Strategy & Media Planning
A collection of media planning and marketing strategy projects that reflect my approach to audience understanding, channel strategy, and measurable outcomes, built to deliver cohesive, performance-led campaigns.
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Stanley - DuoFlo Tumber
IMC Strategy & Execution
For this project, I led the end-to-end development of a new, fictional STANLEY DuoFlo Tumbler launch by identifying a clear market gap for busy, eco-conscious Canadian professionals who need dual-temperature, space-saving drinkware that fits their on-the-go lifestyles. I conducted in-depth audience, lifestyle, and category analysis to define the primary target (25–40-year-old, professionally driven, health- and time-conscious millennials and Gen Z) and used these insights to shape SMART financial, performance, and marketing objectives for the product introduction in Canada. I then helped design a fully integrated marketing communications strategy, including an AR-led digital campaign (“Stanley Streets Takeover”), a commuter-focused OOH “Transit Transformation” concept, an experiential “DuoFlo Multitasker Challenge,” and tailored influencer PR kits that each aligned with the brand’s positioning of “One Mug, Multi-Modes.” Finally, I contributed to budget allocation, phased rollout planning across 2025, and a robust KPI and measurement framework using social, OOH, experiential, and web analytics tools to demonstrate how the campaign could drive awareness, engagement, and sales for the new product.
In this project, I along with my teammmates, I developed “You Can’t Dim This Spotlight,” a full-funnel digital campaign concept for the iDREAM Awards, designed to celebrate BIPOC creators who have built their own stage. I defined clear objectives and a focused target- ambitious BIPOC creators in Canadian cities and then mapped a multi-channel strategy across paid display, social, content marketing, influencer collaborations, and DOOH to drive both storytelling and traffic to the iDREAM “Get Involved” page. Through tactics like programmatic display, Instagram carousels and UGC challenges, “Spotlight Letters” blogs, influencer-led Reels, and subway/guerrilla OOH, I showed how an integrated, insight-driven campaign can turn visibility into participation and measurable impact.
In this project, I built a full social-first digital marketing strategy for Style in Liberty, a women’s boutique on Queen St. West in Toronto. I started with a clear target profile, experience-driven, expressive 25–34-year-old shoppers and a situation analysis that highlighted low engagement, inconsistent marketing, and a lack of clear differentiation. From there, I designed a content ecosystem including a nine-post-per-week plan, TikTok launch, Reels, and SEO-informed blog content, supported by a detailed content calendar, brand lookboard, and tone guidelines to grow visibility, community, and conversions. I also collaborated directly with the business owner, integrating feedback on authenticity, promotions, and giveaways, and reflected on team learnings around communication, planning, and continuous improvement for future client projects
In these projects, I showcase the development and execution of a comprehensive content marketing strategy for my personal brand, By the Moment. The scope of work included brand identity creation, website design on Wix, and the development of cohesive branding materials and social media content.
Throughout the project, I applied a strategic yet visually driven approach, continuously refining content and messaging in response to emerging trends, performance insights, and shifts in audience behavior. I conducted focused analyses to ensure all creative and strategic decisions remained aligned with the brand’s core vision, tone, and target audience.
By approaching the brand holistically, I ensured consistency across every touchpoint, strengthening brand recognition, visual cohesion, and audience engagement while reinforcing the brand’s overall impact and reach.