Jewels MacPherson-Zorro | Experience Curator & Marketing Leader

Executive profile

Strategy with taste. Systems with teeth.

01 / Brand

Positioning that holds

Brand architecture, launches, integrated campaigns, premium visual standards and creative direction across every audience-facing touchpoint.

02 / Lifecycle

Journeys people feel

Segmentation, CRM, nurture, onboarding, reactivation and content designed around how people actually move from interest to loyalty.

03 / Experience

URL to IRL

Events, editorial platforms, partnerships and hospitality-minded moments that turn audiences into communities.

04 / Operations

Built to keep moving

Dashboards, automation, reporting and AI-assisted production systems that give teams clarity without flattening the creative.

Selected impact

The work moved. So did the numbers.

Rebrand / Growth / Marketing technology

Seventy Seven Park became a wealth-management brand.

Led the repositioning across real estate, mortgages, financing and development. Rebuilt the digital journey, lifecycle infrastructure, campaign destinations, SEO, tracking and cross-channel creative system.

112% email open-rate growth316% social growth200% web traffic

Brand launch / Live experience

A launch party with somewhere to go.

Built Dempsey Barker's brand and customer ecosystem, then directed FemmeRaiser, a 100-person International Women's Day launch and fundraiser. Partners included Jo Malone, Prada and Dior. The evening raised $6,225 for Yorktown Family Services through the Royal LePage Shelter Foundation.

Community / Fitness / Partnerships

From 30 runners to 900.

Helped rebuild Midnight Runners Toronto through weekly programming, social storytelling and events. Grew the audience from just over 2,000 to 20,000+ and supported activations with Nike, Reebok, Mizuno and other aligned brands.

Editorial / Content platforms

Built media people chose to spend time with.

Directed BEYOND Magazine, created Beyond the Blueprints and led GRIT Magazine Editions 07-11. The work moved brands beyond campaigns and into recurring editorial platforms with a point of view.

15,500+ podcast views5 GRIT editionsToronto Life publisher

Marketing operations / AI-assisted systems

Good marketing needs an operating system.

For The Central, designed brand and campaign systems alongside internal tools for listings, transactions, content, reporting and team workflows. The work connects polished customer-facing marketing with the less glamorous infrastructure that keeps it accurate, fast and useful.

Professional experience

Brand leadership. Hands still on the work.

Jun 2023 - Present

Brand, Marketing & Digital Systems Consultant

Independent | Toronto, Ontario

Partner with founder-led teams to build or reposition brands, launch customer-facing experiences and create the marketing infrastructure needed to scale.
Lead strategy and hands-on execution across positioning, content, social, lifecycle, websites, events, print, presentations, lead generation, analytics and AI-assisted operations.
Translate complex requirements into clear customer journeys, team workflows, campaign systems and digital products, coordinating leadership, internal teams, vendors and creative partners from concept through rollout.

The Central

Current fractional brand and marketing partner. Lead creative concepts, social, campaigns, print, digital, pitches and premium listing marketing. Built The Central Command and supporting dashboards, automations and customer-facing tools to connect marketing, listings and operations.

Dempsey Barker

Built the brand ecosystem from the ground up: positioning, identity, responsive website, social and editorial system, CRM architecture, 49-step customer lifecycle, presentations, listing collateral and launch experience.

Seventy Seven Park

Led the rebrand and go-to-market system for an integrated real estate wealth-management business. Connected brand, website, lifecycle email, lead capture, technical SEO, paid media, analytics and reporting.

Additional sectors

Selected advisory and execution work across private capital and commercial development, including brand positioning, investor and sales materials, web strategy, launches and ongoing marketing systems.

May 2023 - Jun 2024

Director of Marketing & Brand Innovation

Heaps Estrin Real Estate Team | Toronto, Ontario

Led integrated marketing across brand, digital, print, social, lifecycle, content, events and partnerships for Canada's top-performing real estate team.
Directed BEYOND Magazine with Strategic Content Labs, created and produced Beyond the Blueprints, and built lifestyle-led content platforms that expanded reach beyond the real estate transaction.
Led collaborations and experiences with BMW, Jaguar, Toronto Life, Steam Whistle, Rec Room, Cottage Springs, artists Maxine McCrann and Caitlin Cronenberg, and other premium partners.
Built a lead-capture and attribution system for The Lobby to connect walk-ins, event attendance and marketing engagement with future real estate activity.
Marketing supported $348.7M in sales volume, a $37.1M year-over-year market-share increase, a #1 Royal LePage Canada ranking and #3 TRREB team ranking.

Oct 2021 - May 2023

Creative & Marketing Manager

NEXT Canada | Toronto, Ontario

Led brand, creative, content and full-funnel recruitment marketing for NextAI, Next 36 and Next Founders across digital, social, email, editorial, print and events.
Directed GRIT Magazine Editions 07-11 and helped evolve the parent-brand system following the integration of Next AI Montreal.
Led a partnership initiative with Black Wealth Club that contributed to a 63% increase in Black founder applications and equal Black and Caucasian representation in that recruitment cycle.
Increased organic social engagement by 137% and supported founder experiences including open houses, Venture Reveal, Venture Week and Building Black Unicorns.

May 2020 - Oct 2021

Marketing Manager

Heaps Estrin Real Estate Team | Toronto, Ontario

Developed brand, agent and luxury-listing marketing across social, email, print, digital advertising, content and client communications.
Built campaign concepts and editorial foundations that later evolved into larger platforms, including BEYOND Magazine, after returning in a director role.
Increased lead generation by 32% and contributed to a 72% increase in social engagement.

2009 - 2020

Earlier Marketing, Design & Business Development

MacPherson Creatives | Consumer Choice Award | VR Listing

Managed brand, graphic and web projects across hospitality, cannabis and real estate, including proposals, contracts, budgets, approvals, launch materials, packaging, print and websites.
At Consumer Choice Award, led creative delivery for 233+ B2B accounts across four Canadian markets and coordinated campaigns with OUTFRONT, Pattison and Cineplex across transit, billboards, Tims TV, theatres, social, Google Display and YouTube.
Led national video services and produced custom 15-90 second promotional content while managing concurrent client priorities, stakeholder approvals and tight media deadlines.

Hospitality foundation

The guest experience came first.

ICONINK
2013-2018

Five years inside some of Toronto's busiest premium hospitality environments. It taught me how brand promises survive contact with a real guest: through pace, care, details, teamwork and the ability to solve the problem in front of you.

Jan - Jul 2018

Reservations & Events Manager / Byblos Downtown

Managed high-volume reservations, large parties and venue buyouts. Hired, trained and scheduled an eight-person host team, managed OpenTable floor plans and coordinated service flow to protect both capacity and the guest experience.

Nov 2017 - Jan 2018

Reservations Office Assistant / Byblos Downtown

Supported guests by phone and in person, coordinated reservation plans and handled detailed requests in a fast-moving, high-touch environment.

May - Oct 2017

Head Lifeguard / Cabana Pool Bar

Supervised, hired, scheduled and evaluated the lifeguard team for a 50,000-square-foot luxury outdoor venue while enforcing safety, sanitation and operating standards.

Jan - May 2017

Hostess / Weslodge

Managed welcomes, seating and dining flow in a high-volume Entertainment District restaurant, responding to guest needs with warmth, speed and good judgment.

May 2013 - May 2017

Lifeguard / Cabana Pool Bar

Maintained guest safety across a large poolside venue with private cabanas, DJs and premium food and beverage service, developing the calm operational instincts that still shape how I lead live experiences.

Speaking & community leadership

Connection scales.

George Brown College

Guest speaker

Invited to speak to the Event Marketing Strategies course within the Event and Meeting Management Certificate, sharing practical experience in branded events, partnerships, audience journeys and live execution.

Midnight Runners Toronto / 2021-2024

City lead & captain

Led community programming, partnerships, event operations and social storytelling for a global running community's Toronto chapter. Rain or shine. Usually with a speaker.

PAKT Fitness & Social Club / 2026-Present

Running lead

Lead weekly community runs, programming, partnerships and events that create connection, grow the community and give people a welcoming way into the club.

Approach

Culture is the strategy.

Whether it is a founder cohort, a premium client event or hundreds of runners in the rain, the job is the same: build an environment people want to run toward.

Event experience

Different scales. Different goals. Same attention to the room.

Brand launches & fundraisers

Purpose-led launches

Built a new real estate brand, then introduced it through FemmeRaiser: a 100+ guest International Women's Day launch and fundraiser with Jo Malone, Prada and Dior. The evening raised $6,225 against a $2,500 goal for Yorktown Family Services through the Royal LePage Shelter Foundation.

100+ guests$6,225 raised2.5x goal

Founders, investors & recruitment

Ecosystem events

Produced founder, investor, partner and recruitment programming for NEXT Canada across Toronto and Montreal. Work included Venture Week, a week-long expansion of the traditional founder showcase, Venture Reveal for 250+ stakeholders, program open houses and Building Black Unicorns.

250+ stakeholders8.4 NPS2 cities

Culture, hospitality & real estate

Experiences with range

Led a year-round Heaps Estrin calendar spanning art and culture, family programming, community sports, retail markets, wine and hospitality, client education and luxury property discovery. Formats ranged from intimate tastings and artist talks to multi-day markets and destination real estate experiences.

Fitness, community & partnerships

Community at scale

Led recurring and annual programming for Midnight Runners Toronto, from weekly music-driven runs to the Global Midnight Run, Island Run and Pride Party Run. Events reached peaks of approximately 900 participants and brought together movement, social programming, cross-city collaboration and aligned brand partners.

Up to 900 participantsRecurring programmingMulti-city events

Selected work

Receipts, not adjectives.

Beyond the Blueprints / Kristine HubbardConcept / production / launch Beyond the Blueprints / Chuck MagwoodConcept / production / launch Beyond the Blueprints / Coco SmartConcept / production / launch BEYOND Magazine / Issue 03Creative direction / Toronto real estate and culture BEYOND Magazine / Issue 02Creative direction / Toronto real estate and culture GRIT / 5G, Web3 & NFTsCreative direction / design / emerging technology and founders GRIT / The Second ActCreative direction / design / serial entrepreneurship Building Black UnicornsPartnership / event / inclusive founder recruitment GRIT / Family MattersCreative direction / design / family enterprise and founder stories GRIT / The Relentless PursuitCreative direction / design / resilience and opportunity