Erum Amin

Owned end-to-end social media strategy across LinkedIn and Meta for a Canadian AI recruitment startup, driving consistent audience growth and brand visibility. Conceptualized and produced short-form content (reels and brand-led posts) that made complex AI and recruitment topics accessible. Led a full rebranding initiative including brand voice, visual guidelines, and messaging adoption across channels, and optimized performance using engagement and growth metrics. Collaborated with leadership on product launch campaigns and company announcements.

Co-founded and scaled a Gen Z-focused fashion label from concept to consistent monthly revenue, overseeing brand identity, strategy, and day-to-day operations. Increased Instagram engagement 3× through targeted organic storytelling, reels, and community building. Negotiated and executed influencer collaborations and seasonal launches, contributing to month-on-month sales growth. Managed Shopify storefront, customer experience, and a cross-functional creative team.

Developed and executed monthly content calendars for Instagram and TikTok aligned with brand goals and seasonal campaigns. Improved reach and consistency by ~30% using a reels-first approach, stories, and interactive posts. Partnered with the photography team to conceptualize and execute creative shoot directions that strengthened the brand aesthetic. Also built and maintained the Shopify storefront to support a seamless online brand experience.