“Lets’ build displays that feel true to your brand and your vision. Making your space work harder, connect deeper, and give your customers a reason to stay, return and remember you.”

PROJECTS AND ACHIEVEMENTS


Brand Product Launches

  • Served as creative team lead for the Christian Louboutin Beauté launch, producing large-scale 3D visual designs for five flagship stores. Collaborated with CLB teams in Paris and New York to adapt creative direction per location, and led visual managers through install protocol.

  • Managed the visual launch of Christian Louboutin Beauty and Charlotte Tilbury exclusively in Canada, achieving $50K in sales within two days for CLB and $1M in six months for Charlotte Tilbury.

Campaigns, Photoshoots, Styling & Brand Storytelling

  • Led creative direction and styling for photoshoots, flat lays, and on-model visuals, including the TheSeptember.com Holiday 2019 campaign featured across out-of-home, digital, e-commerce, and social media channels.

  • Designed and executed TheSeptember.com seasonal visual campaigns and photoshoots, resulting in a 4.2% conversion rate increase over the campaign period.

  • Designed and executed over 79 cross-category merchandising projects, new store openings, and luxury brand campaigns for Chanel, Diptyque, Charlotte Tilbury, Christian Louboutin, and others.

  • Developed a comprehensive design overhaul of the Diptyque boutique at Holt Renfrew, resulting in a 39% increase to plan.

Project Management & Strategic Execution

  • Managed a visual merchandising budget of $800K, maintaining strict scope control and deploying financial training to in-store teams. Achieved quarterly re-forecasting accuracy.

  • Reduced expenses by 43% and secured $450K in vendor co-op through fixture repurposing, vendor negotiations, and strategic campaign planning.

  • Identified cost-saving opportunities and pitched creative solutions, securing OBX/AFE funding to reduce installation expenses by 20%, allowing reinvestment into visual upgrades.

Talent Development & Mentorship

  • Developed a visual standards toolkit to improve consistency in visual merchandising, strengthen team alignment, and foster shared ownership during installations and events.

  • Mentored a team of 20+ visual associates; recognized individual strengths and cultivated autonomy and confidence through hands-on coaching.

  • Launched a mentorship initiative with George Brown and Sheridan College, offering 15 students real-world experience and resulting in two hires.

  • Nominated five visual team members for the Cosmetic Magazine Visual Awards, leading to Holt Renfrew winning 1st and 3rd place out of 25 submissions.

Flagship & National Rollouts

  • Co-led the national relaunch of the Holt Renfrew Contemporary Department across 8 stores, securing investments for fixture customization and collateral.

  • Supported the new store opening visual requirements alongside Store Planning and Merchandising teams, ensuring alignment of visuals with store layouts and customer flow.

Creative Collaborations & Events

  • Led the Vancouver team’s execution of the Damien Hirst Art-Fashion installation; designed elements, managed timelines, and negotiated vendor funding for PR, editorial, and clienteling initiatives.

  • Partnered with Dsquared2 on their first gender-inclusive multi-product installation and personal appearance event, exceeding sales targets by 46%.

SOCIAL IMPACT VENTURES

Founder - This Good Rebel - Sustainable Beauty Consulting (Toronto)
January 2020 - Present

Founder and Program Chair - Reading Rebels Literacy Program, The Book Battle (Toronto)
February 2021 - Present

Board Member - Web Master, Investments and Disbursements - Whitney Child Centre (Toronto)
October 2021 - Present

Fundraising Committee Volunteer - Artscape (Toronto)
January - May 2019

EDUCATION

Google Certificate 2025
Digital Marketing, e-commerce and Data Analytics

Metropolitan University (Formerly: Ryerson University) 2004
Visual Merchandising and Design

B.A. Sociology          
Western University 1999
Sociology, Business Administration & Journalism

INTERESTS & ASSOCIATIONS

Weightlifting Competition - 2018
Dragon Boating Competition - 2011 & 2012
Framework Foundation Timeraiser - Participant and Volunteer - 2003 - 2007
Toronto Fashion Week - Marketing Crew Head -  Feb/Mar 2004 
Fashion Cares - Volunteer - May 2004 
UWO Varsity Rowing Team  - 1997/1998
Running - 10K and 21K / Rowing / Weightlifting
Illustration / Painting / Videography
Reading / Podcasts

SKILLS & TOOLS

Design and Creative Workflow, Planograms, POSM
Project Management
Mentoring and Team Training
Strategic Planning
Educational Program Development
Cross-Functional Collaboration
Fundraising and Resource Development
P&L Management
Web Content Creation, Data Analytics, KPI, SEO

Excel / Word / Google / Microsoft Office Suite
AI Fluent: Copilot / ChatGPT / Claude / Gemini
Powerpoint / Pages / Keynote
InDesign / Illustrator / Photoshop / SketchUp
Trello / Asana / Slack / Notion