MARKETING | MEDIA | E-COMMERCE | RETAIL-BUYING | EDITOR IN CHIEF | BOARD DIRECTOR | MEDIA CONSULTANT
Felicia is a dynamic Brand Manager known for her expertise in refining brand storytelling, increasing brand awareness, and driving wholesale and retail success. With a career spanning over a decade, she has made significant contributions to the various industries she continues to explore.
Currently serving as a Brand Manager at Three Ships Beauty, Felicia spearheads initiatives aimed at enhancing brand visibility and consumer reach. Her strategic and creative vision will play a pivotal role in the company's success and brand excellence.
In addition to her corporate achievements, Felicia is the visionary behind Story, an online publication established in partnership with the Indo-Caribbean Canadian Association (ICCA). In 2023 Story received media-accreditation for the published global work that changed the face of Indo-Caribbean media. Felicia also interviewed Grammy-nominated artists, high-profile talent from NBC/Bravo and facilitated the telling of colourful stories on a platform that she was able to monetize and set up as a sustainable revenue stream for the organization.
Prior to her role at Three Ships Beauty, Felicia held leadership positions at Inkbox and Narcity Media, where she honed her skills in retail marketing, merchandising, and digital media. Her tenure at these organizations allowed her to collaborate with partners like Disney, Marvel, Warner Brothers, Travis Barker, Universal Music, Tangerine Bank, RBC, DoorDash and more.
Felicia's journey in the corporate world began in the buying office of Hudson's Bay Company, where she gained invaluable experience in prestige beauty and skincare merchandising. Here she worked with major players in the industry like Estee Lauder Corporation, L'Oreal, Dyson, Deciem, and Chanel to name a few. Her expertise in vendor relations and private brand development solidified her reputation as a trusted industry professional.
Beyond her professional endeavors, Felicia is deeply passionate about driving equitable practices and fostering inclusive workplaces. Her commitment to diversity and inclusion extends beyond the boardroom, making her a catalyst for positive change in corporate spaces.
Driven by her passion for innovation and social impact, Felicia continues to push boundaries and challenge norms, leaving a lasting legacy wherever she goes.
Volunteer Experience
Editor in Chief & Management Board Member at
The Indo-Caribbean Canadian Association (ICCA)
Searching for a way to apply her professional experience in her own community Felicia partnered with Ryan, Founder and Chair of the Indo-Caribbean Canadian Associate (ICCA). They bonded instantly and she knew she found the right place to give back. Ryan so graciously appointed Felicia as the Editor in Chief of their newest online publication, Story. With free creative reign, it will be exciting to see what stories are told and what ways they find to reach and leave an impact in the Indo-Caribbean community. To catch up on the latest issue and subscribe, click here.
Apart from the newsletter Felicia has been fortunate to participate in various initiatives like the Dhal & Rice Food Drive and the EPIC Holiday Brunch Fundraiser. After joining Felicia was quickly appointed as a member of the management board with particular focus on generating sustainable revenue for ICCA. This is a great responsibility and one she takes very seriously, with her background in retail and media advertising, she's got a few ideas brewing and can't wait to see the future of this organization grow.
Founder and Chair of
The Impact ERG at Hudson's Bay Company (The Bay)
Under the open and progressive leadership at Hudson's Bay, Felicia was able to found and chair the employee-led resource group Impact, an ERG representing racialized associates in Canada at The Bay.
Founding Impact has been both rewarding and a learning experience that has expanded Felicia's knowledge in ways a traditional occupation would not be able to. She has had to develop, maintain, communicate and execute the financial budget. Create calendars of engaging events coupled with content communications, book and manage relations with external talent, and recruit and develop team leaders while onboarding members into support functions. Within each support function she has developed roles and responsibilities and has empowered team members to grow and develop further in their careers.
Impact has also provided Felicia the chance to explore content creation and communications that build on her marketing major by working on all sides of the stream. From the creation of content in Canva, to selecting her audience, to ensuring the timing and communication strategies maximize the group's messaging goals to post-evaluation analysis.
Prior to founding Impact one area for improvement for Felicia had been public speaking, engaging with senior members and managing the anxiety that comes with high-pressure presentations. Impact has allowed her to break past these barriers, cultivating relationships with a number of senior executives including the President of Hudson's Bay. Felicia has been able to create proposals, influence meaningful change successfully and present a number of speaking events within the company.
