Paid, owned, and earned - engineered for measurable outcomes.
Digital growth leader - Meta / Google / TikTok / YouTube, Feathr, email, landing pages, analytics, CRM segmentation and AI-enabled workflows that scale.
What I bring in
Core strengthsIntegrated Marketing + Communications
Audience insight, storytelling, digital, print, email, social, paid media, events and public relations woven into cohesive campaigns aligned to organizational priorities.
Digital Marketing + Media Performance
Paid social/search/display/programmatic across Meta, Google, TikTok, YouTube; CRM segmentation, email, landing pages, Feathr, analytics and Ad Grants. Recent campaigns: +25-40% engagement, +15-25% audience, +20-30% CTR, −15-25% CPM.
AI-Enabled Creative + Content Workflows
Advanced Microsoft Copilot, ChatGPT, Gemini and Claude workflows for research, ideation, drafting, localization and production QA - plugged into real creative processes, not as gimmicks.
Creative Direction + Hero Work
Elevates visual identity and design systems while personally concepting, art-directing and shipping high-stakes campaign, launch, web, photography and video assets when the moment demands it.
Selected work
All case studies →
Streetohome Chosen Family Pods
Reframed the conversation on homelessness — from surface-level symptoms to root-cause understanding — through a communication system built for clarity, dignity and long-term engagement.
The Drawing Hope Project
A concept-driven visual storytelling project that translates drawings by children living with life-threatening illness into fully realized photographic worlds.
QUIRK Parfum — Wear Who You Are
A consumer fragrance brand and campaign system positioning scent as an extension of identity, not a category — built around individuality, confidence and self-expression.
Recent roles
Marketing & Communications Manager
Chai Lifeline Canada
National nonprofit serving children and families facing serious illness, trauma and crisis. Leads a four-person team owning integrated brand, marketing, communications and creative across 26+ programs, fundraising campaigns, events, media and donor communications.
Read full role on CV →Creative Director, Marketing & Communications
Ascend Fundraising Solutions
Technology-enabled fundraising platform serving 20+ nonprofit, healthcare, education and community accounts across Canada and North America. Led a five-person creative team directing strategy, narrative and execution across web, email, social, video, campaigns, launches and sales.
Read full role on CV →Founder & Creative Director
Shawn Van Daele Creative / Photography
Independent practice serving 50+ organizations across healthcare, hospital foundations, nonprofit, education, government, consumer, editorial and cultural sectors - including SickKids Hospital, SickKids Lottery, Royal Alexandra Hospital Foundation, University Hospital Foundation and the Canadian Medical Hall of Fame.
Read full role on CV →
