01 — Case Studies
Selected work.
UBC Bookstore — Shopify E-Commerce Redesign
In my role as Marketing and E-Commerce Coordinator at the UBC Bookstore, I led the end-to-end development of a new Shopify e-commerce platform serving students, faculty, alumni, and the broader university community.
- Oversaw the full content operations lifecycle encompassing site architecture, custom metafield creation, product page templates, front-end and back-end content publishing, product description copywriting, and digital merchandising strategy across a catalog of more than 40,000 SKUs spanning textbooks, apparel, gifts, and technology.
- Facilitated discovery sessions with university departments and stakeholders to gather business requirements, which informed site architecture, metafield structures, and product page templates.
- Translated stakeholder and merchant needs into functional specifications and content governance standards to guide developers and maintain consistency across 40,000 or more SKUs.
- Validated site functionality and content accuracy through ongoing testing and review cycles, identifying and resolving usability issues both pre- and post-launch.
- Directed lifestyle photoshoots across the UBC and UBCO campuses, managing model selection, location scouting, shot list development, and on-set creative direction. The resulting imagery served as core visual assets across the new website and was subsequently repurposed across multiple university departments, including UBC Student Housing and Community Services, ensuring brand consistency at an institutional level.
UBC Bookstore — Newsletter Campaigns & Customer Segmentation
I developed and executed a comprehensive newsletter strategy for the UBC Bookstore with the goal of strengthening customer loyalty and driving repeat engagement across a diverse campus community.
- Established a six-segment customer framework comprising First-Year Students, Upper-Year Students, Community Members, Alumni, Faculty and Staff, and Tourists, each defined by a distinct combination of buying history, age, location, and personal interests.
- Built campaigns around meaningful personalization at every touchpoint, ensuring communications felt relevant and purposeful rather than broadly distributed.
- Delivered curated bestseller lists and staff favourite picks to book enthusiasts, guided incoming first-year students through dorm essentials with well-timed product recommendations, and provided faculty and staff with communications tailored to departmental needs and exclusive offers.
- Reinforced the Bookstore's position as a trusted resource for every member of the UBC community through consistent, audience-first content strategy.
UBC Bookstore — Graduation Campaign
I planned and executed a targeted graduation campaign for the UBC Bookstore, combining email newsletters with on-site landing page promotions to reach graduating students at a high-intent moment in their university journey.
- Developed audience-focused messaging that spoke directly to the milestone of graduation, ensuring every communication felt timely and personally relevant.
- Coordinated promotional content across email and on-site channels, managing the full landing page experience from concept through to launch.
- Drove a 147% increase in online sales and a significant lift in landing page traffic, demonstrating the measurable impact of well-timed, audience-first campaign strategy.
BC-Based SMBs — Digital Content & SEO Strategy
Working as a freelance Digital Content Strategist, I designed and executed SEO-driven content strategies for small and medium-sized businesses across British Columbia.
- Developed and implemented SEO-driven content strategies tailored to each client's industry, audience, and growth objectives.
- Produced branded content across web, photo, and video channels, spanning the full content lifecycle from strategic planning and brand positioning through to final delivery.
- Advised clients on strengthening their digital presence, contributing to measurable improvements in online engagement, inbound inquiries, and referral traffic.
- Managed multiple client accounts simultaneously, delivering consistent results while developing strong project management and stakeholder communication skills.
- Achieved a 30% increase in online engagement and 25% market growth in niche segments across the client portfolio.
Stored Value Solutions — Client Success & Content Strategy
As Client Success Coordinator at Stored Value Solutions, I managed a portfolio of clients utilizing SVS gift card and payment solutions, driving platform adoption through strategic outreach, regular performance reviews, and content-led engagement initiatives.
- Developed branded onboarding guides, webinar decks, and feature documentation designed to support client uptake of the SVS B2C SaaS platform and ensure a smooth implementation experience.
- Analyzed usage patterns across the client base to identify underperforming accounts and recommended targeted campaign messaging and content interventions to improve engagement outcomes.
- Worked closely with the sales team through CRM platforms, facilitating monthly client meetings to surface pain points and deliver actionable solutions.
- Participated in sprint planning, standups, and sprint reviews with product and engineering teams, contributing client-driven insights to backlog prioritization and roadmap decisions.
- Collaborated with the product and engineering teams to ensure that client roadmap priorities were clearly communicated and that new platform functionalities were implemented in a way that directly addressed client needs.
Asia Pictures Ltd — Production Coordination
During my tenure as Production Coordinator at Asia Pictures Ltd, I led a team of more than 25 crew members across a wide range of creative video and interview productions for over 15 global firms and organizations, including Apple, Cisco, and Seagate Technology.
- Oversaw all project deliverables from pre-production planning through to final delivery, facilitating regular crew meetings to proactively surface potential roadblocks and implement effective mitigation strategies.
- Ensured all creative content remained aligned with each client's brand strategy, visual standards, and narrative direction across both APAC and North American markets.
- Managed production budgets by evaluating cost efficiencies across vendors, crews, and talent, maintaining financial accountability while upholding the quality and creative integrity of every deliverable.