Strategy

Canoe – Experiential Dining Strategy

Designed and pitched the Drift Menu concept for Canoe, anchoring each dish in Canadiana cuisine and the narrative of “letting yourself drift.” My strategy emphasized experiential dining, weaving storytelling into menu naming and guest experience. The concept won Canoe’s internal competition, highlighting my ability to combine creativity, cultural insight, and operational feasibility into a winning strategy that elevated the brand’s lunch service.

Sutton Place Hotels Toronto - Unscripted Luxury

Partnered with Sutton to craft a campaign strategy rooted in their philosophy of human‑centred, unscripted luxury. I focused on translating this ethos into messaging that felt authentic and emotionally resonant, ensuring brand consistency while leaving space for spontaneity and individuality. By balancing operational precision with storytelling, I helped strengthen client engagement and deliver a strategy that elevated Sutton’s unique positioning in the market.

North York Community House - Donor Empowerment Campaign

Led the strategic development of the ALL IN: TEAM NYCH campaign, reframing donor giving as active participation in community change. I synthesized research insights into emotionally resonant messaging, crafted visuals that connected with both corporate and grassroots audiences, and built a framework that empowered donors to see themselves as partners in impact. This project showcased my ability to merge narrative clarity with strategic execution.