Case In Point: Stories of Impact

Riipen Case Study

Education Technology & Social Impact

Point of Access: Connecting Learners to Opportunity.

Action

I led the creation of a demand generation engine that grew the program beyond expectations. We implemented an integrated marketing strategy that spanned digital advertising, email campaigns, content marketing, and strategic partnerships with organizations like Black Boys Code and Contact North BC. We targeted both students and small businesses, ensuring that our messaging reached key demographics who could benefit the most.

But it wasn’t just about marketing. We were connecting learners to real opportunities where their help is impactful. The projects were designed to be flexible, short-term, and fully remote—allowing students to work from anywhere, and employers to benefit from their contributions without the usual overhead.

Results

The results were game-changing:

• In just the first year, 6K+ internships were completed, helping students gain real-world experience while supporting small businesses in need of extra hands and brains.

• The program was oversubscribed within a few months, with thousands of students waitlisted due to the overwhelming demand created.

• We renewed the program, securing a total $36 million in funding—triple the initial investment—and set the stage for continued success.

Most importantly, we delivered impact. Over 70% of participants came from equity-seeking groups, helping learners from diverse backgrounds take that first step toward building meaningful careers. We connected students and businesses across the country, breaking down barriers and opening doors.

Impact is the point, and that’s precisely what we delivered.

Situation

As VP of Marketing at Riipen, I was tasked with fully launching and scaling demand for the Level UP program, a new initiative funded by the Government of Canada's Innovative Work-Integrated Learning (I-WIL) to provide remote, paid internships for post-secondary students. The program was created to solve a critical problem—making work-integrated learning accessible to students, especially those from underrepresented communities, while helping small businesses and nonprofits tap into fresh talent.

Cars.com Case Study

Automotive & Digital Marketplace

Point of Growth: From Stagnation to Expansion.

Action

I recognized that to create real change, we needed to rethink how we demonstrated value. It wasn’t just about generating leads; it was about helping our clients understand the entire customer journey, from first interest to purchase. As the Senior Director of Product Marketing, I led the process by which we redefined how we measured success, focusing on how our efforts were moving buyers closer to making a decision at every stage of their journey. This shift wasn’t just operational; it was about making the process transparent, trackable, and strategic, both for our clients and the consumers they served.

We brought in advanced sales attribution models, which allowed us to demonstrate the real-world impact of our digital campaigns—tracking everything from online searches to dealership visits, and ultimately, vehicle purchases. By innovating with data partners, we gave our clients the tools to see how their ads were influencing foot traffic and sales, providing them with the clarity they needed to invest confidently. This transparency also benefited consumers, who could now feel more assured they were receiving targeted, relevant, and timely information to guide their big purchasing decisions.

At the same time, I led thought leadership initiatives, including branded events and roadshows, where we presented cutting-edge consumer insights directly to dealers and OEMs. These events helped our clients see the bigger picture and adopt a more customer-centric approach. I also spearheaded the creation of our first-ever Data Science team, which enhanced our ability to provide valuable insights and improve both the seller and buyer experience.

Results

The impact was sizeable across all levels:

• Revenue surged, growing an average of 19% per year. We broke this market segment's $100MM revenue ceiling for the first time and didn’t look back.

• Customer churn dropped significantly to under 5% in three years.

• Our Brand Favorability increased by 30% and 20% with our clients and their customers, respectively.

But the true impact wasn’t just financial. By making the car-buying journey more transparent and data-driven, we helped consumers navigate one of the biggest financial decisions of their lives with greater confidence. The process became less overwhelming, more informed, and ultimately more customer-focused. We transformed the car-buying experience for consumers nationwide.

Situation

When I joined Cars.com, we were at a turning point. Revenue growth had stalled, and churn among our key clients (OEMs and large dealer groups) was rising. Customers saw us as just another lead-generation platform, disconnected from the real impact we had on their bottom line. But there was another dimension to this: the disconnect wasn’t just between us and our clients, but also between our clients and the consumers they served. Buying a car is the second most significant financial commitment most consumers make in their lives, and for many, the process is confusing, stressful, and opaque. We needed to change the conversation, rebuild trust, and improve the experience for our clients and their customers.

General Mills Case Study

Consumer Goods / Food & Beverage

Point of Transformation: Scaling a Multicultural Digital Platform.

Action

As Head of Owned & Paid Digital Marketing, I knew this wasn’t just a content problem but about building trust and emotional connections. We set out to transform Que Rica Vida from a collection of coupons into a digital space that truly reflected the heart of Hispanic culture. We expanded the platform to include content on health, parenting, nutrition, and celebrations. The goal was clear: create a space where families could see themselves and their values reflected, making the platform more than just a brand but a part of their everyday lives.

We also recognized the linguistic diversity within the Hispanic community. Our strategy expanded to include both Spanish and English content, allowing us to connect with families who may speak both languages at home. This wasn’t just a shift in strategy but a recognition of the cultural nuances that shape people’s lives.

The reach was just as important as the message. We launched a comprehensive paid media strategy, leveraging display, SEM, social, and video ads to amplify the platform’s presence. As momentum built, we pivoted to a more organic approach, using content, SEO, and social media to drive sustained engagement and growth.

Results

The impact was meaningful, not just for General Mills, but for the community it served:

• Six million+ users visited the platform, every month, engaging with content that resonated deeply with their lives and values.

• Key General Mills brands saw a 34% lift in sales, driven by a stronger emotional connection with the audience.

• Que Rica Vida rose to become one of the Top Ten largest Hispanic websites in the U.S., rubbing shoulders with established media platforms like Univision and NBC’s Telemundo.

This transformation went beyond numbers. It became a cultural touchstone, a place where Hispanic families could see their traditions, challenges, and celebrations reflected back to them. We didn’t just drive clicks—we built a community. Impact is the point, and the social and cultural resonance of this platform was undeniable.

Situation

When General Mills approached us at M8, their digital efforts in the US Hispanic market were scattered. The digital strategy and content—focused on recipes and coupons—lacked depth and engagement. Yet, the Hispanic community was their fastest-growing audience, and General Mills knew they needed a deeper connection. It wasn’t just about transactional marketing anymore; it was about engaging with a vibrant, culturally diverse group in a meaningful way.

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