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
Product Videos
Trending Content