Over a decade of experience in Brand Strategy with a proven track record of launching next generation brands, levelling up businesses into growth, and reviving legacy companies.I help businesses present to the world their most distinctive & compelling self, starting with discovering what that self is. My approach to transformation is as internal as it is external. Using a unique method of radical collaboration with Founders, C-Suite and Leadership to deeply understand their purpose, I help uncover a direction that is internally energizing and externally un-ignorable. The output of my work varies from brand identity refreshes, product launches, website concepting, reimagining marketing from the ground up, and much more. Diverse category experience in SaaS, AI, CPG, DTC, Web3 and more. Services: Brand Narrative Fundraising Pitch DecksBrand Identity DevelopmentProduct LaunchesWorkshops (Brand, Founder, Connections, etc.)Brand ArchitectureNaming & NomenclatureValue Proposition & PositioningCopywriting (Taglines, Key Messages)Go-To-MarketNew Business / PitchesPrimary & Secondary ResearchAnalyticsConnection StrategyContent StrategyCommunication StrategyPortfolio Strategy+ More

Worked closely with the Co-Founders to develop foundational brand strategy for both new startups & legacy brands. Wedge is winner of Dieline's Studio of the Year.Touched brands: Ami Ami, Diana's, Rare Circles, Matheson Food Company, Cocofloss, Clamato, Call it Spring and many more.

Co-founder of four food and beverage brands under a hospitality group that specializes in identifying emerging opportunities and launching first-to-market concepts in Canada. Served as Managing Partner for over two years. Launched multiple award-winning and culturally significant F&B concepts, including:Otto's Berlin Doner - First-to-market in Canada for Berlin-style doners, winner of BlogTO's Cheap Eats for 2015.Otto's Bierhalle - Created Toronto's first unconventional German-inspired beer hall with modern Bavarian cuisine and international & local craft beers. Winner of BlogTO's Best Restaurant for 2016. Business was sold in 2023. SoSo Food Club - Created Toronto's most unique new Chinese restaurant, mashing together regional cuisines, natural wine, cocktails and music. Business pivoted to Grape Crush Wines in 2020. Grape Crush Wine - Launched Toronto's first large scale e-commerce bottle shop during the pandemic, which grew to the city's leading seller of natural and organic wines. Business was sold in 2022.

Went from being hired as a Brand Strategist overseeing communications of one local account to becoming an agency leader in Strategic Brand Design & Connection Planning. Clients: Molson portfolio, Netflix, Starbucks, Viacom (US), Verizon (US), Samsung (Global), PC Financial, Coca-Cola portfolio, Hullmark, WeedMD/Color Cannabis and more. • Led pitch and won global Verizon AdTech business, ran sessions with 24 senior stakeholders to help them simplify and prioritize their 17 tech stacks & acquisitions.• Led some of the most ambitious projects at the agency – architectural and business concepting with W Hotels, reinventing global digital narratives with Samsung, cannabis beverage product development, and designing new business revenue streams for Viacom. • Led pitch and won Starbucks business by identifying their unique challenge through the lens of human habit psychology, leading to their first emotional content-led campaign that led to increased morning traffic in store. • Led strategic planning at Sid Lee Toronto’s biggest account, PC Financial, and created brand campaigns that led to their highest NPS (double the second industry leader). Surpassed their digital application objectives using intent-driven connection planning. Promoted from Strategist.

Went from being hired with little to no marketing experience to leading brands undertwo of the agency’s largest revenue-generating accounts – Labatt and Samsung – with ownership over the Budweiser, Samsung, Stella Artois, and Corona accounts. Established role within the agency, and with clients, as the lead lifestyle expert.• Led the creation of the global electronic music playbook for AB-InBev to be executed in 12 markets worldwide.• Helped create an innovative new global food property for Stella Artois called Sensorium, resulting in a 23% increase in sales (TO, YAGO) and breaking national/regional records for brand health (saliency, penetration, premium, meaning, and consideration).• 3-Year Lead for Budweiser Music experiential program resulting in #1 brand associated with music in Canada, according to Google.• Launched Labatt’s first ever live social campaign resulting in #1 engaged brand at music festivals.• Led the strategic creative for 6 Samsung Galaxy, Note and Tab device launches, exceeding all experiential targets for every campaign. Promoted from Creative Conceptor

North America’s first month-long festival dedicated to forward-thinking music and A/V art that brought together 10000+ music enthusiasts. Revenues with 200% YOY growth and secured multi-year sponsorships from Red Bull, Sapporo, B&H, and Tito’s Vodka.Booked artists like Four Tet, Bicep, Omar S, Floorplan, Jeff Mills, Carl Craig, DJ Harvey, Purity Ring, Tim Sweeney, Shlohmo, DVS1

Grew a small, locals-only university event company into one of the leading independent bookers of electronic music in Canada. Threw over 100 underground electronic music events including the first ever Boiler Room parties in Canada.Event Properties: Otherland, Visions, Holy Trinity, Happy Endings, Pop Kult, and more.