I write about the creator economy for Influencer Advisory, a creator-marketing agency based in Toronto, and I lead growth and partnerships there. The short version of what I do: I figure out what makes brands and creators work well together, then write it down so other people can use it.
I got here the long way. I started my first company, a jewelry brand, when I was still learning what a margin was. It failed. So did the second one, a sweatwear label. Two brands in two years, both gone. I am not embarrassed by either — building them taught me more about marketing, customers, and money than any course could have. I learned what it feels like to spend your own cash on an ad that goes nowhere, and that feeling shapes how I think about every campaign now.
After that I pivoted into helping other founders grow. I led marketing and growth for early-stage startups, including a stretch in creator tech, and worked with venture-backed teams on performance and brand. Somewhere in there I realized the part I loved most was the influencer side: the matching, the deal-making, the moment a creator and a product just fit.
Now most of my time goes to two things. The first is growth and partnerships — finding the right creators for the right brands and structuring deals that earn their keep. The second is writing. Most of what an agency learns stays locked inside it. I think more of it should be 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 marketing decisions that quietly decide whether a campaign makes money.
