Creator Economy · Toronto
Writer and Director of Growth & Partnerships at Influencer Advisory — a creator-marketing agency in Toronto. I cover how brands and creators actually work together, what makes a partnership pay off, and where marketing money gets wasted.
What I do
My work sits where storytelling meets growth. I spend my time understanding what makes creators and brands click, then writing it down so other people can use it.
Short, practical essays on influencer marketing, creator partnerships, and the psychology behind why people buy. No fluff, no padded listicles — just what I see working across real campaigns.
I help brands find the right creators and structure deals that earn their keep. Most influencer budgets get spent on reach. I care about the match between a creator's audience and a brand's customer.
From cold outreach to ad creative to color choices on a button, small decisions add up. I've led growth for early-stage startups and write about the marketing moves that actually change the numbers.
Where you'll find me
If you searched my name and landed here, this is where the real work lives.
Recent writing
Short essays on what makes campaigns work — drawn from real brands, real creators, and a few expensive lessons.
Why one Kylie Jenner post worked — and what it teaches about matching creators to buyers.
Audience context beats audience size. A lesson in where you show up, not just who sees you.
How red, blue, green, and black quietly steer what people buy — and how to use it.
Spam filters, fatigue, and the personalization gap. What still gets a reply in 2026.
Why active listening closes more than any script — and how to actually do it.