Led a 250K+ follower, multi-platform social ecosystem; drove 20-30% YoY audience growth through content strategy, creator partnerships, and channel expansion. Built a North American creator ecosystem, produced high-volume UGC assets, and developed a structured UGC testing model to iterate creatives across paid and organic channels. Led a North America-wide campaign (Grill-Off) with 90M+ impressions and 5,000+ entries, boosting engagement. Coordinated cross-functional teams across marketing, retail, and ecommerce; converted top participants into paid creators; managed multi-million-dollar influencer budgets and optimized spend by performance. Translated performance data into actionable creative direction for improved outcomes.

Head of Social & Community at WILD FORK FOODS (Canada & U.S.)

January 1, 2022 - Present

Lead social media, influencer, and community strategy across Canada and the U.S.; manage a 230K+ follower multi-platform ecosystem; oversee multi-million-dollar annual influencer, UGC, and content budgets; concept and launch flagship social-first campaigns with 60+ influencers, 100+ creator assets, and 15M+ impressions; coordinate with 10+ cross-functional stakeholders across Creative, E-commerce, Product, Legal, Retail, Operations, and external agencies; build national influencer and UGC ecosystem across 6+ regions; direct social content strategy from ideation to launch sequencing; oversee shoots and asset approvals for PDP/PLP/homepage imagery; implement scalable content calendars and launch workflows.

Head of Social Media Marketing at Start-up children e-wallet technology company – RBC Ventures

January 1, 2021 - January 1, 2022

Piloted and scaled a performance-driven UGC program, activating ~10 creators monthly to produce 28+ ad variations per month for structured testing. Built a test-and-learn framework to identify high-performing creators, reducing cost-per-install by 175%. Translated performance insights into creative strategy, prioritizing formats driving stronger conversion and engagement. Scaled social presence with 480% average monthly follower growth and 600% increase in Instagram impressions. Led six-figure influencer campaigns and built influencer programs end-to-end, including sourcing, contracting, briefing, and optimization.

Head of Social Media Marketing at RBC Ventures — MYDOH (Fintech Startup)

January 1, 2021 - January 1, 2022

Own end-to-end social media, influencer, and community strategy; scale brand presence from early stage to growth; drive 480% average monthly follower growth and a 600% increase in Instagram impressions through social-first content and community storytelling; lead six-figure influencer campaigns (>$100K); reduce cost-per-install (CPI) by 175% while increasing brand awareness and trust with families and youth; build influencer programs from scratch, manage sourcing, briefing, contracting, performance analysis, and optimization; plan nationwide community initiatives (e.g., teen financial literacy seminars) and collaborate with senior leadership for promotions and attendance growth.

Marketing Manager, Digital at Loblaws – Medical Aesthetics division

January 1, 2020 - January 1, 2021

Promoted from intern to full-time; led digital content, social media, and email marketing initiatives, increasing Instagram followers by ~200% in under two months. Reduced external agency spend by ~20% by bringing content creation, copywriting, and campaign execution in-house. Planned and executed integrated digital campaigns with budgets exceeding $50K, increasing brand awareness and engagement in a regulated category. Recognized as Loblaws Intern of the Month (August 2020).

Marketing Manager, Digital (Medical Cannabis Division) at Shoppers Drug Mart (Loblaw Companies)

January 1, 2020 - January 1, 2021

Promoted from intern to Marketing Manager within two months; led digital content, social media, and email marketing initiatives; grew Instagram followers ~200% in under two months; reduced external agency spend by ~20% by bringing content creation, copywriting, and campaign execution in-house; planned and executed integrated digital campaigns with budgets exceeding $50K in a regulated category, increasing brand awareness and engagement.

Marketing Manager at Industry leader in providing marketing services to global medical aesthetics businesses

January 1, 2017 - January 1, 2020

Promoted from Marketing Specialist to Marketing Manager; built and scaled social media and content marketing programs for global B2B and B2C clients, achieving 400%+ growth across platforms within one year. Managed 4–5 clients per month, delivering ~30% average monthly social growth and 15%+ revenue increases through data-driven campaigns; generated an average of $20K in monthly revenue per client via social-driven lead generation and optimization.

Marketing Manager at CHOBEE MARKETING MD

January 1, 2017 - January 1, 2020

Promoted from Marketing Specialist to Marketing Manager; built and scaled social media and content marketing programs for global B2B and B2C clients, achieving 400%+ growth across platforms within one year; managed 4–5 clients per month, delivering ~30% average monthly social growth and 15%+ revenue increases; generated an average of $20K in monthly revenue per client through social-driven lead generation and campaign optimization; collaborated closely with graphic design and creative teams to develop daily content pipelines and campaign launches.

Founder & Principal – Marketing & Social Media Consulting at Tina Huang Marketing (Tina Huang — UGC & Social Strategy)

January 1, 2014 - Present

Founded a boutique social media and content marketing agency serving 80+ brands and restaurants across Canada. Led end-to-end planning and execution of 300+ branded events and activations. Managed vendor partnerships, influencer sourcing and contracting, content creation, promotional strategy, and on-site execution. Conducted post-campaign analytics to assess reach, engagement, foot traffic, and ROI. Built and managed a small in-house team; advised clients on community-led, social-first activation strategies to drive awareness, engagement, and revenue growth.

Founder & Principal at Tina Huang Marketing

January 1, 2014 - Present

Founded and operated a boutique social media and content marketing agency, delivering brand strategy, social media management, influencer programs, and experiential marketing for 80+ brands and restaurants across Canada; planned and executed 300+ branded events and activations, managing the full lifecycle from concept to post-event reporting; led vendor partnerships, influencer sourcing and contracting, content creation, promotional strategy, and on-site execution; conducted post-campaign analytics evaluating reach, engagement, foot traffic, and ROI; built and managed a small in-house team and served as strategic advisor translating business goals into community-led, social-first activation strategies that drove awareness, engagement, and revenue growth.