailored reports with the right metrics, timeframes, and filters to deliver meaningful insights without data overload
- End-to-End View: Mapped the full product journey, from lead generation through delivery and after-sales support, into a single, regularly updated dashboard
- On-Demand Access: Ensured decision-makers have direct, on-demand access to the dashboard, eliminating dependence on other team members to pull or export data
Results
- Faster, Smarter Decisions: Increased both the speed and accuracy of key business decisions
- Early Detection: Enabled early detection of performance issues, allowing teams to take corrective action before problems escalate
- Sustained Performance: Improved long-term product performance and profitability by making the impact of decisions visible and measurable
- Automated Alerts: Established performance baselines over time, enabling the system to automatically flag significant variances for review
strategyproduct
Target Demographic Study & Consumer Insights
Developed strategic recommendations to help a restaurant chain with over 100 locations attract and retain a younger customer base.
Context
- Aging Customer Base: A restaurant chain was facing an aging customer base, creating a risk to long-term business sustainability
- Strategic Response: To address this challenge, the company sought to better understand and appeal to younger consumers
- Mandate Scope: The mandate focused on building a detailed profile of the youth segment and identifying strategies to attract, retain, and grow loyalty among this demographic
Actions
- Location Demographics: Analyzed location-specific demographics using Statistics Canada's Census data across over 100 individual restaurant locations to uncover demographic trends and strategic opportunities
- Secondary Research: Reviewed extensive secondary research to identify current and emerging trends in the casual dining industry and build a profile of younger consumers
- Demographic Profiling: Profiled the target demographic by examining lifestyle habits, preferences, and eating behaviors relevant to the dining experience
- Employee Interviews: Conducted in-depth interviews with frontline employees to gain ground-level insight into customer profiles, with a focus on a younger age group
- Online Survey: Designed and deployed an online survey to capture the dining-out habits and restaurant preferences of the target population
- Experience Study: Carried out an in-person restaurant experience study, evaluating visits to restaurants and resto-bars through the perspective of non-regular visitors
Results
- Expansion Opportunities: Pinpointed demographically attractive markets and recommended targeted locations for new restaurant openings
- Customer Experience: Delivered in-depth recommendations to update and standardize the customer experience across all locations
- Brand Communications: Proposed adjustments to the tone and approach of the brand's communications to better resonate with younger audiences
- Customer Engagement: Identified strategies to deepen customer engagement and build stronger connections with the target segment
information tech (it)operations
Operating Model Design & Process Standardization
Built a departmental playbook that standardized roles, workflows, operating procedures, and milestones to deliver a consistent outcome.
Context
- New PMO: Led a newly established Program Management Office (PMO) consisting of up to 20 senior project managers and business analysts
- BA Function Scope: The Business Analyst (BA) function operated across multiple project stages, managing a broad range of deliverables and outcomes
- Standardization Gap: Absence of standardized processes across projects was contributing to recurring errors, unmet stakeholder expectations, and elevated delivery risk
Actions
- Process Mapping: Conducted an end-to-end mapping of the project delivery process, identifying 25 key milestones
- Stakeholder Engagement: Engaged cross-functional stakeholders to define accountabilities, clarifying which business functions and roles owned each milestone
- Process Documentation: Developed comprehensive process documentation for the BA team's milestones, capturing required steps, inputs, outputs, responsible stakeholders, and sign-off requirements
- Standard Operating Procedures: Defined standard operating procedures for each milestone (e.g., obtaining test data, leading testing meetings, and distributing daily status reports)
Results
- Team Alignment: Established clear, repeatable team processes that drove stronger team engagement and alignment
- Continuous Improvement: Created a foundation for continuous process improvement by surfacing opportunities to streamline workflows and resolve inefficiencies
- Conflict Resolution: Provided a structured framework for addressing team conflict, leading to more consistent and collaborative project delivery
information tech (it)operations
Software Development Estimation
Built a sizing tool that cut assessment time by 50% and improved accuracy, helping teams estimate effort and model delivery scenarios faster.
Context
- Complex Estimations: Software development estimation relies on both structured data and human judgment to be effective
- Unstructured Process: The previous estimation process was largely unstructured, with systems architects basing estimates primarily on experience rather than data
- Delayed Assessments: Assessments were frequently delayed, and when completed, often required several hours and ended without clear conclusions
Actions
- Structured Checklist: Designed a structured assessment checklist with tens of standardized questions and defined effort size categories (e.g., extra small to extra large)
- Consistent Definitions: Established clear definitions for each effort size to ensure consistent interpretation across teams
- Standard Output: Created a standard output format capturing in-scope and out-of-scope items, impacted platforms, and estimated effort across the full Software Development Life Cycle, including development, QA, and production release
- Living Document: Treated the checklist as a living document, continuously refining it as new gaps were identified
Results
- Speed and Accuracy: Tens on weekly assessments were completed within minutes instead of hours, with more focused discussions and more accurate outputs
- Focused Reviews: The structured layout helped solution architects focus on project-relevant sections, reducing the risk of overlooking key components
- Reusable Framework: Developed a comprehensive checklist of approximately 100 items organized into clearly defined sections (e.g., Declarative Changes, Programmatic Changes, Data Model Changes) that could be reused across teams
productsales
Technical Sales & Proposal Writing
Created client-friendly proposals for custom high-tech equipment, translating complex specs and pricing into documents that drove sales.
Context
- Infinite Configurations: Modular hardware allowed for virtually infinite possible configurations
- Basic Template: The existing commercial proposal template was built on a basic Excel file
- Feature Focus: The output was a single page listing technical features with no context on outcomes or customer benefits
- Poor Impression: The format was impersonal, difficult to read, and failed to leave a lasting impression on prospective customers
- Poor Organization: The template offered no structure to guide the reader or differentiate the company's value in a competitive sales environment
Actions
- Cover Page: Designed a commercial proposal template, featuring a cover page with key financial and technical details
- Dynamic Fields: Included dynamic fields for customer and sales rep information, and product photos from similar applications
- Specs Page: Built a technical specs page with items grouped into three categories, each accompanied by a brief description of the related benefit or outcome
- Financial Summary: Created a financial summary of itemized costs across four subcategories, including currency conversion for added transparency
- Supply Conditions: Developed a supply conditions page, including dynamically estimated shipping costs, a detailed packing list by weight and volume, and delivery, installation, and warranty details
- System Infographic: Designed an infographic illustrating how equipment components work together, from hardware to software
Results
- Higher Close Rate: Closing rates improved by 1.8x, driven by clearer information and stronger credibility through a customer-first approach
- Fewer Questions: Reduced inbound customer questions by 40% as the document proactively addressed most information needs
- Faster Responses: Unique line-item identifiers allowed sales reps to resolve follow-up questions faster, cutting response time
- Continuous Improvement: Treated as a living document, gaps identified through customer questions were continuously added, improving coverage over time
strategyinformation tech (it)
Strategic SaaS Evaluations & Migrations
Led multiple vendor evaluations and SaaS platform replacements that cut annual fees by up to 37% while maintaining operational performance.
Context
- Growth Gap: New SaaS tool was required to support company's growth needs and delivery processes
- Contract Deadline: Incumbent SaaS platform's contract was approaching renewal, requiring a 3-year commitment decision
- Shifting Landscape: Recent acquisitions by major industry players had shifted the competitive landscape, raising concerns about the platform's direction
- Internal Reset: An internal reorganization was underway, creating an opportunity to reassess tools and better align resources
Actions
- Evaluation Framework: Built an evaluation framework, defining MVP features and weighted scoring criteria across tens of data points
- Vendor Analysis: Conducted in-depth analysis of three vendors, covering multiple categories from functionality to delivery risk
- Data-driven Recommendation: Delivered a ranked, data-driven recommendation with a full project risk assessment to support the final decision
- Platform Migration: Led the migration as project manager, coordinating a cross-functional team of a system architect and marketing specialists
Results
- On-time Delivery: Successfully migrated to the new platform in under 4 months, with no disruption to daily operations
- Cost Reduction: Cut annual platform fees by 37% while meeting or exceeding performance KPIs
- Reusable Framework: Delivered a sound, data-driven decision framework that can be reused for future vendor evaluations
Marketingoperations
Email Marketing Operations
Took a complicated workflow and turned it into a repeatable system by improving how requests were submitted, reviewed, and delivered.
Context
- Ad-hoc Requests: The Email Marketing team received ad-hoc requests with no clear process in place
- Slow Delivery: Delivery times were slow and inconsistent across campaigns
- No Standardization: The lack of standardized workflows made it difficult to manage workload and scale output
Actions
- Intake Form: Created an Email Campaign Brief intake form to capture requests in a structured way
- Asset Types: Identified six distinct asset types, including emails, webforms, and lead routing rules
- Campaign Flows: Built a service offering around seven standard campaign flows, such as newsletters and event invites
- Delivery Milestones: Defined eight delivery milestones to guide each project from intake through to final approval
- Tracker Tool:: Introduced a tracker tool to manage workloads and keep timelines on track
- Daily Scrums: Established daily scrum meetings with marketing specialists to improve team alignment
- Consolidated Templates: Consolidated all asset templates into a single PDF with a clear, visual digital workflow
Results
- Leaner Team: Reduced team size from five to four (20%) without losing quality of deliverables
- Higher Throughput: Increased campaign throughput by 1.8x (up to 1,200+ digital assets/year)
- Faster Delivery: Cut average delivery time from five-plus days down to 3.5 days (30%)
- Customer Satisfaction: Raised customer satisfaction scores to 98%
productoperations
Lean Operations & Margin Improvement
Cut costs and streamlined operations across businesses of all sizes, delivering measurable gains in efficiency, quality, and customer value.
Context
- High Delivery Costs: Products and services across multiple industries required significant resource involvement during the delivery phase, driving up operational costs
- Scalability Bottlenecks: Time-sensitive manual processes depended on large teams, creating inefficiencies and limiting scalability
- Floor Disorganization: Disorganized manufacturing floors hindered productivity and were not configured to support efficient assembly workflows
- Vendor Dependency: High material costs stemmed from reliance on a single vendor and underdeveloped just-in-time inventory practices
Actions
- Lean Implementation: Trained the workforce and implemented lean manufacturing principles, including the 5S methodology, to improve organization and reduce waste on the production floor
- Self-Serve Enablement: Developed self-serve capabilities across software, hardware, and services, empowering customers to independently manage tasks that previously required direct support
- Strategic Sourcing: Led strategic vendor negotiations and sourced non-OEM alternatives for non-critical components, reducing material and equipment costs
- Inventory Optimization: Strengthened inventory management practices to minimize excess transportation, improve just-in-time delivery, and reduce obsolescence
- Lifecycle Management: Advanced product lifecycle management, along with asset recovery and refurbishment programs, to lower costs and reduce landfill waste
Results
- Delivery Excellence: Improved the quality and consistency of delivery outcomes while simultaneously boosting team morale and customer satisfaction
- 80% Cost Reduction: Reduced the cost of specific delivery steps by over 80% through the introduction of automation
- 40% Material Savings: Lowered material costs by up to 40% through vendor diversification and smarter sourcing strategies
- Waste Reduction: Decreased internal resource waste and strengthened the perceived value of products and services in the eyes of customers
Disclaimer: Some details and images have been adjusted or anonymized to protect proprietary information and maintain client confidentiality; however the case studies shown reflect real outcomes.