The shortest path might be a straight line, but the winding road is so much more fun.

Hi, I’m Cordell, a chef turned journalist turned marketer who calls Calgary home. My friends know me for my lasagna, my coworkers for my humor, and my leaders for my strategic thinking. While my education has been far from linear, consisting of dual diplomas in Professional Cooking and Journalism from SAIT, my career has been devoted to curating a variety of skills and experience aimed at one thing: helping brands craft better, more impactful digital marketing strategies.

I’ve had the distinct pleasure of doing that for a variety of local, provincial, national, and international brands, either as a client-side professional or as a strategic agency partner. I’ve worked with companies such as Calgary Co-op, Brookfield Residential, the University of Toronto, SAXX Underwear, KIND Healthy Snacks, and Bayer Crop Science.

Will your brand be next? Contact me and let’s find out, or scroll down to learn more about my journey.

Career at a Glance

  • May, 2024 - Present

    • Created an AI-enabled content marketing stack that automated the creation, optimization, and distribution of blog posts, video, and webinar content across channels

    • Designed, launched, and optimized an outbound digital marketing campaign that generated more than 30 marketing qualified leads from a bespoke audience of post-secondary professors in a three month span

    • Developed a robust brand platform and identity from scratch utilizing in-depth customer discovery, best practice in brand strategy, and first principals thinking

  • October, 2022 - February 2024

    • Created and implemented the organization's premiere digital marketing strategy, optimized towards donor retention and new donor growth, with a focus on automation and digital transformation

    • Oversaw the execution of all email, social media, website, and digital platform tactics as aligned to the digital strategy and planned campaign activities

    • Managed United Way's marketing agency relationships, including paid media and digital experience partners, to ensure budget compliance and overall tactical excellence in line with the organization's MarCom strategy

    • Managed a team of 3 direct reports

  • July 2021- September 2022

    • Planned and executed all owned channel activities, including website, social media, email, content marketing, and multimedia asset production

    • Developed indelible member-centric experiences in partnership with loyalty, including customized in-store offers through automated email development and members-only content deployed through gated member portals

    • Developed the first e-commerce marketing plan and worked across business units to measure and optimized success

    • Managed a team of two direct reports

  • September 2017 - July 2021

    • Acted as media planner, account manager, and ad buyer for national and local clients including large accounts such as KIND Healthy Snacks, the University of Toronto, Brookfield Residential, and Banff and Lake Louise Tourism

    • Re-defined McCann's media team as part of the integrated agency offering by acting as a thought leader and reliable business partner for internal teams

    • Managed a team of 3 direct reports

  • July 2014 - September 2017

    • Managed the digital aspects of the organization's multi-million dollar rebrand across Alberta

    • Developed and launched Canada's first interactive digital homebuilder tool, both in sales centres and online

    • Managed all facets of Jayman's digital marketing, including email, website, and social media

  • March 2012 - June 2014

    • Led the re-development of the organization's email and social media strategies

    • Created and published recipe, blog, and multi-media content

    • Assisted in the opening and promotion of the company's first store in more than twenty years

Skills and Platforms

    • Google Looker Studio

    • Microsoft Power BI

    • Google Analytics 4

    • Google Tag Manager

  • Social Management

    • Hootsuite

    • Sprout Social

    • Meltwater

    Email Management

    • Constant Contact

    • MailChimp

    • SalesForce

    Advertising

    • Google AdWords (Certified 2016 — Present)

    • Meta Ads

    • LinkedIn Ads

    • Reddit Ads

    • StackAdapt

    • SalesForce

      • Marketing Cloud

      • Data Cloud

      • Comunity Cloud

    • HubSpot

    • Microsoft Dynamics

    • Asana

    • Wrike

    • Trello

    • Confluence

    • Microsoft Project

    • WordPress

    • Silverstripe

    • Joomla

    • Sanity (Headless)

    • SalesForce Cloud Pages

    • SquareSpace

    • Adobe InDesign

    • Adobe Illustrator

    • Adobe Photoshop

    • Microsoft Word

    • Microsoft Powerpoint

    • Canva

You’ve gotten to know my technical ability, my history, and a bit about my background. You deserve a little chuckle for making it this far, so if you want to know more about my sense of humor, click play on the video below.