Meet the Demand Spring Team

Almost all of our consultants have decades of experience and are B2B 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 & President

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.

Matt Roberts – Vice President of Strategy

As Demand Spring’s VP of Strategy Consulting, Matt brings a breadth of experience from his past marketing leadership roles at Forrester, Staples, and Schneider Electric, where he led demand generation transformation programs.

Matt is a big believer that mass marketing transformation programs are dead. He has a passion for building pragmatic marketing programs that allow for agile change by combining outstanding strategy, digital expertise and excellent people skills. Originally from the UK and now based in Boston, he enjoys a good IPA and his beloved Arsenal football team.

Karen Morad – Director Content Marketing

Karen Morad is known for building rock-solid client relationships and delivering high-quality content in just about any medium you can imagine, with a focus on digital, branding and video. Karen is a thinker and teacher at heart. She’s taught about Design Thinking at the StartUp Institute in Boston; she’s participated as a MITX mentor and is currently on the board as Marketing Director for a community organization in her hometown.

It’s her passion for building meaningful relationships coupled with an opportunity to share her marketing expertise that makes Karen a valued strategic content advisor. Her balance of agency and client-side experiences also doesn’t hurt. She’s determined to make sure your content lives to its full potential.

Julie Zadow – Revenue Marketing Specialist

Julie Zadow is the Founder of PinchHitCMO and an Advisory Board member at DemandSpring. Julie has over 20 years of experience in marketing and brand strategy and execution, having served as the head of Marketing and CMO for various advisory, services and software companies in the New York and Boston regions. She is deeply skilled in marketing and integrated communications strategy, marketing organizational design, team coaching, content marketing and messaging and campaign management. She has built marketing departments from the ground up, launched new brands within established companies, led and mentored global marketing teams of up to 30 people, and partnered with Sales and C-Suite counterparts to drive measurable marketing that impacts sales forecasted pipeline and business results.

Alexandra Capello – Revenue Marketing Specialist

As a Revenue Marketing Specialist and a Marketo Certified Expert, Alexandra loves getting involved in as many different projects as possible. Since graduating from Dalhousie University with a Commerce Degree (Marketing Major), Alexandra has travelled Asia, Europe, and worked in Marketing for a ski season in the French Alps.

When not pursuing her passion for Marketing, you will find Alexandra enjoying the outdoors skiing, hiking, practicing yoga, or being creative indoors while cooking, sewing or painting.

Technology

Kris Latulippe – Director, Marketing Technology Practice

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.

Bill Anderson – Senior Marketing Technology Consultant

Bill straddles both creative and technical disciplines, with a background both in graphic design and marketing technology. Earlier in his career Bill focused on the brand and creative side of marketing, as Art Director for The New York Times, Leo Burnett and J. Walter Thompson. Over the past several years he has built a strong skill set and experience with Marketo, Salesforce, and other MarTech apps.

An avid life-long learner, Bill reads dozens of books monthly and will enthusiastically discuss anything from dirigibles to songlines.

Sierra Warren – Marketing Technology Consultant

Sierra is an innovative marketer who thrives at the crossroads of technical creativity and marketing strategy. As a Marketo Certified Expert, her breadth of marketing knowledge and depth of technological know-how compels her to develop creative solutions to complex business challenges – one data-backed step at a time.

Sierra has years of globally-focused marketing automation fieldwork under her belt, a liberal arts degree in Cultural Anthropology, and experience working as a professional photographer in the creative space. She is a critical thinker, well-rounded marketer, and lifelong learner who values the intersection of culture, technology, and business.

 While away from her desk, Sierra enjoys time in the pottery studio, honing her culinary skills, gaming on her self-built PC with friends, and walks with her beagle pup, Naama.

Matt Tonkin – Marketing Technology Consultant


Matt is a strategic marketer with a knack for building marketing systems. As a Marketo Certified Expert he loves to be challenged, taking complex problems, and solving them in a way that makes everyone’s job easier. Matt has worked with small startups and century old corporations in roles ranging from design to strategic planning.

When he’s not working with marketing automation, Matt spends his time as a wedding photographer, capturing all the goodness of people’s big days.

Marc Tessier – Developer

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.

Ryan Laushway – Associate Marketing Technology Consultant

A graduate of Bishop’s University with a Bachelor’s degree in Business Administration. In his role as an Associate Marketing Technology Consultant, Ryan supports clients Marketo efforts by building engaging programs, emails, webinars and events. With a highly trained eye for perfection and a go-get -em attitude, Ryan balance client work with our own social media efforts and technology management. His contribution is measured by more than the number of consumed caffeinated beverages alone.

When Ryan isn’t logging hours with Demand Spring he can be found shredding on the slopes of the Rocky Mountains or somewhere in Europe.

Client Services

Andrea Drown – Director of Client Services and Operations

Andrea is a leader with excellent communication, organizational, and project management skills. With over 20 years of agency side experience (McDougall, Arnold, Boathouse and expansive client experience with Celebrity Cruise Lines, Good Year Tire, Nuance Communications, Progress Software, Parametric Technology Corporation, CSC, Schneider Electric and Waters Corporation) she brings expansive knowledge of all industries to the table. She’s a number girl at heart but loves the day to day interaction with her clients.

When she is not working she is running around with her two girls or taking her mat to the closest yoga studio for some zen time.

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.

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.

Ward Verschaeve – Associate Client Catalyst

Coming from an agricultural background, Ward likes challenges and hands-on experiences, while always bringing a little bit of humor into the conversation. His passions include digital marketing and personal branding, especially on Instagram. Ward is currently getting his Bachelor of Commerce degree with a major in Marketing at Carleton University in Ottawa, Ontario, Canada.

As a member of the Varsity Swim Team and the Business Student Union, he is an expert at collaboration and getting things done. When he’s not online, Ward can be found biking on the streets of Ottawa, swimming, or with his goats on the farm.

Content Development & Creative

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.

Maddy Pigott – Customer Growth Specialist

Maddy is a Dalhousie University Commerce graduate with a major in Marketing Management. She is a driven individual with a passion for marketing and communication. As a Customer Growth Specialist, Maddy supports our Marketing efforts, writes blog posts, manages content calendars, and establishes relationships with prospective clients. Her enthusiasm, positive vibes, and agreeable spirit make her a much-loved member of our team.

When she’s not working, you can typically find her swinging away on the driving range, or tearing up the ski slopes.

Alison Pratt – Revenue Marketing Intern

Alison is currently completing her undergraduate degree in International Studies with a trilingual certification at York University in Toronto, Ontario. Having recently finished a year of studying abroad in Mexico, Alison is passionate about learning about other cultures and perspectives.

Her previous work experiences, while diverse, have all contributed to Alison’s love of working with people. Alison thrives in a fact based and fast paced environment, and, as a revenue marketing intern, she is eager to further her knowledge while learning about different factors of completing quantitative and qualitative research related to marketing and communications.

Administration

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.

Scott Jarvis – Chief Financial Officer

As CFO, Scott oversees the financial management of Demand Spring. Scott has over 20 years experience in building and advising companies in both the profit and not-for-profit sectors. He is a Chartered Professional Accountant (Chartered Accountant) that has worked at both Deloitte and Ernst & Young. When not at work, Scott is an avid golfer.

Scott leads Demand Spring in financial excellent best practices and precise financial expertise for strategic growth and transformation in the future.

Alex Friesen – Accountant

Working directly under the CFO, Alex ensures all financial reporting and activities are done with utmost quality assurance as the General Accountant at Demand Spring. While graduating Commerce and specializing in Finance in 2017, Alex has worked through his education gaining 5 years of accounting experience. In Alex’s spare time, he likes to watch capital markets, follow global events, and playing hockey.

Alex continues to proactively engage with Demand Spring stakeholders, build professional relationships, and scale financial operations for the Demand Spring team.