Agency Experience
Director, Strategic Planning at INNOCEAN Canada
May 2022-Present
• Brands: Hyundai, Genesis
• Leading the planning on a new brand platform for Hyundai
• Leading the planning on the new NHL partnership for both brands
Strategy Director at OLIVER
February 2021-May 2022
Promoted from Associate Strategy Director December 2021
• Brands: Unilever US, Molson-Coors lineup, Johnson & Johnson, ATB, Manulife
• Winner of Clio Silver for Social Strategy on Molson Hockey Night In Canada, Multilingual Edition and Bronze for Molson Canadian Stanley Cup Batch
• Leads brand strategy across major projects like developing brand purpose, audience segmentation, new market research, and campaign planning
• Was the head of Strategy department in Canada on MolsonCoors
• Supervised three direct reports
Strategist at Wunderman Thompson
February 2018 – January 2021
• Brands: GlaxoSmithKline, Microsoft, Xbox, Figr
• Lead strategist across an inter-agency team on all GSK CPG brands
• Lead digital transformation journey alongside account and creative
• Led strategic planning on end-to-end strategies from persona and consumer journey work
• Led development of new strategic planning modalities pairing content alongside media recommendations
• Led a re-brand of Figr’s product lineup
Senior Content Strategist at Cossette
January 2017- January 2018
• Brands: McDonald’s, McCafé
• Named one of Strategy’s top planners on the Creative Report Card
• Led education on digital practices and integration in a previously mass department
• Led digital strategy on many campaigns from Monopoly to Summer Drink Days, with some of the highest successes to date
Digital Strategist at FCB Toronto
November 2014 – January 2017
• Brands: Oreo, Chips Ahoy, OLG, PFLAG, Ministry of the Environment and Climate Change
• Managed global brands and found opportunities for local market interpretation
• Deep data analysis on consumer trends and how they affect behaviour
• Go-to strategist for pro-bono work due to known passion for social justice
• Strategist on award-winning campaign "Nobody's Memories" for PFLAG Canada (Silver Lion at Cannes 2015, Gold at CMA 2015)
Digital Strategist & Community Manager at UNION
November 2013 - November 2014
(also Communications Specialist, Social Media at Trapeze Media)
• Brands: Wheat Thins, Triscuit, belVita, Tassimo, Gevalia, Almay, and Axe
• Expert on community engagement and relationships with influencers
• Parsed feedback from communities and leveraged insights for brand teams
Teaching Experience
Professor (Contract) at Centennial College
October 2018 – Present
• Teaches digital strategy as part of a Creative & Digital Strategy full-time post-grad certificate
Volunteer Experience
Executive Director at Caremongers Pickering-Ajax
March 2020 – Present
• Manage day-to-day and future strategy for Caremongers Pickering-Ajax
• Supervise a team of volunteers
• Leading fundraising efforts including individual donations and government grants
