Professional Experience

Stepping into the Acting Supervisor role during a time of transition, I’ve taken the lead on high-priority files, provided daily leadership to the Corporate Communications team, and ensured continuity and strategic alignment across all corporate messaging. I’ve focused on fostering a collaborative and energized team culture, while supporting corporate initiatives that build trust and engagement with the public.

Key Projects & Highlights:

• Helping shape and expand the Build Thunder Bay brand across Development Services

• Providing strategic communications support to the Executive Leadership Team

• Leading initial communications for the Smart Growth Action Plan

• Supporting public information during key transitions, issues, and events

• Mentoring team members and streamlining processes and workflows

As Communications Specialist, I provide high-level strategic support across the corporation, leading communications for major corporate initiatives, developing internal and external engagement strategies, and creating tools and policies to strengthen our digital presence. I’ve worked closely with the Executive Leadership Team, the City Manager’s Office, and Corporate Services, often acting as a bridge between departments and providing mentorship and leadership to other communications staff.

Key Projects & Highlights:

• Build Thunder Bay Brand + Campaign
  Led digital communications to launch the Housing Accelerator Fund, including video production, public engagement, and a dedicated brand that is now expanding across Development Services.

• City Budget Communications Overhaul
  Developed a simplified public-facing strategy using household analogies, new visuals, and web content to improve public understanding and build trust.

• Chair, Digital Web & Customer Service Committee
  Lead corporate oversight of digital tools and platforms, including evaluation of the City’s website and user experience.

• Corporate Digital Media Policy + Training Guide
  Working to implement a cross-corporate policy and toolkit to ensure consistent branding, voice, and digital storytelling standards.

• Podcast + Media Hosting
  Serve as guest host for The Minutes podcast and a go-to spokesperson for major community campaigns.

• Corporate Strategic Plan + Engagement
  Supported engagement and communications for the Corporate Strategic Plan and Citizen Satisfaction Survey.

In this role, I was the dedicated communications lead for one of the City's largest and most complex departments. I developed and executed communications and marketing strategies for everything from essential services to tourism-adjacent infrastructure (like campgrounds and parks). I worked closely with leadership and front-line staff to deliver public-facing campaigns that balanced transparency, education, and civic pride.

Key Projects & Highlights:

• City Campgrounds Growth Strategy
  Developed a marketing and communications strategy including online marketing, brochure and guide development and print advertising trades, that helped increase campground revenue by 50% in one season.

• Department-Wide Communications Planning
  Planned and delivered multi-channel campaigns for Solid Waste, Engineering, Parks, and more.

• Public Works Open House
  Planned and hosted a major public event that increased awareness and appreciation for IDO’s essential services.

• Public Engagement via Get Involved
  Created and managed online engagement tools and surveys to gather community input and report on results.

• Campaign Creative and Content
  Designed creative and wrote content for social media, print, digital, and outdoor ads to increase reach and accessibility.

• Website and Social Media Oversight
  Managed departmental content in the iCreate CMS and several active City social media accounts, maintaining consistency and compliance.

• Strategic Advising
  Provided proactive communications guidance and media relations support to managers and senior leaders across the division.

As the face of Thunder Bay for thousands of luxury cruise ship passengers, I’ve had the unique privilege of representing our city to some of its most discerning international visitors. Trusted with VIPs and special assignments, I’m widely regarded as one of the city’s top guides, praised for my passion, storytelling, and deep local knowledge.

This role isn’t just about hospitality... it’s placebranding in action. 

Every tour is a chance to shape how someone experiences and remembers Thunder Bay, and I take that responsibility seriously. It’s a role that has sharpened my skills in experiential storytelling, public speaking, and real-time community engagement.

Key Highlights:

• Front-Line Placebranding
  Serve as an official local representative for Thunder Bay to international cruise passengers.

• Storytelling + Visitor Experience
  Deliver engaging, insightful, and entertaining tours that consistently receive exceptional reviews.

• High-Profile Hosting
  Trusted to lead shore excursions for VIPs, media, and high-net-worth visitors.

• Cultural and Economic Ambassadorship
  Actively promote Thunder Bay businesses, experiences, and attractions in ways that drive perception and spending.

• Tourism Leadership
  I train new guides each cruise season to help raise the standard across the board.

Tapped to lead a high-profile provincial election campaign, I developed and executed a comprehensive strategy that included communications, fundraising, advertising, team coordination, and day-to-day logistics.

This role demonstrated my ability to lead under pressure, navigate political and public sector landscapes, and craft compelling messaging that resonates with a wide audience.

Highlights:

• Strategic Planning & Messaging:
  Developed and implemented the campaign strategy, including key messaging, media relations, volunteer coordination, and community outreach.

• Crisis & Issues Management:
  Worked in a fast-paced environment with high public scrutiny, often crafting messages in real-time in response to rapidly changing political dynamics.

• Leadership Under Pressure:
  Managed a diverse team of volunteers and campaign workers, ensuring smooth day-to-day operations while maintaining big-picture focus.

• Stakeholder Engagement:
  Built and maintained relationships with key community leaders and advocacy groups across the region.

As Supervisor during one of the most uncertain times in post-secondary education, I led a talented team through the pandemic and into a bold new era of student recruitment and brand storytelling. 

I oversaw all domestic marketing and recruitment efforts for seven campuses, managed a team of unionized staff, built and executed large-scale campaigns, and brought a strategic and emotionally intelligent leadership approach to every project.

Key Responsibilities & Highlights:

• Team Leadership
  Managed a team of six, including recruitment officers, a graphic designer, and a video content creator. Fostered collaboration, supported professional development, and led during a high-pressure pandemic environment.

• Strategic Planning
  Led development and implementation of multi-year student recruitment and marketing strategies grounded in research, student insights, and market trends.

• Campaign Development – This is Learning
  Spearheaded the College’s most ambitious brand campaign to date. Oversaw campaign from concept to rollout: research, messaging, creative direction, video production, advertising, and stakeholder buy-in. Still in use today.

• Cross-Market Messaging
  Developed customized campaigns targeting domestic and international audiences using platforms like social media, digital display, radio, print, direct mail, experiential content, and email automation.

• Results-Oriented Execution
  Oversaw $336,000 (marketing) and $300,000 (recruitment) annual budgets. Delivered strong ROI across recruitment cycles with measurable year-over-year improvements.

• Video Storytelling Focus
  Increased focus on in-house content creation and student-led storytelling. Secured NOHFC funding to create a Video Content Creator position, and launched a video asset library for future use.

• Digital Transformation + Web
  Played key role in the working group responsible for rebuilding confederationcollege.ca to better serve student needs and align with brand evolution.

For seven years, I was the engine behind Thunder Bay’s tourism media strategy and responsible for how we told our city’s story to the world. I developed and led major content, media, and marketing initiatives that shaped public perception, attracted global attention, and helped build the tourism identity Thunder Bay is known for today.

Though my title was “Digital & Travel Media Officer,” my work went far beyond that. I led initiatives in media relations, content strategy, earned media, experiential hosting, influencer engagement, brand development, campaign execution, and even stepped into managerial duties when needed. 

I didn’t just support Thunder Bay’s tourism message - I built it. 

Placebranding, Strategy & Content Creation

• Strategic Lead – visitthunderbay.com
  Led the complete rebuild of the City’s tourism website from RFP to launch. Researched audience needs, crafted a compelling site map and user experience, and wrote every word of the new website in my personal time. The site content remains the foundation of Tourism’s messaging to this day.

• Thunder Bay Experience Magazine
  Produced and wrote the entire 2019 and 2020 editions of the official tourism magazine, overseeing design, content, and ad sales. Built strong partnerships with stakeholders and delivered a product still referenced and re-used years later.

• Digital Storytelling
  Created and commissioned photo and video assets that were repurposed across web, print, social media, and partner materials. Directed shoots, coordinated freelancers, and created content strategies aligned to seasonal campaigns.

• Campaigns that Stick – Thunder Bay-cation
  Developed and launched the award-winning Thunder Bay-cation video series and campaign, earning millions of views across platforms and bringing destination awareness to new heights. Campaign evolved into the pandemic-inspired Tbaycation shop-local push.

Earned Media & Industry Leadership

• Global Media Relations
  Secured tens of millions of dollars in earned media value for Thunder Bay by personally pitching, hosting, and building relationships with travel journalists and producers. Coverage highlights include The New York Times, BBC, The Guardian, Outside Magazine, Seeing Canada, The Amazing Race Canada, and more.

• Hands-On Hosting
  Created custom media itineraries, coordinated all travel logistics, and personally hosted writers, TV crews, and influencers—often across borders and remote regions.

• Industry Representation
  Represented Thunder Bay and Northwest Ontario at dozens of international media marketplaces and industry events. Former member of the Travel Media Association of Canada.

• GoMedia Canada Bid
  Developed and led a bid to host Destination Canada’s major international media marketplace... one of the most ambitious tourism initiatives in the city’s history. Created a “downtown convention district” concept and secured over $350,000 in funding before the event was cancelled due to COVID-19.

Leadership, Collaboration & Going Beyond the Job Description

• Acting Tourism Manager
  Regularly acted in the Manager’s absence and collaborated closely with senior City staff and external partners on high-profile projects and crisis response.

• Cross-Sector Collaboration
  Worked with the CEDC, Indigenous partners, private sector developers, regional tourism organizations, and major stakeholders to strengthen local product and perception.

• More Than My Job
  Voluntarily took on the duties of the vacant Partnership Marketing Officer role for over a year, while simultaneously exceeding expectations in my official role. Led campaign rollouts, industry engagement, and co-op marketing strategy.

• Cannabis Tourism Innovation
  Developed Ontario’s first cannabis tourism visitor guide in partnership with the Ontario Cannabis Store. Distributed province-wide and featured at a cannabis tourism conference as a best practice.

• Public Speaking & Training
  Delivered workshops on digital storytelling, social media strategy, and media hosting. Served as a mentor and thought leader within the regional tourism sector.

At TAG Strategy, I worked closely with clients across a wide range of sectors (tourism, aviation, health care, First Nations organizations, retail, and economic development) helping them define their brand, sharpen their strategy, and reach their audiences with clarity and purpose.

My work here helped lay the foundation for my deep understanding of regional economies, diverse audiences, and integrated campaign planning. It also demonstrated my early ability to lead projects, collaborate across disciplines, and deliver creative that resonated.

Strategic Development & Consulting

• Business Planning & Strategy
  Developed business plans and communications strategies for small and medium-sized enterprises, Indigenous organizations, and regional economic development initiatives.

• Industry-Wide Perspective
  Worked across multiple sectors, gaining a broad understanding of regional economic challenges and opportunities—experience I now apply to municipal strategy and growth communications.

Marketing & Campaign Execution

• Multi-Channel Campaigns
  Created integrated advertising campaigns using print, digital, social, radio, outdoor, and event-based marketing.

• Project Oversight
  Directed creative from concept to delivery. Regularly liaised with designers, writers, and outside contractors to keep campaigns on track and aligned with client goals.

Writing, Production & Events

• Content & Copywriting
  Lead copywriter for all client work, including websites, speeches, videos, editorials, and advertising.

• Video Strategy & Production
  Oversaw corporate, safety, and promotional video production projects from scripting to final edit.

• Event Support
  Worked on multiple large-scale events and conferences, managing both behind-the-scenes logistics and marketing execution.

In this hybrid role, I managed public-facing events, secured sponsorships, executed fundraising campaigns, and built partnerships to increase visibility and community engagement. During this time, I raised nearly $100,000 to support the work of the MS Society in Thunder Bay.

Highlights:

• Community-Driven Campaigns
  Designed and executed creative fundraising and awareness campaigns to rally support for the cause.

• Event Coordination
  Organized and managed local events, organizing everthing from logistics to marketing, fostering strong community involvement.

• Marketing & Communications
  Created promotional materials, social media content, and press releases; secured local media coverage and sponsorships.

I opened and independently managed multiple retail locations across Canada. 

Highlights

• Operations & Inventory
  Oversaw inventory management, budgeting, reporting, and on-site problem solving for temporary high-volume retail spaces.

• Sales & Marketing Strategy
  Developed local promotions and events to drive foot traffic and maximize short sales windows.

• Adaptability
  Successfully launched and ran retail operations in unfamiliar markets, quickly learning local trends and regulations.

• Staff Supervision & Scheduling
  Managed staff, handled hiring and training, and ensured strong customer service and daily operations.
  
  

• Operations & Inventory
  Oversaw inventory management, budgeting, reporting, and on-site problem solving for a full-service grocery store.

This role was where my love for storytelling became a craft. Working in a live newsroom and production studio taught me how to make fast, accurate, compelling content, and gave me insider knowledge of what the media needs to build a great story.

Highlights

• Hands-On Production Skills
  Operated cameras, lighting, audio, teleprompters, and video editing systems in a fast-paced newsroom environment.

• News Editing & Story Development
  Worked closely with reporters to shape daily news stories — identifying angles, fact-checking, and crafting scripts under deadline.

• Broadcast Fluency
  Learned the rhythms and needs of live TV production, from both the editorial and technical sides, giving me lasting fluency in how media actually works.

• Transferable Insight
  This experience gives me a unique advantage when supporting media at the City level; I understand not only what they want, but how they work.