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Work Background
MejuriSenior Manager Brand & Market Insights- Integrated Marketing
Nov. 2023Support the development of the annual brand category strategies and creative briefs through insight roadmaps identifying macro and micro trend influencing the core consumer, market and competition, whitespace opportunities and areas of growth for category portfolios.
Z Studio VenturesFounder & CEO
Jun. 2022Toronto, Ontario, Canada 360 branding studio specializing in developing unique brands and brand strategies to enhance your positioning in the beauty, skincare and CPG markets. With deep understanding of the market and consumer my work translates this knowledge into insightful product innovation, strategies and meaningful communication. Services include brand ideation and development, brand & marketing strategy, competitive analysis, pricing strategy, persona profiling, consumer analytics and insights, product development, digital marketing, campaign strategy, brand & packaging design, vendor negotiations and demand forecasting.
DECIEM | THE ABNORMAL BEAUTY COMPANYBrand Analytics & Consumer Insights
Jun. 2019 - Jun. 2022Toronto, Canada AreaConducted and ran brand health audits identifying current state of brands and areas of opportunity to support growth goals. Acted as point of contact for insights and opportunities for Estee Lauder leadership team Created NPD strategy decks serving as a cross functional tool for Product Development, Brand and Supply Chain teams, identifying category whitespace, competitive landscape, placement, demand forecast, communication, and pricing strategies Pivotal involvement introducing Consumer Insight analytic KPIs and deep-dives serving to give visibility on brand health, new and returning customer tracking, basket analytics, consumer sentiment and shopping behaviours Conducted DECIEM's persona project types by conducting and synthesizing human-centered qualitative and quantitative primary research on the North American beauty landscape positively impacting and unifying digital, marketing, voice, design, and creative efforts Initiated and designed a consumer segmentation dashboard with custom methodology that flagged purchase activity and migration through key customer lifecycle stages identifying ways to solidify brand relevance and points of reengagement. Providing calculated DTC forecasts for Black Friday month long promotions and NPDs to Demand Planning teams Conducted all pricing and profit analysis for new product launches to help set prices that complemented the market and our branding strategy, finding balance between Finance, Brand and Lab teams
Loblaw Companies LimitedManager, Strategic Projects, Discount Division
Jul. 2017 - Jun. 2019Toronto, Canada AreaConsulted and executed national beauty strategy for the Mass cosmetics and skincare segment over 200+ stores across Canada, identifying whitespace opportunity, and target audience. Delivered on marketing strategies, assortment optimization, category planogram mapping and loyalty program.
Shoppers Drug MartStrategy Analyst | Promotion Optimization | Business Analytics
Apr. 2016 - Jul. 2017Consulted on colour cosmetic and beauty categories, optimizing promotions and investment strategies
BarnanaProduct Development Intern
Nov. 2015 - Mar. 2016Santa Monica
Con EdisonEHS & Sustainability Analyst
Jun. 2015 - Sep. 2015New York, New York
Net ImpactPepperdine Chapter President
Apr. 2015 - Apr. 2016Malibu, CaliforniaResponsible for inviting ethical, environmental and socially responsible companies to speak to MBA students to spread awareness on rising issues and solutions in various industries. Tripling the size of membership from previous year
Led team to Gold Standing recognition by Net Impact
Facilitated organization of Hult Prize International Case Competition
Created Pepperdine and TedEx Event "Beyond the Label", joining students and industry experts to support sustainable fashion. Event featured in California Apparel News.
Runner Up in SEER Fast Pitch Competition supporting Sustainable, Ethical, Environmental, Responsibility
Aptelis, Inc.Graduate Student Project Consultant
Jan. 2015 - Apr. 2015Greater Los Angeles Area
WTATennis Professional
Jul. 2010 - Aug. 2014Played on the women's professional circuit. Organized international sponsorship, served as marketing representative of health and wellness brands. Participated in pro am charity events.
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