Manage the global Redken Shades EQ portfolio leading strategy, innovation and deployment across all L’Oreal markets.

Manage both global Matrix Permanent Haircolor and Lightener portfolios leading global strategy, innovation and deployment across all L’Oreal markets.Successfully grew the category at the highest growth rate in over 7 years.

- Manage the totality of Redken Hair Colour in Canada beating yearly objective and gaining market share.- Created the largest conquest event run by the brand called RK RUNWAY SS23 to launch our new product Color Gels Oils leading to $700k in new customer acquisition, a 600% ROI.- Managed the first national digital education livestream overdelivering by 150% in signups.- Piloted new media takeovers directed at stylists as well as consumers with all over performing versus objectives.Division-Wide ProjectsPower of the CollectivePower of the Collective was inspired by the current gap in the knowledge on working with diverse hair types in many Canadian salons. Power of the Collective is a national, unbranded, educational program launching in August 2022 and supported by all brands in the Canadian L’Oreal Professional Products Division with the objective of signing up 10,000 stylists across Canada for our 6-month education journey. 4 award-winning, international stylists will host segments on their hair type expertise with follow up practice assignments and video modules to create an even more inclusive salon industry!

Create and execute strategy and all marketing activations for both Redken Brews and Redken Styling in Canada including merchandising, media campaigns, content creation, portfolio analyses, competitive and pricing positioning, throughout our omnichannel distribution model. Created Empowerment Through Hair, a capstone initiative with the mission of placing a spotlight on people from diverse minority groups to be empowered and share their journey of self-expression and identity. In May 2021, we donated $20,000 to It Gets Better Canada to help empower 2SLGBTQ youth in Canada! The program commercial surpassed 10x the 2-month program objective in 5 days reaching over 1,000,000 views ensuring more people see themselves represented and can showcase who they truly are within.Developed and executed a pilot and national scaling of our digitized deal sheet. The 5th Avenue Feed is a major achievement in sustainability, saving 1.4 million sheets of paper every year, increasing logistical efficiencies, and driving a strategic expansion on our approach to CRM. The launch of the Feed drove a 2000% increase in CRM signup data and will continue to modernize the way we bring promotions and launches to market.Executed the launch and ongoing operations of Redken on Amazon.ca including managing all forecasting, PO’s, product description pages, brand pages, new launches, as well as display and search activations delivering 50% over the forecast.

Execute all e-retail and trade marketing for Redken Canada in order to diversify into an omni-channel and digital brand.

Created the DYPP program which ushers in a new era of digital retail experience. DYPP’s mission is to leverage the latest technology to create seamless and organic user experiences for customers to learn more about our products and the ways our products are able to serve them.After a successful pilot in 3 Toronto salons, which outperformed all industry and internal KPI’s set, DYPP will now begin its expansion nationally.DYPP won first place in the world and for Canada at the 2020 Entrepreneurial Every Day Awards at L’Oréal as a Wow Creator competing against 279 other teams.

Embarked on my entrepreneurial journey selling top trending electronics throughout the US and Canada on Amazon under the brand I created called Lightrayz! Grew the company +100% YOY, earned the Amazon’s choice badge, and achieved a margin 2x the industry benchmark. Accomplished this by perfecting on/off Amazon advertising (TikTok and AMS), PDP optimization, and operational excellence in factory partnerships and global logistics. Successfuly sold the company in 2024.

Elected co-president for the 2019-2020 year to lead a team of 16 to coordinate and plan a conference, firm visits and recruiting opportunities to best serve Ivey students interested in the fashion and retail industry.Led the team in creating and executing our 7th annual conference. Raised $55,000 in in-kind and monetary sponsorship and through strategic marketing campaigns, increased conference attendance by 156% to 200 total attendees.Executed new marketing strategies during clubs week leading to a 125% growth in club membership from the previous year.Transformed an event called Dress for Success, which aims to empower new graduates to show their personality through the way they dress in the workplace, leading to a 180% growth in attendance from the previous year.

Conducted in-salon research to create a 10-item merchandising kit for Redken’s top salons to improve retail offering and enhance the customer journey. Utilized supplier relationship skills with five suppliers to achieve a 10% reduction in cost from the previous kit and on-time delivery. Projected future cash flows from the project and estimated to pay off entire project investment within 19 days of project launch.Learned website mastering platform, Sitecore, to conduct an extensive audit of the Redken Canada website to accurately reflect product offering, improve loading speed, and edit product pages for errors.

Created an Israeli food unboxing promotional campaign in collaboration with the provincial marketing team which led to an increase in event participation and streamlined workflow.Acted as a liaison to Hillel Ontario Marketing and Communications Team for the purposes of: creating events graphics, event marketing, and promotion, social media and analytics

Rebuilt www.frameofmindcoaching.com, www.journalengine.com and three landing pages using Divi Web Designer with the goal of merging a beautiful aesthetic with accurate branding, launched in January 2019.Collaborated with Abacus Agency by providing data-driven performance updates to create a social media strategy utilizing Facebook Ads created in Photoshop; generated 900 new leads for the company.Aggregated client experiences testimonials and benchmarked against industry performance; supported new target market focus for the subsequent year

The inspiration for the company is to educate men on how to make themselves look the best they can in the least amount of time with innovative hair products and hair styles

Successfully taught Hip Hop to students ages 2-14Fostered an inclusive dance environment promoting self-growth and strengthening confidence

Led a team of eight in managing and creating content for the IOC social media accounts by delegating tasks based on individual strengths; enhanced team morale. Ideated, filmed, and edited a video series called "Cooking with Brian" for Facebook; gained international recognition and was featured in the 2018 issue of the Hillel International College Guide; increased social media engagement by 1580%.