Agency work

Owned organic social content and day-to-day execution for Lexus Canada across Instagram, TikTok, and Facebook, managing the content calendar, production, publishing, community management, and reporting end-to-end.

Conceptualized original content based on platform performance. On Instagram and TikTok, lifestyle photography and short-form video drove brand affinity and cultural relevance, with content designed to retain audiences instead of one-off posts. Monitored trend cycles daily across all three platforms and filtered every cultural moment against a premium automotive voice.

Tracked reach and engagement to sharpen content performance and posting cadence. Directed the end-to-end approval process with internal creative teams and external partners, keeping production organized and on schedule. Delivered monthly and quarterly reports that tied content performance to brand stakeholders’ awareness and engagement goals. Partnered with paid media and cross-functional teams to extend organic content into broader campaigns.

Owned Unilever’s organic social content across Facebook and Instagram end-to-end, planning the content calendar, producing and publishing assets, managing the community, and reporting on performance.

Built content around platform behaviours instead of repurposing it across channels. Instagram carried the brand’s most polished product and lifestyle photography, while Facebook leaned into shareable, community-oriented posts for a broader, more conversational audience.

Tracked trends weekly on both platforms and made same-day calls when a format, topic, or cultural moment demanded it, passing on anything that didn’t fit the brand. Treated every post as a test-and-learn opportunity rather than a one-off bet, using saves, shares, completion rate, and comment sentiment to decide what to repost or build on next.

Delivered weekly and monthly reports that translated platform metrics into plain-language takeaways for stakeholders.

Led trend forecasting and performance reporting for Krispy Kreme across Instagram and TikTok, working alongside the team that owned content strategy, calendar, and production. Reviewed trend cycles weekly and made same-day calls when a sound, format, or cultural moment demanded it, passing on anything that didn’t fit the brand.

Applied the same approach to reporting. Turned raw metrics into plain-language takeaways for brand and internal stakeholders, tying results back to the brand’s awareness and engagement goals rather than reporting them in isolation. Used those takeaways to drive data-backed recommendations on content creation, posting cadence, and format.

Led trend forecasting for Boston Pizza across Instagram and TikTok, supporting a fast-moving content calendar built around live sports, game nights, social media holidays, and fan culture.

Reviewed trend cycles weekly and made same-day calls, each backed by clear reasoning, when a sports moment, sound, or cultural trend was worth jumping on. Gave hockey season and playoff runs especially close attention, since the right trend call within hours could outperform a week of planned content.