15+ years turning a brief into end-to-end integrated campaigns — directing channel specialists, agencies and creative partners for B2C and B2B brands like Sony, MTV, Microsoft, Napster and, today, London Drugs.
I'm a seasoned brand strategist with a passion for impactful storytelling. That curiosity turned into a marketing degree, then into 15+ years across digital, content marketing and growth — telling brand stories across Brazil, Latin America and Canada, from a global advertising agency to a music-streaming platform to one of Canada's largest health and beauty retailers.
My approach blends strategic thinking with practical execution: I specialize in building tailored marketing strategies that align with brand objectives, driving engagement and retention across diverse channels — and backing it all up with clear performance reporting.
Today, as Content Lead at London Drugs, I sit at the intersection of strategy and craft: planning, writing the brief, shaping the narrative, and directing the specialists, agencies and creative partners who bring it to life.
A sample of initiatives I directed end-to-end — from strategy through multichannel execution.
Directing campaigns from brief to execution across all owned and paid channels, orchestrating cross-functional teams and internal/external creative partners. Storytelling-driven campaigns helped drive the most successful year in company history on social media.
Led brand, product strategy and communications for Smiles' core products — Clube Smiles, Smiles & Money and Gift Smiles — including a daily promotional content campaign running every day for a year, plus the digital redesign and UX overhaul of the Clube Smiles login and product experience.
Coordinated creative and GTM across multiple Latin American countries with telecom partners for the launch of a B2C streaming service.
Co-developed the "Rethinking Streaming" Play/Pro/Power PaaS strategy with BMG — a turnkey licensing and platform model for startups, corporate subscription services and custom builds — and led its go-to-market launch across Latin America.
Performance and creative strategy for the official store across four countries, with A/B testing frameworks across homepage, PDPs and campaigns.
Creative direction and execution of CRM and email campaigns synced to the World Cup calendar, driving engagement and online sales.
brand campaign
Napster
Brand campaign marking two decades of Napster, celebrating its legacy as the platform that changed how the world listens to music.
Strategic content series exploring how everyday tech — starting with your phone — becomes a content creation tool.
Watch on YouTube →Social-first brand messaging campaign celebrating London Drugs' 80th anniversary.
Watch on YouTube →Beauty video series built to foster authentic connection with the London Drugs audience, including a guide to choosing the right fragrance.
Watch on YouTube →Branding and content platform empowering individuals through their weight-loss journey.
Watch on YouTube →Marketing analyst work for Smiles' loyalty club, part of the "365 Reasons to Smile" content push.
Watch on YouTube →Additional featured campaign content produced during Smiles' daily promotional series.
Watch on YouTube →independent & agency work
Julia Falci
Social media strategy and content creation for a personal brand.
Fresh & Cozy
Social media strategy and content creation for a lifestyle brand.
Vivo Valoriza + Biscoito Fino + Napster
Communication and marketing strategy for a multi-brand music contest.
L'Occitane au Brésil
Hired to help launch their holiday campaign and the new packaging for the Mandacaru product line.
MTV Brasil
Planning, lifecycle marketing and content creation for the Recarga MTV product.
Embraer
Media and brand planning for the Brazilian aircraft manufacturer.
Cup Noodles · @ Dentsu
Campaign planning and development for a Cup Noodles branding push at Dentsu.
BC Housing · Freelance
Empathy-driven campaign strategy giving voice to people in supportive housing across BC — persona-led storytelling, a dedicated landing page, and paid/organic social to build public understanding of homelessness.
HMECU · Freelance
Full-funnel content strategy for a Hamilton-area credit union: buyer personas by member segment, channel testing, an owned/paid/earned distribution plan, and content mapped to every stage of the buyer's journey.
member story ads
From e-commerce analyst to brand orchestrator — always at the intersection of strategy and execution.
Leads campaigns from brief to execution across all owned and paid channels, directing cross-functional teams and internal/external creative partners.
End-to-end digital strategies for DTC and SMB clients across Meta, Instagram, YouTube and email, with scalable production pipelines.
Co-led brand and product marketing strategy for a B2C streaming platform, owning omni-channel GTM campaigns across Latin America.
Co-founded a consultancy providing mentorship to SMBs, brand launches and direct client management.
Led performance and brand strategy for the Microsoft Official Store across Brazil, Argentina, Uruguay and Chile.
Led brand and product marketing for the loyalty program, including the "365 Reasons to Smile" campaign.
Digital strategy, email marketing and CRM, including a CRM platform migration across Latin America, the US and India.
Digital and mobile product work, leading the launch of MTV's mobile site and the VMB 2011 iOS apps.
Managed agency accounts for Embraer, Ajinomoto and Sony, including the Cup Noodles branding campaign.