Nice to meet me
I started my degree at the University of Calgary with a double major in Engineering and Humanities. And then after over a decade in entrepreneurship, I enrolled in the Haskayne School of Business, Executive MBA.
My life has been a mix of creativity, communication, process, and data.
The secret of success – if there is one – is the ability to put yourself in another person’s shoes, and to consider things from his or her point of view as well as your own.
— Henry Ford
What someone said, “With an MBA from the University of Calgary, she forged an impressive career as a Managerial Consultant, significantly boosting countless clients’ sales revenue by using her unique, out-of-the-box approach to complex business processes and business development problem resolution. Dafne specializes in businesses that need to redefine themselves to stand out in the marketplace, especially those entering a new market. She has an uncanny ability to zero in on previously overlooked assets, opportunities, and underperforming activities that she can then guide her clients to optimize, thereby enhancing their profits.
A consultant for both the federal and provincial governments on business growth and operational strategies, including the federal National Research Council. Dafne uses Business Process Management and her extensive research on Behavioural Marketing to create a customer experience that not only increases sales, but also improves customer retention and operational efficiencies.
Dafne is also an active member of the Neuromarketing Business and Science Association and the Society for the Advancement of Behavioural Economics”.
AREAS OF EXPERTISE
Go-To-Market Strategy
Target Market Analysis, Value Proposition, Plan & Messaging Strategy, Content Development, Communications, Lead Generation
Communications
Technical Writing, Grant Writing, Storytelling, Visitor Experience, Press Materials, Business-to-Business and Business-to-Consumer Campaigns, Intercultural Communications, Advertorials, Direct Mail, Compelling Newsletters, Awards Entries
LinkedIn Campaigns
Optimizing LinkedIn Profiles, LinkedIn Sales Navigator Lead Campaigns, LinkedIn Business Development & Sales Campaigns, LinkedIn Lead Nurturing Automation, LinkedIn Advertising
Search Engine Optimization
SEM Rush, SEO Content, Schema Markups, Backlinks, Blog Timestamps, Website Speed, User Experience, Cross Device Compatibility, Internal Linking, Meta Descriptions, Title Tags, Headlines
Project Management
Agile Project Management, Scrum Methodology, RACI Methodology, Project Post-Mortem, Project Pre-Mortem, Product Lifecycle Management, Issue Logs, Contractor Management
Google Advertising
Google Adwords, Keyword Analysis, Google Ad Writing, Google My Business, Google Analytics
Content
Trust-Based Content Strategy, Education-Based Content, Sales Pages, Social Media, User Experience, Storyboards, Podcasts, Headlines, 7- Second Trust Content FormulaTM
Financial Management
Cash Flow Management, New Venture Finance, Financial Projections, Board Presentations
Facebook Advertising Strategy
Facebook Lead Ads, Image Ads, Mobile Ads, Desktop Ads, Carousel Ads Dynamic Ads, Ad Copywriting, 7-Second Trust Advertising FormulaTM
ACHIEVEMENTS
Recognized as one of the top SaaS companies in Canada for 2020, position #64, based on different factors such as our annual recurring revenue (ARR), churn rate, and average revenue per user (ARPU) on the Latka List
Received Scientific Research and Experimental Development (SR&ED) for innovative software
Featured as Software Innovation Case Study in the Small Business section of the Globe & Mail
Approved service provider & consultant for the Government of Canada’s provincial innovation engine ‘Alberta Innovates’ & ‘The National Research Council,’ Canada's largest federal research and development organization
Grant recipient for 7-Second Trust FormulaTM
Member of the Neuromarketing Business and Science Association
Member of the Society for the Advancement of Behavioural Economics
Peer Guidance Entrepreneur Educator
2018 Delegate – Information Technology Association of Canada Mission to Ireland
Speaker, International Technology Partnership Program – Guangdong, China. Sharing economic & trade expertise. Promoting commercial development between Alberta and China
Panel Moderator – Chamber of Commerce 403 Series
Panel Moderator – Entrepreneurs’ Organization Accelerator Bay Area - Learning Day
Project Lemons-to-Lemonade Host - Featuring CEO’s who share resiliency strategies
TEACHING HIGHLIGHTS
Connection Silicon Valley Accelerator Program
Entrepreneurs’ Organization, San Francisco Bay Area Chapter
University of Calgary – Empower Project at Enactus Calgary
Calgary Chamber of Commerce – CEO Roundtable Workshops
Better Business Bureau – Power Lunch Workshops
Momentum – Self-Employment Groups
Centre for Newcomers – Training Program
WORK EXPERIENCE
Spartan Spark Inc., Calgary, Alberta (2010 – 2020)
CEO
Managed a team of 25, which included working with the CTO to improve software development. Raised money from investors & received numerous grants and awards for the innovative work Spartan Spark has done in the areas of digital marketing, search engine optimization automation, and high-value lead generation.
Related Projects
2020 - Kennedy Events - California based events company with clients such as Bloomberg, Salesforce, Google
Project: Created a roadmap to transition from in-person events to online events as well as a go-to-market strategy
2019 - 2021 - Antosz Vincelli Orthodontics - orthodontics facilities specializing in complicated cases
Project: Advised on software implementation for client acquisition as well as streamlining client onboarding for multiple locations. Created and executed the lead generation campaigns for their orthodontic division, resulting in a 166% increase in sales in the first quarter of the campaign.
2019-2021 - Pantalla Technologies- robotic distributor for the healthcare industry
Project: Consulted on the creation of focus groups to refine the target audience as well as a comprehensive advertising campaign to fill the focus groups. Created a roadmap for the go-to-market strategy
2017 - 2021 - Champion’s Creed - world-class martial arts facility producing UFC fighters and world championship gold medalists
Project: Created an operations manual with processes and procedures for the opening of a second location as well as a road map for the go-to-market strategy. Advised on the financial structure of partnerships for the opening of multiple locations.
Funding: Alberta Job Grants
2019 - Joy Drop - retail and online boutique providing curated artisan jewelry
Project: Provided a go-to-market strategy for moving from retail to online e-commerce and developed a training program for key employees related to best practices in digital marketing.
Funding: Alberta Job Grants
2019 - Hippo Hug - medical weighted blankets
Project: Provided a marketing strategy and market valuation study to allow the company to scale into healthcare facilities across North America. Provided recommendations and implementation of an e-commerce platform and inventory management system.
Funding: Canada Women's Entrepreneurship Grant
2018 - IM Locum - scheduling software for the veterinary industry
Project: Provided a needs analysis related to creating a marketing strategy so as to recommend a framework for a successful marketing campaign for a software product. A market valuation study was conducted and provided a roadmap providing best practices for a marketing strategy.
Funding: Alberta Innovates Technology Futures
2017 - 2020 - No Crutches - medical device manufacturer
Project: Provided a needs analysis related to creating a marketing strategy so as to recommend a framework for a successful marketing campaign for a technical product. A market valuation study was conducted and provided a roadmap providing best practices for a marketing strategy.
Funding: Alberta Innovates Technology Futures
2016 - Calgary Family Services - non-profit community service agency
Project: Streamline volunteer operations. Use technology to automate the scheduling of 500 volunteers, and reduce staff involvement from 3 people to a single person. This project was featured in the Globe & Mail’s Innovation Column.
2015 - Endeavor Machining -heavy oil service and manufacturing facility, specifically in the area of rotating pump parts, specializing in thermal spray coatings, specifically tungsten carbide.
Project: Determine what type of ERP system the company needed based on current production capacity and full scaling capacity. The project also encompassed lean methodologies to provide feedback on production efficiencies and the placement of machinery within the warehouse.
Funding: National Research Council
2015 - Meshsense Systems Inc - wellhead inspection research, development, integration, and technology
Project: Operations and marketing need analysis and technology roadmap to scale the business and roll out new products to other companies in a sustainable way. Determine personnel and technology bottlenecks so that they can be addressed in advance of scaling the company.
Funding: Alberta Innovates Technology Futures
2014 - Redcore Enterprises - pipeline manufacturing company.
Project: Determine if the current ERP system was adequate for company growth. Create an operational plan to automate crew dispatch, track inventory, and scale service operations.
Funding: Through National Research Council - Central Alberta
2014 - NWP Industries - pipeline manufacturing company
Project: To integrate drafting software into the company ERP, streamline inventory and optimize drafting productivity through the creating of software patches to customize the current drafting program.
Funding: National Research Council - Central Alberta
2013 - Arabia Adorned Dance & Culture Foundation - non-profit arts organization
Project: Implementation of software to assist in promoting the organization's services and communicating with a member database of over 2500. Use technology to assist in the marketing and promotion of city-wide events and international workshops and showcases.
EDUCATION
University of Calgary, Haskayne School of Business, Calgary, Alberta (2012)
Executive Masters in Business Administration
University of Calgary, Calgary, Alberta (2002)
Bachelor of Arts (Major: Spanish Literature), University of Calgary
Published a comic book based on the Don Quijote medieval Spanish novel with world-renowned researcher Dr. Kenneth Brown.
VOLUNTEER & COMMITTEES
Entrepreneurs’ Organization, Bay Area Accelerator, San Francisco, California (2019 – Present)
Recruiting Chair & Board Member
Developed a LinkedIn outreach campaign for new member recruitment and served as moderator of learning day panels, as well as outreach to EO members and advisors to promote the program.
Business Executives Club, San Diego, California (2020 – Present)
Production Chair & Board Member
Developed marketing campaigns for fundraising events as well as sponsor packages. Responsible for technology and guest experience during a shift to virtual campaigns.
Creating Awareness Resources and Empowerment (CARE) Society, Calgary, Alberta (2011 – Present)
Founding Member & Treasurer
Created founding documents for the organization and filed for non-profit status as well as charitable status. Created systems and procedures for fundraising events and reached out to funders. Responsible for keeping books up to date and donations documented to keep federal charitable status.
Global Fest One World Festival Calgary, Alberta (2004 – 2019)
Founding Pavilion Organizer
Grew event attendance to over 20,000 patrons per day. Logistics Coordinator, Artistic Director & Costume Designer for the Dances of the Middle East Pavilion: responsible for coordinating 100s of volunteers and dancers. Managed logistics for ticket sales, sponsors, food & product vendors. Media relations: sent press releases and conducted interviews with the Calgary Herald, Global Television, Shaw TV, and Calgary Sun.
Together For Chile Foundation Calgary, Alberta (2010 – 2012)
Founding Member & Advisor
Created founding documents for the organization and filed for non-profit status. Established a partnership with The Calgary Foundation. Created systems and procedures for a year-long fundraising campaign. Created a business model for other Chilean communities to replicate. Wrote letters to sponsors, press, and community members on behalf of the Ambassador of Chile.