Digital Content Creator and Strategist at Freelance

Scaled TikTok channel to 836K+ views, 150K+ likes, and 11K+ comments with 91.9% organic reach by developing a data-informed content strategy focused on trend responsiveness, keyword optimization, and audience segmentation. Owned the end-to-end content production workflow, publishing 10+ videos weekly through streamlined scripting, editing, and scheduling using CapCut, Adobe Premiere, and Google Sheets dashboards to ensure creative consistency and operational efficiency. Increased click-through rate by 22% in Q1 2025 by applying insights from A/B testing—optimizing video intros, CTA placement, and thumbnails to improve early retention and swipe-through rates. Drove a 200%+ lift in weekly engagement in Q2 2025 by codifying high-performing content into a serialized format and aligning release cadence with audience activity windows identified via TikTok Analytics.

Marketing and Events Fellow at The Walrus

Developed and led the social media and sponsor recognition strategy for The Walrus Gala 2024, generating 232K+ impressions across Instagram, LinkedIn, and Facebook in 4 weeks through targeted content, live coverage, and post-event highlights. Coordinated brand alignment and content approvals with sponsor, editorial, and marketing stakeholders. Led end-to-end planning and promotion for two national Walrus Talks events—live forums featuring speakers on current affairs—with 200+ attendees each. Increased attendance by 21% YoY through targeted social campaigns, organic outreach, and speaker-driven engagement. Managed the X (formerly Twitter) account during platform instability, adapting content strategy in real time to sustain engagement and brand voice. Secured 10+ national media placements over nine months by developing tailored pitches and coordinating interviews, helping drive brand exposure and content amplification across social and press channels.

Assistant Media Planner at Wavemaker Canada

Managed $2M+ in cross-platform media spend, overseeing budget pacing, forecasting, and vendor coordination to align with monthly KPIs and campaign goals. Launched and optimized paid campaigns across social, search, and programmatic, ensuring on-time creative delivery, cross-channel consistency, and agile mid-flight adjustments. Co-led a TikTok-first influencer campaign for Kruger’s Cashmere Ultraluxe fashion show, generating 51M+ impressions and 18K+ clicks to a Spotify microsite—surpassing all performance benchmarks. Delivered post-campaign reports with strategic recommendations, earning recognition from clients and leadership for clear insights that informed future planning.

Undergraduate Researcher (Internship) at Western University

Built and coded a database of 400+ TikTok and YouTube videos using linguistic criteria to support academic research on verbal art in social media. Credited contributor to the published paper Allyship in Anti-Racist Online Verbal Art, analyzing how creators use language to shape public discourse on anti-racism.