I’m a brand strategy director at Rethink Toronto. Here are a few things about me and what I’ve worked on.
About
Back in University, some friends and I pulled a stunt to try and get Drake to perform at UBC’s year end concert. We managed to be the top trending thing on Buzzfeed for a solid 15 minutes but Drake did not seem to notice. Thankfully someone at Rethink did notice and asked if I wanted to work for them.
Since then, I’ve led strategy on the agency’s largest accounts across QSR, CPG, Telecom, and Banking brands, and was recently included on Campaign Magazine’s 30 under 30 list. I have earned an Advanced Effectiveness Certificate from the IPA and have won or been shortlisted for an Effie on every brand I’ve worked on.
Drake has not yet noticed or acknowledged me, but I am hopeful it will happen one day.
A&W Canada
Rewriting the marketing strategy of Canada’s second largest burger chain.
McCain Distractifry
Addressing the problem parents actually want solved at dinner.
McCain Regen Fries
Product education that’s as entertaining as a brand campaign.
McCain Pockets
From moms’ health choice to teens’ lifestyle pick.
Deep’n Delicious
From niche nostalgia to universal relevance.
Simulate NUGGS
Porting a viral American chicken nugget brand to Canada.
Wonderbread
Embracing their iconic status instead of apologizing for it.
Shaw TV
Finding an underrated product feature that differentiated the business.
YWCA
Reigniting mainstream interest in the Mahsa Amini protests.
Shaw Internet
Shifting customer attention from fibre speeds to their dusty modems.
Foundry BC
Making mental health approachable to teenage boys that hate talking about their feelings.