About Me
From my early days as Vice-President of Marketing to my role as President of Western Canadaโs largest business student society, I’ve dedicated over 6,000 hours to fostering community and a sense of belonging. I spearheaded initiatives that brought new professional development opportunities, advanced diversity, equity, and inclusion (DE&I), and prioritized mental health and well-being for student leaders.
My journey continued at Unilever, where I contributed to the Dove Self-Esteem Project โ a multi-million dollar integrated marketing campaign aimed at addressing the negative impacts of social media on the self-esteem of young girls. This experience fueled my passion for creating positive change.
Driven by a purpose to make a lasting impact, I joined GreenShield, Canadaโs largest not-for-profit social enterprise. As a marketer, I focus on creating better health for all, particularly those from underserved, marginalized, and racialized communities.
My Core Values
Empathy
At the heart of my interactions is a deep belief in empathyโthe ability to truly understand and share the feelings of others. By putting myself in another's shoes, I believe that I can build stronger connections, foster trust, and approach challenges with compassion and understanding. Empathy guides my decisions and fuels my desire to make a positive impact on those around me.
Vulnerability
I embrace vulnerability as a source of strength. Being open and honest about my imperfections, fears, and challenges allows me to create genuine connections with others. It fosters an environment where authenticity thrives and where we can learn and grow together. True growth comes from stepping outside our comfort zones and embracing our vulnerabilities.
Advancement
I am driven by a passion for continuous personal and professional advancement. I believe in pushing boundaries, challenging the status quo, and seeking opportunities to learn and grow. Advancement isn't just about achieving goals; it's about embracing a mindset of lifelong learning and striving to become the best version of myself.
Neighbourhood
The concept of neighbourhood is fundamental to my values. I believe in fostering a sense of community, belonging, and connection. Whether it's my local community or a broader network of individuals who share my passions, I strive to create spaces where everyone feels welcome, valued, and supported. Building strong neighbourhoods is essential for creating a world where we all thrive.
My Professional Experiences
2022 December - Present: Associate Marketing Manager at GreenShield
As the Associate Marketing Manager for GreenShield Cares, and subsequently for GreenShield Masterbrand, I spearheaded transformative projects aimed at driving growth and positioning GreenShield as a not-for-profit health and benefits company dedicated to championing Better Health for All.
๐๐ฒ๐ ๐ฅ๐ฒ๐๐ฝ๐ผ๐ป๐๐ถ๐ฏ๐ถ๐น๐ถ๐๐ถ๐ฒ๐:
โข ๐๐๐ซ๐ค๐๐ญ๐ข๐ง๐ ๐๐ง๐๐ฅ๐ฒ๐ญ๐ข๐๐ฌ ๐๐๐ฌ๐ญ๐๐ซ๐ฒ: Utilized fact-based analytical insights to craft data-driven marketing strategies. Supported consumer and customer initiatives to drive portfolio growth and enhance profitability.
โข ๐๐ ๐๐ง๐๐ฒ ๐๐๐๐๐๐ซ๐ฌ๐ก๐ข๐ฉ: Led and collaborated with a cross-functional team and agency partners to develop and execute coordinated customer and consumer activation plans. This encompassed various channels, such as media, social, digital, website, and collateral, to build market credibility and equity.
โข ๐๐ญ๐ซ๐๐ญ๐๐ ๐ข๐ ๐๐๐ซ๐ค๐๐ญ๐ข๐ง๐ ๐๐๐ง๐๐ ๐๐ฆ๐๐ง๐ญ: Contributed to the development and execution of marketing plans supporting innovation and product renovation, ensuring alignment with organizational goals and market trends.
๐๐ฒ๐ ๐๐ฐ๐ฐ๐ผ๐บ๐ฝ๐น๐ถ๐๐ต๐บ๐ฒ๐ป๐๐:
โข ๐๐ฆ๐ฉ๐๐๐ญ๐๐ฎ๐ฅ ๐๐ ๐๐ฆ๐ฉ๐ซ๐๐ฌ๐ฌ๐ข๐จ๐ง๐ฌ: Generated over 62M PR impressions for the Women’s Mental Health and 28M PR impressions for Essential Medicines campaigns, surpassing all campaign targets and significantly elevating GreenShield’s visibility.
โข ๐๐ญ๐ซ๐๐ญ๐๐ ๐ข๐ ๐๐ง๐๐ฅ๐ฒ๐ฌ๐ข๐ฌ ๐๐ฑ๐๐๐ฅ๐ฅ๐๐ง๐๐: Conducted a comprehensive company and competitor analysis, setting the stage for team success. Received praise from senior leaders for providing invaluable insights that shaped strategic decision-making.
2022 July - 2022 November: Senior Assistant Brand Manager, Dove Men+Care Skin Cleansing, Baby Dove and Dove Kids at Unilever
As the Senior Assistant Brand Manager for Dove Men+Care Skin Cleansing, Baby Dove, and Dove Kids, I steered a dynamic portfolio with annual retail sales exceeding $60M, driving brand success through strategic planning and cross-functional collaboration.
๐๐๐ฒ ๐๐๐ฌ๐ฉ๐จ๐ง๐ฌ๐ข๐๐ข๐ฅ๐ข๐ญ๐ข๐๐ฌ:
โข ๐๐ซ๐๐ง๐ ๐๐๐ง๐๐ ๐๐ฆ๐๐ง๐ญ: Crafted comprehensive annual brand plans encompassing innovative marketing tactics, a robust innovation pipeline, and adept budget management.
โข ๐๐ซ๐จ๐ฌ๐ฌ-๐
๐ฎ๐ง๐๐ญ๐ข๐จ๐ง๐๐ฅ ๐๐๐๐๐๐ซ๐ฌ๐ก๐ข๐ฉ: Orchestrated cross-functional teams to flawlessly execute brand plans and spearheaded innovation projects, ensuring seamless coordination and alignment.
โข ๐๐ง๐ง๐จ๐ฏ๐๐ญ๐ข๐จ๐ง ๐๐๐ง๐๐ ๐๐ฆ๐๐ง๐ญ: Executed go-to-market strategies for four product innovations, contributing to the continuous growth and evolution of the product portfolio.
โข ๐๐ก๐จ๐ฉ๐ฉ๐๐ซ ๐๐๐ซ๐ค๐๐ญ๐ข๐ง๐ : Pioneered the development of impactful in-store visibility displays and executed engaging in-store marketing activations to enhance brand presence and consumer engagement.
๐๐๐ฒ ๐๐๐๐จ๐ฆ๐ฉ๐ฅ๐ข๐ฌ๐ก๐ฆ๐๐ง๐ญ๐ฌ:
โข ๐๐ญ๐ซ๐๐ญ๐๐ ๐ข๐ ๐๐๐ฅ๐๐ฌ ๐๐ซ๐จ๐ฐ๐ญ๐ก: Instrumental in securing over $1M in incremental sales by identifying channel opportunities. Collaborated closely with B2B Key Account Managers to successfully sell-in additional products, expanding market reach.
โข ๐๐๐ซ๐ฆ๐๐ญ๐จ๐ฅ๐จ๐ ๐ข๐ฌ๐ญ ๐๐๐๐๐๐ซ๐ฌ๐ก๐ข๐ฉ: Served as the Dove Medical program brand lead, maintaining Doveโs coveted “#1 Dermatologist Recommended Brand” claim. Achieved this by spearheading public relations initiatives, orchestrating targeted sampling campaigns, and conducting insightful surveys with dermatologists.
2022 April - 2022 June: Assistant Brand Manager, Dove and Dove Men+Care Masterbrand at Unilever
As the Assistant Brand Manager for Dove and Dove Men+Care Masterbrand, I played a pivotal role in steering comprehensive campaigns and orchestrating cross-category efforts to elevate key brand metrics.
๐๐๐ฒ ๐๐๐ฌ๐ฉ๐จ๐ง๐ฌ๐ข๐๐ข๐ฅ๐ข๐ญ๐ข๐๐ฌ:
โข ๐๐ซ๐๐ง๐ ๐๐๐ง๐๐ ๐๐ฆ๐๐ง๐ญ: Formulated and executed annual brand plans encompassing strategic marketing tactics, a robust innovation pipeline, and meticulous budget management.
โข ๐๐ซ๐จ๐ฌ๐ฌ-๐
๐ฎ๐ง๐๐ญ๐ข๐จ๐ง๐๐ฅ ๐๐๐๐๐๐ซ๐ฌ๐ก๐ข๐ฉ: Led cross-functional teams in the seamless execution of brand plans and innovation projects, ensuring strategic alignment and cohesive collaboration.
โข ๐๐ก๐จ๐ฉ๐ฉ๐๐ซ ๐๐๐ซ๐ค๐๐ญ๐ข๐ง๐ : Innovated and executed impactful in-store visibility displays and captivating in-store marketing activations to enhance brand presence and engage consumers effectively.
๐๐๐ฒ ๐๐๐๐จ๐ฆ๐ฉ๐ฅ๐ข๐ฌ๐ก๐ฆ๐๐ง๐ญ๐ฌ:
โข #๐๐๐ญ๐จ๐ฑ๐๐จ๐ฎ๐ซ๐
๐๐๐ ๐๐๐ฆ๐ฉ๐๐ข๐ ๐ง: Spearheaded and executed Dove’s national #DetoxYourFeed marketing campaign, achieving unprecedented success with over 100 million paid and 90 million earned media impressions. Collaborated seamlessly with external media and creative agencies to bring this impactful campaign to life.
โข ๐๐๐ซ๐ ๐๐ฌ๐ญ ๐๐ก๐จ๐ฉ๐ฉ๐๐ซ ๐๐๐ซ๐ค๐๐ญ๐ข๐ง๐ ๐๐ซ๐จ๐ ๐ซ๐๐ฆ: Planned Unilever Canada’s largest shopper marketing program by meticulously creating pre-shop and in-store marketing plans. Collaborated closely with the sales team to successfully sell-in Integrated Shopper Value (ISV) initiatives, contributing to heightened brand visibility and consumer engagement.
My tenure as Assistant Brand Manager reflects a commitment to innovation, strategic thinking, and collaborative leadership.
2021 May - 2022 March: Assistant Brand Manager, Dove Men+Care Hair Care, Nexxus and Love Beauty & Planet at Unilever
As the Assistant Brand Manager for Dove Men+Care Hair Care, Nexxus, and Love Beauty and Planet, I steered a diverse portfolio with annual retail sales exceeding $30M. My role was marked by strategic brand management, cross-functional leadership, and a focus on innovation and shopper marketing.
๐๐๐ฒ ๐๐๐ฌ๐ฉ๐จ๐ง๐ฌ๐ข๐๐ข๐ฅ๐ข๐ญ๐ข๐๐ฌ:
โข ๐๐ซ๐๐ง๐ ๐๐๐ง๐๐ ๐๐ฆ๐๐ง๐ญ: Orchestrated comprehensive annual brand plans, encompassing strategic marketing tactics, innovation pipeline development, and meticulous budget management.
โข ๐๐ซ๐จ๐ฌ๐ฌ-๐
๐ฎ๐ง๐๐ญ๐ข๐จ๐ง๐๐ฅ ๐๐๐๐๐๐ซ๐ฌ๐ก๐ข๐ฉ: Led dynamic cross-functional teams in the meticulous execution of brand plans and innovation projects, ensuring seamless collaboration and alignment.
โข ๐๐ง๐ง๐จ๐ฏ๐๐ญ๐ข๐จ๐ง ๐๐๐ง๐๐ ๐๐ฆ๐๐ง๐ญ: Successfully executed the go-to-market strategy for four product innovations, contributing to the continuous evolution and success of the product portfolio.
๐๐๐ฒ ๐๐๐๐จ๐ฆ๐ฉ๐ฅ๐ข๐ฌ๐ก๐ฆ๐๐ง๐ญ๐ฌ:
โข ๐๐๐ฑ๐ฑ๐ฎ๐ฌ ๐๐ซ๐จ๐ฐ๐ญ๐ก ๐๐๐๐๐ฅ๐๐ซ๐๐ญ๐ข๐จ๐ง: Drove Nexxus growth from +10bps $ share in L52W to +30bps in L8W. Achieved this through strategic management of channel opportunities, execution of paid media and PR tactics with agencies, and exceeding new product launch targets by 150%.
โข ๐๐๐ญ๐-๐๐ซ๐ข๐ฏ๐๐ง ๐๐ฆ๐ฉ๐ซ๐จ๐ฏ๐๐ฆ๐๐ง๐ญ๐ฌ: Improved Dove Men+Care hair performance by analyzing Nielsen data, identifying issues and opportunities, and collaborating with cross-functional teams to implement improvements to brand marketing plans.
โข ๐-๐๐จ๐ฆ๐ฆ๐๐ซ๐๐ ๐๐ซ๐จ๐ฐ๐ญ๐ก ๐๐ ๐ง๐ข๐ญ๐ข๐จ๐ง: Ignited growth on e-commerce platforms by overseeing a holistic market analysis of the hair care category on Amazon. Uncovered whitespace opportunities, optimized price and pack architecture, and improved SEM strategies.
My Volunteer Experiences
2018 February - 2019 March: President of the UBC Commerce Undergraduate Society
As President, I led a dynamic organization serving 3,800 students with an annual operating budget of $1.2 million, driving transformative change and fostering a culture of excellence.
๐๐๐ฒ ๐๐๐ฌ๐ฉ๐จ๐ง๐ฌ๐ข๐๐ข๐ฅ๐ข๐ญ๐ข๐๐ฌ:
โข ๐๐๐๐๐๐ซ๐ฌ๐ก๐ข๐ฉ ๐๐ฑ๐๐๐ฅ๐ฅ๐๐ง๐๐: Orchestrated and led a high-performing team, overseeing 6 Vice-Presidents and 2 Directors, setting the tone for collaborative success and achievement.
โข ๐๐๐ฅ๐๐ญ๐ข๐จ๐ง๐ฌ๐ก๐ข๐ฉ ๐๐๐ง๐๐ ๐๐ฆ๐๐ง๐ญ: Nurtured crucial external relationships with key stakeholders at UBC, ensuring alignment with organizational goals and fostering a positive impact on the student community.
โข ๐๐ญ๐ซ๐๐ญ๐๐ ๐ข๐ ๐๐ข๐ซ๐๐๐ญ๐ข๐จ๐ง: Formulated and sustained the strategic direction of the organization, aligning efforts with overarching goals and ensuring the continuous growth and relevance of the student body.
๐๐๐ฒ ๐๐๐๐จ๐ฆ๐ฉ๐ฅ๐ข๐ฌ๐ก๐ฆ๐๐ง๐ญ๐ฌ:
โข ๐๐ฉ๐๐ซ๐๐ญ๐ข๐จ๐ง๐๐ฅ ๐๐ฑ๐๐๐ฅ๐ฅ๐๐ง๐๐ ๐๐๐๐จ๐ ๐ง๐ข๐ญ๐ข๐จ๐ง: Acknowledged as the best-performing constituency among 25, credited with enhancing organizational operations by addressing prior weaknesses, rebuilding stakeholder relationships, and championing social cause advocacy.
โข ๐๐ญ๐ซ๐๐ญ๐๐ ๐ข๐ ๐๐ฅ๐๐ง๐ง๐ข๐ง๐ ๐๐ฎ๐๐๐๐ฌ๐ฌ: Achieved an outstanding 92% of strategic objectives through the implementation of a robust 6-phase strategic planning process. This initiative not only created a focused strategy for the organization but also fostered improved internal collaboration between departments.
โข ๐๐ฎ๐๐ ๐๐ญ ๐๐ฉ๐ญ๐ข๐ฆ๐ข๐ณ๐๐ญ๐ข๐จ๐ง: Increased the utilization of the annual operating budget by an impressive 8% ($100,000). Conducted a comprehensive budget analysis, identifying inaccurate projections and resource misallocation, thereby enabling the organization to enhance value creation and impact.
2017 February - 2018 March: Vice-President of Marketing at the UBC Commerce Undergraduate Society
As Vice-President, Marketing and Communications, I played a pivotal role in directing the marketing activities and refining communication channels for the organization.
๐๐๐ฒ ๐๐๐ฌ๐ฉ๐จ๐ง๐ฌ๐ข๐๐ข๐ฅ๐ข๐ญ๐ข๐๐ฌ:
โข ๐๐๐๐๐๐ซ๐ฌ๐ก๐ข๐ฉ ๐๐ฑ๐๐๐ฅ๐ฅ๐๐ง๐๐: Provided oversight to a dynamic department comprising 9 Directors, Coordinators, and Service Chairs, fostering a collaborative and high-achieving team environment.
โข ๐๐ซ๐๐ง๐ ๐๐๐ง๐๐ ๐๐ฆ๐๐ง๐ญ ๐๐๐ฌ๐ญ๐๐ซ๐ฒ: Steered the management and maintenance of the organization’s brand image, ensuring consistency and resonance with target audiences.
โข ๐๐๐ซ๐ค๐๐ญ๐ข๐ง๐ ๐๐ญ๐ซ๐๐ญ๐๐ ๐ฒ ๐๐ง๐ ๐๐จ๐๐ข๐๐ฅ ๐๐๐๐ข๐ ๐๐ฑ๐ฉ๐๐ซ๐ญ๐ข๐ฌ๐: Formulated and executed comprehensive marketing campaigns to promote the organization and its activities. Managed social media channels to enhance online presence and engagement.
๐๐๐ฒ ๐๐๐๐จ๐ฆ๐ฉ๐ฅ๐ข๐ฌ๐ก๐ฆ๐๐ง๐ญ๐ฌ:
โข ๐๐ฉ๐๐ซ๐๐ญ๐ข๐จ๐ง๐๐ฅ ๐๐ง๐ก๐๐ง๐๐๐ฆ๐๐ง๐ญ: Spearheaded a remarkable 125% improvement in the operations of the marketing department. Conducted an in-depth analysis of past operational processes and performance data, resulting in a strategic restructuring of existing roles and the creation of new roles to optimize efficiency.
โข ๐๐ฏ๐๐ง๐ญ ๐๐ง๐ ๐๐ ๐๐ฆ๐๐ง๐ญ ๐๐ฎ๐ซ๐ ๐: Elevated the engagement of the annual kick-off event by an impressive 200% (+650 vs LY). Achieved this through the execution of a strategically designed promotional campaign, featuring prominent and eye-catching displays.
โข ๐๐จ๐ฅ๐ฅ๐๐๐จ๐ซ๐๐ญ๐ข๐ฏ๐ ๐๐๐ฆ๐ฉ๐๐ข๐ ๐ง ๐๐ฎ๐๐๐๐ฌ๐ฌ: Teamed up with other departments and external stakeholders to launch a collaborative campaign, incorporating events and digital media content. This initiative engaged over 1100 people, marking a significant increase of 600 compared to the previous yearโs campaign.
2016 January - 2017 March: Board Member at the UBC Commerce Undergraduate Society
As a Board Member I played a pivotal role in the strategic direction and governance of the organization.
education
Master of Science in Management: Digital Transformation in Healthcare | Northeastern University (Anticipated Completion: Dec 2024)
Bachelor of Commerce in Marketing and Human Resource Management | University of British Columbia
Artificial Intelligenceย in Healthcare Specialization | Stanford University
Strategic Management and Innovation Specialization | Copenhagen Business School
Business Analytics Specialization | University of Pennsylvania
Awards
1st Place: Canadian Tire Marketing Competition
1st Place: Canadian Marketing Associate x Queen’s Marketing Associate Challenge
Best Undergraduate Society of 2018/19 at the University of British Columbia
2nd Place: PepsiCo Senior Case Competition at UBC Imprint Conference
2nd Place: RBC x Queen’s Marketing Associate Challenge