The mission here is simple. Literally - to simplify Business & Brand Strategy, making it more accessible and more applicable. My approach is balanced by depth of experience in the discipline of right and left brain problem solving. Think of me like a creative friend, a pragmatic but encouraging dad, and biz school prof rolled into one.
After over a decade in advertising & communications followed by launching and running a successful retail business, I concluded two things:
Even though you do know your own business best, we all need someone with an objective outlook to force a strategic framework and to ask the right questions.
Without my advertising and communications background, running a business would have been very very hard (if at all possible).
That led to Laneway Strategy and a tight service menu reflecting what I’ve observed are the things business owners need most but often don’t have. (Not coincidentally, these are the tools that ‘big’ brands all have in their arsenal). Our work together will be highly efficient, grounded, and actionable.
Now here’s the part where I tell you why we should work together!
I’ve been the Marketer.
I’ve sat in the driver’s seat, helping shape best practices for innovative brands undertaking massive change and massive goals.
I quickly climbed the ranks in a 10+ year career in advertising & communications. It started with living out my dream of working on Madison Avenue on big budget national brands, with a focus on new product launches. I capped it as the account lead at one of Canada’s top agencies on brands like PC, WINNERS, and Tetley.I’ve also been the Business Owner.
I get the entrepreneurial mindset and I definitely understand the value of hard-earned dollars.
I co-founded a retail business that claimed a completely unique angle within its category. It was both an e-retail and brick & mortar platform that saw sales consistently grow 60% - 100% year over year through successful branding, business development, customer service, marketing, and e-comm strategy.I bring a balance of left & right brain problem solving.
I graduated top of my class with a BBA but I’ve also honed my creative side as a certified Interior Decorator and stylist.
Laneway represents my happy place which is the intellectual puzzle of lining up all the pieces of your brand and organizing them into a neat & cohesive package so that everything just… clicks.
What’s behind the name?
It’s partially what you think. Laneway symbolizes the idea of showing brands the way and leading them down the right path.
And it’s partially because I literally live down a little laneway. Shortly after having our first baby we packed up shop and moved from the city to the burbs. It was a huge pivot but turned out to be, for lots of reasons, one of the best decisions I ever made. From my dining room harvest table that’s scattered with notebooks and files, I have a perfect view down the laneway of this new chapter.
A special thanks
A special thanks to my clients for helping support an important cause. 5% of all fees are donated to Food4Kids Ontario, a charity that aims to close the gap on hunger for school children during weekends and summer months when school food programs aren’t in session.
