Work

From editorial desks to viral campaigns, I blend journalism, agency expertise and digital strategy to craft content that sparks engagement and shapes culture. My work spans CPG, lifestyle and entertainment, where I’ve built narratives that connect brands with the right audiences.

Pizza Pops

We Are Social — 2023 - 2025

Challenge 💬

As an iconic Canadian snack brand, Pizza Pops had a loyal social following, but engagement had plateaued on its hero channel.

The brand’s content strategy focused on annual events and seasonal moments, missing the chance to tap into the meme-driven culture that resonated with its audience.

Solution 💡

I overhauled the content strategy to focus on real-time, reactive content that mirrored what its audience was already engaging with on social.

That meant moving away from overly polished creative and tapping into the kind of internet culture its audience already loved. The goal was to feel less like a brand and more like a friend in the group chat.

Strategy Snapshot:

✨ Audience-first strategy
👯 Meme-driven content
💬 Proactive engagement
🎙️ Revamped tone of voice

Impact 🚀

Engagement on its hero channel doubled within three months, driven by a more authentic content strategy;

Built stronger visibility and follower interaction;

Launched the official Pizza Pops group chat and grew it from 30 to 250+ members through exclusive merch drops, giveaways and events.

Growth 📈

Building on the success of Pizza Pops’ revamped Instagram strategy, the brand launched its first TikTok channel. I developed a strategy focused on scalable, culture-forward content rooted in audience insights.