Leading the strategic vision and output of the marketing team during a time of accelerated growth and innovation. Driving awareness, education and demand for a new category in beauty and accessories.

Leading the development and execution of marketing strategy for artists’ music and music-related products across the UMG roster. Collaborating with key internal stakeholders across A&R, Retail + Revenue, Product Development, Digital, TV & Film Licensing, and Artist Management to support priority projects, artists, and brands while proactively communicating goals and project analysis with all departments inside the company, and to artist management and agents. Observing and analyzing the constant flow of streaming, sales, radio and social data and adjusting marketing strategies accordingly.

Managing the overall strategic vision and execution of the culture marketing program in Canada. Responsible for developing and maintaining a strong network of artists, agencies, and creative collaborators. Developing new concepts and ideas while evaluating the impact and effectiveness of existing programs to ensure alignment with our marketing and business priorities.

Responsible for the management of all music programming and cultural events at The Drake Hotel. Worked closely with sales and special events departments to drive revenue through innovative culture programs. Continued to build network of industry contacts and generated new cultural partnerships across North America.