glossier Produced Glossier's first Canadian pop-up in Toronto, a week-long retail and experiential activation timed to TIFF. Led the local production agency, hired and managed the on-site retail team, and programmed nightly creator and community experiences, including events with founder Emily Weiss and a screening of Sofia Coppola's Somewhere.
Helped translate Glossier's digital community into physical experiences as the brand expanded into new markets (Los Angeles, Dallas, Portland), producing locally relevant pop-ups, temporary retail environments, community dinners, and tastemaker programming. Each market became an opportunity to introduce the brand IRL while building relationships with the local creators and customers.
Built relationships with makeup artists and celebrity teams to create cultural visibility around major entertainment moments, including the Golden Globes, Academy Awards, TIFF, and Emmys. The strategy included introducing Cloud Paint through makeup artists on the 2017 Oscars red carpet—turning product seeding and talent relationships into a highly visible launch moment.
