WORK

a portfolio of bold strategy & impact

everything must begin with and end with one goal

Cultivate relationships with
customers that don’t just connect, but
resonate & remain.

Case Studies

Crafting Distinction for Lasting Luxury

  • Expanding a beloved Canadian fashion brand into the competitive US market required more than ambition—it demanded clarity of positioning and resonance with a discerning, style-conscious audience. Tasked with supporting the brand’s mission to be known and loved for its signature ‘Everyday Luxury,’ I conducted a comprehensive analysis of the brand's current positioning and differentiation strategy. My approach combined personal industry expertise with first-party insights from a custom consumer survey to gather perceptions of the brand and other apparel brands. The findings revealed strong brand affinity driven by its accessible luxury appeal but also surfaced opportunities to amplify visibility and deepen engagement.

    I crafted a brand strategy that amplified the brand’s core strengths, unlocking new avenues to heighten awareness, deepen emotional connections, and spark enduring growth in the US market. This included:

    1. An immersive digital content strategy – fueling ongoing interaction by meeting customers where they already spend their time with engaging, style-driven narratives.

    2. Experiential activations in high-traffic lifestyle destinations – embedding the brand in aspirational settings to create buzz, drive engagement, and foster exclusivity.

    3. A fresh approach to bold, fearless self-expression – pushing creative boundaries beyond wardrobe staples to spark curiosity and elevate individuality.

Editorial Storytelling to Deepen Connections & Revenue

  • The world’s largest authenticated luxury resale marketplace found itself at a critical inflection point: growth was slowing, profitability remained elusive, and the path forward demanded more than incremental change. With a solid consignment model already in place, the brand needed a bold, scalable strategy to spark new streams of revenue. I conducted a deep-dive assessment of a 'Content to Commerce' approach, analyzing its potential through both a financial and brand-building lens.

    The insight was compelling: by leveraging editorial storytelling as a gateway to commerce, the brand could unlock fresh revenue opportunities while solidifying its authority in the world of luxury fashion. Using my expertise in advertising, ad operations, and luxury marketing, I provided guidance on how a content-driven platform could foster deeper, more meaningful connections with customers. I also delivered a data-backed forecast estimating the platform's potential to generate incremental, sustainable growth—laying the foundation for a more diversified, resilient business model.

Selected Works

The Art of Bold Moves

strategic leadership & customer connecrtions

  • Disruptive Brand Strategy.

    Designed and led high-impact go-to-market and brand partnership strategies, blending creative storytelling, seamless journeys, exclusive content, and multi-channel activations to foster authentic connections and drive $7B in annual revenue.

  • Reimagined Digital Retail.

    Spearheaded a full-scale e-commerce transformation, enhancing content strategy, product discovery, and seamless purchasing experiences to create engaging, frictionless customer journeys—driving $90M in annual sales.

  • Elevated Luxury Engagement.

    Engineered a data-driven brand positioning model that elevated global awareness, deepened customer engagement, optimized marketing ROI and directly increased awareness and conversion rates across luxury markets.

  • The Power of Connection.

    Crafted and executed 360° marketing strategies that fueled revenue growth and market expansion, delivering a 17% uplift by strengthening customer relationships and captivating new audiences with targeted, experience-led campaigns.

The Edge of Reinvention

commercial & digital innovation

  • Full-Funnel Disruption.

    Developed interactive, commerce-driven experiences, merging editorial storytelling with direct transactions, collapsing and removing friction from the traditional sales funnel and increasing conversion rates by up to 27%.

  • AI Curated Engagement.

    Designed and deployed an AI-driven campaign platform, enabling scalable, personalized messaging across global brand portfolios that deepened connections with high-value segments.

  • Tech Enabled Growth.

    Developed and executed a multi-year commercial roadmap, securing $60M in investment and partnering with leadership to merge media with e-commerce—innovating operations to enhance customer experience and drive scalable growth.

  • CRM & Data-Driven Brand Engagement.

    Designed and implemented a consumer data platform, leveraging real-time insights to drive hyper-personalized campaigns and interaction that increased customer engagement by 25% and strengthened brand loyalty.

  • Global Media & Ad Partnership.

    Launched and managed a global advertising partnership between two category giants, increasing ad inventory by 20% and engagements rates by 15%, amplifying revenue across global markets.

The Elegant Hustle

sales & account growth

  • Sales Star.

    Exceeded sales targets by 40%, recognized as a top-performing revenue leader, and developed innovative strategies to drive customer acquisition and accelerate membership growth.

  • From the Ground Up.

    Built and led a greenfield account within a $100M global portfolio, establishing a benchmark for account development and driving $14M+ in annual revenue by fostering trusted relationships, overseeing exceptional delivery, and identifying strategic opportunities.