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Digital Marketing & Social Media Strategy Leader

I am a strategic marketing, communications, and social media leader with 10+ years of experience leading digital strategy and cross-functional initiatives in large, matrixed organizations. I help translate complex business priorities into scalable social media programs that drive engagement, build trust, and generate measurable business impact.

I’m known for strong project management and relationship-building skills, using insights and AI to elevate content quality, improve efficiency, and drive measurable engagement and brand growth.

Selected Work

Thought Leadership Series: Humans of Scotiabank

Strategic Objective
Produce a social-first thought leadership series that humanized the brand by showcasing diverse leaders and employees, highlighting how they serve customers and communities.

Leadership & Execution
I led the strategy, creative development, and production of ‘Humans of Scotiabank’. From concept to launch, I shaped the brand narrative and built a content strategy aligned with broader thought leadership goals. I curated interviewees, developed discussion frameworks, and coached participants to deliver authentic, on‑brand messages.

I led the rollout strategy across LinkedIn, Instagram, YouTube and TikTok, optimizing timing and messaging for each platform to drive engagement and reach. I also delivered performance reporting and synthesized insights to inform future brand storytelling initiatives.

Results
The series exceeded view-through rate (VTR) benchmarks by 1.5% across social channels, strengthening audience connection through authentic storytelling.

Social Media Strategy & Campaign Leadership

Strategic Objective

Develop annual always-on social media strategies that strengthened brand affinity, increased consideration and built customer trust.

Leadership & Execution

Led the development of multi-year social media strategies aligned to key business priorities, using platform-native storytelling across Instagram, Facebook, TikTok, LinkedIn and YouTube. Partnered with marketing, product, legal, and design teams to align priorities, timelines, approvals, and budgets for cross-platform campaigns. Defined channel strategies, content frameworks, and campaign calendars while overseeing social-first content production and using performance insights to continuously optimize initiatives.

Results

  • The fraud awareness strategy significantly outperformed channel benchmarks, achieving an average 18% engagement rate compared to the 2.8% benchmark.

  • The always-on financial literacy program increased engagement and click-through rate (CTR) by 2–5% across channels.

  • The always-on hockey sponsorship social strategy generated 8M+ views and interactions across platforms.

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Cover of a presentation titled 'Investment and crypto scams: Spot the red flags' featuring a winding green path with a red flag at its end.
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Areas of Expertise

  • Social Media Strategy

  • Content Marketing

  • Digital Campaigns

  • Project Management

  • Thought Leadership Content

  • Influencer Partnerships

  • Employee Advocacy

  • Paid + Organic Integration

  • Reporting & Analytics

  • Content Calendar Management

  • Cross‑Functional Leadership

  • Brand Storytelling

  • Social Listening

  • Strategic Communications

  • Risk Management & Brand Protection

  • Governance & Compliance

  • Vendor Management
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Selected Achievements

  • Led always-on content strategy and campaign-focused social media plans that engaged audiences and increased brand consideration across Meta, Instagram, LinkedIn, TikTok, X, and YouTube.

  • Increased engagement rate by 1.5%, click-through rate (CTR) by 2%, and saves and shares by 5% to 10% year over year by testing creative formats, audience targeting, budget optimization, and content storytelling.

  • Led the development of 50+ multi-channel social media strategies that improved financial literacy, increased awareness of products and services, and amplified sponsorship properties by translating marketing objectives into social-first content.

  • Led the social media strategy for “The Hockey Jersey,” a culturally resonant campaign that achieved 30M impressions and earned a 2024 Silver Strategy Award (DEI Strategy) for its focus on diversity and inclusion in Canadian hockey.