MARKETING | MEDIA | E-COMMERCE | RETAIL-BUYING | EDITOR IN CHIEF | BOARD DIRECTOR | MEDIA CONSULTANT
Felicia (she/her) is the creator and editor-in-chief of Story, an online publication created in partnership with the Indo-Caribbean Canadian Association (ICCA). Through the creation of Story as a platform for media sales, Felicia is responsible for building ICCA's first viable and sustainable revenue stream which is forecasted to fund a number of community initiatives in the coming years.
She is also leads Integrated Marketing at Inkbox. A role that perfectly blends over 10 years of retail marketing, merchandising and digital media experience at Hudson’s Bay Company and Narcity Media respectively. At Inkbox Felicia returns to her love of retail in the body art category where she takes on strategic planning, managing project resourcing, owning the marketing calendar, cross-functional project management and financial planning and analysis.
Felicia broke into the world of tech partnering with clients at Narcity Media where media sales, campaign management, project management and overall strategy were of particular focus. Some campaign partners that were particularly exciting were Tangerine Bank, RBCxMusic, SiriusXM, DoorDash, Kraft Heinz, and Skip the Dishes.
Prior to her big tech breakthrough, Felicia worked as a retail professional for 10 years. She spent the bulk of that time working in the buying office of Hudson's Bay Company where she gained tremendous exposure to prestige beauty and skincare merchandising. Other commodities included: men's fashion and Hudson's Bay's iconic striped collection, thus adding private brand development to her range of experience. Through buying and planning for the department store giant, Felicia was able to develop relationships with staples in the vendor community like Chanel, Estee Lauder Companies, Dyson, Levi's and more.
She is passionate about driving changes in corporate spaces geared towards developing equitable practices, and establishing workplaces as safe and inclusive spaces for diverse associates.
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.
