While leading public relations and influencer marketing at Aritzia, I was tasked with developing the brand’s first strategic micro-influencer program.

I created a seasonal partnership model that aligned specific influencers with each of Aritzia’s in-house brands (Wilfred, Babaton, and Tna) based on aesthetic and audience fit. These creators produced user-generated content (UGC) to spotlight key products from each collection. The content was leveraged across Aritzia’s owned channels, including social media and ecommerce, as well as shared by the influencers to extend reach and brand visibility.

To ensure brand alignment, I collaborated closely with Aritzia’s creative director and product team on influencer selection. I also led all contract negotiations and managed the program budget. To make sure that the content was up to Aritzia’s standards, I partnered with the social media and photography teams to develop clear content guidelines for influencers.

Prior to this initiative, Aritzia lacked a formal influencer strategy and often faced content shortages outside of major campaigns. The program’s initial rollout was highly successful, addressing a key content gap and strengthening engagement. It was adopted as an ongoing seasonal program throughout the remainder of my tenure with Aritzia.