I led the internal Content Studio, shaping creative strategies for Empire banner brands across multiple channels, including in-store POS, flyers, social media, digital, TVC, radio, and OOH. I developed impactful creative that aligned with brand and merchandising goals, driving results. During a major restructuring, I managed strategic marketing efforts to transition the company from a regional to a national model. I also oversaw the creation of new creative identities for most Empire brands, improved operations, met business objectives, enhanced team performance, and led innovations that resulted in cost savings.Among my contributions, I:- Transformed Empire brands by creating unique identities for Sobeys, Safeway, Thrifty Foods, FreshCo, Foodland, and Owned Brands, enhancing customer connection.- Led strategic initiatives in brand refreshes, new store designs, sponsorships, sustainability, and corporate citizenship, contributing to the CMO’s Marketer of the Year recognition in 2021.- Negotiated a strategic agency contract that improved efficiency, reduced costs by 60%, secured 7 fully funded team members, and achieved annual rebates of up to $1M.- Introduced new content strategies for Sobeys/Safeway websites, resulting in a 19% YoY traffic increase, and attracting 427k unique visitors via a seasonal contest.- Led the 2-year rebrand of the Scene+ Loyalty program, collaborating with Scotiabank and Cineplex, and launching the brand nationally across multiple banners and communication channels.- Spearheaded a new Always-on social media strategy, improving engagement rates by 35%, reducing production costs, and enhancing likes, shares, and site clicks.- Drove email acquisition with two successful contest campaigns, gaining 8k Scene+ sign-ups, 50k email subscribers, and 16k contest entries.- Built and launched a national digital signage network for Sobeys, Safeway, and FreshCo, leading to a 15% sales increase for displayed items in activated stores.

After previous Director-level success for our marquee clients, I transitioned to our Walmart-exclusive marketing facility to serve as a vital extension of the client’s business.I restructured and led the Walmart account, overseeing mid-tier strategic initiatives and serving as the primary content provider. By evaluating business processes and team efficiency, I drove significant improvements. My efforts earned a high-level mandate to enhance the account and creative output, resulting in a 40% revenue growth through strong client relationships and timely delivery of key creative content.Among my contributions, I:- Led a major transformation of multiple teams to meet new performance standards set by Walmart Canada’s executive leadership.- Increased revenue from $7.1M to $11.4M over four years by strengthening team confidence and fostering relationships with key stakeholders across Marketing, Merchandising, and Operations.- Co-led an omnichannel campaign, “Discover,” driving a 17% sales lift through social content, digital marketing, in-store signage, specialty print pieces, and retail flyers.- Modernized service offerings to include digital, video, and social media, driving efficiency and cost-effectiveness while promoting continuous growth in digital marketing.

As the head of the Creative department, I led a team that consistently delivered on expectations for a diverse range of B2B and B2C clients across various industries. My portfolio included notable brands such as Sears Canada, Walmart Canada, Tilley Endurables, Babies “R” Us Canada, Shoppers Drug Mart, Ash City, Joe Fresh, TD, Bell Mobility, Timothy’s, Bulk Barn, Metro, Bed Bath & Beyond, Canadian Tire, The Brick, Leon’s, and Hyundai Canada. I oversaw all aspects of creative execution, ensuring our work met the unique needs of each client.