Profile

Marketing professional with hands-on experience across events, brand activation, and partnerships for luxury beauty and lifestyle brands. Skilled at conceptualizing brand experiences from the ground up, negotiating and managing agency and influencer partnerships, and executing high-stakes activations under pressure — from creative direction through on-site delivery.

Email, Instagram , LinkedIn

Education

Bachelor of Commerce, Marketing
Smith School of Business, Queen's University
Kingston, Ontario, Canada

Luxury Marketing & Communications
Audencia Business School
Nantes, France

Employment

Content & Media Specialist
Amazon, L'Oréal Luxe Canada
Montréal, QC

Owned Amazon SKU listing, content, and brand-store optimization for L'Oréal Luxe's Portfolio
Launched Aesop on Amazon Canada: 200 SKUs in 4 months, coordinating across US and Asia teams

Brand Activation Specialist
Youth To The People & Biotherm, L'Oréal Luxe Montréal, QC

Led end-to-end YTTP brand activations across Sephora Canada — retail tower, in-store experiences, 360° sampling — concept to national rollout
Negotiated partnerships with Park Creative and WPP for YTTP's 10-year anniversary pop-up across 3 cities, hitting a $5K daily sales target

Operations & Education Specialist
L'Oréal Canada
Montréal, QC

Led a competitive analysis across L'Oréal Professional Products (Kérastase, Redken, Matrix) to inform pricing and revenue-growth strategy
Built an education "Stylist Bible," adopted by 100% of the field team

Assistant Product Manager
Loblaw Companies Limited
Toronto, ON

Led a 4-month cross-functional project on plant-based innovation, presenting the expansion plan to the executive team

Freelance Marketing Brand Ambassador
Mosaic Experiential Marketing Agency & Others
Toronto & Montréal

Represented national brands including Jäger, C4, Rogers, and LCBO across 50+ activations — sampling, education, and sales

Events & Leadership Experience

Public Relations Director
Vogue Charity Fashion Show
Queen's University
Kingston, ON

Led PR and creative partnerships for Canada's largest student-run fashion show, managing a team of 4
Launched 'TikTok Takeover,' growing video output 200% by mobilizing 150+ cast members

Socials and Events Director
Vogue Charity Fashion Show
Queen's University
Kingston, ON

Led a team of 4 to plan and execute events for a 150+ member org — timelines, contracts, budgets
Adapted live events through shifting COVID restrictions, helping raise $75K for a local women's shelter

Skills

Event Production & On-Site Execution
Vendor Sourcing & Negotiation
Client & Stakeholder Relations
Creative Direction & Concept Development
Team Leadership

Awards

L'Oréal Brandstorm Marketing Competition
Global Finalist
Top 40/135,000
2024

Inside LVMH
Principles of Luxury
2023

kat minski

events | brand | creative direction | partnerships

Youth To The People Pop Up Tour

4

Project:

YTTP Pop-Up Tour — 10-Year Anniversary

Purpose:

Celebrate a decade of skin health and reinforce YTTP's leadership in clean skincare through an immersive, sustainable brand activation.

Expertise:

Project management
Influencer relations
Social strategy
Media outreach
On-site execution

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Credits Credits Credits

Company:
L’Oréal Canada

Content Creators:
@todotoronto
@vpettorelli

People:
Mélanie Jean
Alexandra Theodore
Dan Gabrielli
Katerina Minski
Astro M.
Sara Kadri
Diana Fundaro
Eric Lewis
Jeff Simmonds
Erika Jennings
Robin Redshaw
Catherine Lacroix
Kristen Leonardelli
Diana Ho Ching Sze
Drew Hall
Carita Lu
Park Creative Studio
RFP Design Group Inc.
Cadillac Fairview
Ivanhoé Cambridge
+ Mall staff, Sephora retail employees, YTTP field team, and many more talented people behind the scenes.

"Hacking Your Skin Health" was a multi-city pop-up tour marking Youth To The People's 10th anniversary and celebrating their #1 cleanser spot at Sephora. We partnered with Park Creative Studio on a bold outpost styled as an orange shipping container, designed to travel city to city — Toronto, Montreal, and Laval — and stand out in high-traffic malls.

The activation ran four touchpoints: a Greenhouse Juice Bar serving superfood smoothies tied to the cleanser's hero ingredients, a photo moment starring a giant 3D cleanser bottle by LA artist Sebastian Curi with an overhead selfie mirror, a gifting station offering 1:1 skincare consultations, and a full product linear. Our team partnered with influencers to drive buzz, bring the activation to life, and spotlight the skin health campaign.

I managed partnerships with Park Creative and WPP to execute the pop-up across all three cities — briefing influencers, developing mailers, and hitting a $5K daily sales target.

Youth To The People Supershroom Cleanser Launch

3

Project:

YTTP Supershroom Cleanser Launch in Canada

Purpose:

Drive visibility for the Canadian launch of YTTP's Supershroom cleanser through a nationwide retail tower and brand experience.

Expertise:

End-to-end retail visibility managemen
Event conceptualization and coordination
Brand experience execution nationwide

Credits Credits Credits

C ompany:
L’Oréal Canada

People:
Youth To The People Brand Team

Youth To The People launched their Supershroom cleanser — an adaptogen-powered extension of their superfood cleanser line, formulated to target redness and calm the skin — as a new must-have at Sephora in Q4 2025. To drive a successful launch, I managed two coordinated activations.

First, a nationwide brand experience brought the product to life across 20+ Sephora locations, built around the message "ground yourself in calm." A large-scale mushroom install drew customers in, while L'Oréal Regional Sales Account Executives (RSAEs) engaged shoppers in person — talking through the product and letting them try it hands-on. The experience was rounded out with a gift-with-purchase program (custom gua shas and deluxe samples). Second, a retail tower stopped customers mid-store, spotlighting the newness at point of purchase.

Managing the entire program remotely from HQ, I conceptualized both activations, developed the assets, coordinated scheduling and dates with Sephora, and staffed each brand experience event with an RSAE representing YTTP in-store. I also adapted graphics for the Canadian market, secured Sephora approvals, and oversaw the nationwide rollout — driving roughly $5K in sales per event.

Pop Art Party Photoshoot

2

Project:

Vogue Charity Fashion Show x Bounce Life Sponsor Photoshoot — "Pop Art Party"

Purpose:

A content-for-funding partnership, trading creative content for a cash donation to support the charity initiative.

Expertise:

Creative direction
Casting
People management
Contract negotiations

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Credits Credits Credits

Organization:
Vogue Charity Fashion Show @ Queen’s University

Creative Direction Support:
Victoria-Ann Barsby
Lauren Johnston
Tyson Rudolf

Photographers:
King David
Michael Im

During my time at Queen's University (2021–2024), I was heavily involved in the largest Canadian student-run fashion show, holding roles from Head of Events to Head of PR. As Head of PR in my final year, I secured a partnership with Bounce Life, a community and event ticketing platform looking to expand into the student life space. We negotiated a content-for-cash deal, where I creative directed two 8-model photoshoots in exchange for a donation to our charity initiative. My role covered the full process — concept through execution, including casting and on-set management. The show raised $77,000 overall for Extend-A-Family, with the Bounce partnership standing out as one of the year's most impactful sponsor activations.

Creative Direction — Pop Art Party:

My vision bridged Bounce into vibrant student nightlife through a bold, maximalist pop art lens. Custom Bounce-branded baseball jerseys anchored the look, paired with graphic white sunglasses, metallic fringe backdrops, and oversized disco balls as prop and motif. Makeup pushed saturated, editorial color — bold blue eyeshadow, red lips, face gems — carrying the pop art energy from styling into beauty.

Vatsity Daydream Photoshoot

1

Project:

Vogue Charity Fashion Show x Bounce Life Sponsor Photoshoot — "Varsity Daydream"

Purpose:

A content-for-funding partnership, trading creative content for a cash donation to support the charity initiative.

Expertise:

Creative direction
Casting
People management
Contract negotiations

Credits Credits Credits

Organization:
Vogue Charity Fashion Show @ Queen’s University

Creative Direction Support:
Victoria-Ann Barsby
Lauren Johnston
Tyson Rudolf

Photographers:
King David
Michael Im

Creative Direction — Varsity Daydream:

My vision reimagined collegiate sport through a cottagecore lens. Custom Bounce baseball jerseys and powder blue hoodies grounded the look in varsity nostalgia, while flowing white skirts, cream trousers, and natural campus backdrops — stone buildings, falling leaves, open fields — softened the sport-team edge into something more dreamy and unguarded. Motion-blur action shots kept the energy of game day alive without losing that relaxed, golden-hour mood. The concept positioned Bounce not just as a ticketing platform, but as part of the fabric of campus life — woven into game days, downtime, and everything in between.

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Kat Minski Creative Portfolio