ASSOCIATE CREATIVE DIRECTOR, Video & Content 

Deloitte Canada

July 2021 – Present           

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Responsible for leading and managing creative development and production for Deloitte’s video and content team, brainstorming, developing and pitching innovative and strategic content ideas to further the firm’s goals.  Duties and achievements include:

 

• A four-week “Climate Month” campaign across all of Deloitte’s social channels, including a one-week takeover of the Deloitte.ca homepage, both first-evers for the firm.

• An overhaul of the creative brief template, including a “Creative Brief 101” workshop held for the 100+ members of the marketing team.

• Introducing broadcast and social media best practices to create compelling and click-worthy content on corporate channels.

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CREATIVE MANAGER, Brand, Marketing and Communications      

CBC

Nov. 2018 – July 2021

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Responsible for strategically interpreting overall brand goals across all platforms, providing creative direction and management for art directors, producers, and copywriters throughout the creative process from conceptualization to launch.  Recent accomplishments include:

 

• War of the Worlds series launch campaign (85% above target ratings A25-54)

• The Family Feud Canada launch campaign (70% above target ratings A25-54)

• The launch campaign of the CBC LISTEN app (5% over target installs)

• The “CBC Superfun Superfan” 3-day live event activation

• CBC DOCS branded takeover of the Isabel Bader Theatre during Hot Docs Festival (2019 RGD award winner)

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Freelance Creative Consultant, Producer & Director

May 2016 – 2018 

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Through creative direction and hands-on producing/directing, I help brands tell their stories via thoughtful and entertaining content for TV, digital, and experiential. Clients include Concord Adex, VISA, TD Bank, Forge Media, PEI Tourism and CBC.

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CREATIVE DIRECTOR, On-Air Promotions

Corus Entertainment

July 2011 – May 2016

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Lead a creative team in the development of network branding, design, and promotions for Corus-owned Pay-TV / VOD properties (HBO Canada, Movie Central, Encore Avenue, and Sundance Channel), as well as supporting internal and external client-driven brand integration across all Corus TV networks.  Duties and achievements included:

 

• Leading strategic design brainstorming, campaign development and creative brief development in-line with programming and marketing initiatives

• Providing innovative integration solutions to sales co-marketing in order to drive incremental revenue.  Clients include: Disney, P&G, Scotiabank, Warner Bros., Hasbro, and many others

• The development and implementation of a sales element styleguide across all Corus networks, ensuring internal brand compliance while servicing clients’ specific requests.

• The streamlining of Corus’s promo production process through the development and implementation of new workflows between several departments, thereby creating cross-departmental savings of hundreds of overtime hours and their associated costs per year.

• Providing creative direction, goal setting, and performance management to producers, designers, and animators.

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ASSOCIATE CREATIVE DIRECTOR, Brand Development              

Turner Entertainment Networks

Dec. 2007 – July 2011

 

Collaborated with business development, original productions, creative services, and external agencies to develop and execute new brand strategies and products across multiple media for the APAC region.  Achievements included:

 

• Brand development and main creative for the launch of WB, the Warner Bros. movie network in India

• Network branding and launch production of REAL TV general entertainment channel

• Development and launch of truTV and CNNTravel (originally branded CNNGo.com)

• Rebrand development of Cartoon Network, and Japanese specialty networks QTV, Tabi, and MondoTV

• Development of Cartoon Network-branded interactive educational videos for preschoolers.

• Directing and producing campaigns for the above brands, and managing the workload of each project’s creative team.

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SENIOR PRODUCER, On-Air & Sales Promotions

Fox International Channels / National Geographic Channel

Aug. 2004 – Nov. 2007

 

Achievements included:

• Producing client/channel integrations and original branded content in conjunction with international sales offices.  Clients included Sony, DHL, Nikon, Malaysia Airlines, and Singapore Tourism and among many others.

• Writing, producing, directing, and editing award-winning on-air promotions, network IDs, interstitials, and sales & marketing initiatives for National Geographic Channel Asia.

• Overseeing and developing the key creative for the APAC launches of FX, National Geographic, Fox Crime, and Nat Geo Adventure. 

• Supervising the work of junior staff