Selected Work
Case Studies
01 — UTSC
UTSC Athletics and Recreation
Content Strategy · Video · Community · 3 Years
Objective
UTSC Athletics and Recreation already had a solid foundation when I joined. The account was active and the information was there, it just needed a more modern, youthful touch to match the energy of campus life. The goal was to bring in original video, recurring series, and a more consistent rhythm, so the page felt less like a schedule and more like something students wanted to be part of.
What I did
Over three years in a paid content and social media role, I helped bring a fresh, student-first feel to the account. I owned the content calendar, daily Stories, short and long-form video across Instagram, TikTok, and YouTube, event promotion, community management, and analytics. I also created original Reels series for the page, including Mic'd Up, which handed the mic to athletes and let them be themselves, and a Valentine's Day meme series timed to land when engagement was already running high. The recurring formats gave students something to come back for and share, which is what helped the page feel more like a community.
Result
Over one measured year, the account reached 77.1% more accounts and drove over 100,000 interactions. Followers more than doubled, from around 3,000 to over 6,400. But the number I am most proud of is not a metric. It is the comment that said this was someone's favourite series. That is what the work was actually for.
77.1%Increase in reach
100K+Interactions
2×Follower growth
02 — UTSC
UTSC Student Experience and Wellbeing
Content Strategy · Wellbeing · Storytelling · Contract
Objective
UTSC Student Experience and Wellbeing needed a social presence that felt warm and genuinely student-centred, not clinical or institutional. The harder part was the subject. A university wellbeing account has to stay within official communication standards, and the goal was to make resources feel approachable enough that students would actually engage with topics they usually scroll past.
What I did
Through a separate contract, I brought the same content-first approach from Athletics into the wellbeing space. I built a content strategy rooted in student storytelling and a consistent posting rhythm, and created recurring series that gave hard topics an easier way in, including Campus Conversations, where students answered honest questions about life on campus. The real craft was tone: finding a voice that met the university's standards but did not read like a pamphlet, something students could see themselves in and want to share.
Result
The page grew into a distinct, recognizable identity, separate from a generic institutional feed. Leaning into real student voices over polished messaging is what changed how students related to it, turning a page people scrolled past into one they followed and came back to.
03 — OBA
Ontario Basketball Association
Multi-Account · Live Events · Newsletter · Paid Internship
Objective
Ontario Basketball needed consistent, on-brand content across multiple accounts at once: covering league news, live events, player highlights, and community initiatives. All while keeping a unified identity across programs that each had their own audience and personality.
What I did
I was on a team that managed three Instagram accounts under the OBA umbrella: @obabball (46K+), @ontariosba (18K+), and @hpdleague (5.6K), over 70,000 followers combined. I created and scheduled content across all three, live-posted events in real time on-site during games and championships, and designed a monthly newsletter for the full OBA membership covering results, player spotlights, events, and partnerships. Each account kept the same brand standard while speaking to its own audience, so the content felt made for its people rather than copied three ways.
Result
Running three accounts at once, with 70,000-plus followers combined, meant holding one clear brand identity across three different audiences without it slipping. The newsletter shipped every month, on time and on-brand, and became a steady fixture members came to expect. And the live, on-site coverage from games and championships gave the accounts a momentum that scheduled posts alone could not match.
3Accounts managed
70K+Combined followers
12Newsletters designed
