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.

Strategic Consulting

Mark Emond – Founder & Presidentmarketo_certified_expert

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 daughter. In his limited spare time, Mark is an aging hockey goalie and a golfer.

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.


Marketo Certified ExpertAshley 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.Marketo Certified Revenue Cycle Analyst

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.

Marketo Certified ExpertMicheline Farah – Director of Marketing Technology Services

Micheline brings and extensive background as a Marketing Technology Consultant to Demand Spring.

Eloqua Certified SpecialistIn 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

marketo_certified_expertAs 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.

Marc Tessier – Developermarketo_certified_expert

With a background in web development and 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.

Project Management

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 – Director of Client Services and Content Marketing

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.

Content Development & Creative

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.

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

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 Marketo efforts by building engaging programs, emails and events for clients. When Erin isn’t heads down in Marketo she is likely providing vital input into 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, Northern Vermont and parts of Europe.

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.