AidKit
VP of Marketing2024 — 2026
Full rebrand in 26 days at ~4× below industry cost; $1.6M in marketing-attributed pipeline every quarter.
Read case study$1.6M
pipeline per quarter
Full-stack marketing for markets that don’t add to cart.
I lead marketing for complex sales cycles — where building a trusted brand and creating the right moments is what actually drives growth. Currently building with AI and excited to work on products that matter; previously at AidKit, Exodigo, Via, and Block (Square).
Selected work
Exodigo
Director of Marketing2022 — 2024
LinkedIn 1K → 9K+ followers in 14 months; 25–33% conference speaking acceptance rate.
Read case study9×
LinkedIn follower growth
Via / Remix
Director of Marketing2019 — 2022
3× YoY pipeline growth at Remix; launched a community that grew to 700+ ICP members.
Read case study3×
YoY pipeline growth
Square / Block
Canada Product Marketing Lead2016 — 2019
~24× higher LTV cohorts using Square Reader; product grew to ~40% of Canadian customer base.
Read case study~24×
higher LTV cohorts
About
Pragmatic. First-principles. Full-stack.
Before specializing in marketing, I worked in journalism, management consulting, data analytics, and market research. Having to learn each marketing discipline from scratch means I don't carry many inherited assumptions about how things should work; I tend to go back to first principles before reaching for playbooks.
I'm drawn to organizations building for the physical world or tackling complex operational problems, especially those expanding access for people with limited options.
Expertise
01B2B & B2G marketing (enterprise & public sector)
02Product marketing (pricing, packaging, positioning)
03Conferences & events (virtual & in-person)
04Website & content strategy (clear messaging tailored to ICPs)
05Brand & visual identity (rebrands in weeks, not quarters)
06Executive thought leadership (earned media & speaking)
07Team building & leadership (FTEs, contractors, agencies - and AI agents!)
Recognition (Awards, Press, Speaking)
JUL 2026
JUN 2026
JUN 2026
2025
Tech Team of the Year
STEVIE AWARD
Recognizing the AidKit team's work building aid and benefits delivery infrastructure for governments and nonprofits.
2025
AidKit Conference Scout
EXIT FIVE · CUSTOMGPT CHALLENGE
An AI workflow that automates event research, ICP scoring, and sponsorship decisions for B2B marketers.
ViewSEP 2024
MAY 2024
JUN 2023
Contact
Writing my next chapter
I love meeting people who are building interesting things. Reach out if you think there's an opportunity to collaborate. Also always happy to swap notes on AI tools and workflows, British mystery novel recommendations, or where to find the best Singaporean food in the Bay Area.