Director of Marketing & Social Media
social campaigns
social campaigns
custom content
custom content
custom content
custom content
custom content
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Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nunc in interdum urna. Suspendisse varius, sem et rhoncus tristique, turpis mauris sollicitudin quam, ullamcorper euismod leo ligula varius ligula. Phasellus vitae pellentesque ligula, sit amet molestie erat. Phasellus quis elit at magna faucibus auctor.
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nunc in interdum urna. Suspendisse varius, sem et rhoncus tristique, turpis mauris sollicitudin quam, ullamcorper euismod leo ligula varius ligula. Phasellus vitae pellentesque ligula, sit amet molestie erat. Phasellus quis elit at magna faucibus auctor.
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Aritzia
CASE STUDY 01
Repairing brand reputation through content, without changing the product
Negative sentiment dropped from 70% to 20% in six months.
The Problem
70% of Aritzia's TikTok sentiment was negative, driven by 4 recurring complaints: size inclusivity, dressing room policies, alleged in-store racism, and a perceived "mean girl" culture.
After meeting with senior leadership, it was clear none of these would change at a product or operations level. The only lever was content.
What I Did
Built Aritzia's first Social Media Community team from scratch and started with 3 months of silent groundwork, literally: no posting, no brand comments. We identified superfans who'd never been gifted and emerging cultural voices: women who were cool before it broke, not after.
When we re-entered the conversation, we started small: commenting on viral content, engaging with tagged posts, and amplifying UGC before ever pushing our own.
When content did launch, casting became the most strategic choice. Aritzia had never positioned itself as an inclusive brand and we weren't going to pretend overnight.
Instead, we made one visible commitment: every model on social would reflect a real body at that size. A medium looked like a medium. A large looked like a large. Even casting the community as a part of our campaigns.
The Impact
70%→20%
Negative sentiment in 6 months
+224%
TikTok follower growtth
+512%
Profile views
+16,308%
Shares
For a brand with a long reputation for exclusivity, this was a meaningful shift — not a rebrand, but a signal. It said: we see you, even if we haven't always shown it.
Building the first social-led campaign from the ground up
124M+ earned impressions. The brand's most engaged post ever.
Coverage in Vogue, Elle, and beyond.
CASE STUDY 02
The Problem
Aritzia had never run a campaign built for social. Content was adapted from traditional channels, not designed for platforms. There was no community strategy, no always-on framework, and no proof that social could anchor a major brand moment.
What I Did
I conceived and led Aritzia's first social-first campaign series designed for the platforms, not adapted for them leveraging a specific Gen-Z Talent to launch our TikTok account: Emma Chamberlain. Other than that, talent was chosen for cultural resonance over follower count: Pamela Anderson, Gabriette, Claudia Sulewski, and others.
The Emma Chamberlain launch became the brand's most engaged post ever on TikTok and Instagram.
The Impact
124M+
Earned impressions
+35%
Share of voice
+11m
Engagements on a single post
+235%
Always on content vs other
Earned coverage from Vogue, Elle, Hypebae, and Daily Front Row — none of it paid.
