Currently at Philip Morris International, I am a Marketing Communications Executive managing all digital brand communications. This includes all owned ecommerce, email marketing, loyalty program, social media, and third party vape stores.
Canada was the first market to bring VEEV vapes to life, a launch that became the blueprint for how the brand shows up around the world.
Being part of that story taught me how to create work that not only connects with Canadian consumers, but also sets a global standard for how a brand can live and grow across markets.
Nicotine is the most restricted marketing category in Canada and one of the most tightly regulated in the world. While assets and strategies may look simple, every colour, word, and symbol was intentionally chosen to make an impact within some of the strictest marketing rules anywhere.
Product Launches
During my time at PMI, I’ve led over 15 product launches encompassing 40+ unique SKUs. Each launch is supported through a fully integrated strategy across eCommerce, social media, CRM, and partner vape retailer platforms. Every campaign includes the creation of 50+ bilingual (English and French) assets tailored to drive engagement and conversion.
Vape Partners
I manage the eCommerce presence of 70+ vape partner stores across Canada, providing monthly asset updates tailored to each retailer’s promotions and product availability. Every store requires customized creative materials that reflect unique flavour assortments and campaign priorities.
I oversee three partnership tiers, including Tier 1 stores which represent 35% of total eCommerce volume, such as 180 Smoke, one of Ontario’s leading vape retailers.
In the past four months, I redefined the asset delivery strategy across all partner tiers, resulting in a 9× increase in sales volume and an 8× growth in new store partnerships. This initiative not only optimized campaign efficiency and partner engagement but also earned me a PMI Thrive Award for outstanding performance.
Since taking ownership of this channel, I’ve driven 735% year-over-year growth across all third-party eCommerce platforms.
VEEV CLUB
VEEV CLUB is our national loyalty program, and I supported all creative strategy initiatives focused on acquisition and retention. My largest project involved a complete rebrand of the program to improve navigation, simplify user experience, and strengthen overall engagement. I developed the creative strategy and delivered 50+ assets across eCommerce, CRM automated journeys, and social media channels to bring the new brand identity to life.
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