Brand Vision & Marketing Strategy Lead at Canadian Tire Corporation

Owned and evolved content marketing strategy for a $100M+ brand portfolio (FWD, Ripzone, & Woods), shaping brand identity and storytelling across digital, social, and PR. Leveraged SEO and data-driven insights to inform content strategy, boosting social reach and engagement by 25%. Built and scaled a high-performing creative marketing team (0 to 4) and managed freelancers and agency partners to scale production efficiently, cutting timelines by 25%. Led vendor RFP negotiations, securing $420K in cost savings (50% YoY) for 2024-2025. Applied AI-driven prompt engineering to optimize generative content outputs, improving workflows by 20%. Directed end-to-end campaigns from concept to launch, including the FW23 launch with high-profile influencer partnerships (Spencer Barbosa, 9M+, Torri Webster, 267M) delivering 30M+ social impressions.

Content Strategist, Marketing Consultant, Creative Director at Freelance

Directed content strategy, brand communications, GTM launch campaigns, product roadmapping, moodboards & creative brief development, persona development, brand identity, and lo-fi social content creation for B2B tech, B2B wholesale, hospitality, retail, and wellness clients. Built in-house creative team and integrated AI (Claude, Firefly, Midjourney) to optimize content production, reducing timelines by 20% and saving $420k via strategic RFP negotiations. Led high-impact creator collaborations (e.g., Spencer Barbosa, Torr i Webster) generating 30M+ organic impressions and authored briefs that yielded viral engagement (TikTok videos with 200K+ views). Drove experiential/community building with bi-weekly IRL events and integrated digital-physical pop-ups to boost engagement.

Creative Producer at Unbound Productions

Led 0-to-1 content strategies by translating client objectives into actionable, multi-format campaign plans for high-profile clients (Brookfield Place, Umbra, HH Angus). Planned and executed omni-channel content production across web, social, digital ads, CRM and instore touchpoints, ensuring alignment with brand strategy and business goals. Conducted audience and competitive research to optimize campaign effectiveness, achieving measurable lifts in engagement and brand impact across digital channels.

Brand Content Manager at Canadian Tire Corporation

Owned and evolved seasonal creative strategy for a $100M+ brand portfolio (FWD, Ripzone, Woods), shaping brand identity and storytelling across digital, social, and PR. Leveraged SEO, data-driven insights to inform content strategy, boosting social reach and engagement by 25%. Led high-performing Creative Marketing Team: built and scaled from 0 to 4 designers, video editors, and strategists; managed freelancers and agency partners to scale production efficiently, cutting timelines by 20%. Led vendor RFP negotiations, securing $420K in vendor cost savings (50% YoY) for 2024-2025. Integrated AI-powered solutions: applied prompt engineering to optimize generative AI content outputs, enhancing workflows and production timelines by 20%, reducing costs and unlocking better content solutions with tools like Adobe Firefly, AdCreative.co, Frame.io, Gemini Suite, and MidJourney. Directed end-to-end campaigns from concept to launch, cross-functionally collaborating with Product, Instore, PR, and

Brand Vision & Marketing Strategy at Canadian Tire Corporation

Led the brand vision, marketing strategy, and seasonal content for a $100M+ portfolio (FWD, Ripzone, Woods), shaping brand identity across digital, social, and PR. Drove SEO-led content strategy using data-driven insights to boost social reach and engagement by 25%. Built and scaled a Creative Marketing Team from 0 to 4, and managed freelancers and agency partners to accelerate production, reducing timelines by 20%. Negotiated vendor RFPs, delivering $420K in cost savings in 2024–2025. Applied prompt engineering and AI tools (Adobe Firefly, AdCreative.co, Frame.io, Gemini Suite, MidJourney) to optimize creative workflows and reduce costs. Directed end-to-end campaigns from concept to launch, including the FW23 launch with influencer partnerships (Spencer Barbosa 9M+, Torri Webster 267M), delivering 30M+ social impressions across channels.

Creative Producer at Unbound Productions

Designed and implemented 0-to-1 content strategies translating client objectives into actionable, multi-format campaigns for high-profile clients, including Brookfield Place, Umbra, and HH Angus. Strategized and executed omni-channel content development across web, social, digital ads, CRM, and in-store touchpoints, ensuring alignment with client brand strategy and business goals. Leveraged creative tools like Adobe CS, Figma, CapCut, Workspace, and Workhorse. Conducted audience and competitive research to optimize campaign effectiveness, achieving measurable lifts in engagement and brand impact across digital channels.

Brand Manager at UR Jewelry (Sulier Jewelry Ltd.)

Led a full-scale rebrand, driving retail expansion by launching a franchise model, securing franchisee buy-in, and opening three stores within two years. Launched the company’s first ecommerce platform, overseeing end-to-end execution from creative direction to website development and launch. Orchestrated viral social media campaigns across Instagram, TikTok, and Red Note, achieving 400K+ views and 68K+ likes.

Social Media Manager at Sulier Jewelry Ltd.

Led a full-scale brand transformation, launched a franchise model, secured franchisee buy-in, and supported opening of three physical stores in two years to drive retail expansion and revenue growth. Directed the launch of UR Jewelry’s first ecommerce platform, overseeing end-to-end execution from creative strategy to website development. Orchestrated viral social campaigns across Instagram, Google Search, TikTok, and Red Note, achieving 400K+ views and 68K+ likes, driving brand visibility and engagement.