Montreal, Quebec, June 17, 2026 – Dreww is proud to announce the promotion of Mylène Bélanger to Strategist, Social Media and Content Creation, recognizing the impact she has made across the agency’s social media mandates since joining the team in October 2024.
Mylène began her career at Dreww as a Junior Specialist, Social Media and Content Creation. From the start, she demonstrated a strong ability to connect creative execution with strategic thinking, quickly earning the trust of clients and colleagues through the quality of her work and the depth of her ideas.
Early in her tenure, Mylène developed and led the social media strategy for Monsieur Gustav, part of the Agropur portfolio. Drawing on her deep understanding of internet culture and emerging trends, she helped position the brand in a way that challenged traditional expectations of the cheese industry, which often feels inaccessible to consumers. Instead, the strategy leaned into a more internet-native approach, using humour, memes, and “internet ugly” aesthetics to break category conventions and make the brand more distinctive and memorable. Under her direction, the team created an original animated universe from the ground up. The strategy included building the brand’s TikTok presence from scratch and has since generated more than 30 million views, 182,000 engagements, and over 8,600 new followers.
She later developed the strategy for Natrel, grounded in the brand’s “D’un naturel généreux” positioning, where her work explored a “hopecore” direction focused on generosity, kindness, and human connection. Content highlighted everyday moments of care, community stories, expressions of gratitude, and acts of kindness, reinforcing milk as something that brings people together through shared, meaningful experiences. Since implementation, the strategy has generated more than 43.2 million views, 332,700 engagements, and over 13,000 new followers across the brand’s social platforms.
Mylène’s ability to move between “internet ugly” and “hopecore” creative territories reflects both her versatility and her ability to develop distinct approaches for different audiences while maintaining strong cultural relevance and intentionality.
“Mylène has consistently demonstrated a level of strategic thinking that goes well beyond what you would normally expect at this stage of a career,” says Sarah Drouin, Group Account Director, Social Media & Content Creation at Dreww. “What stands out most is her ability to deeply understand a brand, identify opportunities others might miss, and make intentional decisions that strengthen the overall direction of her work. This promotion reflects both her impact to date and where we believe she can take our clients next.”
As Strategist, Social Media and Content Creation, Mylène will oversee a portfolio of always-on social media mandates and help ensure every client benefits from the same level of strategic rigor and creativity that has defined her work to date.
About Dreww
Dreww is a growth marketing agency based in Montreal. Founded by Andrew Johnson, the agency helps B2C and B2B companies turn social media, content, paid media, websites, and CRM into measurable growth. Dreww is known for building bold marketing strategies that help brands earn attention, create demand, and drive revenue.
Andrew Johnson
