Projects
Maple Mate
Maple From Canada
2025
Overview
Role: PR Director
Maple from Canada represents over 13,500 producers who account for the vast majority of the world’s maple syrup production. While the U.S. is a key market, it is notoriously difficult to penetrate due to the widespread popularity of table syrup (or "syrop de poteau" as we call it!).
To break through, the Maple Mate campaign invited single Americans to brunch with Canadians, under the playful pretext that it was the best way to truly experience real maple syrup. Maple from Canada offered to reimburse the brunch for any American lucky enough to match with a Canadian on a dating app.
As the PR Lead on the project, my goal was to help a Québec brand cut through the noise of the American media landscape by positioning the campaign as a central part of the "cuffing season" conversation. I steered the strategy and messaging, coordinated the influencer program, and executed a highly targeted media relations approach to secure maximum visibility.
Key Results
445M+ earned media impressions
65% more website visits
Featured in Food & Wine, Yahoo Life!, Fox News and more
Sport Your Period
Knix
2024
Since 2013, Knix has worked to normalize menstruation, but the brand realized the topic remained a major taboo in sports, with one in two teens dropping out due to their periods. To spark a global conversation and keep young menstruators in the game, the team created a logo-free, sweat-resistant athletic tape icon for athletes to wear while competing on their cycle. This powerful symbol was launched with Olympic volleyball player Brandie Wilkerson during a televised match.
By remaining unbranded, the icon cleverly bypassed strict sponsorship regulations, allowing Knix’s message to show up on the world’s biggest sporting stages. While Olympic rules eventually restricted the physical tape, the movement shifted into a vocal advocacy campaign anchored by Megan Rapinoe, rewarding athletes who spoke openly about periods during media interviews.
As PR Director, I spearheaded the amplification of the Sport Your Period initiative from the initial strategy and influencer programming to media training for spokespeople and the press launch. The goal was to seize the spotlight throughout 2023 and 2024 and turn a quiet taboo into a headline-grabbing conversation.
Overview
Role: PR Director
Key Results
Over 435M+ earned impressions media
412% increase in online searches for Knix
News featured in Forbes, CBC, Essence Magazine and more.
Cheekbone Beauty
Glossed Over
2022
PR Manager
Overview
To address the clean water crisis in over 100 Indigenous communities, Indigenous-owned Cheekbone Beauty launched the provocative Glossed Over campaign during Indigenous History Month. The brand created a lip gloss set featuring shades like E. Coli Kiss and Mercury Shimmer, which were actually infused with contaminated water from affected regions. The campaign exposed a haunting reality: if you wouldn't put contaminated gloss on your lips, why should Indigenous people be forced to drink contaminated water?
As PR Lead, my mission was to craft a narrative that resonated across both beauty and societal beats. Beyond drafting all campaign materials, I leveraged key media relationships to ensure our message reached a wide and diverse audience in Canada.
Key Results
36M+ earned impressions
Over $45k raised for Water First Organization
Features in Elle, Toronto Star, CTV, Global News and more