Brand management, content creation and digital strategy for Canadian lifestyle brand FRED.

FRED. is a lifestyle brand and boutique located in Halifax’s North End. In 2004 Canadian stylist and entrepreneur Fred Connors opened his namesake destination as a combination salon, café and gallery.

In 2012 I was brought on to plan and initiate the consolidation of separate company identities (beauty, food, art, events, community) as departments under a new, more cohesive brand identity “FRED. style”. Responsible for enhancing overall brand reputation, my key duties included strategic planning of content for the new company blog and website, email campaign and social media management, quarterly sales and promotions planning, digital analytic reporting, graphic layout, copy writing, art direction and design of creative content including photo shoots, event planning, leadership for sales managers and project management with outside collaborators.