Lexus Canada
-
-
Owned social media strategy and day-to-day execution for the Lexus Canada account across Instagram, TikTok, and Facebook, managing content calendar, production, publishing, community management, and reporting end-to-end. Concepted and created original content suited to how each platform actually performs: while lifestyle photography and short-form video built brand affinity and cultural relevance on Instagram and TikTok, giving audiences a consistent reason to come back rather than one-off posts. Stayed close to daily trend cycles across all three platforms, applying a clear filter for which cultural moments fit a premium automotive voice and which didn't, and could always explain the reasoning behind a jump-in or a pass.
Tracked weekly performance metrics, including reach, engagement, and video completion rate, to sharpen content mix, posting cadence, and creative direction. Directed the end-to-end approval process in coordination with internal creative teams and external partners to ensure production remained organized and on schedule. Prepared monthly and quarterly reports that translated performance data into clear, actionable insights for brand stakeholders, directly linking content performance to awareness and engagement. Collaborated closely with paid media and cross-functional partners to extend organic content into broader campaign initiatives.
Unilever US
-
-
Owned Unilever's social content across Facebook and Instagram from end to end, planning the calendar, producing and publishing the work, managing the community, and reporting on how it performed.Content was never just repurposed from one platform to another; each was built around how that platform actually behaves. Instagram carried the brand's most polished product and lifestyle photography, while Facebook leaned into shareable, community-oriented posts built for a broader, more conversational audience. Also built and ran a handful of serialized formats, the standout being a recurring product-launch reveal series.
Trend-tracking was a daily habit on both platforms, and much of the job came down to judgment: deciding which formats, topics, or cultural moments were worth a same-day turnaround, and which were not right for the brand. Every post doubled as a small test rather than a one-off bet, with saves, shares, completion rate, and comment sentiment shaping what got reposted or built on next. Community management was handled personally as well — responding in the brand's voice and feeding recurring fan feedback back into the calendar. Reporting followed a regular cadence, translating platform metrics into plain-language takeaways for stakeholders.
Krispy Kreme US
-
-
Led trend forecasting and performance reporting for the Krispy Kreme account across Instagram and TikTok, working alongside the team responsible for content strategy, calendar, and production. Trend cycles were reviewed weekly, with calls made on which sounds, formats, and cultural moments were worth a same-day response and which weren't the right fit for the brand. Each of those calls carried clear reasoning behind it, giving the creative team a running start on what to concept next rather than reacting cold.
Performance reporting followed the same approach. Raw metrics were turned into plain-language takeaways for brand and internal stakeholders, with results tied back to the campaign's awareness and engagement goals rather than reported in isolation. Those takeaways then fed recommendations on content mix, posting cadence, and format, grounded in what the data actually showed rather than assumptions.
Boston Pizza
-
-
Led trend forecasting for the Boston Pizza account across Instagram and TikTok, supporting a fast-moving content calendar built around live sports, game nights, social media holidays, and fan culture. Trend cycles were reviewed daily, with real-time calls made on which sports moments, sounds, and cultural trends were worth jumping on and which were better left alone, each grounded in clear reasoning. Hockey season and playoff runs demanded particularly close attention, since the right trend call within hours could outperform a week of planned content.