The Challenge

Both brands needed more than content management — they needed a defined social identity, a consistent voice, and a strategy that could build audience trust over time. For WAXON, that challenge intensified dramatically when COVID-19 shutdowns forced physical locations to close, requiring the Instagram account to shift from a marketing channel into a primary communications tool for a national brand navigating an unprecedented crisis. For Shop My South, the challenge was building a brand presence from the ground up with a limited budget and no existing audience to work from.

WAXON Laser + Waxbar

My Role and Approach

I owned the full Instagram strategy for WAXON, concepting and directing photoshoots, writing all caption copy, and managing community engagement through weekly analytic reporting. When lockdowns hit, I repositioned the account strategy in real time: shifting from service promotion to brand-building and community content that kept the audience engaged while locations were closed. As restrictions eased, I used the account as a trusted communications channel to guide customers through reopening protocols, mask policies, and service updates in a tone that felt human and on-brand rather than clinical.

Results

Shop My South

My Role and Approach

I came on at launch and was responsible for defining the brand’s entire social identity from scratch, establishing the visual language, tone of voice, content pillars, and positioning strategy that would differentiate a new intimate care brand in a sensitive and competitive category. With a reduced budget due to COVID constraints limiting paid amplification, organic strategy and community engagement became the primary growth lever. I developed a content approach rooted in body positivity and frank conversation around women’s health, carving out a distinct and ownable space for the brand on Instagram.

Results

@waxon Instagram — curated during COVID period

@shopmysouth Instagram — built from launch

The Challenge

Montreal-based luxury beauty retailer ETIKET was entering the Toronto market for the first time with a flagship at The Well. They needed to establish brand awareness and cultural credibility with a new audience, not just announce an opening, but make the brand feel native to the city.

My Role and Approach

As project lead, I was responsible for every layer of execution. I helped ideate the editorial direction, positioning ETIKET not as a store launch but as a destination beauty experience, then built and managed the full project timeline. I hired and directed a freelance team of photographer, art director, and writer/editor, and served as the sole point of contact between ETIKET, The Kit’s internal teams, and all external contributors.

Execution

The campaign culminated in a custom nested print issue within The Kit, with six original editorial articles published across both print and online, supported by three original photoshoots. Each piece was crafted to reflect ETIKET’s elevated aesthetic while speaking authentically to a Toronto lifestyle audience.

Results

Print editorial spread and cover feature — The Kit x ETIKET

The Challenge

The Kit needed to grow its newsletter subscriber base, a core owned-audience metric that directly supports advertiser value and long-term revenue. The goal was meaningful audience acquisition within a defined campaign window.

My Role and Approach

I conceptualized the campaign from the ground up, wrote all advertising copy, and directed the creative execution. The approach focused on clearly communicating The Kit’s editorial value proposition to a relevant audience. I planned the media placement across The Kit’s own digital properties and Toronto Star affiliate sites to maximize reach within the target demographic.

Execution

Display ads ran across The Kit and Toronto Star affiliate sites, targeting readers already engaged with lifestyle and fashion content. Every element of the campaign, from headline to visual direction, was designed to convert browsing readers into committed subscribers.

Results

The Challenge

Lancôme needed to move consumers from awareness to trial for the Rénergie skincare line, a conversion-focused objective that required more than passive content. The campaign had to create genuine engagement and a measurable path to product experience.

My Role and Approach

I managed the campaign end-to-end: from translating the client brief into a multi-channel content plan, to coordinating the contest mechanics, creator integration, and cross-platform publishing schedule. I maintained alignment across print, digital, and social touchpoints to ensure every channel told a cohesive story while driving its specific conversion goal.

Execution

The campaign ran across print editorial, digital content, social amplification, and a national contest designed to generate product trial entries. Creator partnerships added authentic voice while the contest provided a direct mechanism for audience engagement and first-party data capture.

Results

Print editorial, digital article and creator feature — The Kit x Lancôme

The Challenge

Valentino Beauty needed to generate awareness for the Liquirosso product launch in a way that felt editorial and brand-right. The goal was an immersive digital moment that matched the brand’s luxury positioning while leveraging the reach and authenticity of creator voices.

My Role and Approach

I sourced and briefed creators whose aesthetic and audience aligned with Valentino Beauty’s identity, then managed the full approval process between talent, their representatives, and the brand. Every content decision was filtered through the brand’s standards while preserving authentic creator expression. I maintained the client relationship throughout, ensuring confidence and control without disrupting the creative.

Execution

The campaign centred on a custom metapage on TheKit.ca integrating editorial storytelling with creator-led content. It was supported by a full media surround: display ad takeovers across TheKit.ca and article pages, five newsletter deployments to approximately 110,000 subscribers, organic social promotion across The Kit’s Facebook and Instagram channels, Instagram Reels from four participating creators, off-network digital amplification, and a banner ad in the print edition of The Kit with a circulation of 215,000. The metapage delivered 6,279 page views against a contracted target of 6,000, over-delivering on the core content metric.

Results

Metapage experience and creator integration — The Kit x Valentino Beauty

The Challenge

The Estée Lauder Companies needed a holiday activation that could showcase multiple brands under one roof, creating a cohesive, premium in-person experience while generating organic social content through beauty creators. The challenge was making a multi-brand event feel curated, not crowded.

My Role and Approach

I supported the sourcing and coordination of beauty creators for the in-person experience, managing logistics from invitations through to on-site execution. This required balancing the expectations of multiple internal brand teams while ensuring creators had what they needed to produce authentic, high-quality content on the day.

Execution

The activation brought together beauty creators for a hosted in-person event designed to drive engagement and brand visibility across social channels. Creator coordination, event logistics, and brand alignment were managed simultaneously to deliver a seamless experience for both talent and the client.

Key Takeaway

Experiential campaigns require a different operational mindset. Decisions happen in real time, and the ability to adapt on-site while keeping every stakeholder informed is as important as the pre-event planning. This activation reinforced the value of exhaustive logistics prep and clear creator briefing before any event day.