Experiential Extensions
Concepted and executed digital/social extensions for major culture and music activations, including Osheaga (Aperol Spritz) and Toronto Caribbean Carnival / Caribana (Wray & Nephew / Appleton Estate).
New Product Launches
Led end-to-end social strategy and creative direction for new portfolio SKU rollouts, building launch campaigns that drove immediate awareness and product trial.Influencer
Multi-Brand Portfolio Strategy
Architected tailored social strategies for distinct audience profiles across five spirits brands—balancing Aperol's lifestyle appeal, Appleton Estate & Wray & Nephew's cultural roots, and Forty Creek's regional heritage.
Briefing & Strategy
Authored strategic creator briefs that ensured influencer partners produced culturally resonant, platform-native content while staying compliant with strict alcohol advertising regulations.
Creative Direction & Copy
Oversaw visual direction, campaign concepts, and copy strategy across always-on social and high-priority brand moments.
Campari Group Canada
Multi-Brand Portfolio & Experiential Strategy
Role: Associate Director — Creative Direction, Social Strategy & Campaign Lead
The Brief: Lead multi-brand social strategy, creative direction, and campaign rollouts across Campari Group’s premium spirits portfolio (Aperol, Appleton Estate, Forty Creek Whisky, Campari, and Wray & Nephew), translating physical cultural sponsorships into high-impact digital activations.