During my time at Roots, I have had the opportunity to collaborate with a diverse group of artists, entrepreneurs, business owners, athletes and brands. Roots has partnered with Mr. Saturday, Emma Knight, John Tavares, MuchMusic, Barbie, Wicked and Canada Dry, among others.

Each partnership brings its own creative opportunities and challenges. Every collection carries a distinct visual identity and it is essential to ensure each collaboration feels unique while remaining true to the Roots brand. Working cross-functionally with marketing and developers, I develop strategies that balance both brands and tell their stories in an authentic, cohesive way.

These collaborations are a key pillar of Roots’ business and an important driver for attracting new audiences. I lead the digital launch process and partner across teams to define and execute the web and UX strategy that brings each collaboration to life online.