Editor and Producer of the Roots Canada Holiday 2015 Gift Guide, created in collaboration with the Alberta Board of Travel & Tourism. 



 OOH Media

OOH Media




Selected Responsibilities

  • Served as a producer and manager for the national holiday campaign. 
  •  Strategic planning and execution of online and offline media tactics for national campaign.

  • Key instigator in forming strategic partnerships with Alberta Board of Travel and Tourism. 

  • Negotiated unique partnerships to fund collaborative campaign promoting Canadian tourism.

  • Content ideation to support a greater focus on content marketing: develop and execute content that can be re-purposed for print and digital channels.

  • Develop detailed statements of work and work-back schedules for a large creative team of content producers.  

  • Developed content calendar and work-back schedule for campaign and marketing department. 

  • Work closely with internal teams to develop and align the content strategy across all digital platforms and manage the execution for all digital initiatives.

  • Manage weekly flow of content and a team of content producers to achieve objectives; collaborate with cross-functional project teams to motivate, create and implement short and long-term integrated content strategies.

  • Author various deliverables including creative briefs, brand strategy road maps, and digital strategy presentations with KPI measurement frameworks. 

  • Manage daily social media content across all owned channels for holiday campaign. 

  • Assessed and hired freelance creatives of the campaign and provided quality assurance for all creative deliverables. 

  • Managed campaign budgets and timelines. 

  • Worked in conjuncture with the marketing department to create a comprehensive marketing plan to support the campaign via social media and traditional media:

    • National newspaper ads, direct mail insertions, national print advertising campaigns, and digital advertising initiatives 
    • OOH: transit shelters in Toronto, Vancouver, Ottawa and Montreal 
    • Community + In store events: shopping evenings and events in celebration of the campaign in key strategic markets