KEY PROJECTS
Toronto Police Services
Analytics & Innovation Unit - 2020
The Toronto Police Services aimed to improve the promotion of their recruitment process for civilian roles within the Analytics & Innovation (A&I) unit.
Action: Over the course of eight months, I worked with a team of 4 Master of Marketing students from the Schulich School of Business to assess and analyze the unit's current recruitment strategy and social media presence. Our four pillared strategic recommendation included plans for content marketing, social media marketing, and a contingency approach of virtual events rather than the initially proposed in-person events, due to the COVID-19 pandemic.
Results:
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Doubled LinkedIn engagement
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Reached a more targeted audience of analytics students/potential applicants as evidenced through comment interactions on LinkedIn
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Provided a preparatory deliverable package of assets for future use - a case competition preparation package, original blog post content, and digital assets including promo videos, graphics, and a Twitter/Linked-In based "Sleuthing Challenge", to encourage prospective applicants to explore using the TPS data portal.
Toronto-based events company Pop!Events was looking to revamp their social media strategy but was not quite sure where to start.
Action: My team completed an extensive social media audit, including in-depth analysis of Pop!Events' current website performance, Instagram presence, and YouTube content. We then developed a strategic plan in reference to the internal audit, an analysis of 3 local competitors, and in reference to industry standard
Results:
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Developed a detailed report that included a thorough description of the current performance and strategic recommendations to improve cross-platform cohesiveness and increase overall social media presence
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Provided actionable insights on how to optimize page speed
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Designed branding guidelines and created assets for Instagram and YouTube use to meet social media engagement targets
Pop!Events - 2019
Social Media & Influencer Marketing
- Evolve Media LLC - 2019
While working as a Social Media and Influencer Marketing Specialist at Evolve Media LLC, I was responsible for managing various social media channels for the TotallyHer portfolio brands - Total Beaty, The Fashion Spot, and Momtastic.
Action: I planned & sourced relevant content, wrote copy, and created graphics alongside maintaining a regular posting schedule. I also sourced potential influencers for client campaigns and worked with paid Facebook and Twitter campaigns for influencer marketing projects.
Results
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Developed and implemented social media marketing strategies to build user engagement while driving website traffic for TotallyHer branded sites; Momtastic, The Fashion Spot and TotalBeauty - increased social media engagement across channels by 80% over 3 months
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Coordinated influencer marketing opportunities for TotallyHer clients including liaising between influencers and third-party companies for paid social boosts increasing impressions by 2K-25K
Within the first month of our Master of Marketing program, our team of 5 competed in the Schulich Advanced Strategy Club's annual Deloitte-sponsored case competition. Our case challenge was to deliver a business plan for "Drinks-Up", an app for mobile drinks ordering in bars and entertainment venues.
We developed B2B and B2C strategies to meet both patron and venue needs. As one of the top 5 finalists, we were selected to advance to a second phase competition at the Deloitte Toronto office that was later postponed.
Deloitte Case Competition - Schulich Advanced Strategy Club - 2019
Dean's Cup Case Competition
- Schulich School of Business - 2019-2020
Our team "The Prodigies" competed in Schulich's annual graduate student case competition. Over the course of four rounds, participants were given one week to develop a strategy and solution for the provided case.
Round 2 - Third Place - Homadorma, a Canadian homestay company was looking to make their platform more "sticky", to better engage with uses and expand their business. Through a two-pronged approach we proposed a "Room with a Friend" service that allowed for bundled/roommate registrations, and a "Home-Cooked Meals" service, to pair hosts with students. Our two recommendations addressed the customer turnover from former homestay residents looking for units with friends, and leveraged the existing homestay network and branding of "being a home" by bringing a taste of home to students.
Round 3 - Second Place - Multii Inc's TinyCast service was looking to grow as a bite-sized podcast creation and streaming platform. Our team developed a go-to market strategy with commuters as a our identified target audience, a product-development and launch plan, social media campaign plan (#CastIt) and a tiered monetization model.
Round 4 - Top 5 Finalist - Sandalwood Engineering was looking for a way to maintain the company culture and identity in the face of projected growth. Our team identified best practices in change management and developed a four-pillared recommendation strategy to engage current and new employees, including a contingency plan to comply with Work From Home protocols during the covid-19 pandemic.
The Western South Asian Dance Team was the only multi-genre cultural competitive dance team at the University of Western Ontario.
Action: As VP Marketing, I designed and created the team sponsorship package and promotional graphics for the Western team that competes at the annual North American Culture Show. Alongside my team I also planned and implemented marketing campaigns, including all online and in-person promotions for auditions and executive applications, design and release of newsletters.
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Results
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Increased digital reach by 250% after revamp of social media channels which contributed to the largest auditions and executive application turnout ever at Western (over 100 dancers for a 30-person team and 40 executive applicants for a 15-person executive team).
Western South Asian Dance Team - 2016-2019
Crowned Canada's Next Top Blockchain Exec - 2018
One of my proudest achievements during my undergraduate studies was being team lead for a multidisciplinary, inter-university team of students from Western, Waterloo and University of Toronto in the 2018 "Canada's Next Top Blockchain Exec" Case Competition. Our team, Praxis, placed 1st and earned the first ever title of "Canada's Next Top Blockchain Execs". With no experience in blockchain, I conducted extensive literature reviews to improve my understanding of how blockchain technology works prior to and during the 3-phase, 8 month case competition.
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Phase 1: Proposed a cryptocurrency payment strategy for Soundcloud creators
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Phase 2: Proposed a contractor website based on BlockMason’s credit protocol, including a competitor analysis, basic design prototype and implementation timeline.
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Phase 3: Proposed using blockchain technology with the multifunctional Indian Aadhaar card system to combat privacy issues, fraud risk, and poor user safety by addressing a single chain standard, encryption for authorized access and digital traceability for accountability and organization.
My case partner and I conducted extensive market research, literature reviews and market analysis to develop strategic/tactical recommendations and a marketing plan to promote adult shingles vaccinations across Canada. We were selected as a national Top 5 finalist and invited to present our marketing plan to top Merck executives in a two-day final presentation and networking event in Toronto.
With a former academic background in medical sciences, and a later undergraduate focus on sociology of health alongside psychology and behavioural science, I truly enjoyed the experience of developing a marketing plan for a public health initiative. Being able to leverage my academic research experience for a public health project allowed me to translate skills developed from my studies into marketing applications outside of traditional consumer goods.
MERCK Healthcare Marketing Case Competition - Top 5 - 2017
