The business challenge
As hybrid work became normalized, Grand & Toy needed to evolve beyond its long-standing association with office supplies. Enterprise buyers were helping organizations support productivity, comfort, safety, flexibility and connection across home and office environments.
The brand needed to move from transactional product promotion toward a more relevant and human understanding of work.
What I recognized
The repositioning would only be credible if customers experienced the same idea across every channel. Give Work Life could not live solely in advertising; it needed to shape PR, email, social media, merchandising, vendor programs, employee storytelling and sales materials.
The strategic direction
I helped translate the Give Work Life repositioning into an integrated marketing platform connecting brand strategy, campaign messaging, creative direction, paid media, PR, social media, email, vendor marketing, merchandising and sales enablement.
When a leadership transition reduced the campaign budget mid-flight, I rebuilt the plan around the new constraints and protected the highest-impact elements of the campaign.
What I led
- Developed campaign briefs, messaging recommendations and creative direction supporting the national brand repositioning.
- Maintained a consistent brand voice across paid advertising, PR, social media, email, employee storytelling and sales materials.
- Extended the platform through employee storytelling and Make Work Work Everywhere, turning workplace experiences into participatory campaign content.
- Supported tiered vendor-marketing programs by connecting partner priorities with customer-facing campaigns, incentives and sales materials.
- Aligned paid-media acquisition with CRM retargeting, audience segmentation and lifecycle communications through Marketo.
- Used campaign, audience and brand-health reporting to guide messaging, investment and optimization recommendations.
Campaign feature 01
Reframing what a workplace brand could mean
Give Work Life repositioned Grand & Toy around the human experience of work—not simply the products used to do it. The campaign platform connected workplace solutions to productivity, comfort, flexibility and belonging, creating one brand story that could guide advertising, PR, email, social media, merchandising and sales communications.
Campaign feature 02
A campaign platform built to travel
Make Work Work Everywhere extended Give Work Life into an integrated activation spanning creator partnerships, paid social, LinkedIn, Meta, email and out-of-home highway placements. Demetries Gia—already familiar to audiences through Big Brother Canada—brought the platform to life through creator-led storytelling that connected the workplace message to real routines and work styles. Paid amplification and coordinated channel execution allowed one brand idea to travel across influence, media and customer communications.
The impact
What changed
The repositioning generated 3.3M+ earned-media impressions, while product sales grew approximately 20%.
Brand, PR, paid media, social, email, merchandising, vendor marketing and sales were aligned around one integrated campaign platform despite a reduced budget.
What this demonstrates
B2B brand strategy, repositioning, integrated campaign leadership, budget resilience, vendor marketing, lifecycle communications, sales enablement and cross-functional alignment.