Creative Concepts
Side projects built out of curiosity, passion, and too many late nights.
Porsche 911 GT3
BMW M Series
ASUS ROG Laptops
CELSIUS Galaxy Vibe
Logitech G PRO Superstrike
iPhone 18 Pro
GHOST Sour Green Apple
BMW M4 GT3 EVO
SNICKERS
Kit Kat
Sony XM4
On Cloudtilt
Featured Work
A selection of campaigns and creative work developed through club involvement and extracurricular leadership.
York Sales Association
As Director of Finance for York Sales Association, my day-to-day responsibilities centred on budgeting and financial oversight. But with a background in Adobe Photoshop and Illustrator, I saw an opportunity to bring that skill set to the club outside my formal scope. I designed this three-post recruitment campaign for the executive hiring cycle, bringing a level of visual identity and strategic thinking the club's content hadn't applied before.
York Gaming and Esports
Gaming has been a core part of my life for as long as I can remember, so when I joined York University Gaming & Esports as Director of Operations, it was personal. I wasn't just organizing events; I was building experiences for a community I genuinely belonged to. That passion pushed me to go beyond my role and take ownership of the club's social media presence, elevating the standard of content the club's audience had come to expect.
Academic Projects
The assignments I actually cared about — and it shows.
Chewing Over Strategy: A Consumer Market Analysis for 5 Gum
For my Consumer Behaviour course at Schulich, a team of seven conducted a competitive analysis of the Canadian gum market, including product testing, pricing research, ad analysis, and consumer surveys. I led the market research workstream, owning the survey design and focus groups, and translating the findings into a final recommendation: a new product line called 5 Ignite Energy Gum.
Staples RED: A Retail Loyalty Strategy for Staples Canada
As part of a Retail Marketing Strategies project, I led Strategy #1 — designing a tiered consumer loyalty program called Staples RED. The program was benchmarked against Easy Rewards and Plum Rewards, and built around driving replenishment, personalization, and long-term customer lifetime value, with a pricing and implementation structure designed for Staples' existing retail footprint.
Talk, Don't Type: A Go-to-Market Strategy for a Voice-Activated Shopping Assistant
Alongside a team of five for Schulich's Future of Marketing pilot course, I helped conceptualize Vai, a voice-activated shopping assistant for hands-free shopping while browsing content. I led market research and persona development — running a 150-person survey and competitive analyses of Alexa and Siri — to shape Vai's personas, brand messaging, and a two-phase revenue model.
Making the Roar Louder: A Social Media Strategy for a Safari Brand
As the culminating project for my Social Media Marketing course, my team of six developed a social media strategy for a boutique safari operator and presented it to the CEO. I led the competitor and netnography research, then carried that into a $100K plan — allocating budget across creators, paid media, and SEO, and building an influencer-led UGC campaign around the findings.
Best Buy Canada: Supply Chain Breakdown and Optimization
For my last assignment of undergrad, my team analyzed Best Buy Canada's supply chain and identified key operational gaps. Drawing on five years of in-store experience, I connected frontline observations to strategic recommendations — including backroom restructuring, a tiered delivery model, and a Prairie provinces distribution centre.
