Some things
I’ve done
Managing Partner + Co-founder - Otherhalf.Studio
May 2024 - Present
Co-founded Otherhalf Studio to manage the strategic development of high-converting e-commerce websites for DTC brands on Shopify.
Focuses on creating unique brand stories, optimizing user experience, and driving conversion rates to help businesses achieve growth through impactful digital solutions.
Specializes in developing custom e-commerce strategies, positioning brands for scalable success, and delivering tailored, results-driven solutions that align with each client’s specific business goals.
Principal Consultant — Fathom Creative Inc.
Jan 2022 - Present
Managed the rebrand of The Upkeep Shoppe’s skincare line (ESAU) resulting in new brand guidelines, updated packaging for 17 SKUs, new photography assets, and a new website launch.
Planned, drafted, and managed over 30 digital marketing plans for business owners from e-commerce, restaurant, construction, dental, pharmaceutical, online coaching, consumer product goods, and retail industries. These plans helped them get access to various government funding and grants.
Lead launch strategy for Japan’s largest karaage Brand (over 300+ locations), Torisho’s first Canadian location.
Responsible for guiding Torisho’s internal team to execute influencer management strategy, content marketing strategy, and PR strategy.
Advising menu, pricing, food costs, supplier management, operations, floorplan, 3rd party partners, tech stack, and franchising.
Co-Founder — Yellow Beauty
Jan 2016 - Present
Created and helped scaled an e-commerce skincare brand from scratch.
Ran digital ads with CPAs as low as $4 and CPMs of <$3.
Helped develop brand identity, digital marketing, communications, and PR.
Wrote and distributed press releases + pitches to various writers and publications gaining us mentions and features in Allure, Girlboss, Brit+Co., GQ, Byrdie, MIC, Shopify Blog, and Cosmopolitan.
Assisted in organization of photo + video shoots - contacting and organizing models, photographers, finding studios + sets, purchasing props and putting together shot lists.
Collaborated on creative projects (branding, web design, product design, packaging design, print materials, photo & video production, paid ad campaigns, social media, and email marketing) using tools like Milanote and Klaviyo.
Worked with several creative + digital marketing agencies to develop our new branding, packaging, website + digital ad campaigns.
Collaborated with our in-house team, external agencies, and contractors to build scalable brand experiences.
Wrote and edited Blog Posts for SEO purposes.
Assisted in logistics and vendor relations to distribute large wholesale orders to international retailers.
AccomplishmentsSold to 10,000+ customers through Yellow Beauty's online store.
Secured deals with major retailers like Urban Outfitters, Hudson's Bay, Anthropologie, and FabFitFun.
Seen in Allure, Byrdie, Cosmopolitan, The Zoe Report, Girlboss, and more.
Built a community of 41,000 followers on Instagram.
CEO + CMO — Burgers n’ Fries Forever (BFF)
August 2012 - Present
Created and developed Burgers n’ Fries Forever from scratch which has amassed over $20,000,000 in lifetime revenue.
Scaled to a multi-million dollar business with 2 successful locations across two major cities.
Built a social media following of over 31,000 on Instagram and 18,000 on TikTok.
Responsible for overall marketing strategy, spanning influencer marketing, content marketing, IRL events, merchandising, digital advertisements, and print signage.
Created digital funnels to decrease dependence on 3rd party delivery providers by implementing a new online ordering system and QR code marketing to monetize our current web traffic.
Implemented new customer feedback strategy to intercept unsatisfactory reviews and win back customers using QR code marketing and AI feedback tools.
Created monthly and bi-monthly LTO recipes and campaigns that have gone viral, tripling web traffic, selling hundreds of LTOs, and resulting in 10s of thousands of impressions.
Led an internal team to create a new brand identity.
Responsible for marketing strategies that landed BFF on The Food Network, CTV News, CityTV, Global News, Taste Toronto, CBC, Daily Hive, BlogTO, Narcity, Culture Trip, Thrillist, and The Huffington Post.
Set up and launched a digital loyalty program to thousands of customers.
Led digital ad strategy for BFF by geo-targeting local audiences.
Wrote and distributed press releases + pitches.
Led all aspects of the brand from site selection, restaurant design, kitchen layout, equipment sourcing, budgeting, hiring, building out tech stack, recipe creation, operations, social media, email marketing, limited-time-offers, and web design.
Responsible for new restaurant build-outs, leading interior design, architectural + engineering drawings, equipment schedule, material sourcing, budgeting, and contractor bidding.
Responsible for negotiating + leasing new locations.
Developed the FDD (Franchise Disclosure Document) for BFF’s franchise expansion plans.
Director of Marketing — Lovekind Inc.
May 2021 - January 2022
Built and led a five person team consisting of a marketing coordinator, social content creator, illustrator, and designer.
Liaised with various brand CEOs under the Lovekind umbrella.
Responsible for strategy and execution of multiple campaigns including but not limited to restaurant location design, grand openings, influencer collaborations, PR + media outreach, and limited-time offer campaigns for Burgers n’ Fries Forever, Calii Love, and Nava Social.
Led the brand identity process for an in-house coffee brand, Nava Social.
Created budgets and negotiated pricing with vendors across four different restaurant openings, all within one year.
Led a team that worked with over 50 influencers to create over half a million organic impressions for a new Nava Coffee location.
Coordinated brand guidelines and marketing materials for restaurant launches, consisting of print materials, window clings, interior design, digital menus, and digital ads.