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Do you really want to delete project The Genteel: Founder and creator?
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I’m a seasoned multi-disciplinary strategist. My toolset includes digital strategy, user-experience planning, integrated communications, and brand development. My strengths and passion reside at the intersection of business strategy, culture and human experience.Locked Pro Plan feature
Strategic lead on the fastest-paced, hyper growth brand within the GSK portfolio. The most exciting projects I am responsible for are part of their business transformation. I developed their global digital accelerator program, which included workshops, training and rollout. I am transforming the client teams’ ways of working to be more customer and data driven, onboarding them with tools and frameworks to bolster their campaign and always on content practices. I’m helping to expand the client’s business by introducing innovation and services, including wearables to market.
My remit was to embed strategy on select projects to help elevate existing work and create new business opportunities. This included articulating new propositions for customers and framing a vision of where a brand could be based on the commercial realities of the business, consumer cultural trends and the emergent digital landscape.
I was the strategic lead on Ontario Tourism, covering all aspects of the business including the redesign of OntarioTravel.net and creating integrated communication strategies. A highlight was planning for the Pan Am Games. I also led a team of 3 digital strategists. Together we helped bolster the agency’s social, content and analytics practice. I was also part of a team that prototyped product innovations for Ritz and a mobile CRM platform for Oreo. I was in charge of the discovery phase for the DOLE website redevelopment, which included content and user experience strategy.
I owned the strategic relationship on Sears, framing new market opportunities and championing a user centered approach to design challenges. I developed a content strategy for TD, Canada’s second largest bank. I co-designed a hackathon. Our challenge was to improve on-boarding and cultural activities at Nurun using divergent and convergent techniques.
I worked with NIVEA Canada from the ground up to develop a Social Media playbook. I was a lead strategist in the Levi’s Digital AOR pitch, which we won. Focus was on creating a narrative around cultural trends to inform digital opportunities.
I was heavily involved in business strategy. I helped develop a business model canvas and compelling value proposition to enhance and extend consumer experiences for SickKids. This also included co-facilitating workshops in Backcasting and Blue Ocean Strategy to uncover strategic assets for business development.
My job was to increase internal digital literacy and capability at the agency through presentations, training and collaboration.
I was responsible for leading digital strategy for Barclays bank and Beck’s, including the coordination and execution of integrated advertising campaigns.
Cut my planning teeth on Citi by working on the research and discovery of the online account platform redesign. I helped conduct in-depth customer interviews, mental modeling and persona development.