FROM ENGINEERING to Marketing

My career began with a bachelor’s degree in civil engineering and hands-on experience on construction sites. The collaboration, urgency, and tangible results of project sites inspired my passion for engineering. To deepen my expertise, I pursued a master’s degree in structural engineering at the University of Saskatchewan, focusing on sustainable concrete. My research involved building and testing over 300 concrete specimens to balance strength and sustainability.

In my second year at AMEC, I made a bold decision. I expressed my interest in marketing and my desire to be transferred from engineering to the General Manager, who entrusted me with the role of Marketing Specialist and encouraged me to pursue relevant training. This new role introduced me to the power of storytelling, strategy, and data to address business challenges.

A few years later, I took another leap, earning an MBA in Strategic Marketing from Paris Tech University in France. This step marked my transition from engineering to marketing full-time.

In 2019, I founded Metrix Marketing, an agency that embodies my unique approach to blending logic and creativity to help our A/E/C and B2B clients achieve lasting growth. In my work with clients across the A/E/C sector, I’ve found that achieving meaningful marketing results requires a deep understanding of both the technical intricacies of their services and the unique challenges of their industries. For example, while developing a campaign for a company specializing in engineering solutions for harsh environments, I identified a critical gap: the market wasn’t aware of the company’s unparalleled expertise in these extreme conditions. By working closely with their technical team and subject matter experts, I brought their story to life through a campaign highlighting the authenticity and humor of their engineers on rugged project sites. Pairing real-world challenges with relatable, lighthearted content, we created social media posts and internal materials that resonated deeply with their audience. This approach showcased the company’s unique capabilities in a way that was both credible and human, resulting in increased engagement, stronger team pride, and a standout brand identity.My engineering background helps me grasp the uniqueness of my clients' services, while my marketing expertise simplifies and showcases their complexity in engaging ways. This blend of technical knowledge and creative storytelling bridges the gap between precision and audience connection, driving impactful results.

Though I haven’t designed a structure or supervised a construction site in over 15 years, I still see myself as an engineer at heart. My career transition taught me discipline, structure, and creativity while helping me connect emotionally with the audience. Over time, I’ve realized that marketing in the A/E/C sector has the power to drive meaningful change and shape human behavior. Working with remarkable companies and clients has shown me that a purpose-driven brand doesn’t just reflect culture—it shapes it, and I’m proud to contribute to that as a marketer.