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 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.
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