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At Bell, I co-led a $25M digital transformation to scale eSIM user occasions across Canada through web and app innovation.

I developed go-to-market strategies from scratch, crafted media briefs, and launched new user journeys that turned complex tech into seamless customer experiences; earning two Excellence and Innovation Awards along the way.

Product Manager, eSIM & Travel

GTM STRATEGY EXAMPLE: AIR CANADA PARTNERSHIP

One of my proudest moments? Partnering with Air Canada to enable onboard eSIM activations and sponsored connectivity, creating an industry-first travel experience. I worked end-to-end, always with an eye on growth, user insights, and strategic execution.

Project: National rollout of Bell’s eSIM capabilities, featuring an exclusive in-flight activation with Air Canada.

My Role: Co-led the go-to-market strategy—developing creative briefs, digital channel plans, and aligning 12+ internal teams across product, design, and marketing.

Execution: Managed an 18-month roadmap, presented regularly to VPs, and created feature launches that streamlined customer onboarding via web and app.

Results: eSIM activations grew 68% YoY. The Air Canada partnership drove innovation in the travel segment and opened new commercial pathways.

For years, I’ve worked as a freelance marketing consultant across design, digital strategy, and brand storytelling, helping small businesses clarify their voice, update their positioning, and build their web presence from the ground up.

Marketing Freelancer

MESSAGING STRATEGY EXAMPLE: GOT LUCKY LABS & DISTINCTIVE FOODS

Two very different clients—one shared need: a clear, compelling message that speaks to the right audience.

→ Got Lucky Labs, a California-based STI-testing startup with a rebellious tone and DTC ambitions
→ Distinctive Foods, a long-standing manufacturer of crackers and desserts ready to modernize its image

Project: Brand strategy refresh and website redesign.

My Role: Led end-to-end messaging and creative strategy. This included competitor research, tone-of-voice development, and full copywriting for revamped web experiences.

Execution: Built strategic decks and led brand workshops with both teams, aligning stakeholders around messaging pillars and creative direction.

Results: Both brands emerged with stronger digital identities and messaging strategies tailored to their customer base. Their websites now reflect not just what they do—but why it matters.

HERE'S A LOOK AT THE RESULTS:

*Redesign going live June 2025 (see Figma file linked above for reference)

REVAMPED PITCH DECK

REVAMPED BRAND GUIDE

REVAMPED WEBSITE

REVAMPED WEBSITE

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At Take Your Seat, I lead strategy and execution for immersive brand activations that connect audiences to culture through meaningful storytelling.

Brand & Partnerships Manager

BRAND ACTIVATION EXAMPLE: AGA KHAN MUSEUM, TORONTO

Project: An on-site brand activation with The Aga Khan Museum, highlighting global photography and cultural storytelling designed to inspire connection and engagement.

My Role: Led creative strategy, partner coordination, and marketing execution across channels.

Execution: Curated photo installations, managed social rollouts, and ensured all messaging aligned with partner objectives. Oversaw print production, budgets, and timelines.

Results: The activation was shared on social media and added a couple dozen new subscribers to our newsletter.