AMAZON CANADA
Full-Ecosystem Social Strategy & Tentpole Campaigns
Role: Associate Director — Creative Direction, Social Strategy & Editorial Lead
The Brief: Scale Amazon Canada's brand presence across digital channels by establishing a unified brand voice, launching new platform channels, driving always-on engagement, and executing high-stakes tentpole retail campaigns.
Foundational Social Playbook
Authored the definitive social playbook for Amazon Canada, codifying platform-specific brand voice, visual aesthetics, content pillars, and risk management guidelines.
Tentpole Retail Campaigns
Led social creative direction for marquee sales events—including Prime Big Deal Days and Big Spring Sale—developing high-impact campaign assets, copy strategy, and promo rollouts.
TikTok Launch & Channel Growth
Spearheaded the launch strategy for Amazon Canada’s official TikTok channel, translating global brand directives into native, short-form creative, trend-led concepts, and platform-first storytelling
Always-On Content Engine
Built and led the end-to-end organic social content engine, managing real-time trend response, monthly content calendars, and creative direction across platforms.
Integrated Creator Strategy
Collaborated to create a scalable creator and influencer strategy, seamlessly weaving creator-led content into both always-on programming and major campaign moments.