Kijiji: Brand and Marketing, Consumer and Autos (part of the eBay family)

Creative Direction, Brand Strategy, Team Leadership, Growth Marketing

Served as Creative Director for Kijiji, part of the eBay family of brands and Canada's largest online marketplace, leading brand and marketing across both the core consumer platform and Kijiji Autos. Directed a team of copywriters and designers, overseeing all creative assets across paid social, organic, and influencer channels for both brands.

Led brand personality and tone development for Kijiji Autos, defining how the brand speaks and behaves to grow credibility in the automotive category and differentiate against AutoTrader and CarGurus, a framework that continues to guide the brand today. On the consumer side, directed "Ki-jenius," a social first campaign built around a signature wordplay hook, and led social execution for "Holiday Do-Over," a national campaign platform developed in partnership with BBDO.

Across both brands, translated business objectives into brand storytelling, including DEI driven narratives and sustainability messaging, that connected with a broad, diverse Canadian audience.