Digital Marketing & Social Media Strategy Leader

I help large organizations translate complex business priorities into scalable social media programs that drive engagement, build trust, and generate measurable business impact.

Strategic Marketing & Social Media Programs

Key Results

  • Improved engagement rate by 1.5% across channels, increased CTR by 2% and saves/shares by 5–10% by refining creative formats, audience targeting, budget optimization and content storytelling.

  • Led the development of 50+ social media strategies across multiple business lines, translating marketing objectives into platform-specific content and publishing plans.

  • Developed influencer and brand social strategy for a student banking campaign, driving 44% growth in client interaction and click activity during the campaign period.

Enterprise Collaboration and Governance

Key results

  • Drove cross-functional alignment between design, product, and marketing teams to deliver compelling campaign creatives and oversee approvals for briefs, budgets, and content across social and web channels.

  • Developed a RACI governance framework to clarify ownership and enhance social media brand risk monitoring and management in partnership with marketing communications, customer experience, and compliance teams

  • Led cross-functional collaboration with marketing communications and legal teams to ensure AODA compliance across social and secure email channels, developing a comprehensive compliance plan and coordinating with vendors to deliver monthly accessibility reports for DEI and compliance teams.

End-to-End Project & Program Leadership

Key Results

  • Led the development of Scotiabank’s first social media customer service strategy by facilitating a cross-functional workshop to align tone of voice, optimize workflows, and platform usage, resulting in a 35% increase in customer satisfaction (CSAT/NPS).

  • Scaled the employee advocacy platform by introducing a structured content strategy and training employees and leaders as brand ambassadors and content contributors, increasing earned media value by over 20%.

  • Led the digital communications strategy for the launch of Home Hardware as a Scene+ loyalty partner, developing a multi-format content and influencer campaign that generated over 8M views. Managed cross-functional approvals, influencer briefs and contracts, contest rules, and paid media collaboration, and integrated performance results into the overall campaign reports.

  • Eliminated a backlog of more than 4,000 secure emails by redesigning workflows and implementing a sustainable SLA-based operating model.

Areas of Expertise: Social & Digital Marketing Strategy | Influencer & Partnership Marketing | Content Strategy | Paid Media | Social Listening & Analytics | Governance & Compliance | Employee Advocacy | Stakeholder Engagement

Tools & Platforms: Sprinklr, Workfront, Seismic, PostBeyond, Adobe Analytics, Copilot, Google Gemini

Selected Work

A selection of social strategies, campaigns, and content programs I led from concept through execution.

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, 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 awareness of product offerings, and built customer trust.

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 and helped position Scotiabank as Canada’s No.1 financial institution for organic presence on TikTok.

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

Leadership & Execution

Led the development of multi-year social media strategies aligned to key business priorities, using platform-native storytelling across Instagram, Facebook, TikTok, and LinkedIn. 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.