The
work.

From startup to publicly traded company, marketing and cannabis retail from the launch of legalization in Canada.

As VP of Marketing at Meta Growth Corp (before Facebook took the name), I assembled and led a top performing marketing team and agency structure through massive growth to Canada’s top spot for retailers with 35 stores (at the time). I oversaw brand development, store launches, e-commerce and all facets of marketing (that we were allowed to do under the regulations). As an executive, I led our team through numerous pivots and adaptations to the market, as well as lead communications during numerous mergers and acquisitions, and taking the company public (TSXV: META)

META was a leader in secure, safe and responsible access to legal recreational cannabis in Canada. Through its Canada-wide network of Meta Cannabis Co.™, Meta Cannabis Supply Co.™, and NewLeaf Cannabis™ recreational cannabis retail stores, META enabled the public to gain knowledgeable access to Canada's network of authorized Licensed Producers of cannabis. META was listed on the TSX Venture Exchange under the symbol (TSXV: META) and was acquired by High Tide Inc.

After a 5 year partial closure of Ontario Place, the brand and space was relaunching to the public. My role as the head of marketing was to develop a new strategy for both the brand, the newly built Trillium Park, and the new summer and winter programming at Ontario Place. This mandate included a new brand architecture for the Ontario Place, a rebrand of the Cinesphere IMAX theatre, building a new internal team as well as agency structure for advertising, creative and PR. Our team also needed to relaunch on social media, launch a new website, as well a mass brand campaign across Toronto and the province.

Revolutionizing the Gaming Industry and Marketing to the Masses.

My role at Nintendo started as the head of retail and channel marketing, just prior to the launch of the Wii console, which changed and showed significant growth for the entire industry. I was at the helm of all retail and channel planning and execution. Later in my run, I took over the communications dept and lead PR and communications for Nintendo of Canada, selecting and overseeing numerous agencies and leading our presence at the E3 Gaming Convention each year.

I co-chaired and led marketing and partnerships strategy, overseeing all planning for marketing and sales for partnerships, leading a team of volunteers and agencies for an integrated campaign including a new theme brand campaign, ultimately leading to a sold out event as well as year-on-year growth for partnerships funding and earned media impressions. Key partnerships with integrated activations at the event were Rogers Communications, Seneca College, and Pepsi/Pure Leaf Tea.

Canada’s largest TEDx community, a platform for exceptional ideas, and a catalyst for change since 2009. TEDxToronto is a 100% volunteer-led organization with a mission to spread ideas, build community, and change lives across the GTHA and the world. Throughout the year, over 70 dedicated volunteers bring this mission to life through their community programs.

Strategic marketing for an accessible and art-driven sauna and wellness experience.

Built and led a new marketing team during the early and rapid growth phase of sauna culture in Toronto, leveraging data in real time as this community adopted this new form of wellness and in person experiences after the pandemic. Public Sweat was a  fusion of art, sauna culture, and sweat bathing and we needed to have a very targeted approach to our marketing and integrated campaign.

Public Sweat was the latest project from the team at Art Spin, who combine exceptional art and unique experiences in unexpected public spaces.

I built and led a new marketing team and agency structure, as well as the strategy and integrated campaign for a new production: Chris, Mrs. - A New Holiday Musical. The show had its debut at The Winter Garden Theatre in Toronto, was produced by Boldly Productions and featured a cast of 17 talented Canadian actors, as well as an original score and story written by married couple, Katie Kerr and Matt Stodolak.

Significant earned media and social media impressions were generated for this campaign, including coverage in all major top tier arts publications and nationals, as well as one video going viral. The campaign included strategic partnerships with Hilton Toronto, who activated a Chris, Mrs. branded and Christmas-themed room, as well as Pretzel Crisps who had on stage product integration, an influencer/content creator event on Opening Night, and product giveaways for all Opening Night attendees.

For this outdoor light exhibition illuminating Trillium Park at Ontario Place, we built a new brand, identity, and marketing strategy for the multi-year event. I sourced and managed various agencies for creative, media buying, communications and PR, overseeing agency planning and strategy.