The Story: When I first met Vera, I was struck by how similar our stories were. We were both 1.5 generation Hong Kong-Canadian and with a passion for mental health and advocacy. As the media surged in reporting incidents of Asian Racism especially during the pandemic, Vera dove in as social worker and advocacy expert to educate and provide therapy for her community, which is also my community. Her work is invaluable and I am so honoured to be part of amplifying her practice and work for close to 3 years now!

Partner in: Instagram strategy and execution, copywriting, campaign consultant, graphic design and newsletter production for over 2 years

Highlights: Built a consistently engaged audience from 1K to over 5K in under a year through organic content. Created a monthly newsletter that consistently has an over 60% open rate.

Personal Highlights: Creating a social media brand and brand voice that is recognizable, differentiated within a crowded mental health/wellness space, and reflects the nuance of Vera’s therapy practice with evolving strategies. Coaching the client from being video and camera-shy — to having confidence in sharing her stories on reels. Creating always relevant, value driven content that speaks to the target audience.

See our work here:@talktherapy.with.vera

Newsletters

The Story: I was introduced to the owner of I Deal Coffee in 2019 and have been working with this charming coffee and wine neighborhood staple for the past four years! When we met, I Deal was a local coffee roaster that had been around for two decades, and were looking for a refreshed and updated look for the visual identity and marketing of their three locations.

They valued my ability to work with them through many evolutions of marketing and pivot through the company’s changes. I worked with them to: leverage marketing trends without losing the heart of the brand, a re-branding, a pandemic, a location closing, a new store concept opening, the introduction of locally sourced and natural wines into the offerings and collaborations with local influencers and photographers.

Partner in: Instagram and social media/content strategy and execution: copywriting, development of new ideas, community management and engagement, graphic design, occasional product copywriting and photography/content development and direction

Highlights: In the height of the pandemic, we went from under 2K followers to over 10K followers in less than a year. We created helpful guides and local features to connect with local neighborhoods. Assisted with rebranding efforts and copywriting on new coffee blend descriptions. As algorithms changed, we also pivoted our content strategy to ensure audiences/customers never lost sight of the heart of I Deal Coffee was shown (community, quality and sustainability).

Personal Highlights: Navigating the pandemic and curbside pick-up service was a challenge we faced head on. Some of my favorite graphic design work and writing was done during that period -- when building a connection with local spots and transparency was the priority for customers. We helped establish I Deal as a favorite local spot in all three of the neighborhoods it was in. We created rich, informative content such as: Local neighborhood guides and ways to brew coffee at home. It was ‘ideal’ that I Deal did not close at all during the pandemic!

See our work here:@idealcoffee

The Story: I joined Amsterdam Brewery Marketing Team as a Social Media contractor just a few months before the pandemic hit. They were looking for someone to manage their social media channels (primarily IG) with consistency and creative ideas. I quickly integrated with the Head Marketing Manager and Marketing executive, in creating Ad campaigns and promos around weekly and seasonal releases. We fine-tuned creative campaigns and videos -- which were crucial to gracefully surf the waves of pandemic and shifts in social media platforms such as the growing demand for video content.

Partner in: Social media strategy execution, ad campaigns, photo and video asset creation, original copywriting and graphic design, community management on IG.

Highlights: During the height of the first few quarantines, we created the “Amsterdam at Home” campaign, featuring meals, classic beers and merchandise for free shipping within certain postal codes.We rolled this out with a handful of postal codes -- expanding to all of the GTA, Ottawa nd other parts of Canada. With this campaign alone, we built a marketing funnel from scratch, that reached $100,000 / week sales revenue, and generated north of $1 million dollars during my tenure! It was a major win during 4-5 months of uncertain times. We reached our audiences with a combined approach of: targeted ads, organic reach, demand generation and logistical ease.

Personal Highlights: Some of my favourite graphics and stop-motion videos were created during the “Amsterdam at Home” campaign as well as the annual “Double Tempest” brew. I also was the photographer for the entire food take-out menu (used on all food delivery apps), behind the scenes production photographs as well as photography assistant for Amsterdam’s new partnership with Longo’s.

Specific examples of campaigns available upon request.

The Story: Catherine found me through a Webinar I gave on the fundamentals of Social Media Marketing. She approached me to help share a self-coaching tool that she developed from within her coaching business masterminds.

Expanding from Catherine’s own journaling habit — Journalisms is a unique offering; an expansion of. My role through the Journalisms IG account was to give followers tools, food for thought and inspiration, to help guide them towards their own empowerment. --

After working for close to 2 years, we parted ways as business direction and focus was changing. I will always be honored to have worked with this powerful product!

Partner in: Execution of Social Media strategy, including: IG and Pinterest. Community engagement and support in giveaways and partnerships. Content organizing and creation of all original video content in the latter part of our collaboration.

Highlights: Working with Catherine was an absolute pleasure! It was important to build new ideas and execute the emergence of the brand tone. We found a balance between educating, inspiring and providing something practical that audiences could make use of.

I worked to grow the IG account from 700 followers to over 2K followers. Skyrocketed Pinterest views and engagement by over 200% with consistent strategy implementation.

We built campaigns, regular segments and User-generated content to nurture our following and drive website traffic (segments such as:Damn We are Wise, The Monday Morning Muse, Tuning into you Tuesdays, etc.)

Personal Highlights: I worked with a copywriter to develop the copy and graphics. It was one of my first times to both lead and manage the creative direction. We developed reels into becoming an integral part of the strategy, produced a video and photoshoot series to inspire high achieving entrepreneurs to continue honing their own self-coaching skills.

Being given creative reigns and permission to try new ideas in a changing social media landscape was a fun, and liberating challenge for me as a marketer. We had monthly calls to help us stay aligned and keep us focused on our goal!

See our work here: @journal.isms

Pinterest: @intentionaljournaling

The Story: The Ferg is an award-winning vacation home property in the Prince Edward County area of Ontario. It was owned and renovated by Jaime Kowal from a Heritage home. I had the absolute pleasure to help share the beauty and elegance of this property through photoshoots, and a both fun and professional IG strategy. We highlighted the features of each unit on the property, as well as PEC lifestyle through local business features, use of user-generated content and professional photography by Jaime. After The Ferg was sold, I continued to work with the new owners and we concluded our work together as the pandemic settled in. The Ferg continues building its success. On top of the foundation of creating a lovely property, we strengthened the synergy between this hallmark vacation home and the ecosystem of surrounding businesses, and increased their reach and popularity. The Ferg has been featured in Architectural Digest and other media outlets as well.

Partner in: Developing consistent brand and Instagram strategy, copywriting, photography, video content creation, creating a custom photo-filter, brand partnerships, community management on IG, creation of IG guides and highlight buttons for better user experience on social media, coordination with the reservations team.

Highlights: Bringing The Ferg more visibility in its own county was super rewarding, and also generated more local business collaborations! Near the end of my time working with The Ferg owners, partnerships with local coffee roasters, artisans, cideries, etc. were coming into fruition, bringing this Airbnb Superhost into a powerhouse brand, on top of all the media features!

Personal Highlights: Working directly with a family with a long history growing up in the county and making beautiful memories was a huge treat! I absolutely enjoyed further creating a consistent and pleasant visual experience; from curating photography, creating highlight buttons, gathering reviews, creating a photo filter to bring The Ferg brand a consistent feeling and perception. Staying in the space myself also created room for more creativity in how we bring space, design, function and lifestyle into people’s lives for enjoyment, relaxation, gratitude and joy.

See our work here:@thefergpec

Pinterest

IG guides

Highlight feature buttons (Welcome and for each suite)

The Story: I first encountered Monumental Projects through their co-founder Zahra. After doing a successful personal brand strategy call with her, she wanted me to bring the same magic to her team at Monumental Projects. We all sat down for a 3-hour World-building and Dreaming session over zoom to catalyze the new social media direction and strategy. After years of doing amazing work, they were ready to be more vocal about the work they do. Moving from the mindset of just focusing on doing good work, towards integrating expression and better communicating this work to the world -- can be a jarring and difficult shift.. Through our branding strategy session, we helped facilitate a space, where everyone could bear witness to one another’s creativity, and kickstart execution with ease. This open-minded team approached it with fervor! Our branding strategy session was full of insight, validation and openness for every voice and vision on the team.

Partner in: Initiating and catalyzing branding momentum + practical internal organizational consultation in execution

Highlights: I look back at this session with much fondness. We held nuance and navigated complex conversations around city planning, development, and housing. We did it all in communal processes and incorporated lots of intentional play -- to come out with many insights, strategies and execution that continues to propel forward Monumental’s work. I am honored to have been able to help bring emergent ideas of such a much-needed organization in their city, into an internal workflow and kickstart their social media and digital presence!

The result has been an effective brand look and consistent social media presence that continues to educate, inspire and weave together the social fabric of our city.

@monumentalprojects

The Story: FoundHer Productions is run by two powerhouse women, Shannon and Kelsey, who use photo and video production as a tool for transformation, self-love, belief, and showing the benefits of being perceived and perceiving others. We started working together when they brought me on to run a Social Media Foundations webinar for other women entrepreneurs and artists. Shortly after, I was hired by the FoundHer team themselves! During our time together, I executed their brand values into social media copywriting, management and photography + video content. Since then, the two founders have moved on to their individual careers.

Partner in: Instagram and Pinterest strategy and execution, supporting their media ideas, including promoting their podcast and featuring their client’s life work every month!

Highlights: Together we grew the Instagram account from 500 followers to over 2K (in a year) and engaged followers right before the algorithm shifted heavily to video trends. We executed and tweaked the content strategy as we went along. We found a super supportive community of multitalented women entrepreneurs learning and thriving in their own power and ‘zones of genius’. We delivered content from: practical ways to grow your business and brand, to apprehensions around being photographed. We disarmed and welcomed people to see themselves in order for them to be seen by others who need their light and work in their world.

Personal Highlights: Working with two high-level entrepreneurs who ran a production company more like a community, showed me how much heart goes into every part of the process. Kelsey and Shannon, created photo and video packages that went far beyond content delivery, but provided coaching on self-image, branding support, website image consistency and a community that yearned to celebrate one another. I learned about different ways to create copy for a heart-centered service, and also personally grew in my own entrepreneurial views from holding space for the internal growth of the two founders. I translated the views and ideas to audiences that came from bringing their business to life. I will forever be grateful!

See our work together: @foundher.productions

Pinterest

The Story: Stephanie first approached me from a referral from a colleague of hers, looking for support in creating relevant content for her Instagram. She came in knowing what she wanted but needed someone to drive execution and bring her practice and ideas to her growing following.

As a mother, business owner, psychotherapist, podcast host and hospital support worker and caregiver, Stephanie’s knowledge and experience is vast and diverse, even winning her awards. Her main goal was to have someone who understood mental health and could translate it to copy and graphics in line with her growing brand. We’ve been working for over half a year now and finding a groove with her following.

Partner in: Instagram copywriting and graphic design

Highlights: We identified that growing the following wasn’t the main goal. Through building a great partnership groove, generating creative ideas efficiently, we have been able to create content that consistently resonates with her audience more and more.

Personal Highlights: The moment Stephanie told me that her colleagues and friends started sharing with her how much she loved her content!

See our work here:@compassionincaregiving

The Story: Alt Marketing school is an award-winning online marketing community made by marketers for marketers! I was drawn to their ethos of “Market to Hearts” and EDI-focus and joined their 2024 spring cohort to meet other marketers, fine-tune my own skills and more! What I didn’t expect from the experience was how I was empowered to think with care and to embrace being a marketer who cares! AMS truly brings in heart-centred and caring folks from all over the world and provides super fun and engaging ways to learn about the fast-changing world of marketing!

Partner in: Social Media strategy, execution and coordinator including content creation and production for Instagram, LinkedIn, Tik Tok and Pinterest

Highlights: Increased and enhanced social media channels reach by 60%. Creating and producing content by embracing and enhancing the brand ethos and highlighting entry points into the key offerings. Re-strategized organic Instagram and Pinterest strategy for engagement, brand awareness and conversion

Personal highlights: Working with the founder who is an exceptional leader and getting really good at turning memes into content. Working closely with the founder and the team to enhance internal team communications and brand cohesion from product to story.

See our work here: Instagram

LinkedIn

Pinterest

Tik Tok