For as long as I can remember I have had a strong passion for all things related to beauty, wellness, and cultural anthropology. I am fascinated by how consumer behavior is often the sum of widespread traditions and our world’s growing globalization. I have been fortunate to have lived in four countries and traveled to numerous others. My international experiences led to my fascination with unique cultural beauty and wellness rituals and how they impact local and international trends.
Essentially, my curiosity is driven by why our beauty, wellness, and lifestyle trends are where they are today and where they will land tomorrow. While at the same time, I believe it is integral to understand how our current cultural landscape influences and shapes the innovative brands emerging at the moment.
With my great interest in history and culture, I majored in Social Anthropology during my undergraduate degree at The University of British Columbia (B.A. 2012). For my final research paper, I focused on the Anthropology of Marketing and Consumer Behaviour and its effect on how and why we buy. This led me to apply for my Master’s degree in Advertising, Marketing & Communications at Bournemouth University in the U.K. (MA 2013).
For my Master’s Dissertation (2013), I focused my dissertation on how Revlon UK could increase its UK market share and brand awareness through social media. I presented my Dissertation to the Revlon London office, whereby I was offered an internship upon graduating.
I worked in London, UK for three years; all within the scope of beauty and wellness. During my first year, I worked as a Marketing Co-Ordinator for Space.NK Apothecary, where I was on the team responsible for the luxury British Skincare brand, EVE LOM. I assisted in the launch of their color cosmetics line and new skincare products.
I then had the amazing opportunity to be Global Operations, Sales & Account Manager for an innovative luxury wellness company, Bodyism Global Limited. I worked directly with luxury department stores such as Harrods, Selfridges, Space.NK Apothecary, Fenwick of Bond Street, Net-A-Porter (USA & UK), to name a few.
Upon moving back to Toronto, I channeled my entrepreneurial drive and established a successful boutique fitness studio in mid-town Toronto, MODALIFE STUDIO. Due to the pandemic, I made the difficult but strategic decision to close my brick-and-mortar studio. Upon doing so, I decided to leverage my professional experiences, while still focusing on my passion for beauty and lifestyle brands, and thus, MODALIFE BRANDING was born.
I want to incorporate my passions and experience to assist emerging brands in establishing their brand identity and creating a strategic marketing plan to enhance their awareness and achieve increased sales. I am also inspired to help smaller businesses rejuvenate their current brand, set them apart from their competitors, and share their unique stories!
MA, Marketing & Communications, Bournemouth University, U.K., 2013
B.A., Anthropology, University of British Columbia, 2012
MISSISSAUGA CHILDREN'S CHOIR Social Media Marketing (Board Member)
April 2021 - Present
As a Board Member of the MCC I create and promote the social posts for the annual Poinsettia Holiday Fundraising Campaign to:
Increase social presence
Establish the brand voice to drive sales for fundraising
May 2021 - Present
Currently building a brand strategy for a bespoke, organic, Canadian brand. The consultancy goal is to increase brand awareness, sales, and market share within the Canadian organic/natural beauty brand industry.
This will be achieved through:
Improved digital user experience
A sleeker and more contemporary aesthetic
Concise and efficient copywriting
Establish a presence in brick-and-mortar beauty boutiques, along with their e-commerce sites
Double Social Media followers in three-months
Founder & Instructor
Nov 2016 - Aug 2020
With an entrepreneurial drive, I established a successful boutique fitness studio in mid-town Toronto, MODALIFE STUDIO. I acquired and retained over 100 dedicated clients, maintained a five-star rating on Google and ClassPass reviews. I implemented all of the branding, marketing, and operations.
BODYISM GLOBAL LTD
Global Sales, Operations and Account Manager
March 2015 - April 2016
Based in London, UK, I was responsible for the global account management, operations, and logistics of the business, including manufacturing, NPD, packaging, shipping, and warehouse management. The unique scope of my role allowed me to work on many different sides of the business, from retail customers, supply chain associates and suppliers, product education for staff, and online customer service.
SPACE BRANDS LTD
Jan 2014 - Jan 2015
Based in London, UK, I was responsible for the marketing support and coordination for the prestigious skincare brand EVE LOM. Assisted in planning and executing EVE LOM’s marketing and communications strategies to help drive sales, online brand positioning, and awareness.