That's why my creative converts. Not vibes — a pipeline. Government communications taught me the message. Sales taught me the customer, the pain points and the objections. Going viral taught me distribution. Paid taught me scale. Leading a startup agency to multimillion taught me how all four fit together.
Edmonton · Vancouver
Chapter 01
I recruited for and led many winning campaigns at the federal and municipal level. After being a key part of a Member of Parliament's winning campaign, I joined his office: fundraising, community events, communications on policy concerns, and casework. Every message had to land with a real person under real scrutiny, and it had to move them to act.
Chapter 02
$5M+ closed in corporate B2B. I learned to spot pain points by client persona and to read consumer psychology, so I could lead a conversation that feels like the other person is leading it and selling themselves. I also used my own socials to drive inbound warm leads for my team. That is still exactly how I work: in my videos and in the comment section I speak to pain points, objections and specific personas, so the content converts instead of just going viral.
Chapter 03
Helping others use social to scale a sales pipeline and lift conversion rates became the thing I cared about most, so I went and got the data myself: 9 to over 16 posts a day, every day, for more than six months straight across different channels, to learn how social marketing and buying patterns actually behave. My method is tried and true because it was tested at that volume. I love the pet industry, so I built Cat Power Couple from zero into a viral property, with Zorro, Dina and MJ becoming actual internet characters. I have also been a top-performing creator inside UGC agencies, including one where I hit number one in my first month: 7.5M+ views and 150K+ users driven to a platform.
Chapter 04
As Marketing Director I led a startup UGC agency from zero to a multimillion-dollar business: all organic social plus paid, a small team of designers, editors and creators, and six-figure monthly ad budgets. Every winning organic hook got pushed back through paid.
Chapter 05
I have been the paid ads director for numerous SMBs and the creator making the content itself. That is the whole point: creative and performance should not live in different rooms. I run them in the same one, and I specialize in high-converting UGC and paid ad creatives.