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. I 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.

In addition to the technical build, I 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.

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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. Recognizing that a one-size-fits-all approach limits meaningful impact, I established a six-segment customer framework comprising First-Year Students, Upper-Year Students, Community Members, Alumni, Faculty and Staff, and Tourists. Each segment was defined by a distinct combination of buying history, age, location, and personal interests, enabling more relevant and targeted communications.

Campaigns were built around meaningful personalization at every touchpoint. Book enthusiasts received curated bestseller lists and staff favourite picks, incoming first-year students were guided through dorm essentials with well-timed product recommendations, and faculty and staff received communications tailored to departmental needs and exclusive offers. Each newsletter was crafted to feel personal and purposeful rather than broadly distributed, reinforcing the Bookstore's position as a trusted resource for every member of the UBC community.

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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. The campaign centred on audience-focused messaging that spoke directly to the milestone of graduation, coordinating promotional content across multiple channels and managing the landing page experience from concept through to launch. The initiative resulted in a 147% increase in online sales and a significant lift in landing page traffic, demonstrating the impact of well-timed, audience-first campaign strategy.

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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. My work spanned the full content lifecycle, from strategic planning and brand positioning to the production of branded content across web, photo, and video channels. I advised clients on strengthening their digital presence, which contributed to measurable improvements in online engagement, inbound inquiries, and referral traffic. Managing multiple client accounts simultaneously, I developed strong project management and communication skills while consistently delivering content that drove niche market growth.

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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. I 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. Through careful analysis of usage patterns across the client base, I identified underperforming accounts and recommended targeted campaign messaging and content interventions to improve engagement outcomes. Working closely with the sales team through CRM platforms, I facilitated monthly client meetings to surface pain points and deliver actionable solutions. I also 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.

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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. I 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. Throughout each production, I ensured that all creative content remained aligned with each client's brand strategy, visual standards, and narrative direction across both APAC and North American markets. I also 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.