[ SELECTED WORK ]

Campaigns shipped while leading marketing in-house.

A small selection of work from inside the businesses most advisors only consult to. The through-line is the same: turning a real business problem into a campaign people noticed.

WestJet — Hightea

A different way to show the four destinations we flew to from London, UK. The team built the campaign around a time-honoured British tradition, while driving awareness of what makes Canada distinct.

WestJet — #FlyreFestival

An April Fools campaign built for organic reach, riffing on the Fyre Festival: emotional support pigs, immersive music and models included.

Sport Chek — From Paper to Pixels

We tested our traditional sales vehicle, the print flyer, by going completely digital. With a robust digital strategy in place, in-store sales rose 14% — and the products specifically featured grew 34%. Sales in the second week were up 17%, demonstrating the power of digital marketing to be dynamic and flexible.

Sport Chek — Gift of Sport

With 20% less budget and a mandate to grow sales 7% year over year, we had to be innovative. We launched the #GiftofSport campaign by partnering with Twitter, with full omnichannel support. Incredibly difficult to pull off — and a memorable initiative.

Sport Chek — #mynorth

To establish prominence in Toronto basketball — a category where Foot Locker held the stronghold — we launched #mynorth, highlighting the uniqueness of all six GTA boroughs. With omnichannel support, an exclusive apparel line and more, we positioned Sport Chek as an authority in basketball.

Sport Chek — Your Better Starts Here

Part of the team that launched the new brand platform, Your Better Starts Here. Overseeing many executions across paid and owned channels, the campaign set Sport Chek on a new trajectory. The platform carried the brand for nearly five years, until it was eventually replaced by Find What Moves You.