End-to-end brand ownership.
From strategy to execution.
Story-led brand leadership for founder-led fashion, beauty, and wellness. Sixteen years behind companies like lululemon, Aritzia, and Banana Republic.
The brand leader to bring on before you're ready to hire one.
I own brand the way a senior in-house leader does — strategy and roadmap at the top, content system in the middle, voice and the words at the ground, and the direction that keeps a team delivering.
Most founder-led brands need that altitude before they can justify a full-time hire. I bring it now: the thinking and the doing, from the same person. Because the strongest growth comes from being worth paying attention to in the first place.
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The altitude. Positioning, narrative, and the strategic roadmap that give the brand a point of view and a direction to move in.
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The operating system. The throughline from brand strategy to what actually publishes: content architecture, editorial roadmaps, and the cadence that keeps it shipping. The part most brands can't connect — where strategy usually dies on the way to execution.
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The craft. Brand voice, messaging, and the writing itself. The voice guide and the launch copy, from the same person.
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The embed. Senior brand direction that owns all of the above across your team, without a full-time hire.
+62% conversion · 3× monthly revenue with no paid acquisition
50-person creative org · global repositioning
40% YoY growth · CEO partnership
Selected Work
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![Commune]()
Commune
Brand voice and content systems that drove +62% conversion and 3× revenue, with no paid acquisition.
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Formula Fig
Brand content and editorial direction through a period of 40% YoY growth.
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![Two women holding hands and smiling at each other outdoors with rocky landscape in the background, one wearing a white dress, the other in a beige coat and dress.]()
Banana Republic
Voice and narrative architecture for a global repositioning; 50-person creative org.
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![A woman in sportswear, including a purple puffer vest, pink long-sleeve shirt, and gray jacket, poses outdoors against a clear sky, with a mountainous landscape in the background.]()
lululemon
Messaging and strategy for the Roksanda x lululemon collaboration and International Day of Yoga.
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Banana Republic x Peter Do
Brand voice and launch copy for the collaboration between the heritage retailer and celebrated NYC designer.
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![Collection of AROMATECH essential oil bottles with white labels, placed on glass and acrylic stands against a gradient blue background.]()
AromaTech
Vancouver, 2020
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Sundays
Vancouver, 2026
Who I Work WithYou've built a brand with real traction.
Product-market fit.
Customers who keep coming back.
A small team doing a lot with a little.
But growth has plateaued. Your voice isn't landing consistently across channels. Tactics that worked at launch aren't compounding the way they used to. And the brand that lives in your head hasn't fully made it onto the page — or into your team.
This is the moment the story has to get sharper than the spend.
