Head of Creative Studio at Phoenix Digital Health

Head of Branded Content at Phoenix Digital Health

Built video catalog strategy for Phoenix and Rave n to drive organic reach and search performance (SEO, AEO, GEO) across YouTube and owned channels. Launched Phoenix and Rave n’s YouTube content strategy targeting high-intent medical queries to build audience trust and drive channel growth. Set branded content strategy and production standards for both brands, managing the organic video producer and overseeing day-to-day production.

Head of Branded Content at Phoenix Digital Health Inc

• Built video catalog strategy for Phoenix and Raven to drive organic reach and search performance (SEO, AEO, GEO) across YouTube and owned channels. • Launched Phoenix and Raven’s YouTube content strategy targeting high-intent medical queries to build audience trust and drive channel growth. • Set the branded content strategy and production standards for both brands. I also manage the organic video producer and oversee daily production.

Head of Creative Studio at Phoenix Digital Health

• Scaled the Creative Studio from a solo operation to a 10-person team producing 1,800+ quarterly assets across paid social, CTV, OOH, and organic channels. • Directed Phoenix’s first in-house CTV campaign end-to-end. Concepted, scripted, secured talent, managed production, and edited, cutting third-party costs by 80% while expanding brand reach. • Conceived and produced Raven's first OOH campaign from visual concept through production, launching in Toronto and Vancouver markets and establishing offline brand presence. • Built both Phoenix and Raven’s in-house video and photography studios, enhancing production value and speeding up creative processes in paid, social, and web content. • Designed studio operating model from scratch—intake workflows, production schedules, concept-testing framework (thumb-stop rate, CTR, ROAS), and 90/10 graduated-winner model—enabling agile creative iteration at scale. • Integrated AI tools (Midjourney, ElevenLabs, Claude, ChatGPT, Gemini) into studio workflow, increasing output capacity without headcount expansion. • Partnered with founders and CEO’s to align creative strategy with business objectives, delivering creative assets that supported successful Series A fundraising.

Senior Creative Producer at Phoenix Digital Health

• Established foundational production workflows and content output across paid social and organic channels as sole in-house creative producer, setting the groundwork for studio expansion. • Translated audience insights into performance creative, establishing early measurement practices (CTR, ROAS) that evolved into the studio’s concept-testing framework.

Senior Video Producer at Underdog Studio Ltd.

Led video creative for a multi-brand agency across fashion, beer, and agriculture clients—directing, shooting, and editing campaigns delivering measurable results for 10+ brands. Managed end-to-end production (concept, lighting, audio, color grading, motion graphics) across broadcast, commercial, social, and rich media formats for DTC and B2B campaigns. Managed client relationships end-to-end, translating briefs, communicating creative decisions, and delivering revisions on time and on budget. Oversaw equipment, archives, and transcoding workflows to keep multiple projects organized and on schedule.

Senior Video Producer at Underdog Studio

• Led video creative for multi-brand agency across fashion, beer, and agriculture clients—directing, shooting, and editing campaigns that drove measurable results for 10+ brands. • Managed end-to-end production—concept, lighting, audio, color grading, motion graphics—across broadcast, commercial, social, and rich media formats for direct-to-consumer and B2B campaigns. • Managed client relationships end-to-end. Translated briefs, communicated creative decisions, and delivered revisions on time and on budget. • I oversaw equipment, archives, and transcoding workflows to keep multiple projects organized and on schedule.

Lead Video Producer at Canadian Premier League / Media Pro Canada

Led video content strategy for OneSoccer, Canada’s top football broadcast network, across digital and broadcast platforms. Grew OneSoccer’s YouTube channel from 0 to 30,000 subscribers over 24 months, establishing the platform as Canada’s top destination for football content. Produced documentaries, branded content, and promotional campaigns that established a unique editorial voice for Canadian football, including player profiles, behind-the-scenes access, and long-form storytelling. Mentored junior producers and established production standards ahead of OneSoccer’s national broadcast launch.

Lead Video Producer at Canadian Premier League / MediaPro Canada

• Led video content strategy for OneSoccer, Canada’s top football broadcast network, across digital and broadcast platforms. • Grew OneSoccer's YouTube channel from 0 to 30,000 subscribers over 24 months, establishing the platform as Canada's top destination for football content. • Produced documentaries, branded content, and promotional campaigns that established a unique editorial voice for Canadian football. This included player profiles, behind-the-scenes access, and long-form storytelling. • Mentored junior producers and established production standards ahead of OneSoccer’s national broadcast launch.

Lead Video Producer at West Ham United FC

• Developed and executed digital video strategy that grew West Ham’s YouTube subscribers 300%, converting casual fans into engaged supporters. • Directed and produced documentaries, player features, and branded content for a Premier League club. • Managed full-season content calendar across social, digital, and broadcast in close partnership with commercial, partnerships, and communications teams.