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PLACES THAT I PAID
Domestika (2023)
Brand Voice Strategy (a.k.a Developing Tone Without Sounding Like A Dad Trying To Sound Like Gen Z)
George Brown College (Sept. 2018 – Dec. 2018)
Continuing Education Course in Proofreeding (a)
Humber College (2013 – 2014)
Post-Grad Certificate in Ad Headlines Without Puns: Achieving the Impossible
University of Guelph (2009 – 2013)
Honours BA in “And How Do You Feel About That?”
PLACES THAT PAID ME
Lead Copywriter, Amica Senior Lifestyles (May 2022 – Present)
• Company’s first in-house copywriter, involved in shaping brand voice and personality
• Write all copy to advertise 35+ retirement residences across Canada
• Led the department Engagement Committee, identifying and executing objectives to boost morale
• Assist with project management tasks for the Marketing & Communications team
• Create assets for the Amica Helping Hands Charity
• Maintain brand partnerships with Roy Thomson Hall, Metz Tea, Alvéole
Lead Copywriter, Cineplex Entertainment (Dec. 2019 – Apr. 2022)
• Pivoted during COVID, generating creative ways to convey that Cineplex can still be a part of your movie night in
• Owned many elements of the 2021 re-brand, including the drafting of the corporate website
• Initiated a movement that theatre popcorn calories don't count if consumed in the office
• Cineplex Cinemas
• Cineplex Store
• The Rec Room
• Playdium
• WorldGaming Network
• Starbucks
• Uber Eats, SkipTheDishes
• Melt Sweet Creations
Freelance Writer/Copy Editor/Video Editor (Sept. 2010 – Present)
• Write and edit for marketing and personal communications
• MBNA MasterCard
• WTC Chartered Professional Accountant
• Ellie B. Jewelry & Watches
• Dell Video Productions
• Aeroplan
• Spin Master
• BMW
• American Kennel Club (did you know dog urine can corrode metal?!)
• Olivieri
• Camp Connection General Store
• Camp New Moon
• Adventure Valley Day Camp
• Thornhill Outdoor Education Campus
• Franklin Hotel/Black Sea Restaurant
• North Atlantic Orangestore
• LePage
• Coldwell Banker 2M Realty
• Stephen Messinger Consulting
• Fionna Fine Jewelry
• Hulah.org
• My friends and family (who now know just the right words to talk me into a discount)
Lead Copywriter, Town Shoes Limited (Jan. 2018 – Dec. 2019)
• Executed distinct brand voices for three national shoe banners and 200+ shoe brands
• Contributed to YOY increases: click-through rate (1.51%), revenue ($827,016), and social following (~36,000)
• Participated in two significant re-branding projects, including fresh brand identity, guidelines, etc.
• Town Shoes
• Designer Shoe Warehouse (DSW)
• The Shoe Company
• GRAIL
• Shoe Lovers Rewards + Shoe VIP Loyalty Programs
• Partnership with Disney's Ralph Breaks The Internet and Frozen II
• White Ribbon Campaign to end violence against women
Copywriter, Diamond Integrated Marketing (Dec. 2016 – May 2017)
• Worked closely with art directors, producers and creative directors to brainstorm big ideas
• Answered experiential marketing briefs featuring larger budgets to immerse customers in brand experiences
• TD (Pride 2017, Customer Appreciation Day, TD Insurance, TD Mortgage, Black History Month, South Asian Heritage Month, TD Auto Centres, #TDCommonGround, Millennial Trends, Branch Hours Optimization, TD Scholarships)
• Lucky Charms
• Campbell's
• The JUNO Awards
• Canadian Marketing Association
• Appleton Estate
• Aperol
• Learned the hard way that Jamaican rum chased by sugary cereal doesn’t make for effective brain food
Jr. Copywriter, tag (Oct. 2015 – June 2016)
• Crafted copy for B2B and B2C audiences, published on social media, brochures, magazine ads, signage, articles, contests, web banners, radio and guerrilla marketing
• Agreed to take my desk Snuggie® off for client meetings
• Kraft Heinz (B2B)
• Philips
• Bausch + Lomb
• High Liner
• Ricoh (B2B)
• Mr. Sub
• Mary Brown's
• First Choice Haircutters
• Soy For Life
Jr. Copywriter, Rogue Inc. (Nov. 2014 – Apr. 2015)
• Generated copy for transit ads, radio, loyalty programs, contests and event marketing
• Wore many hats in a start-up environment, growing with the company
• Ivanhoé Cambridge/Outlet Collection at Niagara
• Oxford Properties
• TekSavvy
• Boston Pizza
• Jack Astor's (their brownie stuffed in a cookie will change your life)
• REDS Wine Tavern
• Scaddabush Italian Kitchen
• Duke's Refresher + Bar
Copywriter Intern, Upstream Marketing (June 2014 – Aug. 2014)
• With an emphasis on the automotive + insurance categories, I assisted in creating print ads, billboards, web banners, social media, pre-roll, broadcast and direct mail executions
• St. John’s Capital PreOwned Auto Group (MINI, BMW, Subaru, Hyundai, Mitsubishi)
• Anthony Insurance
• Canadian Association of Petroleum Producers
• Marine Institute of Memorial University of Newfoundland
• Was forced to wear a banana costume and walk the streets of downtown (evidence available upon request)
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