Selected Work

By the Numbers

Selected Work

THE MICHELIN GUIDE VANCOUVER

Challenge: The MICHELIN Guide’s arrival in Vancouver marked a major moment for the city’s culinary scene. The challenge was to make the prestige of the Guide feel accessible to an everyday audience, helping people understand what a MICHELIN Star and its distinctions actually meant. It was also an opportunity to broaden perceptions of MICHELIN-worthy dining and showcase how Vancouver’s diverse, distinctly West Coast culinary identity belonged on the global stage.Solution: I led social strategy for the launch of the MICHELIN Guide Vancouver and its second and third editions, translating the Guide’s prestige and distinctions into engaging, accessible content. Through social-first storytelling, we brought MICHELIN to life through a distinctly local lens, spotlighting Vancouver’s chefs, restaurants, producers and culinary stories.Results: What began as a launch-focused social strategy evolved into a multi-year content program, using insights from the inaugural year to shape more original, social-first storytelling in subsequent editions. The approach helped extend the MICHELIN conversation beyond the annual reveal and reach new audiences through increasingly ambitious content.

1.5M+

Organic plays across selected MICHELIN content

Content Production & Creator Partnerships

My Role: Concepted and produced original video series designed to demystify the MICHELIN Guide and make it more approachable to everyday audiences. I led production end to end, from scripting and creative direction to hiring videographers and managing creators, talent and local industry experts.

DESTINATION VANCOUVER

Challenge: Vancouver is a globally recognized destination, but staying relevant on social requires more than showcasing iconic scenery. The challenge was to build an always-on presence that remained useful, timely and engaging year-round, while giving audiences new reasons to explore the city.Solution: Led social strategy, content and channel management across Destination Vancouver's consumer social ecosystem, spanning always-on storytelling, major campaigns and partnerships, creator programming and paid social. I also oversaw community engagement and worked with agency and freelance partners to extend the brand’s social presence across China and Mexico.

Partnerships

My Role: Worked across major events and brand partnerships, from leading social strategy and execution to coordinating content and amplification across Destination Vancouver’s channels. Selected partnerships included FIFA World Cup 2026™, Grey Cup, Invictus Games, Laver Cup and more.

Content Creator Program

My Role: Led the development of Destination Vancouver’s content creator program from the ground up, building the case for investment and successfully securing senior leadership buy-in. I oversaw creator selection, briefing and partnerships, with the program growing year over year.Results: Grew the program from an initial $30K investment to a $100K annual budget the following year, establishing creator content as an ongoing part of Destination Vancouver’s social strategy.

Paid Social

My Role: Managed Destination Vancouver’s always-on paid social strategy across Meta, overseeing campaign planning, audience strategy, budget allocation, optimization and performance across an annual media investment of up to $1M+.Results: From 2023 to 2024, outbound link clicks increased 52% year over year, while cost per outbound link click decreased 22%, driving more qualified traffic while improving media efficiency.

DINE OUT VANCOUVER FESTIVAL

Challenge: Dine Out Vancouver Festival is an established annual event, but each year presented the challenge of keeping the festival fresh and relevant on social while driving awareness, restaurant participation and visitation. The opportunity was to evolve the social strategy beyond promotion, creating content and activations that gave audiences a reason to engage with the festival before, during and beyond their dining experience.Solution: Led social strategy across three consecutive editions of Dine Out Vancouver Festival, using a mix of organic content, creator partnerships, contests and paid social to build excitement around participating restaurants and experiences. The approach also extended beyond Vancouver, using regional creator partnerships to reach nearby travel markets such as Victoria and Seattle.Results: Across three editions, the social strategy helped grow Dine Out Vancouver Festival’s Instagram community from approximately 23K to 34K followers, while creator partnerships and social activations generated strong participation and engagement around the festival. In 2024 alone, Instagram followers increased 21.5% year over year, with much of that growth attributed to the festival’s daily giveaway strategy.

BRAND CONTENT & UGC

From concept to final cut, I create social-first branded content that feels considered, engaging and native to the platform. My work combines strategy, storytelling and hands-on production across food, travel, lifestyle and home.