Senior Writer & Brand Storyteller
What I Do
I specialize in strategic copywriting and creative direction for premium brands, with deep expertise in ultra-premium retail, spirits, and digital brand experiences. My work sits at the intersection of creative storytelling and market strategy, delivering digital campaigns that resonate emotionally with audiences while maintaining commercial performance at scale. After working in the digital trenches for years, I believe my strategic experience can transfer seamlessly to Out-Of-Home and TV script writing.Currently at BIMM, I serve as the lead digital copywriter for Angel's Envy Bourbon (Bacardi Inc.), where I oversee all digital copy strategy and supported in creating an all-new 200-page digital strategy document that extends to multiple brands in the Bacardi Inc. ecosystem.
Core Talents
AI-Integrated Creative WorkflowsI am a strong believer in human intelligence. However, I leverage AI tools to enhance creative output without sacrificing brand voice or strategic thinking. From ideation and content generation to optimization and quality control, I use technology to scale production while maintaining the elevated tone premium brands require. This includes prompt engineering, automated content testing, and hybrid workflows for SEO and GEO optimization.
Creative Leadership & Team Development
I've developed onboarding programs, mentored junior copywriters, and managed day-to-day creative operations. I build processes that elevate team performance by establishing brand guidelines, quality standards, and collaborative workflows that enable consistent output across multiple stakeholders. My goal is to step into Creative Director roles where I can shape brand vision and lead cross-functional creative teams.
Strategic Campaign Development
I conceptualize and execute integrated campaigns across CRM, digital, social, and retail touchpoints. My approach combines brand positioning with performance marketing to ensure every piece of content serves both creative and commercial objectives. My experience in fashion, telco, and spirits has given me a dynamic foundation to be adaptable and detail-oriented.
CRM & Lifecycle Marketing
From subscriber acquisition to retention, I craft email programs, newsletters, and automated sequences that build lasting customer relationships. My work with Angel's Envy focuses on subscription-based communications that blend storytelling with conversion optimization, creating narratives that evolve across the customer journey. From the ECD to Account leads, I work closely with Sid Lee for exceptional brand consistency.
Luxury & E-commerce Content
At Browns Shoes and SSENSE, I produced high-volume, deadline-driven content for premium fashion brands. This required balancing creative excellence with operational efficiency, meeting daily KPIs while maintaining the elevated tone luxury at all touch points. Whether it's luxury clothing brands, artisanal jewelry, or designer homeware, I am a master at articulating the craft behind the products.
Experience Highlights
BIMM (2022–Present)Senior Copywriter leading Angel's Envy Bourbon and Rogers. Built onboarding programs for new copywriters, managed team workflows, and partnered with Creative Directors to deliver subscription newsletters, web content, and integrated campaigns. Introduced AI-enhanced creative processes to improve efficiency without compromising quality.
Browns Shoes (2021–2022)
Lead in-house copywriter reporting to the Creative Director. Created weekly newsletters, e-commerce content, SEM campaigns, social media, and retail messaging across three brand lines. Collaborated cross-functionally with Marketing Strategy, Business Development, and Retail Experience teams, developing skills in stakeholder management and strategic communication.
SSENSE (2019–2021)
Freelance copywriter in the English Content & Localization department. Produced product descriptions and editorial content for luxury fashion brands while meeting rigorous daily deadlines and weekly KPI targets. This unprecedented experience helped me balance creative excellence with operational performance.
Frank and Oak (2019)
Junior Bilingual Copywriter crafting email campaigns, social content, and blog articles in French and English. Conceptualized and wrote the "Make This Last" sustainability campaign within the first month of joining the team.
Why I Do This
I started in Montreal's luxury fashion and retail industry. First at Frank and Oak, then SSENSE, and later Browns Shoes, where I honed my craft by writing for discerning audiences with high expectations. That foundation taught me the importance of precision, tone, and brand voice. Whether I'm writing about bourbon craftmanship or customer communications for national brands, my approach remains the same: understand the audience and deliver exceptional content.I'm drawn to roles where I can shape creative vision, mentor emerging talent, and integrate innovative tools into the creative process. I believe the future of creative leadership lies in knowing when to leverage technology and when to apply irreplaceable human insight.
Ambitions
I'm building my skillset to become an award-winning Creative Director, where I can lead with creative precision and passion. All brands have a story, my vocation bringing them to life. Thoughts? Jokes? Reach Out.
Client Experience