Hi, I’m Brigitte.

I’ve always been more interested in the question behind the answer.

Why are people choosing that? Why does something work brilliantly here and fall flat there? And — my personal favourite — what are we missing?

That curiosity shaped my 10 years at Red Bull Canada, where I got to lead brand building from almost every angle: field marketing, shopper and trade, eCommerce, retail, partnerships, and regional leadership.

It taught me that the most interesting opportunities rarely sit neatly inside one discipline.

They live in the connections.

The consumer behaviour hiding in the data. The retail challenge that’s actually a brand opportunity. The partnership that can solve a business problem and make the brand more relevant.

Finding those connections is my favourite part of the job.

Less than 90 days into my first people-management role, I was learning a new job while building a new team. I hired two people and brought them directly into the strategy process. Together, we built an Ontario business plan that Marketing Leadership described as one of the strongest they’d seen in years.

That experience reinforced something I believe pretty strongly:

Great brand building isn’t about having all the answers. It’s about asking better questions, connecting perspectives, and turning what you learn into action.

I like data because it gives me clues, people because they give me context, and creativity because the best answer often makes you think, “Of course. Why didn’t we see that before?”

Curious what that looks like in practice?