Creative Strategist | Storyteller
Based in Vancouver, BC
with four years of experience in creative strategy.
& over six years of experience in marketing and sales.
I am a storyteller, problem-solver, coffee enthusiast, dog dad, sourdough baker and a bit of a DIYer. That's pretty much me, but if you want the longer version, keep reading.
Having spent the last two decades of my life in Dubai - I have had the privilege of working in one of the most diverse markets in the world. Although my career path took me on a wild run, I've always had a strong passion for communications.
Creative strategy is at the core of everything I do. During my seven year career I have worked with multinational brands such as McDonald’s, Chevrolet, and Volkswagen. In doing so I have learnt to always be curious enough to find ways of strengthening the connection between brand, product and consumer.
I also have experience with multiple start-ups, actively involved in the stress and rigorous task of accomplishing the improbable. This is where I utilized my skills and expanded my expertise to operational management.
I got the chance to add Webflow to my portfolio of skills, it's the platform that this website was built on.
“You can’t wait for inspiration, you have to go after it with a club.” — Jack London
Behind every memorable campaign lies hours of study and research; understanding the story behind the business, identifying the characteristics of the target market, recognizing relative trends, formulating insights and so much more. Following a creative process gives you the opportunity to explore innovative routes that may have otherwise been ignored.
Identify the issue at hand. What am I here to solve? What's working? What's not working? Visualizing the problem; helps me better analyze the big picture. A great start, if you don't already have a brief.
Identify the right problem to solve.
Research, and more research. Understand the business, the customer, the CB process, the market sector and soo much more. Identify opportunities, set goals and define your needs.
Discover; Communication goals, Competitive landscape, and Identifying relevant trends.
Personally, this is my favorite part of the creative process. With research in hand, I can see the broader picture; identify areas of communicative advantage and put together a creative strategy.
Discover; Positioning, Communication plan, Brand story, Communication mix, Creative strategy.
In order to create something both relevant and unique, I need to try to unlearn everything I know. Take my research in hand and compose an integrated creative strategy. An open mind and a curiosity to experiment are key to this phase. Concepts generated in the previous phase are further developed, crafted into strategic plan that communicate the message in a clear and engaging way.