Influencer Marketing · Toronto

I help brands work with creators who actually move the needle.

I'm the Partnership Manager at Influencer Advisory, a creator-marketing agency that cuts customer acquisition cost by 25–60% with vetted influencer partnerships. I write here about what works in this world, what doesn't, and where the money gets lit on fire.

See what we do at Influencer Advisory →

Here's the longer version. I help brands find the right creators, write briefs those creators can actually sell from, and structure deals that pay for themselves.

The agency exists because the math was broken. Brands were paying $30,000 for a single sponsored video that didn't move a single sale. We work from a different idea: don't pay creators like billboards — pay them like partners whose value compounds. Across the programs we've run, that has meant a 25 to 60 percent drop in customer acquisition cost over 90 days.

Before this I worked across direct-response and growth marketing — paid social, SEO, and lifecycle email. I moved into influencer marketing after watching too many brands burn budget on the wrong creators. The vetting and deal-structuring layer was where the real margin was hiding.

I'm based in Toronto, and I write here about what works in influencer marketing, what doesn't, and the patterns I keep seeing across the brands we run programs for.

What I work on

Three things, every week.

Most influencer budgets die from one of three mistakes — the wrong creator, a weak brief, or the wrong deal. This is where my week goes.

Creator vetting

Audience overlap, sponsored-post performance, repeat-brand history, comment authenticity. We score every creator before we pitch them — never on follower count alone.

Brand strategy

The brief is the deal. Most brands send creators a feature list and wonder why nothing converts. We rewrite briefs so the creator can sell the way they already sell — not read a press release.

Deal structuring

Flat fee, performance, hybrid, affiliate, ambassador. The wrong structure is why most influencer campaigns lose money. Get this right and CAC drops the same week.

Where you'll find me