My Work

The Nissan Rogue is the most important vehicle in the automaker's portfolio - accounting for a large share of its overall sales.  The launch of the 2021 model was under intense pressure given that it was the model's first major redesign in a decade.  However, it was mired in challenges - including a launch happening during the pandemic's 2nd wave and the US elections in Nov 2020.  In order to ensure success, I revamped the campaign planning process to standardize vehicle 'rollout' phases - implementing a 'pre-launch' stage for the first time in brand history.  I partnered with Google to create platform-specific, feature-driven short form videos designed to drive early interest among enthusiasts.  Ultimately, this exponentially increased search for the model in the 2 months prior to launch, resulting in the most effective model campaign in Nissan USA history.

A 360 marketing campaign with a strong emphasis on social wherein we encouraged consumers to 'share care' with Kleenex.  We created a social experiment, a series of hyper-targeted Facebook videos featuring real-people stories, influencer programs and more. Started in Canada and expanded globally.

Award wins: Canadian Marketing Awards, Cassies, Effies, Strategy award, and more.

Worked closely with creative team to strategically bring an insightful idea to life around the constant use of photo manipulation software to distort perceptions of female beauty.  Aligned with Dove's Real Beauty campaign, the activation went on to generate huge PR and win countless creativity in advertising awards.

Through active social listening, we learned of an issue plaguing students of one of Canada's largest universities.  A 'scandal' had erupted at Ryerson U after students learned that faculty washrooms were equipped with 2-ply toilet paper, while student washrooms had flimsy one ply.  Cottonelle sprang into action and within 2 days of the scandal we had organized a stunt in which we delivered and distributed thousands of rolls of high quality Cottonelle TP to students.  We created social content from the stunt that exceeded all brand benchmarks for engagement and drove huge earned buzz on a very tight budget.

Develop digital and social strategy to support the launch of the new Motorola Z line of flagship devices.  Responsible for creating global social toolkits, managing global teams and overseeing execution of US digital and social activations.

Led creative strategy for the launch of new Perrier flavors.  We partnered with a popular street artist to help bring the campaign to life by demonstrating how his colorful work is inspired by Perrier flavors.  The campaign included online video, influencer activations, social participation, OOH, experiential activations and more.

It's no secret that the climate is currently in crisis.  In an effort to elevate awareness of the issues in the US and beyond, we partnered with CJR to implore journalists and news outlets to unite with us.  I worked closely with creative teams to bring their crazy idea to life - what if we created future issues of city-specific newspapers that imagined the worst-case scenario.  For example - a Miami Herald immersed in flood waters or an LA Times burned in wildfires.  Then, what if we sent these to journalists and created a museum to showcase these issues.  Well, we did just that, and as a result won some awards in the process.

I partnered with creative, client and media teams to develop a comprehensive comms plan designed to drive cohesion across campaign.