My portfolio: Driving measurable marketing impact

I'm located in Mississauga, Ontario, Canada, I have worked with growth-oriented organizations to deliver strategic marketing solutions. My expertise spans Brand Positioning & Messaging, Integrated Campaigns (Retail + Digital), Product Launch & Go-To-Market Planning, and Performance Optimization Projects. Explore my work and see how I solve complex challenges to drive sustainable growth and enhance brand equity.

Showcasing impactful marketing projects

I deliver strategic solutions. Each project highlights my ability to solve critical  problems, achieve measurable outcomes, and contribute to significant business growth and brand elevation across diverse industries.

CASE STUDIES

1️⃣ Pacific Cigarette Company

Pacific Premiumization: Capsule Innovation & Portfolio Relaunch

Role: Brand Marketing Specialist
Market: Zimbabwe (FMCG)

The Business Challenge

Pacific’s portfolio was heavily concentrated in traditional cigarette formats while consumer preferences were shifting toward innovation-led, capsule-based variants. The brand faced increasing competitive pressure, margin constraints, and the need to modernize perception without losing core volume.

The Strategic Approach

As part of the Pacific Premiumization initiative, we supported a structured transition from standard SKUs to capsule-based products aligned with evolving consumer demand. The project included:

  • Introducing capsule innovation to enhance product differentiation

  • Repositioning the portfolio to clearly serve both premium and affordable segments

  • Updating packaging and messaging to reflect a more modern brand identity

  • Supporting a strategic export partnership with China Tobacco to expand international reach

The Outcome

  • Strengthened competitiveness in premium segments

  • Improved portfolio balance between value and higher-margin products

  • Elevated brand perception through innovation-led repositioning

  • Supported export growth through strategic international alignment

What This Demonstrates

My ability to support product innovation, contribute to strategic portfolio transformation, and align brand modernization with long-term commercial growth objectives.

2️⃣ Unilever Canada

Dove Men+ Care Whole Body Launch & Dove Self-Love Letters

Role: Marketing Specialist
Category: Personal Care

The Business Challenge

In a saturated personal care market, Dove needed to expand category perception for Men+Care beyond traditional grooming, while continuing to strengthen emotional brand equity through purpose-driven campaigns like Self-Love Letters.

The Strategic Approach

I supported integrated go-to-market planning and campaign execution across retail and digital channels, including:

  • Coordinating cross-functional launch initiatives

  • Aligning product messaging with consumer insight

  • Supporting digital engagement strategies

  • Ensuring retail activation alignment for in-market visibility

  • Tracking campaign performance metrics to optimize engagement

The Outcome

  • Strengthened brand engagement across owned digital platforms

  • Supported measurable lift in campaign interaction metrics

  • Reinforced Dove’s purpose-driven positioning while driving commercial objectives

  • Improved cross-channel alignment between retail and digital activation

What This Demonstrates

My ability to bridge brand purpose with commercial execution ensuring campaigns resonate emotionally while delivering measurable business performance.

 

3️⃣ Avolta – Toronto Pearson (YYZ)

Duty Free Revitalization & Experiential Flight Simulator Activation

Role: Brand Marketing Specialist
Environment: High-traffic airport retail

The Business Challenge

Airport retail requires continuous innovation to maintain engagement, increase dwell time, and convert high-volume traffic into sales. The challenge was to revitalize the duty-free environment while improving visibility for priority brands.

The Strategic Approach

I contributed to retail revitalization initiatives and experiential activations, including:

  • Coordinating seasonal brand campaigns to enhance in-store storytelling

  • Supporting merchandising and visibility improvements across priority SKUs

  • Contributing to the Flight Simulator experiential activation to increase engagement and interaction

  • Aligning marketing initiatives with commercial performance objectives

The Outcome

  • Increased in-store visibility and activation consistency

  • Strengthened consumer engagement within a competitive retail environment

  • Enhanced experiential differentiation within the airport retail landscape

  • Supported performance tracking to optimize future activations

What This Demonstrates

My ability to combine brand storytelling with experiential retail execution in high-pressure commercial environments — driving both engagement and measurable retail impact

Ready to build your brand's future?

I'm seeking opportunities with growth-oriented organizations that value strategic marketing, structured execution, and measurable business impact. If you're looking for expertise in brand positioning, product innovation, customer engagement, and performance analytics to drive sustainable growth, let's connect.

I invite you to reach out for interviews and to discuss how my experience can benefit your team.

You can reach me at:

Gauldenciatanaka2@gmail.com

Info@tanakabuildsbrands.ca

+1 (647)-467-0124