I write about the creator economy for Influencer Advisory, a creator-marketing agency in Toronto, and I lead growth and partnerships there. The short version of my job: I figure out what makes brands and creators genuinely click, then I write it down so other people can use it.
But I didn't start here. My first company was a jewelry brand I launched while I was still learning what a margin actually was. It failed. So did the second one — a sweatwear label called Unthinkable. Two brands in two years, both gone. I'm honestly not embarrassed by either. Building them taught me what no class ever could: what it feels like to spend your own money on an ad that goes absolutely nowhere. That feeling shapes how I look at every campaign now.
After that, I stopped trying to build my own brands and started helping other founders grow theirs. I ran marketing and growth for early-stage startups, spent a stretch deep in creator tech, and worked alongside venture-backed teams on performance and brand. Somewhere in there it clicked: the part I loved most was the influencer side. The matching. The deal-making. That moment a creator and a product just fit.
These days my time splits two ways. First, growth and partnerships — finding the right creators for the right brands and structuring deals that pull their weight. Second, writing. Most of what an agency learns stays locked inside it, and I think far more of it belongs in public. So I publish what I see working, here and on LinkedIn.
I'm based in the Greater Toronto Area. I write about influencer marketing, the creator economy, and the small, unglamorous decisions that quietly decide whether a campaign makes money or loses it.
