Project Management

September 2024 – Present

Credit Union Rebrand — Brunswick Credit Union

Multi-organization initiative led by Atlantic Central

A region-wide rebrand of the credit union identity across the Atlantic provinces, replacing a dated visual identity with a modern community brand built to resonate with younger members. The program introduced a new logo and brand guidelines applied across every member and staff touchpoint.

Role: Led the project for Brunswick Credit Union, coordinating BCU's implementation within the broader Atlantic Central program alongside participating credit unions across the region.

• Owned end-to-end rollout of the new brand identity across BCU's digital channels, coordinating logo updates across 6 chamber of commerce sites, 5 small business partner sites, 3 legacy websites, 3 social media channels, the email marketing system, internal emails, forms, letterhead, and SharePoint site, ensuring no legacy assets remained in the market.
• Built and executed the member communications plan, including brand positioning, social content (videos and static graphics), email campaigns, and CEO messaging to explain the change and its rationale.
• Led internal adoption by delivering 2 staff education sessions covering the new logo, the thinking behind it, and why the shift mattered, setting expectations for consistent use across all outgoing materials.
• Coordinated with Atlantic Central and peer credit unions to keep BCU's execution aligned with regional program timelines and standards.
• Completed the full digital transition and drove the physical rollout to 11 of 14 branches with updated signage, continuing to coordinate with Operations on the remaining locations and the broader branch refresh.

November 2024 – August 2026

Data Merge Project — Brunswick Credit Union

Digital and communications lead

Following the merger of Bayview Credit Union, Advance Savings Credit Union, and Progressive Credit Union into Brunswick Credit Union, three parallel sets of systems, properties, and member-facing platforms had to be consolidated into a single unified organization. Led the digital side of the project in partnership with Operations, spanning websites, tools & tech, banking infrastructure, and member communications.

Role: Digital lead for the consolidation, working across Operations, executive stakeholders, and multiple external partner organizations.

• Co-led with League Data the consolidation of three legacy websites into a single BCU site, migrating to a new Central 1 CMS and rebuilding the full page architecture from scratch to reflect the new brand and a modernized member experience.
• Merged the full digital measurement and social stack into unified BCU properties with consistent branding, covering Google Business listings, Google Tag Manager, Google Analytics, Meta Business Suite, and all social channels.
• Coordinated with banking partners on the consolidation of core banking, Interac, credit and debit card programs, and bill payment systems across the three legacy institutions.
• Managed the URL transition from legacy credit union domains to Brunswick across the website, online banking, mobile app, and account opening platform.
• Developed and executed the marketing and communications plan, including a mix of educational social content designed to walk members through what was changing and reduce friction during the transition.
• Built internal staff tools and reference materials so frontline teams could confidently handle member questions and complaints throughout the migration.
• Served as the central digital point of contact across multiple internal stakeholders and external partner organizations, keeping dependencies aligned across a multi-organization project.

Acquisition Campaign

"Arrive & Thrive" Newcomer Campaign — Brunswick Credit Union

Co-managed with Details Design

An acquisition campaign targeting newcomers to Canada, built around a dedicated community brand and paired with in-branch activation. Co-led the campaign with external marketing agency Details Design, from creative development through paid media launch and frontline enablement.

Role: Marketing lead for BCU, partnering with Details Design on strategy and creative execution.

• Partnered with Details Design to develop the "Arrive & Thrive" brand theme and the full suite of campaign assets.
• Launched and managed paid media across Google Performance Max and Meta Ads on an $8,000 budget, delivering nearly 1 million impressions.
• Achieved a 2.15% CTR on Performance Max, beating the 1.80% industry benchmark, at a $0.07 CPM; Meta delivered a $7 CPM at 4.67 frequency.
• Built staff-facing support tools to equip frontline teams to serve newcomer members effectively.
• Coordinated in-branch activation through BCU's Newcomer Champions, connecting paid media to a supported, in-person and community-focused experience.
• Drove 500+ new accounts opened by newcomer members in the first 6 months.

May 2026 – August 2026

BCU Ownership Advantage Program Launch — Brunswick Credit Union

Marketing lead

A member loyalty program offering exclusive benefits including preferred rates on investments and mortgages. Led the marketing launch, translating a rate-and-benefits structure into a clear member-facing value proposition across owned and social channels.

Role: Marketing project lead for the program launch.

• Developed the full go-to-market marketing plan for the program launch.
• Built and ran the social campaign across a mix of formats including educational content, video, and static posts, all designed to explain program benefits and eligibility to members.
• Executed the supporting email marketing campaign, achieving a 35% average open rate against an industry standard of 20% to 25%.
• Created the program's website product page with an SEO-focused approach to capture ongoing organic demand.
• Drove 700+ new accounts since the June launch.

January 2026 – Present

Website Enhancement Project — Brunswick Credit Union

Project lead

An ongoing revamp of BCU's website to modernize UX and UI, increase engagement, and rebuild content for SEO and AEO. Structured as phases rather than a single relaunch, covering campaign pages, the knowledge hub, and governance and corporate pages, so improvement could continue without taking the site down.

Role: Project lead.

• Rebuilt existing pages across copy, layout, and structure with a modern UX/UI approach aimed at increasing site engagement.
• Optimized content for both traditional search and AI-driven answer engines, positioning the site to stay discoverable as search behaviour shifts.
• Broke the work into manageable phases covering campaign-specific pages, the knowledge hub, and overall governance and corporate pages, so improvements could be delivered incrementally.
• Built a self-serve service status page allowing members to check whether BCU services are operational, cutting service status calls by 15% and easing volume on the call centre team.