Campaigns & Social
Student-Focused Social Content
University of Lethbridge | Social Media Marketing Manager
Developed student-centered content to communicate key housing information in a clear and accessible way, translating weekly email communications into engaging social media stories and short-form video content (including TikTok) to improve reach and retention. This work supported both daily communications and larger initiatives, including a campus-wide mascot photoshoot to build a reusable content library and refresh housing visuals. In a post-pandemic student environment, this approach helped foster a stronger sense of community and connection among residents.
My Role
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Led the development and execution of student-focused digital communications strategies for on-campus housing
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Created and managed content across social media, email, and web platforms
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Produced multimedia content, including photography, video, and graphics for digital and print use
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Translated weekly email communications into engaging social media stories and short-form video content (TikTok and Instagram) to improve accessibility and reach
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Planned and executed content initiatives, including a campus-wide mascot photoshoot to build a reusable content library
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Refreshed and updated visual assets, including stock imagery, for on-campus housing promotion
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Collaborated with internal teams to align messaging and support broader communications and engagement goals
Impact
Increased reach and engagement across social media platforms through data-informed content strategy and platform-specific storytelling. Improved accessibility and retention of key housing information by adapting long-form communications into digestible, engaging formats. In a post-pandemic student environment, this work also helped foster a stronger sense of community and connection among residents.
Short-Form Video & Social Content
Short-form video content designed to drive engagement and improve understanding of key housing information through relatable, platform-specific storytelling. Content leveraged current trends to connect with the student audience while making on-campus housing feel more approachable and welcoming by giving insight into the people behind the organization.
Photography & Visual Content
Photography developed to support on-campus housing communications, including promotional imagery and campaign visuals. Content focused on capturing student life, residence spaces, and shared environments with attention to composition, lighting, and visual consistency to create a welcoming and authentic representation of the housing experience.
Informational Content for Accessibility & Clarity
nformational video content developed for the housing website to communicate key processes and resources in a clear and accessible way. Content focused on simplifying complex information through concise visual storytelling to improve user understanding and overall digital experience.
Student Hiring Campaign
University of Lethbridge | Social Media Marketing Manager
Developed and executed digital campaigns supporting student staff recruitment, independently leading content creation and strategy across social media platforms.
My Role
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Led end-to-end campaign development, from planning through execution
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Independently produced photo, video, and graphic content for recruitment initiatives
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Developed and managed multi-platform social media campaigns
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Monitored engagement and optimized content for performance
Impact
Led high-impact, multi-platform campaigns that strengthened student engagement, increased visibility of recruitment initiatives, and drove meaningful interest in Residence Life opportunities.
Selected Campaign Content
Developed a music-themed Residence Life hiring campaign inspired by the popularity of Spotify Wrapped, reimagining contemporary album artwork to feature the university’s mascot. The designs were adapted for both print and social media, including posters and postcards used across campus.
Video Highlights
Developed a LEGO-themed Residence Life hiring campaign centered on building a strong campus community. Produced a series of social media videos featuring current Residence Assistants answering key questions, providing insight into the role while encouraging student applications.
Events & Content
Event & Conference Marketing
University of Lethbridge | Social Media Marketing Manager
Led the creation of visual content for event and conference promotion, combining photography and graphic design to showcase venues and enhance audience appeal across digital and print platforms.
My Role
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Captured and edited promotional photography for events and conference spaces
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Designed marketing graphics and visual assets for social media and promotional use
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Developed content highlighting venues, accommodations, and event experiences
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Ensured visual consistency aligned with branding and marketing objectives
Impact
Supported large-scale event promotion through high-quality visual content that increased audience engagement and extended reach across digital platforms and marketing materials.
Selected Promotional Photography
Promotional photography developed to showcase the on-campus hotel, highlighting spaces and amenities for marketing use. Imagery was featured across web, social media, and tourism platforms.
Selected Marketing Graphics
Marketing graphics developed to support a range of campus initiatives, including events, promotions, and retail campaigns. Content was created for use across social media and digital platforms, showcasing a variety of visual styles and approaches tailored to different audiences.
Event Coverage & Campus Photography
University of Lethbridge | Social Media Marketing Manager
Captured and produced event photography across a range of campus initiatives, independently documenting student engagement, campus life, and live experiences for use in digital communications and marketing.
My Role
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Photographed campus events, including move-in, student activities, and special events
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Produced and edited imagery for social media, web, and promotional use
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Led visual content capture in live environments
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Delivered high-quality visuals aligned with institutional communications goals
Impact
Captured authentic campus experiences that strengthened digital storytelling and deepened audience connection across institutional communications, with photography-driven posts consistently achieving the highest engagement rates across social platforms that year.
Selected Work
Event photography capturing campus life, student engagement, and live experiences across a variety of university events and initiatives. Imagery was used to support digital communications, social media, and promotional storytelling.
Musical Theatre Campaigns
Toronto Metropolitan Theatre Company (formerly Ryerson Musical Theatre Company | Co-Director of Media
Led digital media and social content strategy for musical theatre productions, supporting audience engagement and show promotion through visual storytelling.
My Role
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Co-led media strategy and content creation for musical theatre productions
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Captured and produced photography and video during rehearsals and performances
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Developed promotional content to support show marketing, audience engagement, and ticket awareness
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Collaborated with directors, cast, and production teams to align storytelling and messaging
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Coordinated and edited multi-camera recordings of live theatre productions for archival and promotional use
Impact
Elevated show promotion through compelling visual storytelling, strengthening audience awareness, increasing engagement, and supporting ticket interest across digital channels.
Selected Production & Campaign Content
Video Highlights
Real Estate Photo Editing & Retouching
Freelance Digital Communications & Multimedia (Real Estate Projects)
Real estate images captured by the property owner on a mobile device were enhanced using professional editing techniques to improve visual clarity, correct perspective distortion, and create polished, market-ready assets for a vacation rental property. This work focused on transforming raw, unrefined images into high-quality visuals suitable for listing platforms and digital marketing, including the removal of distracting elements to improve overall presentation. The goal was to elevate everyday captures into visually compelling assets that meet professional short-term rental standards.
My Role
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Edited and enhanced mobile-captured images for a vacation rental property listing
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Corrected perspective distortion and vertical alignment to create balanced, professional compositions
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Adjusted lighting, exposure, and colour temperature for consistency and visual clarity
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Removed unwanted elements (e.g., garbage bins, clutter) using retouching and clone tools
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Refined composition and framing to improve overall presentation
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Delivered polished images aligned with short-term rental and digital marketing standards
Impact
Transformed mobile-captured images into professional-quality marketing assets, significantly enhancing visual appeal and strengthening listing performance across competitive short-term rental platforms.
Before & After Image Enhancements
Images originally captured on an iPhone for a vacation rental property were transformed through editing to correct distortion, balance lighting, remove distracting elements, and enhance composition, resulting in professional-quality visuals suitable for listing platforms and promotional use.
Retail & E-Commerce
Retail & Product Marketing
University of Lethbridge | Social Media Marketing Manager
Led the creation of retail-focused marketing content supporting both in-store and e-commerce initiatives, with a focus on product storytelling, visual consistency, and digital engagement.
My Role
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Developed and executed product-focused content for retail and online campaigns
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Captured and produced product photography for web, social, and promotional use
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Managed visual assets across the online storefront to ensure cohesive product presentation
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Collaborated on campaign direction aligned with seasonal and promotional goals
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Maintained brand consistency across all customer-facing touchpoints
Impact
Enhanced product visibility and brand consistency through visually engaging, platform-optimized content, driving stronger audience interaction across retail and digital channels.
Selected Work
Product photography created to support retail marketing initiatives, highlighting merchandise through clean, visually engaging imagery designed for use across social media and promotional platforms. While a large portion of this work involved producing consistent e-commerce imagery for the online store on a weekly basis, the following examples showcase more creative, campaign-focused content developed for social media.
Video Highlights
A selection of short-form video content developed for retail and product marketing, created for platforms such as TikTok and Instagram. Content was designed using platform-specific storytelling and trending audio to promote products and drive audience engagement.
E-Commerce Website Optimization
University of Lethbridge | Social Media Marketing Manager
Contributed to the improvement and restructuring of the University of Lethbridge Bookstore’s e-commerce website, with a focus on recoding navigation systems, improving usability, and creating a more intuitive shopping experience for students.
My Role
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Recoded and restructured the website’s navigation system to improve clarity and user flow
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Reorganized product categorization to support easier browsing and product discovery
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Supported front-end updates and content organization across the online store
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Assisted in optimizing the user experience for browsing and purchasing
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Managed and produced web imagery to ensure consistent, high-quality product presentation
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Maintained alignment between marketing content and the online storefront
Impact
Improved user experience and product discovery by restructuring navigation and content hierarchy, enabling more intuitive browsing and supporting increased engagement across the online storefront.
Selected Website Views
Focused on simplifying navigation, improving product discovery, and creating a more intuitive user experience across the site.
Rebuilt the navigation system and refined layout hierarchy to improve user flow, clarify category structure, and support more intuitive browsing.
Structured content sections to integrate promotions, partnerships, and social content, enhancing engagement and overall user experience.