Capstone Project Lead at Pathway | Cross-Cultural Digital Business (GBDA 402)

Led the design and development of a high-fidelity UX/UI prototype for a fitness app focused on combating misinformation and providing evidence-based guidance. Collaborated with multiple teams to create personalized and verified fitness recommendations. Managed the app’s visual identity, focusing on a user-friendly interface and intuitive navigation that emphasizes service design for its users, including marginalized groups. Conducted market research and crafted a freemium business model, identifying potential revenue streams such as sponsorships, affiliate marketing, and premium subscriptions.

Digital Marketing Intern at Dundas Life

Managed and optimized image and video ad campaigns across Meta, LinkedIn, and TikTok, achieving 30k+ views on Instagram and Facebook within 2 months. Produced 35+ video ads and 100+ image ads for A/B testing, contributing to a 20% increase in lead generation and a 7% CTR improvement on top-performing content. Led four interns on ad creation, scriptwriting, and video production workflows. Designed and implemented new CRM automation flows using GoHighLevel and WordPress to improve retention and user experience. Optimized funnel strategies and targeting to increase client conversions. Shifted marketing focus to target business owners, resulting in notable client growth. Developed a strategic content calendar to ensure consistent publishing and brand alignment. Collaborated with the COO to align paid campaigns with business objectives and conducted competitive research to refine messaging and boost performance.

Digital Marketing (Co-op) at Dundas Life

Managed and optimized digital marketing activities with a $10,000 variable budget to maximize ROI and increase reach by 200%. Performed A/B testing and root cause analysis on 135+ digital assets, contributing to a 20% increase in lead generation. Led image and video ad campaign optimization across Meta, LinkedIn, and TikTok, generating 30,000+ views on Instagram and Facebook within two months. Produced 35+ video ads and 100+ image ads for testing, improving lead generation by 20% and CTR by 7% on high-performing content. Analyzed operational metrics and streamlined CRM workflows using GoHighLevel to improve customer retention and cross-functional visibility. Communicated campaign performance and operational insights to leadership and team members during regular reviews.