Upfield

Product & Brand Strategist

With Violife Canada launching just April 2021, my tasks heavily revolved around raising brand awareness in the Canadian market through social platforms, focusing on key demographics. I provided ongoing content curation, copywriting, social strategy, campaign design and development, influencer management, and GTM plans for new product announcements in the Canadian market.

As Upfield owns multiple non-dairy, plant-based organizations, it was important that the content and strategy was reflective of the vision. In order to make decisions, I used analytical data from platforms Falcon and Later, as my guide to help curate materials, understand market trends and help further develop the market positioning of Violife. I cultivated relationships with external partners like Mixtape Creative Agency to help plan and execute extended content across multiple media touch points, such as creating content with high level influencers like Matty Matheson for Violife's first Canadian campaign: Dairy-Free Dare.

I produced all copywriting and assets for social media, sell-sheets, campaign PR and design, menus and more- using platforms Adobe, Procreate, and Canva.

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