In 2025, I conceptualized a strategy, developed a playbook and produced and directed a series of four live selling livestream events for Shoppers Drug Mart – a first-ever tactic for the entire Loblaws enterprise.

I’m now the go-to expert and in-house consultant for other Loblaw lines of business on planning roadmaps, execution processes, studio production and strategic thinking across all touchpoints for these events. Other brands are launching plans based on my template and success results, which include:

• Strategic and scaled growth, with each event delivering more viewers, more clicks and more sales. My content formula, digital design and marketing strategy are working to build recognition, attract viewers, motivate purchases and increase engagement.​
• Results and growth I built throughout 2025 reflects: 7x more viewers​, 34x more product clicks​, 12x more landing page visits​ and 18x more customer orders​.

My clear vision and confident leadership paved the way for seamless planning and execution. Developing the numerous elements required for these events involves a high degree of cross-functional collaboration, influencing internal and external partners and data-driven, iterative refinements for continuous improvement. I am hands-on in guiding and directing a wide variety of elements, including:

• All aspects of livestream strategy, content planning, show outlines, scripting, technical run of show
• Vendor relationship management, alignment on shared objectives, leading content planning meetings, product selection and campaign support
• Briefing and reviewing all marketing campaign assets with creative team, pre-promo, day of and post-event
• Planning and oversight of all marketing channels and tactics: web and app placements, event landing page, email, app push notifications, organic social, paid social, internal and store communications
• Writing and directing trailer video, host notes, audience engagement elements
• Technical setup, platform testing, coordinating support across product and tech teams
• Talent support, media coaching, researching and writing educational materials and show prep
• Studio lead, art direction and set decor, leading rehearsals, live directing camera, producing talent and guiding support staff during live broadcast
• Gathering data and results to compile various post-mortem reports with full analysis and insights, presenting success metrics and sharing learnings with stakeholders and leadership

A major new win for 2026 events that I helped develop and drive was the introduction of a vendor partnership package. Working alongside our sales team to pitch brands on a sponsored segment opportunity to drive mutual objectives: engage customers in an interactive experience, boost sales, foster stronger loyalty, drive traffic, increase conversion and build authentic brand affinity with product education and curated shopping inspiration.

I have led livestream collaborations with brand partners including Nudestix, L’Oreal Luxe brands and Estée Lauder Company brands.