United Sport and Cycle
United Sport and Cycle
United Sport & Cycle is one of Canada’s largest independent sporting goods retailers, operating a 110,000 sq ft flagship location with a growing digital presence. The organization serves diverse customer segments, from grassroots athletes to professionals, and requires a seamless omnichannel experience that connects in-store expertise with modern eCommerce, digital marketing, and customer engagement.
Marketing Manager
August 2022 – Present
My Role
As Marketing & eCommerce Manager, I led the digital experience strategy and oversaw both online revenue performance and in-store engagement. My mandate was to reimagine the customer journey from awareness to purchase, online and in-store, while managing the team responsible for executing the work.
I directed a multidisciplinary group of designers, developers, and digital strategists and aligned our efforts with business goals, seasonal campaigns, and long-term growth plans.
The Challenge
When I joined United Sport & Cycle, the business was modernizing its brand and customer experience while navigating changing shopper behaviors accelerated by the pandemic. The physical store layout needed a complete refresh, digital journeys lacked cohesion, and marketing operations were fragmented across channels. The leadership team needed someone who could unify digital strategy, in-store experience, team performance, and revenue growth into one consistent operational system.
Key Contributions
Redesigned in-store and digital customer journeys, improving wayfinding, product discovery, and experiential engagement across key departments.
This included optimizing physical traffic flow, product zones, and retail storytelling moments.
Developed a channel-wide digital marketing strategy, including search, social, website content, and email — built around defined personas and repeatable campaign frameworks.
Owned P&L and budget planning for marketing, creating a data-driven spending model aligned to revenue objectives and category priorities.
Managed and coached a multidisciplinary team, fostering collaboration between creative, digital, and retail stakeholders and establishing a more unified approach to campaign execution.
Implemented UX improvements and site updates that enhanced product discovery, navigation, and conversion performance across the eCommerce platform.
Strengthened operational alignment between marketing, purchasing, and retail operations, ensuring consistent customer messaging and merchandising across channels.
Highlighted Projects
Retail Experience Overhaul
Led the redesign of multiple departments, improving layout, signage, and the shopper path to increase dwell time and average basket value.
Persona Development & Journey Mapping
Created refined user personas and mapped key journeys across categories (cycling, hockey, team sports), informing content, campaigns, and store improvements.
Centralized Campaign Frameworks
Developed repeatable campaign templates and content systems used for seasonal retail events and promotional windows.
Digital Performance Optimization
Introduced new analytics methods to measure channel performance, improving insights into traffic patterns, product demand, and promotional effectiveness.
Impact & Outcomes
Increased online and in-store engagement through improved customer journeys and UX enhancements.
Delivered measurable YoY gains in online sales and store traffic, supported by integrated marketing execution and improved workflows.
Strengthened collaboration and communication across marketing, retail, purchasing, and leadership teams.
Enhanced brand consistency and storytelling across digital channels and the in-store environment.
Improved team efficiency, clarity, and ownership through new operational processes and structured weekly planning.