Corinne Guirgis

Marketing Strategy

Strategic Partnerships

Strategic Communications

Strategy & Business Development

Content Development

Go-to-market Strategy

Influencer Marketing

Available for hire fromNegotiable

Contracts

Award-winning influencer marketing strategist. I build businesses into best-in-class brands.

Corinne is a strategic marketing professional with 15 years in online media and marketing. She empowers small to medium-sized businesses to craft impactful creator partnerships and programs cost-effectively. Her expertise includes paid media advertising, magazine publishing, content marketing, and influencer and PR marketing. Corinne has led digital strategies at PRAXIS PR in Toronto and Curium in LA, and founded Shai Media to support creative tech and music entrepreneurs. Recognized for her award-winning influencer campaigns including Courvoisier campaign, "Honor Your Community" and Pure Leaf Iced Tea "YES TO REAL" , Corinne was recently named a 2024 Global Game Changer by Passion Vista Magazine.

Projects

Pure Leaf "Yes to Real"

Lead influencer marketing strategist for Pure Leaf Iced Tea. In 2023, Pure Leaf sought to revitalize the Pure Leaf Iced Tea business by expanding appeal beyond their core user base into a younger demographic of women aged 25-34, showcasing the product benefits and flavour lineup, including the new blackberry flavour. As the lead strategist, I developed the creative territory "YES TO REAL" to emphasize the novelty and authentic appeal of Pure Leaf Iced Teas by aligning the brand's "real brewed iced tea" message with the younger woman's thirst for "realness" online. We focused on the ease of integrating Pure Leaf into her daily routine and creating a connection. We engaged 2 mega influencers (750K and 8M followers respectively) and 24 nano influencers (10-50K each) representing a wide variety of ages, ethnicities, and personal experiences to bring content volume and momentum to the 'Say Yes to Real' conversation in a cost-effective way. The campaign, which was awarded a national bronze medal at the "Achieving Communications Excellence Awards" for Best Social Media Campaign and Use of Influencers saw a 23% increase in positive sentiment, higher than traditional brand messages, 15x higher engagement than traditional brand messages, increased 6.9 points in brand recall, 2.3 points in intent to purchase and 1.5 points in top of mind awareness amongst the target demographic. See More

Courvoisier "Honor Your Community" Influencer Program

As the lead strategist for the Courvoisier "Honor Your Community" influencer program, my mission was to leverage the brand’s values of community, sophistication, and success to position Courvoisier as a leading cognac in Canada and a key driver of Canadian urban culture, while boosting sales for Courvoisier’s VS expression. Our target demographic was African Canadians, who showed the strongest growth in cognac consumption and were highly engaged with digital content. The pandemic's shift to live streaming, especially on platforms like Twitch, underscored the necessity of a robust digital strategy. I identified key influencers in Canada’s music and media spaces to authentically connect with our audience. Our strategy was to partner with recognized creators whose success stories aligned with Courvoisier's brand values, inspiring a new generation of cognac drinkers to see Courvoisier as a symbol of luxury and success. We launched a national influencer program featuring DJ Josephine Cruz, recording artist Clerel, podcast host Marlon Palmer, and Warner Music’s Alicia “Ace” West. These influencers developed a branded content series that highlighted their success stories alongside Courvoisier’s heritage. We produced 22 pieces of contracted content and 60 pieces of unpaid bonus content across all platforms. Josephine Cruz hosted a sponsored Twitch live stream, further amplifying our reach. We also featured our influencers on the Extra Gravy Show podcast and in Complex Magazine to ensure widespread dissemination. The program exceeded our goals, securing 2.7 million verified social media impressions against a target of 1.5 million. We achieved a 5.78% engagement rate and 66% positive sentiment, surpassing our benchmarks. Consumers expressed their preference for Courvoisier over competitors. The "Honor Your Community" program not only drove awareness and consideration for Courvoisier but also earned a national Gold Medal for best use of influencers.See More

Work History

Director of Strategy

Curium AgencyContract Employee- Senior agency leader in areas of strategic business development & innovation-driven growth for both agency and clients - Responsible for monitoring marketplace trends and identifying opportunities for insights-driven innovation - Ideate, negotiate and oversee strategic partnerships between agency, clients and industry leaders in areas such as tech, creative design, influencers and media that support best-in-class programming - Strategize, develop and oversee execution of brand programs across a variety of disciplines including paid media advertising, influencer content, organic content & community management and PR/media relations

Senior Digital Strategist

PRAXIS PRFull-time EmployeeJun 2019 - Jul 2023 • 4 yrs 2 mosSenior Digital Strategist Oct 2021 - May 2022 8 months - Deliver results-oriented digital and social media strategies and plans across a broad intersection of PRAXIS clientele - Monitor emerging digital trends and best practices in order to deliver strategic and innovative ideas - Combine strategy, planning, and ongoing optimization of investments to deliver impactful results across a multitude of digital and social channels - Clients include: Partake Brewing, Morinaga America Inc., SodaStream, Courvoisier, Pure Leaf Iced Teas, MTN DEW Digital Account Manager Jun 2019 - Oct 2021 2 years 5 months - 2021 Recipient of the Canadian Public Relations Society's Gold Award for Best Social Media Campaign / Use of Influencers for Courvoisier Canada "Honour Your Code" Campaign. - Lead Digital Media Strategist for Partake Brewing, Canada's #1 Non-Alcoholic Beer - building cross-funnel, cross-channel strategies and executions to grow brand footprint and household penetration in priority markets across Canada and the US. - Lead Digital Content Strategist for SodaStream Canada - planning, building and executing cross-channel content strategy to support a variety of business objectives and media placements along the funnel from awareness to conversion. - Lead Influencer Program Strategist: La Marca Prosecco x Jillian Harris, Longshot Wine x Brett Kissel, Pure Leaf x Tiff “No Is Beautiful”, Courvoisier “Honour Your Community”, MTN DEW x TikTok Major Melon

Founder, Chief Idea Incubator

Shai MediaContract EmployeeI am a brand strategist who acts as a human incubator to help creative entrepreneurs: - synthesize their ideas - step into the next stage of their entrepreneurial journeys - build strong brand positions and creative campaigns around their visions - better position themselves in the marketplace - meet and exceed their end goals In other words, I run brainstorms and build decks. Current clients include: 1. Rukus Avenue Music Group & Rukus Radio (https://www.rukusavenue.com/) Largest podcast network and record label for South Asians in North America with over 9 million monthly listeners 2. Nick Cooper's Vocal Corner Store (https://vcs.la/) Vocal Coach to Usher, Brent Faiyaz, Beyonce, Nicki Minaj, JoJo, Leona Lewis, and many more. American Idol resident advisor & musical director to the Los Angeles Lakers 3. Princess Sarah Culberson of Sierra Leone (https://sarahculberson.com/) Ted speaker, best-selling author, humanitarian and founder of Sierra Leone Rising - a non-profit that fosters quality education, female empowerment and ensures public health & safety in the region. 4. Rascal Land Inc. (https://rascalland.com/) The safest most entertaining kids platform in the world. Rascal Land will provide educational value through immersive technology with an engaging format for toddlers and kids around the world. Rascal Land brings young viewers content with purpose. Teaching kids education, manners, morals, life skills, and financial literacy.

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