Copywriting + editorial voice
Applied in the following roles & initiatives
Utilised across roles that shaped this practice.
Utilised during tenures at Life in Detox, Chai Lifeline Canada and Shawn Van Daele Creative / Photography.
Author + Independent Publisher
2018Life in Detox
#1 Amazon Bestseller. Long-form editorial project translating addiction, treatment, shame, resilience and dignity into human storytelling. Owned voice, narrative, editing, art direction, production and launch campaign.
Marketing & Communications Manager
2025 - 2026Chai Lifeline Canada
Created executive messaging, donor comms, digital content and reusable AI-enabled workflows that protect brand and editorial standards at speed
Founder & Creative Director
2009 - PresentShawn Van Daele Creative / Photography
Founded and scaled a two-studio creative business to ~$1.5M annual revenue across Toronto/Milton and Cambridge, owning strategy, operations, marketing, sales, talent, customer experience and creative quality
Brand + positioning strategy, Integrated marketing + campaigns and Communications strategy.
