Loblaw Companies Limited is Canada's largest retailer, generating $41 billion USD in annual revenue across 2,400+ stores, operating legacy brands including Shoppers Drug Mart, Joe Fresh, and President's Choice, at a scale comparable to Walmart and Kroger.
Working within Loblaw's in-house brand agency, I led brand narrative and cultural strategy for Shoppers Drug Mart, repositioning CRM as a serialized editorial platform across 3.7M subscribers and 800M plus annual sends, contributing to $27.5M in attributed revenue.
The most significant work was cultural. Developing culturally specific campaign strategies for Black History Month and Caribana that connected narrative directly to traffic, conversion, and retention, applying cultural capital strategy at a commercial scale for Canada's most recognized retail brand.
Skills: Brand Narrative, Cultural Strategy, Brand Voice, Brand Positioning, Cultural Narrative
Tools: Figma, Microsoft 365, Coda, Slack, Salesforce Marketing Cloud, Workfront, Lattice
Personalized Email Subject Lines
Culturally Relevant Content
International Self-care Day
Festival Season (Caribana)
PC® Optimum Summer Insiders Report
Saint-Jean-Baptiste Day
Acne Awareness Month
Menstrual Health Day
Black History Month
Points Redemption Offers and Promotions
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