From developing social strategies and managing brand channels to leading creative campaigns and influencer partnerships, I’ve worked across just about every side of social media.
My experience spans B2B, B2C, entertainment and publishing, working with brands of all sizes to build their presence, connect with audiences and turn creative ideas into meaningful results.
Whether it’s developing the big-picture strategy or rolling up my sleeves to bring the content to life, I bring a mix of strategic thinking, creativity and hands-on experience to every project.
Social Media Strategy & Management
A brand’s social media presence should be more than just another box to tick.
Having managed company channels across a range of industries, I’ve seen how much of a difference a consistent, considered approach can make. From educational content and thought leadership to behind-the-scenes moments and personality-led Reels, my focus has always been on finding the right balance between showcasing a brand’s expertise and the people behind it. Because at the end of the day, people connect with people, not just logos.
One4all | Christmas Wishes Campaign
Campaign Strategy · Creative Direction · Videography · Video Editing · Social Media Management
Create a meaningful, community-driven Christmas campaign that builds brand awareness and engagement through authentic storytelling.
Developed and executed a campaign inviting customers to share their Christmas wishes, with three selected wishes brought to life. Led the creative concept, planning, filming, editing and social media distribution, bringing video production in-house.
Results YoY:
- +37% reach
- +41% impressions
- +94% engaged audience
- +142% video views
- +569% minutes viewed
- Earned media coverage
Popdust | Entertainment & Music
Social Media Strategy · Creative Direction · Brand Development · Artist Collaborations
Grow Popdust’s social audience and commercial opportunities while staying true to its music and entertainment roots.
Developed a reactive content strategy centred on trending topics, viral moments and artist collaborations. Introduced branded templates to streamline publishing and maintain visual consistency.
Results:
- Doubled the account’s following within one year.
- Artist collaborations generated five figures in additional year-on-year revenue.
Ontario Business Central | Taking the Leap
Social Media Strategy & Management · Creative Development · Videography · Video Editing · Content Repurposing · UGC
Build brand awareness, establish the CEO as an industry voice and strengthen connections with entrepreneurs through engaging, educational content.
Evolved the social strategy from static informational posts to video-led content, culminating in Taking the Leap, an entrepreneur-focused video podcast hosted by the CEO. Filmed and edited episodes for YouTube, repurposing each into short-form content for Instagram and TikTok.
Results:
- Launched an ongoing video podcast series
- Created a repeatable pipeline of long-form and short-form content
- Established a platform for sharing entrepreneurial experiences and expertise
Corporate Social Media | TechWyse, Consultus Digital & GeistM
Social Strategy · Account Management · Content Creation · Creative Direction
Build consistent, recognisable social media presences that showcase each company’s expertise, culture and people.
Took ownership of company social channels, developing content strategies that balanced industry knowledge with personality-led storytelling. Produced educational posts, thought leadership, blog promotions and engaging Reels, supported by consistent branding.
Results:
- Established a more consistent brand presence across channels
- Increased the visibility of team expertise and company culture
- Developed repeatable content formats for ongoing social activity
Influencer & Creator Marketing
From influencer gifting and brand partnerships to UGC campaigns and paid social, I’ve worked with creators across a wide range of brands and industries.
My experience spans creative strategy, sourcing and briefing creators, managing collaborations and overseeing content production, with a focus on creating authentic content that connects with audiences and supports wider marketing goals.
GeistM | Scaling Content Through Creators
Programme Leadership · Creative Strategy · Team Oversight · Creator Marketing
Help brands scale their video content and improve paid social performance through creator-led advertising.
Helped lead GeistM’s creator marketing expansion, overseeing teams delivering UGC, specialist creator content, partnership ads and whitelisting campaigns. Combined creative strategy, creator management and performance-focused content production.
Results:
- 1,857+ conversions
- 10.27× highest ROAS
- $19 lowest CPA
- Six figures in media spend across creative packages
Additional Creator & Influencer Work
- One4all: Assisted with influencer gifting initiatives, PR packages, brand partnerships, competitions and giveaways to support brand awareness and community engagement.
- Consultus Digital: Worked with UGC creators to develop campaign-specific video content supporting the agency’s marketing objectives.
- Ontario Business Central: Combined external UGC creators with in-house production to develop informative, personality-led content for social media.