Brand Manager at Tempur-Sealy Canada (2024-09 – Present)
- Lead the development and delivery of the annual brand plan for the portfolio, translating brand strategy into actionable, locally relevant programs across 10+ national retail partners
- Own day-to-day management of the brand plan, ensuring delivery against priorities, timelines, and KPIs, with full accountability for budget and performance
- Lead integrated marketing programs and manage agency partners across advertising, promotional, and experiential campaigns, ensuring work is insight-driven and aligned to brand strategy
- Partner with Sales to translate brand plans into effective retail programs that drive distribution, visibility, and commercial results
- Identified brand underperformance at a key national retailer through rigorous analysis; led a mid-year relaunch that reversed a -34% to +14% revenue decline (-31% to +25% units)
- Leverage consumer and competitive insights to inform brand strategy and ensure continued relevance and premium positioning
- Act as brand custodian, ensuring consistency and quality across all consumer and customer touchpoints, partnering with the Graphic Design team and external agencies on creative execution
National Account Manager at Spin Master Canada (2023-06 – 2024-02)
- Collaborated with sales teams to implement marketing and promotional programs for national accounts delivering $8M+ in annual revenue
- Analyzed business performance and sell-through data to identify growth opportunities and inform pricing and promotional recommendations
- Built and presented data-driven business cases to retail partners, directly influencing assortment and marketing decisions
Brand Manager – Wheels, Action & Games at Spin Master Canada (2022-07 – 2023-10)
- Led development and execution of integrated marketing and media plans across a portfolio of 16 brands and 700+ SKUs, managing agency partners across digital, retail, and media channels
- Contributed to annual planning through rigorous analysis of business performance and category insights, informing brand strategy and marketing investment
- Partnered with sales to develop retailer-specific activations and "big idea" programs aligned with national brand strategy
- Led the development and creative direction of an inclusive innovation (Sensory Rubik's Cube) in partnership with CNIB, managing agency collaboration from concept through pre-launch
Brand Manager – Action Brands at Hasbro Canada (2021-04 – 2022-04)
- Led brand strategy and execution for major global franchises (Transformers, Marvel, Star Wars, Power Rangers), managing 700+ SKUs
- Developed pricing and portfolio strategies to drive profitability and competitive positioning
- Partnered cross-functionally with sales and marketing teams to manage forecasting, inventory, and commercial performance across national accounts
Associate Account Manager at Hasbro Canada (2020-03 – 2021-04)
- Collaborated with sales on implementation of marketing and promotional programs, contributing to a 27% sales increase and $6.8M+ in managed shipments at a major national retailer
- Forecasted inventory and optimized product mix across 1,000+ SKUs using performance data and insights
Associate Brand Manager – Preschool Division at Hasbro Canada (2018-05 – 2020-03)
- Supported brand planning and 360° campaign execution across multiple brands, aligning strategy with consumer and retailer insights
- Led pricing strategy and contributed to portfolio optimization across 350+ SKUs
Sr. Marketing Coordinator at Hasbro Canada (2016-04 – 2018-05)
- Supported execution of national marketing campaigns across 15+ brands, coordinating with agency partners on creative and media delivery
- Analyzed competitive activity and category performance data to inform pricing and marketing strategy recommendations
Promotional Team Lead & Product Expert, Miller Lite (SAB Portfolio) at GMR Marketing (2015-04 – 2016-07)
- Led teams of 2–5 brand ambassadors across regional sampling activations throughout Ontario, including the Miller Lite launch-year activation at Toronto's Beerfest
- Served as lead promotional team lead and product expert for the Miller Lite Canada launch (May 2015) within the SAB portfolio, alongside supporting brands including Fosters
Labatt Experiential Marketing Coordinator at Mosaic Sales Solutions (2013-07 – 2013-10)
- Trained and managed community and on-trade brand ambassador teams for Labatt across Ontario, conducting 4+ weekly in-field visits from Sarnia to Sault Ste. Marie
- Managed a $27,500 sampling budget covering payroll and expenses for 25+ brand ambassadors, and delivered weekly client reports on program performance and competitive insights
- Managed logistics and execution of the Michelob Ultra golf program, exceeding Ontario targets by 16%
