Building culturally relevant campaigns and content that drive growth
The Challenge
In a world shaped by algorithms and fragmented media, brands face a growing challenge: how do they break through the noise and deliver growth?
The Approach
Make brand communications human-centred, brand-rooted, connected, and built for speed.
To deliver on this thinking, I built and led Propello, a multidisciplinary studio bringing together strategy, creative, content, media, and analytics to execute campaigns and content at speed and scale.
Selected Work
Propello developed comms, content and GTM campaigns for brands including Audible, Adidas, Campari Group, Danone, KAO Beauty, TJX, Red Bull, Coca-Cola, and the Treasury Wine Estates Portfolio. The following examples highlight selected work across different audiences, markets, and business objectives.
Baron Samedi Rum | Campari Group
Building a content-first brand that exceeded sales forecasts
To connect with the next generation of spirits drinkers, Baron Samedi’s provocative personality and Fear Not platform became the foundation for a bold, content-first strategy. Taking a brand-as-media approach, the launch combined disruptive social content, influencer partnerships, merchandise, experiential activations, and integrated campaigns to build awareness and cultural relevance. The work expanded across Canada, the U.S., and Australia, winning the Campari International Award for Best New Product Launch and earning recognition on Strategy magazine’s awards shortlist.
Audible | Amazon
Making a global entertainment brand locally relevant
Bringing Audible’s positioning as a premier destination for immersive audio storytelling to life across the U.S. and Canada. An always-on content strategy adapted global campaigns for local audiences while developing original, culturally relevant storytelling to drive brand awareness, consideration, and listening. The work delivered follower growth and engagement above industry benchmarks.
Activia | Danone
Making gut health a modern lifestyle choice
To extend Activia’s trusted probiotic positioning into the smoothie category, the launch reframed gut health as an accessible part of everyday wellness. Built around “Your Activia Smoothie is Your Belly’s BFF,” the go-to-market strategy brought the product proposition to life through a national bilingual campaign featuring wellness creator Sasha Exeter. Integrating TV, digital, social, influencer content, and shopper activation, the campaign delivered broad visibility, reached wellness-focused consumers, and supported a successful national product launch.
To extend Activia’s trusted probiotic positioning into the smoothie category, the launch reframed gut health as an accessible part of everyday wellness. Built around “Your Activia Smoothie is Your Belly’s BFF,” the go-to-market strategy brought the product proposition to life through a national bilingual campaign featuring wellness creator Sasha Exeter. Integrating TV, digital, social, influencer content, and shopper activation, the campaign delivered broad visibility, reached wellness-focused consumers, and supported a successful national product launch.
My Role
I led communications strategy, creative strategy, and go-to-market planning.I also built and grew Propello, defining its positioning, workflows, hiring and leading a multidisciplinary team of strategists, creators, media specialists, and analysts.
By connecting strategy, creative, media, and production, the studio delivered more consistent brand communications and accelerated content delivery by 30% through integrated workflows and AI-enabled production.
