Saatchi & Saatchi
Canada
At Saatchi & Saatchi, I held a hybrid role that combined digital strategy, paid media management, account leadership, and content direction across a diverse client portfolio. I led fully integrated digital programs for some of Canada’s most recognized brands, with a focus on building scalable social strategies, driving performance, and delivering measurable business results.
For Toyota Canada, I spearheaded multi-channel paid social campaigns supporting vehicle launches, national retail activations, and brand moments. From the Electrification Program to Toyota Gazoo Racing to the highly anticipated Corolla Cross launch, I developed, executed, and optimized campaign strategies that expanded Toyota’s digital footprint while driving $230,000 in earned media savings across all vehicle nameplates.
As a trusted account lead, I partnered with Toyota stakeholders to ensure alignment between business objectives and campaign execution. I led annual strategic planning, managed day-to-day operations, and presented monthly business reviews to showcase performance, insights, and opportunities for growth. My work also included overseeing Toyota’s Olympic sponsorship content as part of Saatchi & Saatchi’s Olympic Task Force, ensuring world-class branded content during one of the brand’s highest-profile activations.
I also had the opportunity to work on the Masterbrand Spot for Toyota Canada as an Account Executive. Working with Strategy and Creative teams to help develop simple idea into a national TV campaign.
I also had the opportunity to work on the Masterbrand Spot for Toyota Canada as an Account Executive. Working with Strategy and Creative teams to help develop simple idea into a national TV campaign.
Beyond automotive, I played a key role in building and refining social programs for other clients within the Saatchi & Saatchi portfolio:
Aspira Retirement Living | Led the digital rebrand and social relaunch for this national retirement living brand. I developed a refreshed Masterbrand strategy and launched new social channels, ensuring content connected authentically with prospective residents and their families.
Four Seasons Hotels & Resorts | Provided digital content strategy to support one of the world’s most iconic luxury hospitality brands, helping to elevate their social presence through curated content and paid amplification.
Quesada Restaurant Group | Developed and managed paid social campaigns that promoted national product launches and drove foot traffic for this popular fast-casual Mexican food chain.
In addition to campaign management, I authored the agency's standardized social playbook, providing best practices, platform guidelines, and strategic frameworks to ensure consistency and excellence across all accounts.
My work at Saatchi & Saatchi blended strategic oversight, creative direction, paid media execution, and relationship management, delivering data-driven results while building trusted partnerships with global brands.
Toyota Masterbrand
Canada Men's National Team Sponsorship
During my time managing the Toyota Canada account at Saatchi & Saatchi, I had the opportunity to lead digital content strategy and paid social initiatives for some of the brand's most significant national programs. One of the most memorable was working on Toyota’s sponsorship of the 2022 FIFA World Cup in Qatar, where the Canadian Men's National Team made their historic return to the global stage after a 36-year absence.
Toyota's global sponsorship of the World Cup represented a key moment to align their brand with national pride, performance, and global visibility. As part of the digital marketing team, I was responsible for helping translate this massive partnership into meaningful, locally relevant content for the Canadian market. This included working alongside our internal team, agency partners, and global Toyota stakeholders to develop social media activations that celebrated both Team Canada and Toyota’s commitment to excellence, performance, and community.
Our team crafted a multi-channel content strategy that leveraged Canada Soccer's momentum and tapped into national excitement around the tournament. We produced tailored paid social campaigns, digital creative, and influencer partnerships that spotlighted Toyota as both a proud supporter of the Canadian Men's National Team and a global leader in mobility.
This project reinforced the power of culturally relevant marketing and demonstrated how global partnerships, when executed thoughtfully at the local level, can deepen brand connection and deliver meaningful results. It was an incredible experience to help tell the story of Canada's return to the World Cup while ensuring Toyota's brand remained front and center throughout one of the most-watched sporting events on the planet.
Integrated Mobile Experience
As part of the digital strategy team for Toyota Canada, I was responsible for the design, implementation, and execution of Digital Instant Experiences—high-impact, mobile-first web experiences designed to drive engagement, capture leads, and support vehicle consideration across Toyota’s diverse nameplate portfolio.
These Instant Experiences were built to provide prospective customers with an immersive, fast-loading alternative to traditional landing pages, optimized for social media and mobile environments. Working closely with internal stakeholders, development teams, and platform partners, I helped oversee the full lifecycle of these digital experiences—from briefing and creative development to technical implementation and performance optimization.
Each Instant Experience was tailored to support Toyota's broader marketing objectives, including new vehicle launches, electrification initiatives, retail activations, and national sales events. My responsibilities included ensuring that the creative direction aligned with brand guidelines, briefing design teams, collaborating with developers to ensure functionality across platforms, and leveraging real-time data to refine and optimize each experience for maximum performance.
Through thoughtful design and strategic implementation, these Instant Experiences became a key digital touchpoint for Toyota Canada—providing a seamless path from social engagement to deeper product exploration, ultimately driving qualified traffic and increasing conversion opportunities across multiple campaigns.
SOCIAL MEDIA CONTENT
As part of my work on Toyota Canada's social media strategy, I brought a data-driven yet culturally attuned approach to evolving the brand’s digital presence. Recognizing that traditional automotive content often felt static and disconnected from the pace of online culture, I identified an opportunity to modernize Toyota's social channels by incorporating trending audio, platform-native tools, and agile creative enhancements to existing content.
Rather than relying solely on polished, high-production brand assets, I strategically layered trending sounds, interactive features, and culturally relevant edits onto existing videos—keeping Toyota's content aligned with what audiences were actively engaging with across platforms like Instagram Reels and TikTok. This approach allowed us to meet customers where they already were, with content that felt familiar, timely, and algorithm-friendly—without sacrificing brand integrity.
By monitoring emerging trends and platform updates daily, I ensured Toyota's social content remained competitive in crowded feeds. This included integrating trending music, dynamic text overlays, visual transitions, and interactive formats that aligned with brand campaigns while increasing the likelihood of organic reach. The result was a noticeable uptick in video performance, improved engagement rates, and increased traffic to product pages—supporting both brand awareness and tangible business objectives.
This strategic shift positioned Toyota Canada as a brand that understands the evolving social landscape, blending high-value creative with culturally relevant, fast-moving content to maintain relevance, drive traffic, and ultimately connect with a new generation of drivers.