I’m a bilingual creative strategist, currently working for Sid Lee in Montréal, with over 15 years in the game. My focus? Blending human insights, storytelling and innovation to build social strategies and digital ecosystems that connect. I help brands navigate today’s fragmented landscape, turning complex challenges into meaningful, human experiences that grab attention and drive cultural resonance. *ੈ✩‧₊˚

Marketing isn't about broadcasting → it's about listening. Through this lens, I help clients look past the algorithm to find the signal in the noise, deconstructing what’s happening in culture to find authentic ways for brands to participate. By focusing strategy on capturing attention within these specific cultural niches, I ensure every tactic does one of three things: entertains, educates, or builds genuine community. ×͜×

I specialize in finding the unwritten rules of niche communities and fandoms to unlock the codes that make them tick. By mastering digital platform nuances, I transform these strategic insights into innovative experiences that feel native to the specific communities they reach.

I use ⚡︎ AI ⚡︎ as a strategic partner that helps me analyze deep audience behaviors. It acts as a powerful amplifier for my own research, allowing me to build sharper strategies backed by human truths that move the needle.