SpecSavers expansion in Canada

Market Expansion

Part 1: The Brief

A report I find lots of pride in is the work I did on SpecSavers. I was tasked with developing a proposed brief that will allow them to expand their business within the Canadian Market. I had to fully analyze the market for eyeglasses and to see exactly how SpecSavers is doing currently.  I had to submit a briefing as if I were SpecSavers to a marketing agency Market For You to help SpecSavers expand their business. I wanted the market agency to asses the eyeglasses market and to provide actionable insights that SpecSavers can do to expand the market.  

Part 2: The Report Back

The second piece to this was being the market agency Market For You and assessing the brief. I than went to write a report back to my client of SpecSavers on the insights and market expansion recommendations that they had asked for in their brief. I had assessed all key sections and provided in depth strategies on the best way to achieve success for those sections.   

WhatsApp slide doc

Slide Doc Report 

Why Seneca should use WhatsApp for communication

Something I am beyond proud of myself was creating a Slide Doc on why Seneca should use the platform WhatsApp as a means of communication. For this Slide Doc it is not made like any ordinary slideshow presentation. For the Slide Doc there had to be so much thought and statistics put in as this was full of writing and not just quick bullets. This was an information report to really persuade the end user, not something that is to be quicky shown to them. Another thing that separates a Slide Doc is that when adding an image it must explain the writing. What I mean by this is normally you add a picture that helps expand your bullets. In the case for a Slide Doc the image  is what expands your writing, so basically it is backwards from a presentation. 

What made this a challenge for me was that I had to be very selective with the images I choose and to really think about why it's there. This was an extremely fun assignment for me me that I put so much heart and soul into. The countless research I provided that was all fact checked and my personal recommendations as well. 

I am super proud of this and would like to show it off!

On a side note the graph on slide 16 showing the user count, I actually created that myself! If you want to check it out the link is below for your viewing pleasure.  

Social media comparisons

Popular Social Media Compared

For this task I was instructed to take a deep dive into some of the most popular social media platforms and explain and compare the use case for businesses. The goal of this was so that it is a full breakdown showcasing each of the platforms strong points and the areas where they struggle. This way companies can analyze which platform is the best for them. 

In the document me and my teammate went into crazy details on each individual component of the social platforms and we also provided visual representations of paid advertising for companies.

I welcome you to explore the comparisons at the link down below. Please enjoy the analysis breakdown for each individual social platform and how they can work for you!

Critical look at chapman's ice cream

Chapman's ice cream

This document presents a comprehensive marketing plan for Chapman’s Ice Cream, focusing on seasonal sales growth in Canada. My plan combines market analysis, strategic positioning, and creative execution to address Chapman’s challenges. Such things as declining market share and seasonal revenue fluctuations. Key components include a SWOT analysis, competitor insights, consumer segmentation, and actionable strategies like seasonal flavor launches, promotional campaigns, and community driven CSR initiatives to boost sales. 

I am particularly proud of how this project transformed data into actionable solutions. By analyzing industry trends, I have identified Chapman’s unique strengths such as being Canada’s leading ice cream brand with 19.5% market share in 2024 and crafted strategies to leverage rising consumer demand for health-conscious  plus sustainable products. For instance, proposing four limited-edition seasonal flavors with eco-friendly packaging not only addressed seasonal sales dips but also aligned with modern preferences for variety and environmental responsibility.

Finally, the plan’s measurable goals such as a 20% year round sales boost and a $520,000 budget breakdown showcases my ability to balance creativity with financial breakdowns. Mapping out competitors, design campaigns and aligning products to CSR synergies was both challenging and rewarding, making this a standout example of strategic planning for future growth.

To take a look at the full report as well as my professional presentation to Chapman's the links are included below for you to view as you'd like.

tying a shoe

Tying A Shoe Instructional Video

I have created a fun and exciting video showing how to do a simple and boring task. The point of me doing this was to take a simple and boring task such as tying a shoe and developing an engaging and enjoyable video presentation showing how to do the skill.

This video highlights my fun creative style I have when I am developing videos. I hope you have a delightful experience watching me teach you to tie a shoe!

Cheekbone beauty campaign

Campaign For The Company Cheekbone Beauty

This is a campaign I worked on and help develop with my team.

The Campaign

My team and I are incredibly proud to have worked on the "Glossed Over" campaign for Cheekbone Beauty. This is an Indigenous owned cosmetics brand dedicated to social and environmental advocacy. This groundbreaking campaign was designed to spotlight the urgent issue of contaminated water in Indigenous communities all across Canada which is a crisis often overlooked.

Teaming up with Sephora, we enhanced the campaign's outreach, with all proceeds benefiting Water First, a nonprofit that addresses water insecurity. The campaign's emotional appeal, based upon shock, empathy and activism, connected powerfully with audiences. This has lead to over 36 million views and raising upwards of $45,000 for clean water initiatives. 

We’re proud of how this campaign turned beauty into a platform for activism.  By transforming lip gloss, an everyday product, into a powerful symbol of injustice, we disrupted the beauty industry’s silence on Indigenous issues. This wasn’t just a marketing campaign, this was a movement that made thousands of Canadians finally see the water crisis they’d overlooked for generations.