Canada
Senior brand, social, and community leader with 11+ years of experience building and scaling social-first, community-led marketing programs for high-growth DTC, eCommerce, and consumer brands across North America. Proven track record leading multi-million-dollar influencer and content budgets, launching large-scale campaigns from the ground up, and translating brand strategy into culturally relevant storytelling that drives both engagement and revenue. Known for blending creative direction, operational rigor, and cross-functional leadership, with deep expertise in influencer ecosystems, UGC programs, social media strategy, and end-to-end campaign execution. MBA-qualified marketer experienced in scaling founder-led and venture-backed brands while preserving brand equity and community trust.
- Lead social media, influencer, and community strategy across Canada and the U.S., overseeing a 230K+ follower, multi-platform social ecosystem for a high-growth omnichannel brand. - Own and manage multi-million-dollar annual influencer, UGC, and content budgets, allocating spend across national creators, regional creators, paid partnerships, and production to maximize brand lift and ROI. - Conceptualize, build, and execute flagship, social-first campaigns from the ground up, including multi-week seasonal campaigns involving 60+ influencers, 100+ creator assets, and 15M+ total impressions. Act as campaign owner and strategic lead, managing 10+ internal and external stakeholders across Creative, E-commerce, Product, Legal, Retail, Operations, and agency partners to ensure on-time, on-brand execution. - Built and scaled a national influencer and UGC ecosystem across 6+ regions, increasing content velocity while reducing reliance on traditional photo/video production. - Direct social-first content strategy from ideation through launch sequencing, driving 50+ tracked link clicks per priority influencer deliverable and consistent lifts in traffic and conversion during campaign windows. - Lead and oversee photo and video content shoots for social media, paid ads, and eCommerce, including creative direction, shot lists, asset review, and approvals for PDP, PLP, and homepage imagery. - Implement scalable systems for content calendars, launch workflows, and performance reporting, improving speed-to-market while maintaining consistent brand voice and community sentiment.
- Founded and operated a boutique social media and content marketing agency, providing brand strategy, social media management, influencer programs, and event marketing for 80+ brands, restaurants, and consumer businesses across Canada. - Led end-to-end planning and execution of 300+ branded events and activations, owning the full lifecycle from concept to post-event analysis. - Managed all aspects of event and campaign execution, including vendor partnerships, venue coordination, influencer sourcing and contracting, content creation, promotion strategy, and on-site execution. - Oversaw post-campaign analytics and reporting, evaluating reach, engagement, foot traffic, and ROI to optimize future campaigns and demonstrate business impact to clients. - Built and managed a small in-house team, including a graphic designer and social media specialist, providing creative direction, feedback, and project oversight. - Served as strategic advisor to clients, helping translate brand goals into community-led, social-first activation strategies that drove awareness, engagement, and revenue growth.
- Owned end-to-end social media and influencer strategy for a venture-backed fintech startup, reporting directly to senior leadership. - Scaled brand presence from early stage to growth, driving 480% average monthly follower growth and a 600% increase in Instagram impressions through social-first content and community storytelling. - Led six-figure influencer campaigns ($100K+), reducing cost-per-install (CPI) by 175% while increasing brand awareness and credibility among families and youth. - Built influencer and creator programs from scratch, handling sourcing, briefing, contracting, performance evaluation, and optimization. - Planned and promoted nationwide community initiatives, including teen financial literacy seminars, overseeing social promotion, partnerships, and turnout. - Received exceeded expectations performance rating within first year.
- Promoted from intern to full-time marketing role within two months due to exceptional performance and rapid channel growth. - Led digital content, social media, and email marketing initiatives, increasing Instagram followers by ~200% in under two months. - Reduced external agency spend by ~20% by bringing content creation, copywriting, and campaign execution in-house. - Planned and executed integrated digital campaigns with budgets exceeding $50K, increasing brand awareness and engagement in a regulated category. - Awarded Loblaws “Intern of the Month” (August 2020).