Scaling Red Bull Four 2 Score from a single Ontario qualifier to three regional qualifiers and a national final, helping shape a repeatable partnership strategy across markets and growing participation from 120 to 230 players.

Sourced and secured a five-year, six-figure title sponsorship for Red Bull's branded gaming space at Toronto Metropolitan University during the 2020 campus shutdowns — one of the largest collegiate commitments in the program's history, built entirely through remote-first relationship development.

Partnered Red Bull's Pride Toronto activation with Canada's Drag Race, bringing recognized creator talent into the brand's community presence at a time when other corporate sponsors were stepping back from Pride visibility.

Owned trade and shopper marketing strategy and execution across large and small format retail on budgets exceeding $2M— including planning and executing six exclusive retail campaigns (like a Pascal Siakam x Petro-Canada tie-in) on a six-figure budget while simultaneously covering two vacant manager roles. Delivered #1 online brand position at 6 of 7 retailers.

Built the annual regional business plan for Ontario by identifying the cultural and demographic playgrounds a copy-paste plan would miss — from Caribana Carnival and Pride Toronto to a new GT20 Cricket Tournament partnership recognizing Ontario's growing new-Canadian population. Led a 60+ person team across 6 markets and grew brand awareness 8 points against a category norm of 1–2%. Red Bull Canada called it the strongest regional plan they'd seen in years.

Used a mobile sampling vehicle program to extend product trial beyond fixed activation sites, reaching consumers across an expanding Ontario footprint as the region scaled from 2 to 5 markets. Part of a broader plan that sampled 380,000+ cans and reached 2 million consumers in a single year.

Key lead on the go-to-market strategy for new product launches — a cross-functional plan spanning Brand, Media, Sales, and retail partners. Including an Amazon sponsored ad plan that drove +47% volume and +86% growth in impressions versus the prior year, and the strategy was named a Global Best Practice by Red Bull's global headquarters.

Supported event production and on-site branding for all regional events in Ontario. Pictured - Red Bull Dance Your Style, a national breakdancing competition — translating the event's high-energy, culture-forward identity into a branded physical experience.

By aligning each partnership to a clear role in the brand plan, we turned sponsorships into more intentional platforms for reach, relevance, and consumption.

Identified specific cultural and demographic opportunities a standard regional plan would miss — recognizing Ontario's large and growing new-Canadian population as the case for a new GT20 Cricket Tournament partnership, addressing past collegiate athletics barriers through Ontario University Athletics, and building relevance outside the GTA through the Ottawa Senators, where advertising noise was lower and share was falling.

Rebuilt how in-store displays worked by channel after realizing a one-size-fits-all approach wasn't resonating with retailers or consumers at the point of purchase — prioritizing campaign moments for large format and integrated messaging for small format, including retailer-specific formats like Circle K lift screens. Displays averaged roughly a 30% sales lift and identified $250K in production savings.

Rebuilt Red Bull Canada's e-commerce function from an awareness-only afterthought into a measured, ROI-driven engine — taking the POSA digital shelf score from 48% to 84% and driving roughly 10X ROI through Amazon and Instacart, including localizing content for how people actually shop in each specific online sub-channel.

Grew Red Bull's Hyrox partnership from a single Toronto race into an expanding regional program — translating a global partner relationship into locally relevant execution across Canada, with Hyrox's own Global Enterprise Lead crediting the collaboration as consistently "executed flawlessly."