Strategy. Storytelling. Scale.
I work at the intersection of creative vision and operational reality.
I’ve learned that even the best ideas require a strong engine to move them. As a former co-founder, I scaled a national CPG brand to a successful exit (Culcherd), and I’ve had the privilege of producing content for global organizations like Ford and Universal Music.
My background bridges the gap between "making it look good" and "making it work." I help founders and brands blend high-integrity storytelling with the lean systems and financial discipline required to build something that lasts.
But for me, business is ultimately a vehicle for connection. I don’t believe in a hard line between life and work. I focus on building "Third Places", ecosystems where people can actually connect. Whether it’s driving growth for a startup or nurturing the community at The Haven, I focus on fostering relationships based on resonance, not just transaction.
Right now, I’m focused on the intersection of CPG and community, helping good people build brands that bring us together.
Life, Philosophy & Inputs
I’ve stopped trying to find "work-life balance" and started looking for integration. For me, staying creative and effective in business isn't about grinding harder, it's about how I recharge.
Wellness & Resilience
I view health as the foundation for everything else. That means embracing the extremes: weekly Sauna Sessions with fellow founders to decompress, and Cold Plunges in Lake Ontario to wake up the system. It’s not just about fitness; it’s about keeping a clear head.
I view health as the foundation for everything else. That means embracing the extremes: weekly Sauna Sessions with fellow founders to decompress, and Cold Plunges in Lake Ontario to wake up the system. It’s not just about fitness; it’s about keeping a clear head.
Community (The Biology of Connection)
My "social network" isn't digital; it's deeply personal. From weekly rituals with my 97-year-old best friend, Nelly, to hosting Games Nights at the café, I try to surround myself with people who value genuine connection. I believe we are the caretakers of each other's nervous systems.
My "social network" isn't digital; it's deeply personal. From weekly rituals with my 97-year-old best friend, Nelly, to hosting Games Nights at the café, I try to surround myself with people who value genuine connection. I believe we are the caretakers of each other's nervous systems.
Movement & Presence
You will rarely find me sitting still. Whether I’m eFoiling at sunrise to catch the first light, taking strategy calls while walking the boardwalk, or exploring the rocks with my two ginger cats, I use nature and movement to reset.
You will rarely find me sitting still. Whether I’m eFoiling at sunrise to catch the first light, taking strategy calls while walking the boardwalk, or exploring the rocks with my two ginger cats, I use nature and movement to reset.
In a world of distraction, I fight for presence.
One of my most personal projects is First Light: Capturing the Serenity of Sunrise - a meditation on light, water, and presence. Inspired by the neuroscience of happiness, this project aligns with the work of people like Andrew Huberman, who reminds us, "Morning sunlight sets our circadian rhythm, boosts dopamine, and enhances mood and focus." Being by the lake as the sun rises is how I reconnect with clarity, calm, and creativity.
I also explore these themes of peace, presence, and connection through other personal projects/posts like Adventure Cats - documenting outdoor moments with my two ginger cats as we explore lakesides, climb rocks, and slow down together in nature.
These projects reflect what I value most: calm, connection with others, connection with self, and the grounding force of nature.
I also explore these themes of peace, presence, and connection through other personal projects/posts like Adventure Cats - documenting outdoor moments with my two ginger cats as we explore lakesides, climb rocks, and slow down together in nature.
These projects reflect what I value most: calm, connection with others, connection with self, and the grounding force of nature.
[Case Study: Connection & Community, Sauna Sessions, At the Water's Edge, First Light, Chasing Light]
Building & Executing
Brand & Content Work
With a background as both a creative and a brand operator, I bring a strategic lens to content. I work across brand development, storytelling, photography, and production, supporting clients and collaborators in bringing their ideas to life.
From quick-turn digital campaigns to narrative-rich founder videos, I focus on lean, smart, emotionally resonant work, executed with craft and clarity.
Past clients and collaborators include: McCafé, Culcherd, and a range of wellness, lifestyle, and food brands.
[Case Study: CPG Assets (photography), Ford GT, BC Aerial Cinematography]
The Haven Cafe
Currently serving as Operating Partner, driving growth and optimizing systems to transform the business into a sustainable ecosystem.
The Haven is a café and community retail space in Toronto rooted in human connection, local culture, and everyday creativity. I joined as a partner to help lead strategy, operations, team-building, and community engagement, with a focus on creating systems, curating local products, and building a space that fosters presence and belonging.
The Haven is a café and community retail space in Toronto rooted in human connection, local culture, and everyday creativity. I joined as a partner to help lead strategy, operations, team-building, and community engagement, with a focus on creating systems, curating local products, and building a space that fosters presence and belonging.
From our day-to-day café experience to larger gatherings, everything at The Haven is designed to feel warm, intentional, and connected. We hosted events like Games Night with Elan Lee (co-creator of Exploding Kittens), community gatherings focused on creativity, and CPG showcases featuring local founders and emerging brands.
Much of my work centered on creating rituals and rhythms that make people feel at home, cultivating a space where regulars become collaborators, where story meets product, and where commerce feels human. The Haven remains one of my most meaningful expressions of what I care about: design that invites connection, operations that make magic sustainable, and hospitality as a form of storytelling.
[Case Study: Connection, The Haven]
Culcherd & Above Food
I co-founded Culcherd, a plant-based dairy company, and grew it from a kitchen concept to a national brand available in retailers like Whole Foods and Sobeys. This journey culminated in a successful acquisition by Above Food (NASDAQ: ABVE).
The Lifecycle & Investment
As a founder, I led the company through its full lifecycle, from early product formulation and building a certified manufacturing facility to securing investment from Arlene Dickinson’s District Ventures and the BDC. This capital gave us the runway to expand production, hire key talent, and build the operational infrastructure needed to scale.
General Manager: Strategy & Collaboration Post-acquisition, I served as Brand and General Manager at Above Food. I held full P&L ownership, leading budgeting, forecasting, and cross-functional planning.
Cross-Functional Leadership: I collaborated directly with food scientists, engineers, and production teams to bring new SKUs to market while improving unit economics.
Sales Velocity & Team Architecture: I managed the full commercial ecosystem, directing brokers, inside sales, merchandisers, and demo staff to drive sell-through. I implemented data-driven systems to track velocity and optimize trade spend, ensuring our field efforts translated to the P&L. This operational rigor underpinned our growth and supported the team’s success at Expo West (NEXTY Awards Finalist).
Operational Grit (Problem Solving)
This chapter taught me that strategy is useless if the machine stops working. Scaling a business requires navigating a complex web of stakeholders, from negotiating with ingredient suppliers to aligning exit incentives with investors. I pride myself on being "handy." I’ve spent as much time fixing broken packaging equipment and debugging inventory spreadsheets as I have in stakeholder meetings.
I bridge the gap between the high-level needs of the boardroom and the ground-level reality of the production floor.
Details
As Co-Founder of Culcherd, I was involved in all facets of the business:
🧀 Built and operated a full-scale, certified manufacturing facility.
🧀 Achieved distribution in Whole Foods, Sobeys, Fresh City Farms, and natural channels.
🧀 Secured investment from District Ventures (Arlene Dickinson) and BDC.
🧀 Participated in accelerators like YEDI, YSPACE, Activate!Vaughan, and District Ventures.
🧀 Focused on brand storytelling, team culture, and community connection.
🧀 Built and operated a full-scale, certified manufacturing facility.
🧀 Achieved distribution in Whole Foods, Sobeys, Fresh City Farms, and natural channels.
🧀 Secured investment from District Ventures (Arlene Dickinson) and BDC.
🧀 Participated in accelerators like YEDI, YSPACE, Activate!Vaughan, and District Ventures.
🧀 Focused on brand storytelling, team culture, and community connection.
Iota Creative
Before entering the CPG world, I spent seven years as a co-owner, Executive Producer, and Director at Iota Creative, a production studio where I learned how to manage budgets, clients, talent, and creative projects end-to-end.
I oversaw:
• Creative development
• Full production pipelines
• Crew management
• Client relationships
• Budgeting and operational planning
• Delivery of complex multi-format campaigns
• Creative development
• Full production pipelines
• Crew management
• Client relationships
• Budgeting and operational planning
• Delivery of complex multi-format campaigns
This foundation shaped everything I do now: structure + creativity, curiosity + discipline, storytelling + execution.
Some highlights include:
🎥 Directing and shooting across Canada for Ford’s Celebrating Canadians series.
🎥 Creating stop motion, green screen, and car rig setups in studio for high-energy ads.
🎥 Producing music videos and live acoustic sessions for artists like Shawn Desman, Dear Rouge, and Arkells.
🎥 Conducting emotional interviews with founders, chefs, and athletes for passion-driven brands.
🎥 Directing and shooting across Canada for Ford’s Celebrating Canadians series.
🎥 Creating stop motion, green screen, and car rig setups in studio for high-energy ads.
🎥 Producing music videos and live acoustic sessions for artists like Shawn Desman, Dear Rouge, and Arkells.
🎥 Conducting emotional interviews with founders, chefs, and athletes for passion-driven brands.
[Case Study: Craig Cooper - Self Reflection Mini Documentary, Reel]
Overall
In everything I do, I focus on:
🔹 Building - businesses, systems, communities, teams, and products that matter.
🔹 Execution - obsessing over the details and bringing ideas to life.
🔹 Integrity - doing what’s right, always.
🔹 Growth - constantly learning, evolving, listening, iterating, and supporting others.
🔹 Lead - with integrity - always.
🔹 Building - businesses, systems, communities, teams, and products that matter.
🔹 Execution - obsessing over the details and bringing ideas to life.
🔹 Integrity - doing what’s right, always.
🔹 Growth - constantly learning, evolving, listening, iterating, and supporting others.
🔹 Lead - with integrity - always.
I’ve gone from filming indie music videos and launching a record label in high school, to building a national food brand, to creating media that moves people. Along the way, I’ve been part of top accelerator programs, collaborated with amazing people, and built lifelong friendships through the work.
If you want to build something meaningful - whether a brand, a product, a campaign, or a community - I’d love to collaborate.