A brand strategist who writes.

I'm a copywriter and content strategist based in Toronto with seven-plus years of agency and in-house experience. I build brand voice, positioning, and campaign messaging — strategy-led copy across digital marketing, healthcare and wellness, and consumer brands.

Currently at Havas. Previously Appnovation, CloudRaker, Operatic, and Klick. Before agencies, I led the content team at The Hospital for Sick Children — 15 people, 25+ pieces a month, audience satisfaction from 80% to 95% in six months.

My background is in biochemistry — MSc from the University of Toronto, BSc from Toronto Metropolitan University. It helps when the topic is technical and the audience isn't. Most of my career, I've been the person who can read the science, the analytics, or the brief — then write the line that gets read.

How I work

1. 01
   Listen.

   Brief, brand, audience. Where's the misalignment — and what would actually move the needle if we said it out loud?

2. 02
   Frame.

   The strategic angle that makes this campaign different from the last twelve. Often a single sentence that the rest of the work hangs from.

3. 03
   Voice.

   How it sounds. What it never sounds like. Codified so the team can keep writing in it after I leave the room.

4. 04
   Write.

   Copy that's ready to ship, not "directional." Tested against the brief, the brand, and how a tired reader at 11pm actually reads.

What I do well

• Brand voice and positioning — definition, guidelines, and the copy that proves them
• Go-to-market strategy and launches — landscape, positioning, naming, launch creative, sales enablement
• Integrated campaign strategy across web, search, social, email, and OOH
• SEO-led content that earns organic traffic (SEMRush, Google Analytics, Adobe Analytics)
• Multi-account portfolios — 8+ brands in parallel, with the editorial discipline to match
• Client-facing strategy — presentations, creative defense, QBRs that don't waste a senior brand manager's time
• Voice for sensitive audiences without flattening it

Tools

Google Analytics (cert), Google Ads (cert), Adobe Analytics, SEMRush, Meta Ads, WordPress, Magnolia, Workfront, Notion, Miro, Figma, and the usual AI suite (Claude, ChatGPT, Jasper).

Certifications

• Google Analytics Certification (2022)
• Google Ads — Search, Display, Video, Digital Marketing (2022)
• UX Vision and Strategy Certificate, Nielsen Norman Group (2023)
• Product Management Certificate, BrainStation (2022)

Looking for something specific? See selected work.