Work.

A website that made 36,000 Canadians check their skin Merck (via CloudRaker)

"Melanoma can affect every body." A direct-to-consumer melanoma awareness website at practiceskintimacy.ca — built concept-to-launch in two weeks, integrated with OOH and broader campaign — that drove 36,000+ site visits and an 80% engagement rate in the first four weeks.

Building audience trust through content The Hospital for Sick Children (SickKids)

Led a 15-person content team publishing 25+ pieces monthly across email and digital platforms — growing audience satisfaction from 80% to 95% in six months through data-informed editorial strategy and a sharpened brand voice.

Multi-platform social ads for a survivor-led community LVNG With (AstraZeneca, via Appnovation)

Monthly social ads for LVNG With — an unbranded community platform supporting people living with lung cancer. Carousels, video, reels, and static creative running across LinkedIn, Meta (Facebook + Instagram), and TikTok. Voice steady, human, and never sales-y.

Interactive launch that hit 50% of annual sales in 30 days Operatic Agency (consumer brand)

Full-funnel interactive digital campaign for a consumer product launch — brand voice, campaign strategy, and SEO-optimized content working together. Hit 50% of the client's annual sales target inside the first 30 days, and the brand guidelines we built cut content review cycles by 25%.

A fertility clinic website built for every family Grace Fertility Clinic (via CloudRaker)

Patient-led web content for Grace Fertility Clinic — articles, education, and resources spanning fertility treatments, women's health, and LGBTQ2SIA+ family building. Brand voice designed to meet patients in vulnerable moments without flinching, written for every family who arrives at the site.

Persona research that aligned a global brand's strategy Global oncology brand (via CloudRaker)

Mixed-methods research with 60 specialists, distilled into three working personas — Traditionalist, Innovator, System Follower — that aligned messaging, brand capability, and pan-market strategy across a multi-tumor portfolio.

"A little birdie told me" — integrated HIV therapy campaign ViiV Healthcare — Cabenuva

Integrated awareness campaign for Cabenuva (cabotegravir + rilpivirine) — the long-acting injectable HIV therapy. One brand idea — 'a little birdie told me' — carrying across banner ads, SEO/SEM, conference materials, HCP emails, and out-of-home placements at Pearson airport (conveyor belts at arrivals + pillars).

An omnichannel HPV prevention campaign Merck Gardasil 9 (via CloudRaker)

Omnichannel HPV prevention campaign for Gardasil 9 — video scripts, web storytelling, social ads, and HCP-facing email working together to move people from 'I should look into this' to 'I have an appointment Tuesday.'

An HCP email program for a new pneumococcal vaccine Merck Capvaxive

HCP email program for the launch of Capvaxive — Merck's 21-valent pneumococcal vaccine for at-risk adults. Eligibility-first messaging engineered for the consult conversation, with companion clinical content tying inbox to in-clinic action.

Nutrition content for a cystic fibrosis community Everyday CF

Multi-channel campaign for Everyday CF — patient-facing content on healthy eating for people with cystic fibrosis. Social media, podcast, and editorial assets that met the community where they actually were, in a voice that respected lived experience.

An awareness campaign for type 1 diabetes UncoverT1D

Awareness campaign for UncoverT1D — surfacing the realities of type 1 diabetes for under-recognized audiences. Campaign messaging built to land for adults newly diagnosed, families navigating diagnosis with a child, and the wider community that conflates type 1 and type 2.

Social ads for a cystic fibrosis nutrition platform Everyday CF

Multi-platform social advertising for Everyday CF — a patient-facing platform on healthy eating for people with cystic fibrosis. Static, carousel, and short-form video content across LinkedIn, Meta (Facebook + Instagram), and TikTok.

HPV prevention social ads across four platforms Merck Gardasil 9 (via CloudRaker)

Social advertising for the Gardasil 9 HPV prevention platform — short-form video scripts, static and carousel creative, and concepts tuned per platform across LinkedIn, Meta (Facebook + Instagram), and TikTok.

Pneumococcal awareness social ads for at-risk adults Merck Capvaxive

Social advertising for Capvaxive — Merck's 21-valent pneumococcal vaccine for at-risk adults. Awareness-led content explaining pneumococcal disease risk in plain language across LinkedIn, Meta (Facebook + Instagram), and TikTok.