LOBLAWS:
Social MEdia Centre of Excellence
President's Choice, no name, PC Financial, PC Optimum
As part of the Social Centre of Excellence at Loblaw Companies Ltd., I worked across four major household brands: no name®, President’s Choice®, PC Optimum®, and PC Financial®. My role focused on developing and producing digital content that connected with Canadians while supporting product and retail performance across diverse market banners.
I collaborated closely with brand, product, and retail teams to create agile, culturally relevant content tailored to business needs. Whether building, shooting, or editing content, my approach ensured alignment with banner KPIs and product marketing objectives. I remained attuned to cultural trends and consumer behaviours to guide content that delivered impact.
Beyond content creation, I attended PR events and visited retail locations to capture authentic, market-specific content that resonated with in-store experiences and brand moments. I had the opportunity to work on the Summer Insiders Report, leveraging creative and attending the shoot to capture social, digital and TV spot versions to leverage across Loblaws Digital Platforms.
I also partnered with the community management team to manage sentiment, address feedback, and develop FAQs. This feedback loop provided insights to product developers and business leads to support product improvements and customer satisfaction.
A key deliverable was the development of brand playbooks for each Loblaw brand, outlining clear social pillars and execution frameworks. These ensured consistency across campaigns and allowed for data-driven measurement of content performance against established KPIs.
This role allowed me to blend strategic thinking with hands-on content production, helping some of Canada’s most recognized brands remain relevant and connected in a competitive retail landscape.
PRINT AND DIGITAL VIDEO
Creator Videos
I successfully leveraged product testimonials on social media to enhance brand credibility and drive engagement for Presidents Choice, Shoppers Drug Mart, and PC Financial. By curating authentic customer stories and reviews, I crafted compelling content that highlighted real-life benefits of each brand’s offerings. For Presidents Choice, I showcased how everyday Canadians used the products in creative, relatable ways, boosting both reach and relatability. At Shoppers Drug Mart, I utilized testimonials to emphasize trust and reliability in health and beauty products, fostering community interaction. For PC Financial, I spotlighted positive customer experiences with financial services to build confidence and loyalty. These campaigns not only increased social proof but also significantly improved audience sentiment and conversion rates across platforms.
Product Videos
Leveraging cultural moments such as Bridgerton to help drive engagement, awareness and discussion surrounding PC Products.
From food to dishware, all concepts came to life through our teams creative lens for leveraging culture and trends.
Trending Content
Starring and leveraging trending audio and content moments and embedding PC products, goods and service call outs in order to drive awareness and traffic in-store during key sales periods.
Creating familiarity for the brand and tapping into these moments created high engagement and positive brand sentiment during a period when it was needed for Loblaws.
Creating familiarity for the brand and tapping into these moments created high engagement and positive brand sentiment during a period when it was needed for Loblaws.