Brands come
to me scattered.
They leave with a
campaign that
actually connects.
I work in the space where audience psychology, emotional positioning, and strategic storytelling converge. My process starts with understanding why people connect before anything gets built.
"The emotional gap between a brand and its audience is never a content problem. It is always a strategy problem."
Strategy that starts with
why people connect
Content without direction is just noise. I am a brand strategy consultant who helps wellness, identity, and transformation brands build campaigns that close the gap between what a brand says and what its audience actually feels.
My process starts at the emotional layer before a single piece of content is touched. I map why people connect, what they are really looking for, and what the brand is failing to say clearly. From there, I build the campaign structure, the messaging system, and the rollout direction that makes the strategy executable.
I graduated from Georgian College in Advertising and Marketing Communications. I have been building strategy independently since 2023, including a live internship engagement with Difonzo Therapy, a Toronto-based mental health practice, and a 1st place win at the TreeFort Digital Marketing Competition.
I am intentional about the work I take on. Every project on this site reflects that standard.
Campaign systems built
with measurable intent
Trainers Choice: From Injury Recovery to Everyday Wellness Companion
Repositioned a wellness support brand away from reactive injury messaging toward proactive lifestyle relevance, targeting active Canadians who never saw themselves as the customer.
Difonzo Therapy: Making Therapy Feel Like Understanding, Not Crisis
Developed a 4-month emotional storytelling campaign system for a Toronto therapy practice, designed to reduce access barriers among 18-34 year olds using emotional pattern recognition, not clinical language.
The Last Shot: Turning a Highway Stop Into a Local Destination
Built a dual-channel strategy addressing low traveler conversion and weak local loyalty through experiential programming, digital storytelling, and targeted visibility campaigns.
Lyve Buzz: Building a Participation-First Creative Community
Built and ran a social community experiment from scratch, driving meaningful engagement for emerging creatives and small businesses through interactive, participation-led content formats.
Trainers Choice:
the award-winning
campaign in focus
This strategy repositioned a wellness support brand from injury-reactive to lifestyle-integrated, earning 1st place recognition for its strategic depth, audience psychology, and campaign system design.
Read full case study →Narrative performer
& storyteller
Alongside strategy, I create immersive narrative performances exploring identity, memory, and inherited stories. My work blends spoken word, embodiment, and visual presence to invite audiences to reconnect with dignity beyond trauma.
The current series, Part I — Cultural Remembrance, opens with Before We Were Broken: an immersive monologue reflecting on identity before distortion.
Inside the strategic process
The challenge: Trainers Choice had limited digital visibility and weak emotional connection with younger audiences. Most purchases were driven by immediate physical need rather than brand loyalty or lifestyle alignment.
The insight: Consumers are more likely to engage with wellness brands that feel relatable, educational, and integrated into everyday life, not only during moments of injury or discomfort.
The strategy: Transform Trainers Choice from a reactive support brand into a proactive wellness companion through educational storytelling, lifestyle-focused social content, and community-centered engagement that positioned the brand within everyday active living conversations.
The system built: Audience personas across 3 segments, social media content strategy focused on prevention and mobility, lifestyle-driven visual direction, community engagement formats, and digital advertising recommendations across Meta and Google.
The challenge: Many young adults have learned to function while emotionally disconnected from themselves. Therapy is often perceived as intimidating or only necessary during crisis, creating distance between therapy services and those who need them most.
The insight: People emotionally engage faster through recognition than education. Audiences explore therapy when they feel understood, not analyzed. Relatable storytelling creates safer entry points into conversations about emotional awareness.
The strategy: Used cinematic storytelling and emotional pattern recognition to reposition therapy as emotional understanding rather than crisis intervention. Led with recognizable human behaviors like emotional shutdown, avoidance, and people-pleasing rather than clinical diagnosis.
The journey designed: Recognition → Reflection → Emotional Awareness → Consultation.
The challenge: The Last Shot Bar & Grill sits near Highway 400 but struggles to convert passing traffic into visitors. It also lacks a strong social media presence and consistent events that encourage locals to return regularly.
The insight: Travelers on highways make fast decisions. If a place feels lively and memorable, they are more likely to exit. Local audiences respond strongly to social experiences that create community energy and belonging.
The strategy: Make The Last Shot a destination, not a roadside stop. Combined roadside visibility tactics, in-venue experiential programming, and digital storytelling to build both traveler curiosity and local loyalty simultaneously.
The initiative: Lyve Buzz was a social media community experiment designed and run independently to support emerging creatives and small businesses through interactive storytelling, audience participation, and consistent spotlight content.
The insight: People engage more when they feel their opinion matters. Content that invites audiences to vote, react, and participate creates stronger engagement than passive posts. Community is built through contribution, not just consumption.
The strategy: Combined community spotlight content with interactive trend formats that encouraged audience participation while showcasing creatives and small businesses, building both the community and its members simultaneously.
Why this matters: This project demonstrates entrepreneurial initiative. Not a class project. Not a client brief. A community built from zero to demonstrate a working model of participation-first content strategy.
Three ways
to work together
Brand Clarity Sprint
For brands that know something is not working but cannot name what. Full brand and audience audit, emotional positioning gap identification, and a clear strategic direction document.
Full Campaign Build
Complete campaign development from emotional insight to execution-ready rollout. Audience research, positioning strategy, campaign architecture, content system design, and a full strategy deliverable.
Strategic Creative Direction
For brands that have a direction but need the emotional storytelling and narrative layer built out. Creative direction, content systems, messaging frameworks, and platform rollout guidance.
Not sure which fits your situation?
Let's talk for 20 minutes →Strategy before everything
Emotional Audience Mapping
Before any campaign direction is set, I map the emotional landscape of your audience. What are they actually looking for? What do they feel when they encounter your brand? Where is the gap?
Positioning Diagnosis
I identify where your current brand sits versus where your audience needs it to be. This is the strategic foundation that makes everything downstream more intentional and better targeted.
Campaign Architecture
I build the full campaign structure: content pillars, audience journey stages, rollout sequencing, and conversion flow. Strategy that is not designed to execute is just a document.
Strategy Deliverable
You leave with a complete strategy document and a clear implementation path. Not general advice. A system designed specifically for your brand, audience, and growth objective.