Reef, a leading surf and lifestyle brand, enlisted me to guide its expansion into the Canadian market – a move that required not just translation, but deep transformation. My role was to ensure the brand’s American ethos could flow with the rhythms of Canadian consumers, while refining the operational backbone that would support sustained growth.

From shaping a localized brand narrative to optimizing internal systems at their Montreal HQ, I offered holistic guidance – blending creative strategy, operational alignment, and thoughtful partnerships to elevate Reef’s resonance and reach across Canada.