86 Media House is a production company and digital agency built to use world class storytelling to engage audiences and cut through the clutter. We are currently in production on multiple projects (to be announced shortly) with global partners. We are also audience experts; we know how to speak to audiences natively across all platforms creating engaged and authentic interactions. We will be launching a suite of services to help partners find and grow their audience across platforms by optimizing content that is performing highly and finding community leaders to help proliferate.

Launched and am leading UMGB (Universal Music for Brands) team in Canada as part of UMG’s global music consultancy. Driven by data and insights, I lead a team that creates unique, music-based marketing campaigns and experiences for global and local consumer brands. We are also using our 1st party data and proprietary audience segmentation tools, to bring brand strategy solutions to partners, as well as social media based advertising solutions to clients.Responsible for building strategic data driven growth areas for the company in both the core and non-core sound recording business.

Acquired by Universal Music GroupFounded a creative agency and production company that specialized in bringing strategic approaches to brands looking to solve consumer problems (awareness, consideration, conversion), using music as the emotional connector. We created integrated marketing campaigns for partners across live experiences, advertising and content, and had multiple MSA based clients including leading cannabis company Aphria/Tilray, Ontario Lottery and Gaming, Samsung. We were very active across branded content, feature docs and podcasts. We produced 4 feature films for various partners (Bell, CBC, Hulu, Netflix) and created a podcast for Audible featuring Jay Baruchel in 2020.

Led a team that was responsible for marketing artist projects from Broken Social Scene to Feist to all of the new artists being signed at the label. Led A&C’s 10th Anniversary marketing campaign creating partnerships with HBC, Joe Fresh, House of Anansi Press, Sennheiser creating brand earned media and profile for the brand. Part of the team that launched a beloved music festival called Field Trip at Fort York with Live Nation with in 2013 through to 2016.

Led a team that was responsible for scouting, signing and marketing Canadian artists to the Sony label for global exploitation.I was a senior member of a team that was responsible for building brand partnerships across live events and content with Sony signed artists. We built integrated programs with brands such as Bell, Rogers, Keurig Dr. Pepper, Molson and many more.

Lead the Canadian division of red ink (a boutique label owned by Sony) with the mandate to develop up and coming artists to be upstreamed to the the main stream label. Leading a team of 6, we worked with both International artists like Kings of Leon and MGMT, but also working with local artists like illScarlett and The New Deal.

Developing and executing brand strategy for domestic andInternational repertoire for the Canadian market. Worked with international artists such as Foo Fighters and Outkast to Canadian artists like Avril Lavigne, Sloan, Treble Charger, Rascalz etc.