Meet the Demand Spring Team
Demand Spring is made up of B2B technology veterans.
Almost all of our consultants have 15-20 years of experience and are experts in their craft – be it strategy, marketing automation, content development or creative.
Common amongst all of our consultants is a shared passion to help our clients, with an unwavering focus on delivering value.
As Demand Spring’s founder and lead strategy consultant, Mark Emond has a tremendous passion for developing advanced, yet pragmatic demand generation strategies that deliver early results and long-term growth for our clients.
Mark has over 15 years of client-side leadership experience, with organizations of all sizes. Before Demand Spring, Mark toiled for a slightly larger organization, leading IBM’s North American Marketing organization for Smarter Analytics. He led the integrated market strategy, demand programs, channel marketing, sales enablement and marketing operations effort across over 100 individuals. It was entirely too big for his entrepreneurial spirit.
Mark joined IBM through its acquisition of Cognos, a $1.2B business analytics leader. As Director of North American Marketing, and before that Senior Manager of Global Demand Programs, Mark was one of the key demand generation leaders when Cognos captured the first Eloqua Markie Award for lead management and the Sirius Decisions Return on Integration award.
Mark has also held marketing leadership roles at Watchfire and Corel. Mark Emond holds a Bachelor of Commerce degree from Laurentian University and happily resides in the coldest capital city in the world (Ottawa, Canada) with his wife and six year-old daughter. In his limited spare time, Mark is an aging hockey goalie and a golfer.
Donna Danis – Vice President, Strategy Consulting
Donna is responsible for Demand Spring’s Strategy Consulting line helping clients with demand generation strategies, demand generation process and practice redesign, customer buying cycle and persona analysis, sales and marketing alignment, and lead management processes.
Donna is a senior demand generation strategist and practitioner with more than 20 years of experience in B2B marketing. Donna has previously held client-side leadership roles at IBM, Cognos, and Avid Technology. She has also worked in a consulting capacity with a broad range of companies, from start-ups to larger high-tech organizations, in the Boston area.
Donna has a Bachelors of Science Degree in Communications/Media from Fitchburg State University and lives with her husband and daughter on a beautiful lake in Southern New Hampshire. Following her passion for community service, Donna serves on the Board of Selectmen in her hometown and also helps to protect New Hampshire lakes from the spread of invasive plants and animals. Any time left over she devotes to reading, golf, and enjoying her family.
Gary McGrath – Vice President, Revenue Marketing
With a proven track record as a new venture builder, Gary McGrath brings an unmatched ability to overcome obstacles to Demand Spring.
A recognized self-starter, with an extensive background as a consultative B2B Sales and Marketing professional, Gary prides himself on his ability to open new doors to help turn young, emerging businesses into recognized front runners.
With extensive knowledge of marketing technologies, demand generation solutions and services, Gary quickly develops meaningful relationships while building trust and credibility with prospects, partners, and customers alike.
In his spare time, Gary enjoys spending time at the lake with his family, playing golf, and cheering on his Patriots, Red Sox, Bruins, and Celtics.
With more than ten years of Customer Advocate and Client Success leadership experience at IBM and Cognos and more than 20 years of senior global marketing leadership experience, Lisbeth leads Demand Spring’s Influitive partnership initiatives.
In this role, Lisbeth helps clients implement customer advocate marketing strategies, developing content that drives referrals, references, and reviews, along with word of mouth recommendations through the deployment and management of advocate hubs.
A leader with a wealth of experience in customer advocacy, voice-of-customer, customer loyalty and satisfaction programs, Lisbeth’s broad range of experience also includes web and content management and branding.
Based in Ottawa, Lisbeth is an avid runner and fitness enthusiast, who loves spending time with her husband and two boys.
Ruth brings extensive experience in all facets of marketing communications & demand generation to her role at Demand Spring. With a solid track of record helping organizations build and progress sales pipeline, Ruth strives to heighten the level brand awareness for her clients to help capture market leadership.
At Demand Spring, Ruth heads our Influitive partnership, driving success for customers through the launch and management of advocate hubs.
An avid cyclist and dedicated foodie, Ruth lives with her husband in Ottawa.
Jane Baird – Senior Strategy Consultant
As a former senior marketing leader at Cognos, which subsequently became the most prominent brand within IBM, Jane brings her weath of experience to Demand Spring client engagements, translating business targets into enterprise marketing strategies and programs to drive brand and profitability.
Business-savvy and creative, Jane is a proven communicator who quickly builds trust with clients. As a former Executive Director of the non-profit Ryan’s Well Foundation, Jane has a passion for helping boost cause awareness and enhancing donor engagement.
At Demand Spring, Jane helps clients understand the buying behavior and patterns of their customers, and builds demand generation and lead nurture strategies to drive results.
Jane loves her concert choir and book club almost as much as she loves her family and spending time outdoors, from one bug season to the next, on their rural property outside Ottawa.
Ashley Ayan – Senior Marketing Technology Consultant
As a Marketo Certified Expert and Revenue Cycle Analyst, Ashley is an experienced Senior Marketing Professional with a passion for driving leads, pipeline and marketing ROI through investment in effective digital and online lead generation vehicles, lead nurture programs, sales engagement and data analysis.
Over the last decade, Ashley has worn many hats, from coding websites by hand to managing integrated marketing programs and driving revenue growth thru marketing automation for multiple startups and tech companies.
Micheline Farah – Senior Marketing Technology Consultant
Micheline brings and extensive background as a Marketing Technology Consultant to Demand Spring. In addition to time spent on the consulting side, Micheline spent more than 12 years working on the client side, giving her a unique understanding of the pressures marketing departments are under to generate revenue.
A classic double threat when it comes to marketing automation, Micheline is equally at home working in Marketo or Eloqua.
Based in Ottawa, Micheline enjoys spending quality time with her husband and two children.
Kris Jarvis – Senior Marketing Technology Consultant
As a Marketo Certified Expert, Kris brings a unique mix of marketing automation and operations expertise to every client engagement. With a strong background in marketing technology, Kris takes great care when analyzing, creating and implementing back-end sales and marketing processes — with a laser focus on helping clients meet and exceed their goals.
When not immersed in all things marketing automation, from Marketo to Salesforce and all the processes in between, Kris enjoys spending time with family and friends.
And when she’s not finding some creative outlet you can find her exploring the great outdoors.
Danish is a Marketo Certified Expert who works with many of Demand Spring’s clients to optimize their instances to ensure optimal lead generation. Danish holds an MBA, with a concentration in Management & Change, from Carleton University’s Sprott Business School, and is a Marketo Certified Expert.
Always one to capitalize on his passions, Danish has significant experience in the burgeoning video game industry as he spent two years working with SEGA Europe across multiple multi-million-pound projects. He also holds a Master of Science in Marketing from Cass Business School (City University) and a Bachelor of Science in Business Management from the University of Essex. Danish lives in Ottawa.
With six years in web development built on a background in computer engineering technology, Marc is a multi-talented, multi-platform developer delivering creative mobile-friendly client-focused solutions.
From his mobile-friendly Marketo template design to web, iOS, and Android development, there’s no technological mountain he can’t climb.
Andrea Schiavone – Senior Client Catalyst
With a get it done attitude and legendary attention to detail, Andrea juggles the many moving parts of our client relationships, and she does it with a smile.
Her aim, as a client catalyst, is to enable change, whether defining and measuring success, discovering untapped marketing opportunities, or advising on the latest, most relevant industry trends (this may or may not include tips on how to manage stress).
Armed with an MBA and ten years of B2B marketing experience with Constant Contact, Cognos, and IBM, Andrea knows how to build a marketing pipeline.
When the juggling stops, she takes up her yoga mat or garden trowel. Andrea is based in Boston.
Karen Morad – Senior Client Catalyst
Karen cut her chops at a small ad shop in Princeton, NJ where she worked hard promoting fork lifts. It paid off, and she headed north to work on big brands like Volkswagen and Celebrity Cruises.
The corporate world then caught her eye, and she set to building rock-solid client relationships delivering high-quality creative in just about any medium you can imagine, with a focus on digital, branding and video.
It’s her passion for building great relationships coupled with an opportunity to share her marketing prowess that makes Karen a knockout client catalyst. She’s determined to see projects to completion.
Karen can make one stellar cheese plate, and she keeps her inbox in the single digits.
Melissa Beresford – Client Catalyst
With more than 15 years of technology, industry, and partner marketing experience with IBM, Cognos and Televitesse, Melissa brings exceptional project management and client management skills to every project.
Melissa’s motto is both classic and simple — she’s simply not happy unless her clients are happy.
Based in Toronto, Melissa manages to keep a work life balance that includes being a cheerleading hockey mom in the Canadian winters and enjoys spending summer days up north with her family at their cottage on Manitoulin Island.
Kelsey Jenkins – Associate Client Catalyst
With an HBA in Theatre Performance and English from the University of Toronto, a diploma in professional acting from Sheridan College and a Post-Graduate Certificate in Public Relations and Corporate Communications from Seneca College, Kelsey’s eclectic background has taken her from acting, to teaching, and then on to public relations and marketing communications.
Now as a member of Demand Spring’s Client Catalyst team, Kelsey prides herself on strong relationship building skills. Kelsey believes the key to successful client relationships comes down to the ability to listen actively to gain a true understanding of how she can best assist clients.
When not hard at work in Toronto, you can find Kelsey at a Spanish class, out salsa dancing or singing loudly (but not necessarily well) to the latest Broadway hit.
Content Development & Creative
Delaney Turner – Director, Content Strategy
Delaney comes to Demand Spring with more than 15 years of content marketing and social media leadership in private, public, and not-for-profit organizations. Possessed of keen instincts and solid storytelling, he helps clients develop content that will convince, compel and convert.
Delaney spent the past six years at IBM, whereas an early social media advocate he helped develop metrics, practices, and programs that converted tweets into leads and turned a corporate blog into SEO gold. Before Big Blue, Delaney was a senior writer at Cognos, where he managed the corporate home page, its newsletter, and turned out compelling content for high-profile product launches.
A media junkie and stickler for clarity, Delaney holds an M.A. in Journalism from Western University and an Honours B.A. in French from Brock. When not railing about split infinitives or Oxford commas, he can be found on the soccer pitch or whaling on the heavy bag at his local Muay Thai gym.
For best results, he should be kept caffeinated at all times.
Mario Scaffardi – Creative Director
Mario is a seasoned creative director and designer with over 20 years of experience in the industry.
Having worked on a range of branding, print, packaging and online projects, Mario has been a part of, and has managed, teams involved in developing creative solutions for local, national and international clients.
Mario approaches every project with an eye towards both strategic targets and creative excellence.
Jessica Marina – Designer
Based in the Boston area, Jessica works in close collaboration with both in-house and external clients, sharing her comprehensive understanding of effective visual communication across all media platforms. Passionate about working on a versatile range of creative projects, Jessica prides herself on working closely with her clients to develop rich visual stories and memorable brand identities.
Managing multiple deadlines in a single bound, Jess thrives in Demand Spring’s fast-paced environment, finding great reward in seeing a project from start to finish—that is, from rough pencil sketch concepts to a final execution.
In her spare time Jess loves to hike in the White Mountains, read and write comics, and take (probably too many) pictures of her dog, Shadow.
Brendan McCrann – Manager, Video Marketing
With an extensive education in marketing and digital experience, Brendan is a hands-on creative type who brings a unique combination of video production and marketing consulting skill to every client engagement. As founder of a B2B technology startup company, Brendan is keenly aware of the challenges Demand Spring clients face on a daily basis. A video and interactive technology evangelist, Brendan believes that the two, when combined, are the magic potion behind relevance in such a competitive landscape.
Possessed of strategy smarts, broadcast production experience, and problem-solving panache, he’s a passionate believer in the power of video marketing to getting noticed and ultimately converting viewers into customers.
When Brendan isn’t plugged into his Mac editing videos or experimenting with new interactive solutions, you can find him on a campsite taking videos of the great outdoors, in the bunker on a golf course, or in the middle of a match with the alumni of his high school ping pong team.
Marc Rand – SEO
Marc is a Search Engine Optimization expert with deep understanding of larger digital marketing strategies. Having worked for IBM, Cognos and Centerpoint Technologies he has founded Weathervane Analytic Wisdom to bring his love of web metrics, data analysis, human factors and good design to the realm of inbound-marketing. Marc helps organizations identify digital marketing opportunities through search engine optimization, search engine marketing, and great web design.
With over 14 years of experience analyzing data for insights, communicating the results with powerful visualization, and implementing leading SEO strategies, Marc has consistently been ranked at ‘outperform’ in the companies where he worked.
When he’s not in front of his computer tracking your every move on the web he’s out on a sailboat, teaching others to sail and enjoying the Ottawa River with his girl.
Sherry McPhail – Senior Writer
With almost two decades of professional communications experience in the private, public and non-profit sectors, Sherry creates engaging copy in a variety of styles on virtually any topic. Through interviews and workshops she helps organizations tell their stories, and brings their vision and passion to audiences through highly readable writing. Sherry also creates strong communications strategies and plans that build leadership and establish trust. Sherry holds a Bachelor of English from the University of Calgary and a Masters in French-English Translation from the University of Ottawa.
Sherry and her husband play a zone defence against their three boys. When not in front of her computer Sherry can be found at her lovely cottage, enjoying the nature, hiking, and skiing. Sherry is based in Ottawa.
Marketing & Administration
Mike McAllister – Digital Marketing
Leading Demand Spring’s corporate marketing efforts, Mike immerses himself in all things MarTech, managing the company’s outbound and inbound efforts.
A well seasoned, customer-focused communications professional with more than twenty years of experience in the consumer and enterprise software industry, Mike prides himself on learning new tricks — not entirely unlike his dog Cosmo.
Before joining Demand Spring in 2013, Mike lead cross-functional teams across at IBM, Cognos, Yahoo!, Protus, Halogen Software, CrossKeys, Corel, proving his value as a creative thinker and leader along the way.
Based in Ottawa, Mike holds a BA in English from the University of Ottawa and a Diploma in Print Journalism from Canadore College.
Erin Upton – Digital Marketing Specialist
A graduate of St Francis Xavier University with a Bachelor’s degree in Business Administration and a major in Marketing, Erin began her career as a Communications Officer in media monitoring with the Department of Public Safety with the Government of Canada.
In her role as a Digital Marketing Specialist at Demand Spring, Erin supports our Influitive partnership, driving success for Advocate Hub customers through the development of content and challenges.
Erin is also vital to the development and management of outbound marketing automation activities for Demand Spring.
In her spare time, Erin enjoys baking (and eating), hanging out with friends and family, and watching Netflix documentaries.
Ryan Laushway – Marketing Intern
Ryan is currently attending Bishop’s University where he is working towards a double major in Marketing and Entrepreneurship. Ryan works part time during the school year, and full time with Demand Spring every summer, assisting with and leading efforts on everything from social media creation and outreach to Marketo campaign development and procedure documentation.
Add to the mix his deep competitive research and analysis, and you have someone who’s contribution is measured by more than the number of consumed caffeinated beverages alone.
When Ryan isn’t logging hours with Demand Spring or working to complete his Bachelor’s degree in Business Administration at Bishop’s University in Lennoxville, QC, he can be found shredding it on ski hills in the Eastern Townships, British Columbia and Northern Vermont.
Kathy Mahoney – Office Manager
With over 20 years of experience leading and delivering highly successful projects and teams, Kathy’s background includes the delivery and management of professional development programs; implementation of new programs targeted to increase revenue and enhance the ROI for clients; chairing and managing executive teams and committees; management of a not for profit membership based as well as facilitating partnerships between entrepreneurs, medium, and high-growth technology companies, academic institutions, government departments.
Kathy’s key role is to ensure the smooth running of Demand Spring’s administration. When not laptop deep in admin work Kathy enjoys working on her hobby farm, located in the Ottawa area.