CASE STUDIES
Strategic leadership in marketing, communications, and digital growth
I’m a senior marketing and communications leader known for shaping strategy, inspiring teams, and delivering results across a variety of high-impact initiatives. This portfolio showcases a range of work that reflects a commitment to thoughtful leadership, creative problem-solving, and driving meaningful results. Whether you’re here to explore how I work or evaluate what I can deliver, I hope these case studies provide a clear view of the leadership, creativity, and collaboration I bring to every challenge.
DIGITAL MARKETING & BRAND BUILDING
Led SHRED’s digital marketing strategy, driving record engagement, optimizing paid media, and setting a new benchmark for brand performance in cannabis.
CONVERTING MEMBERS TO DONORS
Launched a targeted crowdfunding platform for the Art Gallery of Ontario, converting 6.2% of visitors into donors and raising $650K in 34 days.
CORPORATE COMMUNICATIONS
Led Organigram’s corporate communications strategy, increasing share of voice, elevating executive visibility, and supporting a major rebrand and acquisition.
CONTENT STRATEGY
Led content strategy for the Art Gallery of Ontario during the pandemic, driving record digital engagement and audience growth through storytelling and virtual events.
B2B COMMUNITY BUILDING
Built a 4,000+ member B2B community focused on education and engagement. Increased budtender product advocacy and industry knowledge.
Improving User Experience
Redesigned the AGO’s digital experience to boost ticket sales and conversions, launching tools like a mobile audio tour and streamlined membership paths.
Driving Regulatory Action
Led a government advocacy campaign on inflated THC labeling that drove national attention, prompted regulatory action, and resulted in testing programs from Health Canada and the OCS.
Turning Fans into Creators
Created and executed an organic social strategy for Hockey Canada’s Century Tour, generating 118K+ engagements, 8K+ UGC posts, and 3.1M social impressions.
Other Projects
RAISING THE PROFILE OF CANADA’S INNOVATION HUB
Waterloo, Ontario, birthplace of Blackberry, is Canada’s Silicon Valley. With the University of Waterloo and tech accelerator Communitech, it fosters an entrepreneurial ecosystem, breeding new technologies and top talents.
To elevate the region’s profile as a hub of innovation, I devised a content strategy for the Waterloo Innovation Summit, an annual conference hosted by the university and Communitech. The campaign reached 88 countries, garnered 4.8 million impressions, and converted 4% of web traffic to watch the conference livestream.
BRINGING AN ICONIC BRAND TO LIFE WITH ZOMBIES
For the launch of the all-new Ford Escape, we created a series of videos to raise the favourable opinion of the SUV. The hero piece of our campaign was the “Zombie Escape,” created in partnership with Montreal YouTube influencer Patrick Boivin. The video went viral and received more than 40 million views on YouTube.
The campaign was one of many we developed to improve the perception of Ford products through social media and content marketing. In a survey measuring the impact of our strategies, we achieved a Net Promoter Score of 56 (a great rating based on the measurement scale).
WHERE’S POLKAROO?
TVO celebrated it’s 40th anniversary with a contest as the centre piece of it’s marketing and communications strategy. The promotion featured TVO’s iconic mascot and the running meme of the children’s show Polkadot door.
Through a variety of tactics, The Where’s Polkaroo contest successfully engaged Ontarians and reinforced TVO as an important destination for media in Ontario. Nearly 400 people entered the contest. And the website received over 30,000 page views.
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