Digital Communications Experience
Trevor//Peter, Wasserman: August 2024 - Present
Brand Strategist
Responsible for developing and implementing insight-driven strategies that elevate brand awareness, audience engagement, and market positioning for clients such as Spotify, TurboTax, Red Bull, and Diageo’s family of brands.
Crafted unique brand identities and positioning frameworks that resonate with target audiences, fostering brand loyalty and driving differentiation in competitive markets.
Conducted extensive audience research to identify consumer trends, pain points, and competitive landscapes, informing brand messaging and strategic direction.
Lead brainstorms and focus groups with creative, influencer, social media, and experiential experts to ensure strategic consistency across all touchpoints, driving cohesive messaging and visual identity.
Designed and led multi-channel brand campaigns, optimizing digital and offline marketing efforts to enhance brand visibility and customer engagement.
Media.Monks: March 2024 - July 2024
Freelance Strategist
Led North American brand positioning initiatives for adidas Basketball, identifying key market insights and developing strategies to enhance product visibility, appeal, and sell through with campaign budgets exceeding $1,500,000
Conducted comprehensive audience and market research, utilizing industry and consumer insights to inform strategic decision-making and creative development
Collaborated closely with clients and partners to understand objectives and expectations, providing engaging and insightful presentations to communicate strategies and drive alignment
Facilitated brainstorming sessions and cross-functional collaboration to generate innovative ideas across experiential and digital spaces, fostering a culture of creativity and continuous improvement
Played a key role in developing and executing of integrated marketing campaigns, ensuring consistency and effectiveness across various adidas-owned and Foot Locker-owned channels and touch points (both online and offline)
Monitored campaign performance and conducted post-mortem analysis to evaluate effectiveness and identify opportunities for optimization and refinement
AMAZON MUSIC: January 2023 - December 2023
Freelance Senior Paid Media Manager
Owned and led paid media strategy, management, and reporting for Amazon Music's +44-related projects, optimizing campaign performance and leading impactful upper funnel social media results
Leveraged in-depth knowledge of paid media platforms and analytics to analyze campaign data, identify key insights, and refine strategies for continuous month over month improvement
Collaborated closely with cross-functional teams and stakeholders to align paid media efforts with broader marketing objectives, contributing to cohesive and integrated campaign execution
Demonstrated exceptional project management skills in overseeing multiple concurrent campaigns, maintaining tight timelines, and delivering high-quality results within budgetary constraints
Provided strategic guidance and recommendations based on industry best practices and emerging trends in paid media, resulting in ongoing innovation and optimization
Created regular monthly and campaign-specific reports and presentations for key stakeholders, highlighting performance, key metrics, learnings, and actionable insights to inform decision-making and drive future strategies
Attained 79% year over year increase in client spent (£112k to £201K), reductions in cost metrics such as CPMs (-11%) and CPCs (-36.49%) and lifts in efficiency metrics including CTR (+18.06%), VVR (+48.00%), and ER (+98.50%)
Diamond Marketing Group: January 2023 - October 2023
Digital Strategist
Headed digital strategy for key clients in order to facilitate and optimize core functions such as content marketing, growth, personalization, data, user/customer experience
Translated client needs into actionable roadmaps through research, insight development, channel planning, creative briefs, and content creation
Developed and executed a comprehensive social strategy and evergreen content calendar resulting in a 30% increase in engagement and a 15% growth in follower base for Pizza Hut in 2023
Led collaboration with content creators, graphic designers, strategists, and account managers to lead development of digital and creative work aligned with client objectives and larger strategic communication plan
Collaborated with influencer strategists to execute influencer-led marketing campaigns, expanding reach and boosting audience engagement
Kept track of digital trends, platform updates, and local-content creators to ensure work produced matched platform best practices, remained socially relevant, and accurately spoke to and reflected target audience
Take More Photos: November 2019 - January 2023
Freelance Lead Creative Strategist
Drove business development and client relationships, securing 15+ strategic partnerships, resulting in a remarkable 350% increase in agency revenue, and expanding into key industries across the United Kingdom and Europe.
Oversaw full-service offerings, including influencer/creator management, ideation, content production, and brand partnership management.
Developed and mentored a community of over 100 young creators from underrepresented backgrounds in London.
Executed creative photography projects for diverse clients, including adidas, Beyond Meat, Amazon Prime Video, Arsenal Football Club, Sony Pictures, Wingstop, Levi’s, Wex Photo & Video, English Premier League, Live Nation’s Wireless Festival, various independent artist, and New Business.
Laundry Service: April 2021 - November 2022
Senior Paid Media Strategist
Planned and executed paid media activity for Amazon Music’s key European markets, resulting in continuous year-over-year increases in engagement rate (+73%), video view rate (+52%), and followers (+35%)
Oversaw a paid media budget of over £5 million and led cross-team collaboration for international campaigns and events
Established goals, set quarterly strategy, managed campaign execution, and post-campaign reporting and analysis
Launched campaigns for Kendrick Lamar’s The Big Steppers Tour, Ed Sheeran’s The Equals album launch, Amazon Music podcast offering, Prime Day Concert featuring Billie Eilish, H.E.R., and Kid Cudi, the 2021 BRIT Awards, and the 2022 Mercury Prize
Proof Inc: March 2020 - March 2021
Paid Media Manager
Collaborated with a multidisciplinary team including media, content, analytics, and strategy experts to execute digital-first campaigns for local, national, and multinational brands.
Successfully managed campaigns with varied goals, including a 22% increase in brand awareness and a 28% increase in online sales for diverse clients such as Netflix, Google, and Shopify.
Clients: Netflix, Google, Skip The Dishes, Dell, Shopify, TikTok, Visa, and New Business.
CAA Club Group: May 2018 - February 2020
Socia and Display Marketing Manager
Accountable for the all digital marketing campaigns from the implementation, execution, tracking, optimization, measurement and post-campaign analysis. Managed the day-to-day activity of our partnered media agency for Search Engine and Display Marketing, while I directly executed on Social Media. Worked with various stakeholders and internal analytics team to track results in order to forecast future budgets and goals.
Worked with a $2,00,000 budget which saw growth across all major key performance indicators due to the strategy I developed and implemented. During my time at CAA, the organization saw an increase of users reached (+32%), brand awareness, impressions (+14%), engagement (+187.6%), a lift in leads generated, email subscriptions, and conversions across all lines of businesses.
Anomaly Toronto: January 2018 - May 2018
Social Media Coordinator Intern
I had the privilege of learning creative and analytical digital and social strategies in order to generate impressions, engagement, and the highest return on investment in paid digital campaigns for Nike. With Hershey, I was able to help launch the Instagram account for Oh Henry! and introduce Hershey Gold to the Canadian market. I helped create GIPHY stickers (used 7 million+ times on Instagram and Snapchat within a month) and organize the social media strategy to raise awareness of two multi-sensory Nike activations in Toronto. I also did competitive research and analysis of Budweiser’s key competitors in the Canadian market in order to provide recommendations for the brand.
HYPEBEAST: April 2017 - May 2018
Content Contributor and Marketing Liaison
Produced written and visual content for the Hong Kong-based multimedia lifestyle media outlet. Successes include coverage of two premier events: Nike’s Sneakeasy exclusive event and the opening of Jordan Brand’s sole Canadian flagship store.
Also acted as liaison between marketing agencies directing the events and in-house communication professionals from Nike and Jordan brands to ensure work aligned with the company’s vision and brand standards. Developed a unique content strategy, including exclusive one-on-one interviews with participating artists and NBA players for their website and social media channels (500K+ Twitter followers).
NOISEY by VICE: April 2014 - November 2014
Freelance Content Contributor
Worked as a cultural writer and photographer on a freelance basis. Covered topics/artists such as Dipset’s Toronto pop up shop and racism in our favourite cartoons from childhood.
In an unofficial capacity, I worked with award winning career musicians to formulate successful marketing strategies and building key relationships with media outlets.
Potholes In My Blog: June 2012 – November 2014
Staff Writer and Photographer
Worked as a cultural writer and photographer as a staff contributor. Coverage spanned across artist interviews and concert reviews, such as an interview with Blu and a review of an Elzhi concert. Within the role, I was able to hone my skills as a writer and photographer while presenting new artists to the 250K+ monthly unique visitors to the website.
Academic Experience
Ryerson University 2017 & 2018
Guest Lecturer
McMaster University: 2016 – 2017
Graduate Teaching Assistant
Ryerson University 2014 & 2015
Research Assistant
Retail Experience
Apple Canada: 2017 – 2018
Product Specialist
Nike Canada: 2015 – 2017
Sales Associate
Levi Strauss & Co.: 2013 – 2017
Stylist
Best Buy Canada: 2011 – 2013
Sales Associate
Education
McMaster University
Masters of Arts in Communication & New Media (2017)
Ryerson University
Bachelor of Arts in Arts and Contemporary Studies (2015)
Centre for Communication and English Language Teaching
Certification for Teaching English to Speakers of Other Languages (2014)