Hiya, I’m Sabrina.

I’m a brand + content strategist helping ideas come to life — from idea to IRL.

I help brands define how they look, sound, and show up — across identity, content, and beyond.

Over the past 15+ years, I’ve worked across agencies, media, and in-house teams, shaping brands, campaigns, and content that actually land.

My work spans brand identity, social content, campaigns, and digital experiences — always with a focus on what resonates, performs, and lasts.

I’m known for identifying the gold nugget in the noise — and building around it.
Not just what looks good, but what works. Not just ideas, but execution.
I bring clarity, direction, and momentum to brands at every stage.

Selected Career Highlights

Brand & Creative Leadership

Worked across leading agencies and in-house teams to shape brand identities, campaigns, and creative systems for global and emerging brands.

Collaborations include Ogilvy & Mather, Rethink, Rocketair, Barrows North America, B.Notions, Pattern Brands, and MMGY Origin.

Led and contributed to projects spanning brand design, digital experiences, campaign creative, and social content — always with a focus on clarity, cohesion, and real-world impact.

Content, Media & Brand Partnerships

Bringing a rare dual perspective of both behind-the-scenes creative direction and front-facing content presence. Created and produced organic social and campaign content for brands including IKEA, Wayfair, MEC, Crate & Barrel, Cosentino, BCAA and more, blending strategy with hands-on execution.

On-camera experience includes:

Host, HGTV – Save My Reno, Home To Win
Guest, W Network – Game of Homes
On-air expert, Cityline (2015–2020)

Illustration, Editorial & Platform Work

Foundation in illustration and visual storytelling, with work spanning editorial, publishing, and product design.

Led large-scale illustration systems for McAfee
Designed a 300+ emoji set for Mozilla Firefox OS
Contributed to publications including The New York Times, The Globe and Mail, Reader’s Digest, Woman’s Day, AARP, Foreign Policy, and more.
Editor at Design*Sponge, shaping home content and leading interviews

Founder, Builder & Entrepreneurial Work

Founded and built Heelr Personal Care, leading everything from brand identity and product development to packaging and operations.

Also supported 20+ entrepreneurs in launching their own brands — translating ideas into fully realized identities, products, and digital experiences.

Brings a strong builder’s mindset, balancing creative vision with execution and long-term thinking.

Education, Mentorship & Speaking

Instructor at Sheridan Institute of Technology and Advanced Learning
Contributor to the Illustration program advisory board and graduate thesis panel
Speaker and panelist at industry events across Toronto, Calgary, Vancouver, and Miami

Recognized by: