My favourite thing in the world is helping passionate people make their big ideas happen.
Then came advertising...
During my years as a SUIT in top-tier advertising agencies, I was all about supporting amazing creative people and helping get really great advertising ideas through the line.
I learned very quickly that the creative was only as good as the brief. So I made it my mission to give the best, clearest brief possible - and then get out of the way and let the creative people do what they do best.
I worked on brands including Telecom, insurance companies and TVNZ, and my teams won plenty of awards along the way - including a Cannes Bronze.
The the best thing in lifee…
My career (and life!) has spanned New Zealand, Australia and now back to my original birthplace here in Ontario, Canada.
After a time of being a STAY-AT-HOME MUM, I eventually found my way back to marketing.
These days, I get to work with founders and small businesses — people who are full of ideas and creativity and have built something they genuinely care about.
And honestly, I LOVE it.
Helping you navigate the marketing space so you aren't spinning in circles, second-guessing everything and wondering what the hell you should be doing next — but actually moving forward — is pretty much my favourite thing to do.
I’ve been lucky enough to spend my entire career working alongside people who care deeply about what they do.
From actors and theatre people, to radio personalities, magazine editors and publishers, agency creatives and now business owners — I’ve always loved being around people with big ideas, a point of view and something they’re excited to bring into the world.
Before advertising...
I started out in theatre as a stage manager, which was a pretty brilliant introduction to the world of creative people. I loved being the person behind the scenes, helping everyone do their thing and somehow making all the moving parts come together.
From there I moved into magazine publishing in the early 2000s, working for Gordon and Gotch. I was lucky enough to be the sole marketer for independent publishers across New Zealand, as well as looking after the NZ marketing for international titles like VOGUE, Dazed & Confused, New Scientist (and many, many more).
This was pre-social media, so I was the original hustler. I was friends with all the DJ jocks across NZ, making sure my editors were getting interviews and airtime. Magazine publishing in the early 2000s was fun (and a lot of work!).
Before getting my go into marketing in 2001 I studied Television, Theatre and Radio at The Aoraki Polytechnic in Dunedin NZ. I majored in Theatre and had work experience as a Stage Manager and Assistant at the same company that was then casting Extras for Peters Jackson’s LOTR. Sadly my head shot (pictured above) did not get me through as an extra - much to my future selfs disappointment!
Here are some of the brands I have been so lucky to worth with/ on in my career
-
E-J Walker, TipToe Music, GTA, Ontario
“
"Working with Monica has been a breath of fresh air. She has helped me define my customer, overall brand and marketing goals, and identify areas to grow and focus on. She has continually challenged me to re-think what I thought my brand stood for and has helped me to develop a new and interesting plan which will help me be consistent and help the business grow. I look forward to a continuing partnership".
”
-
Kim Vargo, Systems Strategist
Working with Monica was such a grounding experience. She is incredibly kind, patient, and genuinely invested in her clients. The brand story workshop helped me clearly identify my ideal customer, articulate my story, and even land on a business name that truly fits. I walked away feeling confident, supported, and excited about my brand in a way I hadn’t before.
-
David Dwyer, Dangerous Kitchen, Takaka, NZ
“
I'm doing the brand workshop with Monica and it's awesome. We've had our business for over a decade and I wish we had done it sooner, Monica is a natural at figuring out what's worth putting energy towards and we always finish the sessions really inspired about our business and with practical steps for not only marketing but fostering the culture we love
”
-
Margot Daley, Photographer, Toronto
I refreshed my website with a template, and it looked good visually, but didn't explain how I was different from every other photographer. My messaging was so generic. Monica helped me nail my uniqueness, my ideal client and speak directly to her in my copy. She pointed me to others who helped with the web design work on my new copy. I went from hardly any inquiries to one of my busiest months with bookings.
-
Aline McCarthy, Wellness Witches, Sydney Australia
“
Working with Monica on my brand and my brand story was a fun and extremely helpful experience! I now have total clarity on who my ideal client is, what she needs and wants and what my brand values are. I have never had such a detailed workshop with so much professional feedback and Monica took it to the next level. I can now use this for my social media strategy, Facebook ad creation and all content creation. Loved every aspect of it and Monica is so fun to work with.
”
-
Dale Egan, Chief Lantern Designer, Lantern Cozies, Oakville, Canada
“
We (Lantern Cozies) engaged a branding exercise with Monica and just in time. We had just pivoted our business to a wholesale model and entered the world of trade shows and so the timing was key. Monica's process is very interactive with her clients (us) and she spends a great deal of time teasing out details. I still smile when I remember the eureka moment when she landed on the crux of what sets our product apart. I continue to return to the brand voice Monica created. That doesn't mean creating brand collateral is any easier but that sense of clarity does inform the many, oh so many, aspects of building out this business. Further, I feel I can continue to lean on Monica when I need to. She is a tremendous resource and will continue to be so as my business grows.
”
-
Ashley Gilbert, KEEP IT UP TUTORING, Minessota, USA
“
Working with Monica was amazing! I signed up for a mini session expecting to get a little guidance and a few ideas for how to move forward with my marketing. I am so pleased to report that the service I received was way better than expected. Monica was so supportive and went above and beyond. I wanted to get professional help with weeding through all of the generic advice I’ve heard about marketing on social media. After working with Monica, I can safely say that I have a total plan for marketing my business including email newsletters, social media posting, speaking to my customers in my marketing, lives, and even my branding. After the two week period of Voxer support passed I decided to sign up for a 3 month package to continue with her! I highly recommend working with Monica if you are a small business owner who needs personalized direction and inspiration!
“
-
Frank Fuda, Owner, ASSURED BUILDING MAINTENANCE, GTA, Canada
“
I was tired of dealing with other freelancers and larger companies that promised everything under the sun for one monthly price. Things would start off ok, but never gained traction to get the proper return on investment for us. We tried to explain how we were different and how we operated in the commercial cleaning space, but realized either because of lack of proper questions to truly understand us and our brand, as well as them guessing on a lot of stuff, we knew we had to find someone else, and stop wasting our time and money. Although we have only briefly started working with Monica, over the last three months, I can tell that she really cares. Monica takes the time to ask the questions that really matter and she takes the time to meticulously lay out a plan for success. I understand that working towards brand and ad success is a constant work in progress, but I can slowly start to see the roadmap as to where she wants to take our overall ad and brand strategy.
“
-
Olivia Glauberzon, AFTER 9, Canada
“
“Monica is one of the most integral marketing partners I’ve worked with, always putting what the business needs first, ahead of everything else. I’ve come back to her for planning time and time again, as she really understands how the pieces of a marketing plan come together and is able to refine strategy in a way that generates results. Never hesitate to hire Monica, she goes above and beyond, and her work generates ROI. It is never an expense.
“