ACCOUNT DIRECTOR/ SUPERVISOR/ EXECUTIVE

2004-2011

This is where my love for strategic thinking started to blossom. For the first time I found myself on CPG brands where I got to immerse myself in the mind and life of my target. I worked in partnership with my planners to define our brands, a challenge I continue to find exciting to this day. I found I had a love for writing, whether it was challenging myself to get to the 'so what?' or a POV that could explain a creative's perspective in a way that opened a client's mind.

As with all CPG brands we tested, tested and then tested some more. I gained significant experience learning the importance of optimizing stimuli, challenging the research methodology and guiding clients through the implication of results. 

I also saw how research could be invaluable in understanding the target through ethnographic research we did for Becel. I will never forget a conversation I had at the kitchen table of a man who had experienced a heart attack, listening to him tell us what he felt while watching the fear and vulnerability in his wife's eyes. 

Before my time on CPG I spent 4 years on Dell, which we used to believe was 4 dog years. It was a training program in executional excellence and where my 'multi-tasking, see 10 steps ahead, be prepared for all scenarios' mindset comes from.