Projects
Maple Mate
Maple From Canada
Overview
Role: PR Director
Maple from Canada is an organization representing 13,500 maple producers who are responsible for the vast majority of the world’s maple syrup production. Although the United States is one of their largest export markets, it is notoriously difficult to assert the value of real maple syrup there, considering that more than 50% of Americans struggle to differentiate it from table syrup (or sirop de poteau, as we call it!).
To break through this barrier, the Maple Mate campaign took advantage of the Canadian diaspora and high rates of singlehood in major cities by inviting single Americans to go on a "brunch date" with a Canadian. This was done under the pretext that it was the best way to help them discover the true taste of maple syrup. Maple from Canada therefore offered to reimburse the brunch of any American who matched with a Canadian on a dating app.
As the PR Lead on the project, my goal was to help a Quebec organization emerge in the American media landscape by making the campaign the talk of cuffing season. I piloted the press strategy and media kit materials, coordinated the influencer partnership, and executed a targeted media approach for maximum visibility.
Key Results
445M+ earned media impressions
65% more website visits
Featured in Food & Wine, Yahoo Life!, Star Tribune and more
Sport Your Period
Knix
Since 2013, Knix has been on a mission to normalize menstruation. However, the brand realized this taboo persists deeply in sports after discovering that one in two teenagers drops out of physical activity because of their periods. To spark a global conversation, Knix created a logo-free, sweat-resistant red athletic tape designed to be worn by athletes competing on their cycle.
This visual symbol was created to publicly signal when athletes were performing during their periods, effectively normalizing the topic on the field. The movement launched with Olympic volleyball player Brandie Wilkerson, who wore the tape during an official match. It became a powerful demonstration that periods should never stop anyone from playing the sports they love, even at a professional level.
By remaining unbranded, the icon cleverly bypassed strict sports sponsorship regulations, allowing Knix’s message to intercept the world’s biggest sporting stages. A year later, the movement evolved into an advocacy campaign led by Megan Rapinoe. Knix rewarded athletes who spoke openly about their period during media interviews for the 2024 Summer Olympics, all without the athletes ever having to mention the brand itself.
As PR Director, I led the amplification of Sport Your Period, from the initial strategy and media training for our spokespeople to the press launches. My goal was to transform 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
Featured in Forbes, CBC, Essence Magazine and more.
Cheekbone Beauty & Sephora Canada
Glossed Over
PR Manager
Overview
To draw attention to the clean water crisis persisting in over 100 Indigenous communities, Cheekbone Beauty and Sephora Canada launched a powerful campaign titled Glossed Over. The brand created a line of lip glosses with shades inspired by the actual contaminants found in community water sources, such as E. Coli Kiss and Mercury Shimmer. By "selling" glosses contaminated with these bacteria, the initiative aimed to spark a collective reflection and pose a critical question: If you wouldn't put contaminated gloss on your lips, why should Indigenous people have to drink polluted 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
Featured in Elle Canada, The Kit , City News and more