Strategist with six years of agency experience across alcohol, CPG, tourism, and regulated categories.
Currently planning OOH and experiential at Zeno Group Canada. Previously an Integrated Strategist at Sister Merci, Clio's 2023 Cannabis Agency of the Year. Strong on cultural research, brief writing, and pulling insight out of categories where compliance shapes the creative.
Where I've been.
Junior Planner
Junior Planner
- Plan OOH and experiential activations for alcohol, CPG, and tourism accounts.
- Run category, audience, and competitive research for new-business pitches and live client work. Translate findings into creative briefs.
- Partner with creative teams to connect ideas back to strategic intent before they go to the client.
- Operate against tight turnaround windows where strategy has to land in days.
Strategist
Integrated Strategist
- Built brand and communications strategy for cannabis clients operating in a claim-restricted, heavily regulated category.
- Led primary research: ethnographic fieldwork in cannabis retail and event spaces, digital ethnography on subcultural online communities. Shaped findings into briefs and research presentations for strategy and creative teams.
- Authored creative briefs and positioning territories grounded in subculture insight, not surface trends.
- Tracked platform shifts and category movement to direct asset development and always-on social content.
On paper.
Seneca Polytechnic — Creative Advertising Diploma
- Google Analytics Certification — Google, 2024
- Hootsuite Platform Certification — Hootsuite, 2024
volunteering
Rebrief Magazine — Social Media Coordinator
ADCC Awards — Volunteer
The kit.
Brand strategy, campaign planning, creative brief development and team briefing, clear objectives articulation, positioning and segmentation, channel planning across paid, owned, and earned, consumer journey mapping, messaging frameworks, always-on social planning, sponsorship-adjacent activations, OOH and experiential, contributing to pitch-standard deliverables.
Consumer behaviour analysis, primary and secondary research synthesis, data mining across key research sources, segmentation and persona development, questionnaire and survey design, social listening, trend analysis, hypothesis formulation and testing, regulated-category positioning.
KPI definition and benchmarking, performance forecasting, trend and anomaly identification, test plan contribution, data visualization and storytelling, Google Analytics, social listening and measurement (Meltwater, Talkwalker), post-campaign analysis.