Content Marketing Manager at The Fertility Partners (2026-02 – Present)
Marketing Communications Lead at Scribendi (2024-11 – 2026-02)
- Managed content for 8 fertility clinics across Canada, consolidating external agency operations into a unified in-house system that reduced outsourcing costs by 28% within four months.
- Built and led a cross-functional content team of clinic nurses, producing authentic, patient-centered stories across digital channels.
- Developed the TFP website framework to migrate regional clinic sites into a cohesive digital ecosystem while preserving each clinic's distinct tone and regional identity.
- Delivered brand "heart" refreshes for all clinics, redefining tone, design, and messaging to enhance credibility and achieve an 11% lift in engagement across social and web platforms.
- Created and implemented a data-informed editorial and SEO strategy, driving 5% growth in organic traffic and a 3.4% increase in patient inquiries network-wide.
- Developed strategic content partnerships with academic publishing journals, like PLOS, creating blog content, webinars, and website ads that contributed to 5.2% growth.
- Executed PR and regional communications initiatives in the Scandinavian region, including targeted op-eds for academic student audiences, contributing to 1.8% market growth.
- Developed insight-led social campaigns, driving 10,000+ weekly site visits and $30,000+ in monthly revenue.
- Owned campaign forecasting, performance tracking, and reporting.
- Launched a cart abandonment retargeting campaign that increased sales by 31%, by combining social media dynamic ads and display ads.
- Reimagined social-led lead generation by combining referral mechanics, instant-offer CTAs, and high-intent engagement pathways to drive conversions by 18%.
- Produced and directed multi-city social video campaigns across London, Manchester, and New York, scaling original content to 1M+ views and contributing to an 8% lift in sales.
- Led social media community management and collaborated cross-functionally teams to integrate customer feedback.
- Introduced a successful affiliate and influencer program that increased profit by 11% in 6 months.
Social Media Specialist at IPG (Pet Health) (2022-10 – 2023-11)
- Led execution of 25+ monthly ad campaigns across Meta, LinkedIn, and Google, maintaining target CPA/CPC while scaling visibility.
- Built IPG's TikTok presence from the ground up, amassing 507,914 video views, 32.4K likes, and 3,610 followers in five months.
- Increased brand engagement by 16,723%, achieving 174,906 total interactions—IPG's highest ever annual engagement rate.
- Designed and executed influencer/affiliate campaigns that elevated brand awareness by 34% and boosted sales by 4%.
- Instituted a 24-hour engagement response protocol, enhancing customer sentiment by 12% and improving brand loyalty.
- Expanded total brand following by 1,985%, growing from under 1K to 19,410+ followers in less than a year.
- Devised a performance-led Instagram strategy that returned 15% ROI on every ad dollar spent.
- Created viral, trend-driven content that racked up 7M+ views and set new internal benchmarks for organic reach.
Social Media Coordinator at ParticipACTION (2020-03 – 2022-09)
- Drove a 240% surge in engagement, reaching 1.4M+ interactions in 2020 and over 2.1M in 2021, exceeding all KPIs.
- Designed cross-platform social strategies that grew the audience to 163,000+ followers, including a 75% increase on Instagram in one year.
- Spearheaded content and video campaigns that garnered 7M+ video views, a 94.8% YoY increase.
- Amplified app downloads by 18%, and funneled 45% of website traffic via social media initiatives.
- Executed high-impact influencer programs that expanded brand visibility by 21% and increased followers by 10% in 12 months.
- Developed and launched the Invent-A-Sport campaign, surpassing conversion and awareness goals by 42%.
- Delivered compelling creative for fitness app ads across Google and Apple stores, driving direct installs and brand interest.
- Negotiated strategic partnerships and secured increased funding (+30%) from key sponsors such as Saputo and Travel Yukon.
Project / Digital Marketing Coordinator at Dixie Bloor Neighbourhood Centre (2016-12 – 2020-03)
- Led multi-stakeholder digital initiatives, collaborating with the Mississauga Mayor's Office, nonprofits, and academia to execute the PluggedIn project on time and under budget.
- Rebuilt digital presence from scratch across four platforms, achieving a 70% increase in web traffic and launching the org's first SEO/SEM strategy.
- Built a 500+ subscriber email list from zero, achieving a 65% open rate through targeted editorial planning and drip campaigns.
- Promoted from Social Media Coordinator to Project Lead within 18 months based on strong leadership and execution.
- Authored brand guidelines and trained cross-functional staff, raising digital literacy and unifying the organization's online voice.
- Produced reports demonstrating ROI and performance growth, leading to renewed funding cycles and expanded digital budgets.
Social Media Coordinator at Young Zimbabwe Magazine (2015-08 – 2016-11)
Content Curator Intern at Young Zimbabwe Magazine (2015-03 – 2015-08)
