MELISSA ARMSTRONG

I help organizations align their brand, marketing, and customer experience — bringing strategy, creative, and systems together so the work actually lands.

I bridge the gaps between what a brand says, how it operates, and how people experience it — so teams can communicate clearly, work efficiently, and deliver moments that resonate.

HOw I GOT HERE

The chapters that shaped how I think, lead, and bring clarity to complex environments.

  • I started in agency environments, learning how to work quickly, collaborate deeply, and bring structure to creative chaos.

    Fast timelines, multi-million dollar budgets, diverse clients, and messy challenges sharpened my strategic thinking and became the foundation for how I approach problem-solving today.

    Key Accounts: GMC, Chevrolet, Whistler Blackcomb, Sailor Jerry Rum, Hendrick’s Gin, Lotto 6/49

  • I then moved into the non-profit and venue-side world at Whistler Sport Legacies — the Olympic legacy organization behind some of Canada’s most unique sport and event facilities. Here, I supported large-scale experiential partners including Tough Mudder, Red Bull, and Bobsleigh World Cup gaining firsthand experience in 20,000+ attendee event operations, logistics, and community-driven brand work.

  • From there, I stepped into high-stakes corporate work at BCLC, owning multi-million-dollar Scratch & Win portfolios end-to-end: strategy, messaging, product development, compliance, operations, and creative.
    I also led first-of-its-kind product development with Costco, launching a national retail program that continues to generate more than $6.25M in incremental revenue.

    This chapter strengthened my skills in precision, structure, and cross-functional leadership at scale.

  • Next, I moved into boutique-agency leadership at Vaka Marketing as Director of Strategy, where I shaped brand platforms, messaging frameworks, and campaign direction across multiple sectors (CPG, Tourism, Hospitality, Financial, Retail) with both B2C and B2B audiences.


    I became the person teams turned to when things were unclear — someone who could synthesize competing needs, define the path forward, and give creative, leadership, and clients a shared language.

  • I led brand and creative development for Lumiere, an early-stage cannabis startup.

    I built the brand foundation from the ground up — narrative, messaging, visual direction, and full creative production for launch.


    It deepened my experience in early-stage environments where clarity, adaptability, and hands-on execution matter most.

  • I brought that combined experience into Intuit Movement Studio, where I owned the entire brand ecosystem end-to-end:

    • strategy

    • content

    • communications

    • customer experience

    • programming

    • operations

    • digital infrastructure

    This role requires startup-style leadership — the ability to set direction, build systems from scratch, and align brand, marketing, and experience so everything works together.

  • In parallel, I’ve directed large-scale experiential productions, including a choreographed stage piece for Shambhala Music Festival and the annual Lip Sync Battle & Variety Show — a sold-out 650+ attendee event blending creative direction, staging, performer coordination, and live-show operations.

    These projects reinforce my belief that the strongest brands are built through experience and story.

Curious to see what that all looks like?

EXPLORE MY WORK

Large Scale Event Direction: Lip Sync Battle

Credit: Colin Burwell

CORE STRENGTHS

What I’m hired to do — the disciplines I lead and the areas where I bring the most impact.

Multi-Channel Brand & Marketing strategy

Strategic Planning & Organizational Alignment

Communications Strategy & Key Messaging

Creative Direction, Storytelling & Production

Customer Experience & Journey Design

Website Strategy & Information Architecture

Scalable Content Systems & Operational Frameworks

Cross-Functional Leadership

Startup & Early Stage Build

Experiential & Event Direction

WHERE I FIT

I sit at the intersection of brand, marketing, and experience — the space where strategy meets execution.


I’m the person who can diagnose the real problem, align teams around a clear direction, and then bring that direction to life through messaging, content, creative, and operations.

I fit best in roles that require:

  • Strategic clarity in complex environments

  • Cross-functional leadership

  • Brand + marketing alignment

  • Creative direction grounded in customer experience

  • Turning ambiguity into structure, systems, and action

If you need someone who can think like a strategist, work like a creative, and operate like an owner, that’s where I’m most effective.

Creative Direction & Brand Photography: Lumiere CBD

Credit: Josee Gulayets

WHAT I VALUE

I do my best work in environments where clarity, alignment, and purpose guide the work.


I value teams that communicate openly, set realistic expectations, and invest in the strategy and systems that support meaningful execution.

I thrive when:

  • roles and responsibilities are clear

  • strategy informs creative and operations

  • decisions are grounded in insight, not guesswork

  • priorities stay consistent long enough for the work to land

  • teams have the resources and context they need to move confidently

These conditions bring out my strongest thinking, clearest leadership, and most creative work.

Let’s CONNECT

If you’re looking for a strategic partner who can bring clarity, direction, and creative execution together, I’d love to talk.

GET IN TOUCH