Toronto, ON (November 13, 2019) – Originally published by PR in Canada here.
What is your current gig?
Social Hypeman
One Word to Describe your Work Style:
Offbeat
Tell us a little about your background and how you got to where you are today.
When I was younger, we were told Gen Xers would have 3-5 careers. I am deep into #3. After making the switch from fashion, I worked with my partner Marian to take on the food world via social media marketing, when it wasn’t really being bitten into yet. Under our 2011 credo “Make Friends,” we did just that, building relationships with chefs and restaurants across the city using social media and influencer marketing. My agency has since gone international, yet we’re still like that little boutique office we started with, complete with under 10 wonderful staff, a coffee maker, dreams to do more and, of course, 1 grumpy dog.
What made you start your own company?
In 2011, the world was changing and I was changing. I started to care more about what I ate than what I wore. I was tired of what I was doing over and over for fashion and print magazines and wanted to take the lead on growing something new.
What is a typical work day like for you?
Every hour, day, week is different. One day, I’m presenting the latest developments in social to established foodservice operators. The next day, I’m at a photoshoot with my team, surrounded by cakes or jams or spices. The opportunities are as endless as the banter we share.
You launched your agency in 2011, when did you know you had something?
The first major sign was when the owner of Great Lakes beer approached me at the Toronto Festival of Beer, our agency’s first client and asked, “Who has been tweeting me all day?” I said “me.” The next you know, I had my first retainer client. Thank you, GLB!
How do you balance family-work.
Not well, *laughs* but having a cottage outside of the city to break away to helps. That, and I have friends I consider to also be my baseball family. (Go Blue Jays!)
9-5 is LONG gone, what is one shortcut or life hack that works for you?
Always keeping the phone fully charged and whipping out a portable internet device when needed.