Why I want to work at Jane and lead fearless design initiatives and creative executions.

”If you’re not bringing ideas that scare you, then you’re not being fearless and cutting edge. I believe the best things come from audacious approaches.”

Experience & expertise

  • I have built campaigns that re-awaken a brand’s voice in a relevant way and also created refreshed brand identities via deep consumer learning and in market test & learns.

  • Collaborated with global and regional teams, led and inspired high performing cross functional teams and agency partnerships.

  • Lead internal creative teams; currently one with 7 direct reports ranging from design to operations in order to execute campaigns and bring marketing initiatives to life.

  • Bringing critical thinking and creative thinking to every project and strategy across the business, while always baking in data drivenness and market research to the impact and value of unconventional ideas.

Leader & catalyst for change

  • I’ve worked at a Global start-up in a brand new market category, navigating change and constantly pivoting which is part of the culture and job landscape.

  • I am a life-long learner who believes that everyday is a opportunity to learn, develop, and challenge the status quo in a world that is changing faster than we ever imagined.

  • I am a educator, part-time mentor, a chair on the RGD committee (Designers community in Canada), and a ERG lead on HelloChange in Canada supporting groups for inclusivity and diversity at HelloFresh.

Fun & fearless

  • I don’t shy away from change or challenge, always knowing that the most learning and biggest success can be the result of taking chances.

  • I am an approachable, fun, active human always looking for adventures and creative pursuits. I am a marathon runner (just started a run club), charity rower, former roller derby player, and lover of donuts 🍩

  • I believe how you show up at work is directly associated to how you live your life outside of work. I love to be outdoors, meeting new people, fostering connections, reading a lot, and exploring new experiences and opportunities.

  • I am passionate — and when I am committed, I’m all in.

What makes a good brand & creative leader today

  • I understand that learning happens on all levels. I accept ambiguity, learn on the job and realize that in every task there lies a personal growth opportunity.

    I believe that true leaders and movers in the industry value that careers are for the making, not for the taking and I take ownership of being inventive, original, and unique.

  • I am a strong believer in ‘we cannot manage what we do not know’ and there I apply analytical rigour to decomposing trends and understanding results of campaigns.

    I am a builder of hypotheses and spend time interpreting the data, not only describing it. Rarely does data tell the whole story.

    I always make sure we define what success looks like, so we can track the right KPIs & metrics.

  • I believe that it’s not about how many things we do but the overall impact we generate. Fewer priorities with optimal speed & agility often imply better execution & alignment of business objectives.

    I am resilient and comfortable challenging prioritization and often shifting and pivoting based on immediate need. Flexibility is key to success.

  • I am not one to play politics and truly believe the most success is based on impact. I promote sharing information, tools, and best practices proactively across functions (and sometimes geographies).

    I value diversity through team culture and also through thought and unique contributions.

    I lead with respect and kindness. We are all human and we all deserve to be treated as such.

    I also never take myself too seriously. Life is fun!

Kids Taste Test Campaign

Addressing brand perception barrier

  • This was a campaign of real kid testimonials to bust the barriers of “meals my whole family will love”. Driving awareness around family friendly meals and dinner solutions.

  • This was a largely successful campaign with 3.3% CTR on YouTube, which is 1.3% above benchmark and 2.05% CTR on Mea which as 0.50% above our benchmark.

    50M impressins and 1M clicks to the website.

Food Waste is Scary Activation

Addressing sustainability perception

  • Canada's annual cost of food loss and waste is more than $1,700 per household. The average Canadian household generates 372 pounds of avoidable food waste each year. In Canada, almost 2.2 million tonnes of edible food are wasted each year. HelloFresh reduces your food waste by 72%. The facts about food waste arenʼt just shocking, theyʼre downright scary.

    That idea was the Food Waste Graveyard: a pop-up graveyard filled with tombstones that pay homage to the countyʼs most commonly wasted foods.

    The experience was branded by HelloFresh, and on-site signage reinforced that HelloFresh meals eliminate waste by reducing food scraps by 72% - helping less food end up in landfills. Or graveyards. The graveyard ran from October 20th - October 31st, during Halloween.

  • 36M in earned media relations reach + 81M in press release reach with broadcast segments with CP24, CTV News & CHCH.

    7800 page views with paid blogTO article.

    HelloFresh food waste messaging was included in all coverage, driving our narrative of food waste reduction.

    Brand Ambassadors saw more than 1000+ visitors to our graveyard, asking questions about HelloFresh.

    Extremely positive feedback from visitors regarding our program.

    Organic social reached an average of 2.2% ER.

Great Grocery Guessing Game

Addressing value for money & price perception

  • Every week, HelloFresh pricing is predictable, meaning families can feel good knowing they’ll always be within budget for their delicious, quality meals.

    Great Grocery Guessing Game: We featured our influencer unique ‘man on the street’ style of content hosted by one of the best Canadian influencers to ensure authenticity. This was done to be sure we got content that was relatable and authentic without feeling overly branded.

    Concept 1 - Guess your Bill: Challenge Canadian’s going into grocery shop to guess what their bill would be an then interview them after shopping to see what the different was.

    Concept 2 - Guess your Basket: Challenge Canadian’s going into grocery shop to guess the cost of a common basket of grocery to see the difference in perception vs. reality

  • Customer Engagement: The blended 2.81% CTR was almost 2x organic benchmarks on Meta and TikTok, indicating strong customer engagement with the messaging.

    Assets more effective in driving clicks than conversions: Total brand campaign delivered 72 voucher conversions.

Validating the impact and value of design

As marketing grows and changes along with the product and brand, I continuously build value by drafting update packs and business cases to show how design in helping the company evolve and grow,.

Just some thoughts on what makes a great brand today…

Emotional sentiment

Unilever's Dove "Real Beauty" campaign that centers around emotional sentiment is a stellar example of a successful marketing mix, incorporating the four Ps of marketing - Product, Price, Place, and Promotion - to redefine beauty standards and reshape the conversation around women's self-image and self love.

Playful & cheeky

Duolingo stands out for its playful and cheeky personality. As a gamified language-learning app, the brand is all about making the process of learning a language enjoyable.

Duolingo’s funny takes on pop culture references and trends make its content shareable and memorable. They also use their mascot quite well.

Authenticity

Patagonia continuously presents itself, not simply as a brand that consumers can buy clothes from, but as an ambassador for key issues it knows its consumers care about.

Successful companies need more than just quality products or services to stand out. Through their marketing campaigns, Patagonia encourages consumers to take action, participate in environmental initiatives, and support sustainability.

And finally, brands like Jane App that create usable innovative products that have real impact. We align on…

Believing in the product

I want to work for a company where the employees believe in the product, love the work they create, and build a community amongst colleagues and customers. It’s important to stay curious, have a growth mindset, and have the goodness of others at the forefront of all decisions.

Working hard & smart

A big goal of mine is to work for a company that knows the value of hard work, innovative thinking, and challenging the status quo. In my particular case, this would mean validating design and pushing for more innovative marketing initiatives that can be driven by strategic design decisions.

Having fun!

The happiest employees produce the best work and have the most space for critical and creative thinking. Not only is having fun a joy in life, but when you can bring that mindset to work, it has direct impact on the work you do.

TL;DR

I want to have a harmony in my career that involves working for a product that has positive impact, creates joy in my life, keeps me creative and joyful in what I create, and continually challenges me to improve, skill-up, and grow (and lead a team to do so, too!)

I am your next leader

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I am your next leader ✴︎