Creative Concepts
Side projects built out of curiosity, passion, and too many late nights.
Mountain Dew Baja Blast
Celsius Galaxy Vibe
Sony XM4
Kit Kat
Nike Air Force
Snickers
BMW M4 GT3
ASUS ROG
Ghost Sour Patch Kids
On Cloudtilt
Toyota GR Corolla
Apple iPhone 18 Pro
Porsche 911 GT3
Logitech G Pro X2
BMW M Series
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, seven of us analyzed the Canadian gum market through product testing, pricing research, ad analysis, and consumer surveys. I ran the research side. I wrote the survey, moderated the focus groups, and turned the findings into our final recommendation: a new line called 5 Ignite Energy Gum.
Staples RED: A Retail Loyalty Strategy for Staples Canada
A Retail Marketing Strategies project where I owned one strategy: a tiered consumer loyalty program called Staples RED. I benchmarked it against Easy Rewards and Plum, then built it around replenishment, personalization, and customer lifetime value, with pricing and a rollout that fit Staples' existing store footprint.
Talk, Don't Type: A Go-to-Market Strategy for a Voice-Activated Shopping Assistant
On a team of five for Schulich's Future of Marketing pilot course, I helped conceptualize Vai, a voice assistant that lets you shop hands-free while browsing content. I led the research: a 150-person survey plus competitive analyses of Alexa and Siri. Those findings shaped Vai's personas, its brand messaging, and a two-phase revenue model.
Making the Roar Louder: A Social Media Strategy for a Safari Brand
The final project for my Social Media Marketing course. Six of us built a strategy for a boutique safari operator and presented it to their CEO. I ran the competitor and netnography research, then carried it into a $100K plan, splitting the budget across creators, paid media, and SEO, with an influencer-led UGC campaign built on what the research turned up.
Best Buy Canada: Supply Chain Breakdown and Optimization
My last assignment in undergrad. The team analyzed Best Buy Canada's supply chain and found where it was breaking down. Five years on the floor meant I could tie what I'd actually seen to the recommendations: restructuring the backroom, a tiered delivery model, and a distribution centre for the Prairies.
