Experience

CREATIVE SERVICES MANAGER, HOUSE & HOME MEDIA, June 2021 - current

  • Copywriter specializing in promo ads, newsletters, direct response, and online articles, consistently achieving results such as an above-average 25 percent viewer increase in Click-To-Open Rate (CTOR) and a 5.4 percent Click-Through Rate (CTR)

  • Develop creative messaging and copywriting strategies for a diverse range of brands including Caesarstone, Yellowstone Bourbon, Montauk, and Sico, effectively generating engagement and excitement and increasing brand retention

  • Skilled at creating internal and external sales proposals, presenting concepts to clients and stakeholders, and providing valuable input throughout the development process, ensuring timely delivery within budget and meeting quality expectations

  • Collaborate closely with graphic designers and cross-functional teams to produce promotional materials and maintain high-quality visual standards while adhering to strict deadlines. Proficient in working with original photography to enhance brand communication

  • Possess knowledge of art, design, and decorating trends, leveraging this expertise along with an understanding of communication, digital and social trends to develop compelling and responsive copy

  • Exceptional troubleshooting abilities in both internal and external communications, coupled with a strong focus on delivering exceptional customer service to multiple stakeholders

  • Provide writing and art direction guidance to junior creatives, ensuring alignment with client messaging and brand voice

  • Created successful promotion campaigns that effectively drove strategic initiatives and raised awareness of new products

Executive Editor, SOTHEBY INSIGHt, september 2016-JUNE 2021

  • Developed and created engaging lifestyle content encompassing diverse topics such as art and exhibitions, architecture, design, food, travel, and fashion

  • Spearheaded weekly updates, effectively managing budgets, production schedules, critical paths, and creative assets. Maintained open communication and fostered positive relationships between team members and stakeholders

  • Edited and proofed senior-level writing to ensure accuracy, consistency of brand tone and alignment with visual direction. Ensured that the stories conveyed were both entertaining and informative

  • Demonstrated strong leadership skills by effectively guiding the team to stay on track with deliverables. Implemented a streamlined workflow process that enhanced efficiency, resulting in improved productivity. Successfully balanced the budget within the first year

  • Conducted interviews with a diverse range of subjects for art, lifestyle, and travel-related articles, bringing compelling narratives to life

  • Provided critical support as needed, including editorial assistance, sales support, and adherence to writing guidelines. Demonstrated tact and diplomacy in handling team issues among various team members

freelance content creator, editor and writer, february 2012-june 2021

  • Copywriter and communications specialist with a focus on developing brand messaging and benefits into consumer-centric content across print and digital platforms

  • Content creator, editor and coordinator for advertorials and Special Interest Publications that align with brand tone and identity, ensuring a consistent voice throughout

  • Developed and implemented a successful content strategy and program for The Toronto Star's Mother's Day and Father's Day guides, leading to the creation of an additional 4-part Holiday Gift Guide Series

  • Managed content creation, copywriting, and a team of writers and photographers while collaborating with account managers, marketing teams, and design teams

  • Interviewed a diverse range of individuals, including scientists, dermatologists, business entrepreneurs, and actors, capturing their perspectives and stories effectively

co-founder, blogger, influencer, april 2016-february 2021

  • Successfully launched and managed a parenting-based lifestyle content brand catering to the modern mom, with a focus on style, décor, beauty, and food. Wrote engaging features, and served as the brand's in-house photographer, directing, and executing photo shoots to maintain a consistent visual identity

  • Generated ideas and actively engaged with the audience on social media platforms, crafting compelling social copy and creating visually appealing content. Managed content across platforms, including WordPress and Squarespace, and leveraged social media tools for community engagement

  • Produced partnership promotions, giveaways, and client collaborations, effectively leveraging brand partnerships to expand reach and engagement

  • Organized and facilitated LoveMom media events such as the Shop Up and LoveMom x The Detox Market Pop Up, making valuable connections and exposure for the brand. Conducted interviews with featured moms to showcase their stories and experiences

  • Proficient in WordPress, Squarespace, social media, and community engagement tools, enabling seamless management of digital content and social media presence

  • Ensured high-quality visuals by editing all images according to the blog’s requirements, and maintained editorial excellence by editing posts for clarity and grammar

beauty editor, glow (april 2013-january 2013/covering a maternity leave)

  • Successfully collaborated with advertisers to generate compelling story ideas and exclusive marketing opportunities, such as “30 days of Beauty,” “Winter Skin” and “Beauty Innovation”, effectively aligning brand initiatives with engaging content for publication

  • Produced high-quality beauty articles, leveraging expertise in both copywriting and visuals. Worked closely with art directors and photographers to ensure a cohesive and visually appealing final product

  • Conducted evaluation and editing of manuscripts and other materials submitted for publication, maintaining a high standard of quality and consistency

  • Demonstrated creativity and ingenuity in developing story ideas that resonate with the magazine’s audience, effectively incorporating brand marketing initiatives into compelling content

  • Played a key role in copy preparation, rewriting and editing, ensuring readability and adhering to brand tone, style, and voice

beauty & fashion editor, rouge magazine (september 2008-february 2012)

  • Successfully contributed to the achievement of P&G's strategic goals and brand initiatives by creating inclusive beauty and fashion content, aligning with the company’s vision

  • Led a team in the execution of the line-up, copy, and design for P&G's Crest Smile book, a publication aimed at promoting oral care. I also played a key role in the relaunch Rouge.ca a digital platform, resulting in a significant increase in unique views by 100%

  • Managed and edited copy for I've Got a Secret, a direct-marketing initiative within a tight deadline. The campaign outperformed competing agencies in terms of coupon redemption, demonstrating the effectiveness of the copy and overall campaign strategy

  • Collaborated closely with various photographers to ensure the successful production and completion of photo shoots, maintaining quality standards, and achieving the desired visual outcomes

Lifestyle Editor, sears new outlook and family outlook, january 2007-september 2008

Client: Sears New Outlook, Family Outlook, two magazines targeting active seniors and the modern family

  • Successfully created engaging and up-to-date fashion and beauty content for P&G’s product launches and key marketing initiatives on a quarterly basis, effectively capturing the attention of the target audience

  • Developed fashion and beauty copy that seamlessly aligned with brand promotions

  • Coordinated the delivery of merchandise in collaboration with marketing managers, ensuring accuracy and adherence to brand standards. Collaborated with the brand’s legal team to ensure compliance with legal and regulatory requirements

  • Ensured inclusivity and diversity in model selection to reflect a wide range of audiences

  • Awards: Bronze win for 'Best Cover Lines', Pearl 2009 and Bronze win for 'Best Cover' for Family Outlook, Magnum Opus, 2008

fashion and beauty Editor, Chatelaine (june 2004-aug 2006)

  • Conducted interviews with celebrities, fashion icons and beauty experts, generating compelling content for the magazine. Produced both short and long-form stories focusing on health, beauty, wellness, and fashion, captivating audiences with engaging narratives

  • Conducted research to develop creative concepts for monthly fashion and beauty photo shoots. Took an active role in styling the shoots, including writing copy that aligned with current trends

  • Provided guidance and support to the assistant fashion/beauty editor, fostering their professional growth, and ensuring departmental efficiency. Effectively managed budgets and collaborated with contributors such as photographers, makeup artists and art directors to produce quality content

  • Established strong relationships with public relations agencies, media outlets and high-profile brands to showcase new products and initiatives, contributing to the magazine’s reputation as a trendsetter

beauty & style editor, glow magazine (october 2001-june 2004)

  • Played a crucial role as the Beauty and Style Editor in the launch of the magazine, contributing to its promotion in the press and media. Acted as a representative of the magazine to public relations teams and advertisers, effectively establishing and maintaining professional relationships

  • Developed fashion and beauty content, utilizing strong copywriting skills and fashion styling expertise to cater to a specific Shoppers Drug Mart audience

  • Engaged in meetings with fashion PR brands, fostering partnerships that integrated their brand and key messaging with Shoppers Drug Mart

  • Demonstrated leadership by supervising interns and the junior style editor

  • Orchestrated fashion shoots from start to finish, including scouting locations, model bookings, and coordination of hair and makeup teams. Negotiated contracts with all talent, ensuring smooth and successful collaborations

market editor, fashion magazine (September 1999-october 2001)

  • Collaborated closely with the art director and a diverse range of photographers, contributing to the production of engaging and visually appealing photo shoots

  • Organized and coordinated the logistics of incoming and outgoing fashion merchandise, effectively managing the flow of products and maintaining inventory accuracy

  • Cultivated and maintained strong relationships with fashion vendors, public relations teams, and talent agencies, fostering a collaborative environment and facilitating smooth communication

  • Demonstrated attention to detail by ensuring accurate input of fashion products and credits, enhancing the quality and credibility of content

  • Engaged in consultations with international fashion agencies, effectively coordinating and managing the delivery of merchandise, contributing to the timely execution of projects

 

Volunteer & Achievements

  • COSA (The Cosmetics Outstanding Service Awards) Judge, 2004-2006

  • Winner of the P&G Beauty Award for Best Innovation Feature for Writing, 2016

  • Fundraising for Dundas Junior School, Silent Auction lead, 2014 - 2019