I build brands from the inside out.

I’ve spent more than a decade working across fashion and luxury, including Canada Goose and Moose Knuckles, building brands through influence, social, communications, experiences and integrated marketing.

I approach brands as worlds, not a collection of marketing channels. Define what the brand means, who it matters to and what makes it desirable. Then build the creative and marketing system that brings that world to life — adapting it for how people actually experience each channel.

Sometimes that means building from the ground up. Sometimes it means making the pieces already there work harder together.

The strategy stays consistent. The expression shouldn’t.