British American Tobacco (Vuse Canada)

• Key campaign creatives
• Assets for CRM, retail brochures, eCommerce platforms

End-to-end copy strategy for the launch of a smoke-free product in a restricted category

Establish a unified and compliant brand voice for Vuse Pro One across all channels to ensure high recall, legal approval, and commercial performance.

• Authored all launch copy for paid media, CRM flows, retail, and digital platforms

• Maintained creative consistency while navigating strict legal and regulatory frameworks

• Collaborated with cross-functional stakeholders to accelerate approval cycles without creative dilution

• Seamless cross-channel rollout with full compliance approval

• Strong brand differentiation within the Vuse portfolio

• Demonstrated messaging leadership in one of Canada’s most tightly regulated industries