As the Brand Manager for Marshalls at TJX Canada, I play a crucial role in steering the brand's creative content and public relations strategies, focusing on a 6 to 12-month planning horizon to achieve and exceed key departmental and corporate goals. My responsibilities spanned the comprehensive management of the brand’s creative direction, ensuring alignment with our overarching annual strategies and effectively leveraging multichannel implementations to maximize brand engagement and ROI.Key Responsibilities:• Strategic Creative Leadership: Lead the strategic creative direction, conceptualization, and production of all brand initiatives, ensuring alignment across all channels with Marshalls’ vision, creative standards, annual strategies and budget.• Cross-functional Collaboration: As the primary liaison with Planning, Store Operations, Merchandising, and DMM teams, I ensured the seamless execution of marketing efforts, fostering strong interdepartmental relationships and collaboration.• Integrated Marketing Initiatives: I spearheaded the integration of loyalty programs, gift cards, and corporate responsibility initiatives into our marketing strategies to enhance customer engagement and support overarching corporate objectives.• Innovation and Evaluation: Implement new and innovative solutions to marketing challenges, to enhance brand positioning and leverage consumer insights to evaluate the effectiveness of marketing and PR programs for targeted creative campaigns.• Agency and Vendor Management: Managed relationships with external and internal agencies, overseeing the annual scope of work for creative agencies and maintaining direct relationships with key vendors to encourage fresh ideas and approaches.My tenure as Brand Manager for Marshalls is marked by a dedication to strategic brand evolution, collaborative team leadership, and a relentless pursuit of excellence in all facets of brand management.

As a PR Manager at TJX Canada, I led the strategic planning and execution of national Public Relations campaigns for brands including WINNERS, Marshalls, and HomeSense, aimed at achieving departmental and corporate goals. My role was critical in managing the lifecycle of PR strategies, from concept to evaluation, ensuring each campaign effectively supported brand objectives and maximized ROI.Key Responsibilities:• Strategic Leadership: Orchestrated the development and implementation of integrated national PR strategies for Winners, Marshalls, and HomeSense, enhancing brand visibility, narrative, and visual identity through creative content and engagement tactics.• Creative Direction: Held creative oversight and final approval for PR campaigns and creative concepts, ensuring brand consistency, alignment with brand identity and goals, as well as innovative storytelling across all media channels.• Agency Collaboration: Served as the primary liaison between internal teams and external agencies, fostering strong partnerships to drive innovative campaign execution.• Program Evaluation: Continuously monitored and assessed PR campaigns, identifying opportunities for optimization to increase effectiveness and ROI.• Spokesperson: Acted as the spokesperson for all brands, embodying and communicating brand values and messages to the public and media.• Talent Development: Led talent planning and development within the PR team, including mentoring on business acumen and relationship management, setting performance goals, and facilitating career growth.In this role I leveraged my expertise in strategic planning, creative direction, and team leadership to make significant contributions to the TJX Canada brands' market presence and success. My commitment to innovation, collaboration, and passion for talent development drove the PR department's achievements while also supporting the company's overarching objectives.

As the PR Supervisor for TJX Canada's Winners, HomeSense, and Marshalls brands, I led the development and execution of PR strategies to enhance brand positioning and exceed corporate goals. In this role I acted as the National Spokesperson for Winners, using my expertise in communication and public speaking to significantly increase the brands' visibility and media engagement across Canada.Key Responsibilities:• Creative Leadership: Directed the creative execution of PR strategies, crafting compelling brand stories that resonated with our target audience.• Strategic Partnerships: Collaborated with external agencies, freelancers and influencers to fuse creative vision with strategic goals, amplifying the brand's presence through innovative media relations and cohesive execution of PR campaigns.• Media Relations: Established robust connections in fashion, home décor, and lifestyle media, boosting brand exposure.• Brand Spokesperson: Acted as the face of Winners, articulating the brand's values and vision through various media channels.• Team Management: Supervised the PR Coordinator and managed media showroom operations, fostering team development and effective project execution.• Budget Oversight: Managed PR budgets in partnership with the PR Manager, optimizing resource use for maximum brand impact.My ability to manage large-scale projects and navigate challenges has not only driven brand growth but also my professional development, reinforcing my dedication to PR, Brand, and Marketing excellence.

Accounts Include: Coty Canada, Target Canada, Stella Artois, Square One Shopping Center, Volkswagen and Disney Canada • Developing PR strategies and campaigns through the interpretation of PR briefs• Conceptualizing pitch ideas• Successfully pitching local and national media • Delivering all client projects on time and on budget • Launching Coty Prestige fragrances through high profile events including creating and executing strong social media strategies• Analyzing social media and other digital platform data to create reports that measure program success • Hiring and strategically integrating notable bloggers and talent from the fashion and food industries into client projects and events• Managing the in-house process on creative elements for all media materials • Writing releases and pitches

• Coordination of fashion & beauty shoots, including: • Pulling clothes (for both high-fashion and price-conscious shoots) • Sourcing samples internationally and domestically • Shoot arrangement in Paris, New York and Los Angeles, including multiple original cover shoots • Executing production in a timely manner• Market-page creation for season-specific trends • Creating bold original content for FLARE and Fl.ARE.com • Extensive knowledge of the local and international markets for designer, bridge and mass-market labels • Main liaison for all major-label PR contacts• Building and maintaining strong relationships with key local and international PR agencies, vendors and advertisers • Seeking out new brands relevant to the Canadian market• Small-feature and fashion-caption writing • Hiring, training and managing development of fashion interns• Managing freelancers and contributing editors • Attending local and international fashion weeks as a representative of FLARE• Point of contact for photographers, hairstylists and makeup artists • Managing personal expense accounts and extensive courier budgets