Led expansion of CIBC’s multi-year partnership with Toronto Pearson, increasing brand visibility across the airport through sponsorship of boarding bridges, airport-wide Wi-Fi, baggage carts, and new agile banking centres—enhancing engagement with nearly 50M travellers annually.

Led the successful structuring and execution of a landmark 10-year exclusive partnership between Toronto Pearson and PATTISON Outdoor Advertising - redefining the airport’s commercial and passenger experience strategy. Spearheaded negotiations, alignment across stakeholders, and the strategic vision to position Pearson as a next-generation, media-driven airport, integrating data, technology, and immersive brand experiences to unlock long-term revenue growth and elevate the traveller journey.

Worked with Coors Light to develop their innovative summer campaign spotlighting backyard games. The transformation of this initiative from an exclusive event to a spectacle witnessed by over 1 million viewers proved immensely successful. This shift not only propelled Coors Light beyond its summer sales targets but also amplified engagement across all digital platforms.

To help Canadian Tire meaningfully differentiate its new Triangle Select rewards tier against global competitors like Amazon Prime, I led the development of a first-of-its-kind partnership integrating CRAVE into the program as a core member benefit. The program more than doubled adoption expectations for both Triangle Select and Crave, demonstrating the power of strategic brand collaboration to drive growth, strengthen customer engagement, and reinforce Canada’s retail and media landscape.

Capitalizing on a chance meeting with the iconic 6ix god, I orchestrated a groundbreaking partnership promoting OVO’s latest venture, their Pick 6ix restaurant. This collaboration ventured into uncharted cultural territory for TSN, garnering new audiences, revenue streams, and bolstering our brand presence with appearances by athletes such as Milos Raonic and Jamal Murray.

I led the strategic partnership between MIQ and Bell DSP to unlock Canada’s largest diversified TV dataset, expanding data-driven advertising capabilities for brands and agencies. By aligning business strategy, product integration, and go-to-market execution, we delivered a differentiated solution that strengthens both partners’ competitive position in the Canadian advertising ecosystem and unlocks new revenue opportunities through enriched TV and cross-platform insights.

When Canada's beloved duo became free agents, our mission was clear: bring them back to their rightful place. Despite a full SportsCenter lineup and broadcast schedule, I spearheaded the ideation of a new companion show, fully funded by sponsors and designed for a social/digital-first audience. This endeavor not only reunited them with TSN but also surpassed revenue targets, marking one of the most successful show launches in Canadian broadcast history.

I led the commercial launch of Bell DSP, Bell Media’s proprietary ad-tech platform, in close collaboration with Microsoft, with end-to-end accountability for building and scaling the commercial model. Working cross-functionally across product, marketing, technology, and external partners, I enabled the sales organization, shaped pricing and partnership strategy, and ensured the platform delivered clear, differentiated value for advertisers and agencies. This integrated, market-led approach positioned Bell DSP as a competitive, enterprise-ready solution and established a strong foundation for sustainable revenue growth within Bell Media’s advertising ecosystem.

Building programs with a purpose is critical. But doing so while lifting retail sales was the ultimate goal. Our program combined POS and in-store activations with a strong multi-platform marketing push, and each program culminated with actionable results. No cheques here – we selected feasible programs with the right infrastructure, and delivered better play infrastructure across the nation.

Honored to present alongside global leaders in Neuroscience and Marketing, I showcased how Neuroscience can optimize creative effectiveness and drive results through strategic placement on the right screen, in collaboration with Brainsights.

Recognizing a pivotal moment in our sales team's evolution, I devised a comprehensive, multi-stage learning program integrating data into our traditional sales approach. Through internal champions, external experts, and academic collaboration, we not only upskilled our team but also exceeded year one sales targets, a rare achievement for new product launches.

Supporting the introduction of Canada’s first NFL league manager, we knew we needed to find the right partner to bring this to life. As such, we partnered with Coors Light and built a brand new style of in-season activation. Namely, we created a faux fantasy league with talent, and created a season long narrative, with each week releasing another piece of content across all platforms. Each year ended with a new fantasy league champion being announced, with engagement growing with every passing week, and Coors Light over-achieving their fall revenue targets.

Expanded American Express Canada’s premium travel-brand reach by deepening its multi-year partnership with Toronto Pearson, delivering benefits such as priority-security lanes, valet & parking discounts, and lounge-level travel amenities — strengthening the brand presence for frequent and high-value travellers.

BRAND INTEGRATION

Coors Light Games

BEST PASSENGER EXPERIENCE

Rogers Node E Activation at Toronto Pearson Airport

BEST SOCIAL EXECUTION

TSN GameTracker

BRANDED CONTENT

Coors Light Games

BEST IN SPONSORSHIPS

Coors Light Games

SPONSOR INTEGRATION

Fox Studios & Toronto Raptors

BRAND INTEGRATION

Budweiser & TFC

SPORTS MARKETING

TSN Fantasy Football & Coors Light

BRAND INTEGRATION

Tim Hortons + Sportscentre with Jay & Dan

CONSUMER TIE-IN

Coors Light Games

BRAND INTEGRATION

Coors Light Games

WINNER

Bell’s most prestigious prize, recognizing exemplary employees

FINAL ROUND JUDGE

Honours companies and individuals creating effective work across the globe

FINAL JUDGE

Comprised of 14 established leaders from the Canadian media sector

ORGANIZING COMMITTEE & JUDGE

Canada's Sports Business Awards, hosted annually by George Brown College