Work Experience
A career built on curiosity, accountability, and always being willing to learn the next thing.
Over a decade of work experience across operations, marketing, admissions, and leadership has shaped the way I think about organizations, people, and problems. I started out answering phones and filing paperwork. I ended up running the operations of a career college. That trajectory wasn’t accidental; it came from showing up, paying attention, and never being too proud to do whatever the job required. This page is a full account of my professional work experience, from the earliest roles that built my foundation to the leadership positions where I got to put it all together.
Too long; didn't read
Real results from real action.
All figures are from verified campaign and operational data across CanScribe Career College, Focus College, and Chapman Digital Marketing client engagements.
CanScribe Career College | Chief Operating Officer | 2020 to Present
The COO role at CanScribe Career College represents the fullest expression of my professional work experience to date. In this position, I carry responsibility for the entire operational life of the college, marketing, admissions, student services, IT, and accounting, which means understanding how each department functions individually and, more importantly, how they function together.
On the marketing side, I lead strategy and execution across Google Ads, Meta advertising (Facebook and Instagram), email marketing, and CRM-driven campaigns. This isn’t oversight from a distance. I’m in the data regularly, monitoring performance, identifying what’s working, and adjusting what isn’t. Over my time in this role I’ve developed a strong instinct for where budget is being wasted and where it could be working harder.
One of the outcomes I’m most proud of from this period is the improvement in graduate employment rates. By building genuine relationships with employers in relevant industries and aligning our messaging and student preparation to what those employers were actually looking for, we pushed graduate employment to 88% within two weeks of graduation. That number represents real people getting real opportunities and it required coordination across marketing, student services, and curriculum that wouldn’t have happened without deliberate cross-departmental effort.
I also oversaw a significant period of systems modernization implementing a new CRM, a new Learning Management System, and a new phone and texting platform. Each of these projects required managing vendor relationships, internal training, data migration, and change management simultaneously. The result was a 50% reduction in time to technical resolution and a meaningfully more connected organization.
Perhaps the metric that took the most sustained effort was the student withdrawal rate, which I brought down from 10.2% to 6.5%. Withdrawal is a lagging indicator by the time a student disengages, something has already gone wrong upstream. Addressing it required looking honestly at our onboarding process, our communications cadence, and the support structures we had in place for students who were struggling. It was slow, unglamorous work, and it made a real difference.
Under my leadership, CanScribe Career College achieved its best year on record.
Focus College | Admissions & Communications Manager | 2024–2025 Contract
Focus College is a partner institution of CanScribe, and in 2024 I was asked to take on a contract role supporting their marketing and admissions operations, work I completed largely after hours alongside my COO responsibilities. It’s worth including in any account of my work experience because the results were significant and the conditions were genuinely challenging.
When I came in, Focus College had no CRM, no meaningful analytics tracking, and advertising campaigns that weren’t performing. I implemented Keap as their CRM from scratch, rebuilt their marketing workflows, and introduced proper conversion tracking across their digital channels for the first time. I managed Google Ads across search, display, and video, as well as Meta advertising and in-store app advertising. I also built out landing pages and lead capture forms across the WordPress website to give every campaign a proper destination.
The outcomes from this relatively short engagement were some of the strongest results in my work experience: cost per conversion dropped by 73.8%, total leads increased by 121.5%, email open rates climbed from 5.4% to 32.2%, and email click rates rose from 0.5% to 2.4%. Those numbers came from applying fundamentals, clean data, honest analysis, and messaging that actually connected with the audience, in an environment that had been running without them.
CanScribe Career College | Vice-President | 2016–2020
The Vice-President role was where my work experience shifted from managing operations to driving growth. My primary focus was on the full marketing and admissions funnel, understanding every stage, measuring every transition, and finding ways to improve each one.
The work was deeply data-driven. I built forecasting models that allowed the organization to predict enrollment and revenue with meaningful accuracy, changing how we planned and budgeted. I developed decision-making frameworks and algorithms for various stages of the sales pipeline, not because it sounded sophisticated, but because intuition alone wasn’t reliable enough at the scale we were operating.
The results from this period of my work experience reflect what’s possible when you combine clean data with honest assessment and a willingness to test things. Connection rates improved from 10.2% to 41.4%. Conversion rates rose from 8.33% to 11.5%. The average sales cycle shortened from 3.2 months to 1.8 months. Email open rates went from 12.11% to 42.87%. Lead generation increased by 31.1% without any increase in budget. Fraudulent clicks dropped by 70%. Cost per click fell by between 10.2% and 22.5%, depending on the campaign, and cost per conversion dropped by 62%.
I also invested heavily in the admissions team during this period, training representatives to recognize buying signals, align their messaging with where a prospect was in their decision process, and have conversations that moved things forward without feeling like pressure. Good admissions work, like good marketing, is really about understanding people.
CanScribe Career College | Operations Manager | 2014–2016
This role was my first real leadership position, and it shaped the foundation of everything that came after in my work experience. The job was fundamentally about communication, making sure information moved correctly between HR, accounting, IT, and the rest of the organization, and that the gaps between departments didn’t become the places where problems hid.
I gathered and analyzed performance data for staff reviews across all departments, working with HR to ensure issues were handled consistently and fairly. I also worked extensively on digital course content, using Rise by Articulate to create SCORM content, formatting Word documents for instructional use, and developing early gamification elements to improve learner engagement. It was hands-on, detail-oriented work that gave me a real appreciation for how much the quality of internal processes affects the experience of the people those processes are supposed to serve.
Kelowna BMW | Lot Manager | 2014
My work experience at Kelowna BMW sits a little outside the through-line of the rest of my career, but it taught me things I still use. As Lot Manager, I was responsible for the presentation and readiness of the vehicle inventory, ensuring cars were clean, fuelled, and staged properly for the lot. I coordinated vehicle transfers between dealerships, working with management to make sure inventory was where it needed to be and the logistics ran smoothly.
I also worked directly with potential buyers on the lot greeting people, understanding what they were looking for, and in a number of cases seeing those conversations through to a sale. That early direct sales experience, in a high-consideration environment where people are making significant financial decisions, gave me an instinct for reading where someone is in a decision process that has served me well ever since. I also assisted with dealership events, which required coordination, attention to detail, and the ability to represent the brand well under pressure.
CanScribe Career College | Administrative Assistant | 2008–2013
This is where my work experience with CanScribe began — and where I first understood what it meant to be part of an organization that genuinely cared about its students. As an Administrative Assistant, I handled the day-to-day operational support that keeps a college running: filing, answering phones, faxing, managing equipment, and ensuring the office functioned smoothly. I made outbound calls to students and prospective leads as needed, and worked across teams to help everyone get their work done.
It sounds modest on paper, and in some ways it was. But those five years gave me an unusually complete picture of how the organization worked at every level, who did what, where the friction was, and what students actually experienced when they interacted with the college. When I later moved into leadership roles and started redesigning processes, I had a foundation of lived knowledge that most people in similar positions don’t have. I knew what it felt like to be on the receiving end of a poorly designed system. That made me a better builder of better ones.
Entrepreneurship
Alongside my professional roles I’ve built two companies from the ground up, one that applies everything I know about marketing to help other businesses grow, and one that started as a passion project and became a real business. Both are active and running.
The Trade Analyzer | Founder | 2026 to Present
The Trade Analyzer started from a problem I kept running into as a fantasy sports player: every trade offer turns into an argument, and there is nothing out there with the accuracy to help you solve this. I wanted an honest, data-backed answer. So, I built one.
The Trade Analyzer is a live web app that scores and analyzes proposed trades across the NHL, NFL, and MLB. It is a real, revenue-generating product with user sign-up and a tiered subscription model. Here is the part I am proudest of: I am not a software developer, and I built it end to end by directing AI through Claude Code. Product decisions, monetization, the user experience, all of it.
It is the clearest proof of something I believe deeply. The future does not belong to people who can code. It belongs to people who know how to use the tools well enough to build the thing.
Chapman Digital Marketing | Founder | 2021 to Present
Chapman Digital Marketing exists because I kept seeing the same problem: good businesses with real value to offer, held back by marketing that wasn’t working hard enough for them. I started CDM in 2021 to fix that, taking the same data-driven, funnel-focused approach I’d developed over years at CanScribe and applying it across industries I hadn’t worked in before.
The work has spanned construction, retail, education, and charitable organizations, each bringing its own audience, its own conversion challenges, and its own version of the question I find most interesting: why aren’t the right people finding this, and what do we need to say when they do?
A few outcomes worth highlighting:
Chapco Construction in Calgary came to CDM with a straightforward challenge: their advertising was generating traffic but not converting it into real inquiries. By restructuring their campaigns, tightening their messaging, and improving the journey from ad to contact, we improved their conversion rate by 196.43% (from 2.8% to 8.3%) and reduced their overall advertising costs by 25%. In construction, where project values are high and every qualified lead matters, those numbers represent a meaningful shift in how the business performs.
The Yoga Chef, a restaurant in the Lower Mainland specializing in catering, needed more of the right kind of attention, specifically, people making catering inquiries rather than just casual visits. Within three months of working together, catering inquiries had increased by 33%. For a small hospitality business where catering represents a significant portion of revenue, that kind of targeted growth makes a real difference.
Smart CJS, a charitable organization based in the United Kingdom. They were suffering a massive problem: no processes and no understanding of how to implement them. I worked with the director of operations to fully implement their CRM, create processes for onboarding staff and volunteers, generating donations, and organizing volunteers. We turned a paper-based system into an online workflow that actually functioned. We were able to reduce onboarding costs by 84% and improve donations by 122% over six months.
What I’ve learned from CDM that I couldn’t have learned inside a single organization is how transferable the fundamentals really are. The details change, the audience, the platform mix, the conversion goal, but the underlying discipline of understanding who you’re trying to reach, what they need to hear, and how to measure whether it’s working applies everywhere. Every client has made me better at the next one.
Chapman Outdoors | Founder | 2022 to Present
Chapman Outdoors started with a frustration I’d had for years as a fisherman: quality flies and lures are expensive, and the price rarely reflects the actual cost of the materials. The same components used by premium brands are available at a fraction of the cost — the markup exists because it can, not because it needs to.
I started Chapman Outdoors in 2022 to change that. By sourcing the same quality materials used by established fishing supply companies and passing the savings directly to customers, Chapman Outdoors offers fishing flies and lures at a price point that makes the sport more accessible without compromising on what actually matters, whether the fish bite.
Running Chapman Outdoors has been a different kind of education than anything else in my professional life. Building an e-commerce business from scratch, product development, supply chain, online store, marketing, customer experience, is humbling in exactly the right way. Every problem is yours to solve and every lesson is immediate. It’s also genuinely fun, which counts for a lot.
It’s a small business with a clear purpose: good gear, honest pricing, and more time on the water for the people who love it.
"The human mind does not run on logic any more than a horse runs on petrol. A flower is a weed with an advertising budget."
