Strategic Operations Advisor & Professional Development

2024 l Present

Delivered operational strategy, workflow automation, and process improvement advisory for SMB clients following an international relocation.

• Engineered custom database solutions and automated workflows, reducing client operational workload by 18%.

• Accelerated lead generation by 10% through web traffic optimization, targeted visibility initiatives, and data-driven strategies.

• Eliminated operational errors and communication bottlenecks by restructuring team communication channels and establishing standardized operating procedures.

Regional Manager

Apple Inc - Channel Retail/ Reseller Sales
2012 -2024

Strategic leader directing a national team of 6 Area Managers and 100+ Field Sales Reps across 6 provinces.

• Directed a $690M book of business, delivering 6% year-over-year growth (109% of target) while consistently outpacing national averages across key product categories.

• Built and sustained a high-performing culture with 4.5% attrition and 7.5-year average tenure; developed 6 Area Managers and promoted multiple team members into advanced management and corporate roles; Recognized 3X as Regional Manager of the Year.

• Led annual sales strategy, quarterly forecasting, OpEx management, and executive-level business reviews with senior leadership.

• Spearheaded national sales initiatives, territory planning frameworks, and custom data reporting tools that optimized field execution and performance tracking.

• Drove performance across 9+ national partners, including Best Buy, Costco, and major telecom carriers, elevating merchandising compliance and product visibility to drive nationwide sales growth.

District Manager

Rogers Communications Dealer Channel (Planet Mobile)

Canada’s largest wireless carrier, comparable to AT&T or Verizon
2009 - 2012

Multi-unit leader overseeing 19 retail franchise locations, directing dealer relations and enforcing operational excellence.

• Led full integration of retail store acquisitions, aligning legacy teams with corporate performance standards and culture.

• Increased customer satisfaction (C-SAT) scores by 40%+ through standardized service and execution protocols.

• Negotiated with vendors and franchise owners to improve operational efficiency and expand market share.

• Awarded 2009 Business Manager of the Year for delivering top-tier territory performance.

Franchise Owner

Rogers Communications - Planete Mobile Dealer
2006 - 2009

Entrepreneurial leader who acquired and successfully turned around two underperforming Rogers Mobile franchise locations.

• Purchased and revitalized two existing franchise locations, delivering a complete operational and financial turnaround.

• Achieved 300% residual growth in three years and 20% sales growth in the first year.

• Owned end-to-end responsibility for all business functions: P&L, people, operations, and B2B sales.

• Earned Most Improved Store recognition in 2006 and 2008.

National Channel Expansion | Apple Canada

Scope: 4 National Telecom Carriers | Multi-Province Field Operations | 5-Year Horizon

Context

Telecom carrier stores operate under a radically different model than traditional big-box retail—focusing on plan activations over hardware solution-selling, working within compact footprints, and navigating high store-level turnover. Apple needed to expand its physical brand presence into national carrier channels, but early attempts faced strong partner resistance, inconsistent field execution, and low merchandising compliance.

Approach

• Designed and led an end-to-end operational framework to integrate Apple-branded retail programs across national carrier networks without disrupting partner store operations.

• Shifted carrier leadership from resistance to buy-in by embedding Apple field teams directly into partner stores to co-drive overall store performance and elevate customer experience.

• Adapted visual merchandising guidelines to fit compact carrier layouts while maintaining Apple’s strict global brand standards.

• Built a high-performing field organization and introduced structured, recurring training focused on increasing solution basket size rather than single-device sales.

Impact

• National Market Presence: Successfully established Apple’s branded footprint across 4 major national telecom partners in the initial deployment phase.

• 10% Annual Growth: Drove a 10% average annual growth rate in the carrier channel over 5 consecutive years.

• Elevated Basket Size: Significantly increased customer basket size and accessory/service attach rates across carrier doors.

• Long-Term Co-Investment: Transformed initial carrier resistance into strategic, long-term co-investments in field headcount and dedicated retail space.

National Business Intelligence Dashboard | Apple Canada

Scope: National Field Sales Organization | Finance Adoption | Tableau + Excel

Context

Field leaders and account teams were overwhelmed by massive, unformatted Excel reporting files that required hours to dissect before every partner or staff meeting. Performance data was buried in static sheets, leaving teams without immediate visibility into individual metrics, category growth gaps, or precision targets for under-penetrated segments.

Approach

• Designed and built a dynamic Business Intelligence dashboard using Tableau and Excel that scaled from a local solution into a national standard.

• Replaced manual spreadsheet parsing with clean visual dashboards so field teams and partners could instantly identify revenue and attach-rate opportunities.

• Created intuitive progress trackers that allowed sales reps and stores to benchmark performance against regional peers.

• Leveraged deeper data synthesis to build evidence-based targets and uncover high-potential customer segments that had previously been overlooked.

Impact

• Reporting Efficiency: Eliminated hours of manual analysis for field leaders and reps prior to partner and staff meetings.

• Revenue Optimization: Unlocked net-new attach rate and revenue opportunities through clear, actionable data visibility.

• Competitive Performance: Drove healthier internal competition and peer benchmarking across regional teams.

• National Finance Adoption: Scaled nationally across all Canadian field representatives and was formally adopted by Apple Finance as a core tool for market forecasting.

Strategic Retail Turnaround | Rogers Franchise Owner

Scope: Underperforming Franchise Location | 12-Month Recovery | Local + SMB Focus

Context

The retail franchise location was struggling with sluggish foot traffic, low local brand visibility, and static sales performance. Standard corporate retail playbooks failed to connect with the regional demographic, and the store lacked a commercial sales motion to capture high-value business accounts in the surrounding market.

Approach

• Designed and executed a comprehensive 12-month recovery roadmap built on hyper-local engagement, differentiated customer experience, and commercial channel expansion.

• Deeply embedded the store into the local business ecosystem through Chamber of Commerce participation and community events.

• Revamped visual merchandising and introduced high-value free or discounted services not available at competing locations.

• Deployed strategic loss-leaders to drive foot traffic, paired with targeted marketing to increase repeat purchases.

• Led a specialized SMB sales team, creating custom communication and solution packages for commercial clients with 10+ cellular lines.

Impact

• 20% Sales Lift: Delivered 20% year-over-year sales growth through optimized inventory and foot-traffic conversion.

• 300% Residual Growth: Achieved 300% residual growth driven by long-term customer retention and recurring service plans.

• Customer Loyalty: Built strong local goodwill and customer retention through differentiated concierge services.

• Commercial Scalability: Established a dedicated SMB sales engine focused on securing multi-line business accounts.

Independent Advisory | Custom TMS Implementation

Scope: 150+ Truck Drivers | 8 Dispatchers | 3 Finance Operators | 6-Month Engagement

Context

Disconnected legacy Excel systems across dispatch, finance, CRM, and drivers created heavy administrative overhead, data discrepancies, double-bookings, and unreliable delivery timelines.

Approach

• Designed and deployed a custom end-to-end Transportation Management System (TMS) to centralize operations, eliminate manual data entry, prevent scheduling conflicts, and enable accurate real-time forecasting and customer communication.

• Integrated live GPS tracking and automated delivery status updates to keep customers proactively informed.

• Automated routing and schedule validation checks to remove human error and double-bookings.

Impact

• Operational Unification: Replaced fragmented spreadsheets with a single source of truth connecting finance, dispatch routing, and live driver communications.

• 18% Workload Savings: Reduced operational administrative workload by 18% across dispatch and finance teams.

• Data & Timeline Accuracy: Completely eliminated duplicate data entries and improved delivery timeline reliability.

• Enhanced Customer Experience: Elevated customer trust and transparency through real-time GPS tracking and automated status alerts.