National Director, Dealer Development

With over 20 years of experience in marketing, brand strategy, and building dealer programs nationally, I’ve dedicated my career to helping brands grow and giving partners the tools they need to succeed in both B2B and B2C spaces.

What sets me apart is my ability to find strategic cost-effective solutions to complex needs and problems, building solutions from concept to execution. I’m just as comfortable diving into Adobe Creative Cloud as I am analyzing data and building spreadsheets in Excel. When guiding a team, this experience allows me to envision the outcome and provide direction, based on my years of experience and firsthand ability to execute tangible results in these areas.

I bring a strategic mindset with a hands-on approach that’s all about driving real results and building brands that stand out with creative solutions to complex needs.

Most recently, I was the National Brand Manager at EMCO Corporation, where I led initiatives that line up closely with Wolseley’s priorities for the role of National Director, Dealer Development.

From developing dealer programs, strengthening vendor partnerships, and working closely with dealers and profit centers, I increased market presence and product adoption. This included hands-on training, supporting sales and store teams, while building effective program strategies designed to support dealers and stakeholders.

'Create dealer program strategies to grow market share and achieve profitability'

Creating dealer program strategies to grow market share and drive profitability requires a two-pronged approach, one that starts at the Profit Center to support B2B development and secondly, helps HVAC dealers grow their business.

At the Profit Center level, the foundation is laid with strong sales enablement. Tools, training, and program education ensure that counter staff and field reps are equipped to confidently communicate product value and program benefits. When sales teams are fully conversant in what’s being offered, they become brand ambassadors, driving awareness and creating meaningful engagement with dealers at every interaction.

On the dealer side, business growth hinges on lead generation. Yet surprisingly the vast majority of HVAC dealers rely almost exclusively on 'word of mouth' as their lead generation source when 9 out of 10 consumers start their buyer's journey online.

Building turnkey lead generation solutions for dealers not only drove growth but also enabled more selective, higher-margin sales.

This was accomplished by strategically leveraging co-op resources and working closely with dealers to build and strengthen their digital presence, providing tools they likely wouldn't have pursued independently. This included professionally developed websites, targeted Google Ads campaigns, and online advertising strategies designed to drive high-quality leads.

By offering this level of support, the program not only deepened dealer loyalty and engagement with EMCO, it also became a powerful tool for attracting new dealers and initiating relationships with high-potential prospects. It positioned EMCO as a true partner in their growth, not just a supplier.

Survivor Bias
(Missed Opportunities)

Teach Dealers How To Grow

'Regular communication of dealer program details and profitability to internal stakeholders including customers promotions, events, including Teams meetings. Generate monthly sales reports'

As part of a broader initiative to streamline communication and improve visibility across the organization, I identified an opportunity to build a centralized communications hub that would serve multiple stakeholders within EMCO.

Taking the initiative, I learned Microsoft SharePoint and designed, developed, and launched a national internal website to replace the limited Teams Group communications structure I had implemented previously.

This dynamic, user-friendly platform became the go-to resource for product information, program updates, sales tools, literature, promotions, and FAQs, all organized for easy, on-demand access.

To support localized operations across Canada, I created private pages for each Profit Center, giving managers and key stakeholders secure access to monthly sales reports, co-op fund tracking (to ensure all available funds are being utilized towards promotions, programs and dealer growth), and performance analytics, all of which I maintained regularly.

Each manager also had a dedicated space to upload and manage their own content, track communications, and organize project-specific resources.

The site was designed with frontline team needs in mind, while also supporting my national role. It gave sales reps and counter staff quick access to up-to-date slide decks, brochures, and promotional tools, improving responsiveness and enhancing service quality at the point of contact.

By consolidating critical information into one intuitive platform, I significantly improved internal communications, increased efficiency, and empowered teams with the tools they needed to succeed 24/7.

This platform became a mission-critical internal resource, continuously updated and maintained to support national teams with everything from spec sheets and program updates to co-op tools and branded content, helping drive consistency, accountability, and performance across the organization.

Each Profit Center had access to monthly sales reports, co-op, promotions, analytics and more which I maintained regularly, becoming a corner stone of internal communications.

Internal Team Communications Hub

'Create and deliver seasonal & complimentary vendor product promotions, work with corporate marketing team on promotions.'

I played a lead role in developing and executing seasonal and complementary vendor product promotions aimed at boosting engagement, driving sales, and fueling dealer growth.

Working directly with vendors, I aligned promotional strategies with market demand to ensure relevance and impact. With limited budgets and no dedicated marketing team, I took full ownership of campaign development, creating all supporting assets, from in-store signage and POP materials to digital content and dealer-facing communications, to maximize visibility and effectiveness.

By coordinating across vendors, internal teams, and field sales reps, I consistently delivered high-impact promotions that increased dealer sell-through and contributed to strong Profit Center performance, even in resource-constrained environments.