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Building Momentum
Project Type
Product Launch & Early-Stage Growth Activation
Date
Jan 2023
Impact
• 150M+ impressions across paid and organic campaigns
• 3x increase in engagement on reels and short-form content
• 45% boost in CTR through optimized ad creatives and A/B testing
• Campaigns localized across 6+ regions for cultural resonance
• Contributed to 8 major product launches through GTM strategy
• Reduced CPC by 28% through targeted audience segmentation
Role: Marketing and Communication Manager
Industry: Social Commerce | SaaS | Digital Media
Challenge
StikBook was building a social e-commerce platform aiming to merge content creation, community, and marketplace functionality into one ecosystem. The challenge was to bring a beta product to life, build initial traction among users, and create brand visibility in an intensely competitive space—with almost no brand presence and zero user data to begin with.
My Approach
1. Ground-Up Product Understanding & Brand Positioning
I started by immersing myself in the product vision, working closely with the CEO and the developers. I contributed to early-stage app feature ideation using human-physiology principles—ensuring the design was intuitive, habit-forming, and emotionally resonant.
Once I grasped the product’s value, I helped position StikBook not just as a social platform, but as a creator-led commerce ecosystem, focused on expression and monetization.
2. Beta Onboarding via Strategic Outreach
I created campus-focused outreach strategies and led offline activation campaigns across top Canadian universities like University of Waterloo and Centennial College.
From venue selection to brand decks and live demos, I designed every interaction to educate and convert students into early adopters. I directly handled communications, persuaded organizers, and even led the booth engagement in person.
3. CEO Enablement & Event Representation
Understanding how crucial pitch delivery was, I worked 1-on-1 with the CEO to craft messaging that would resonate with young audiences. I simplified product language, outlined talking points, and helped the CEO feel confident in live presentations.
My background in storytelling helped us avoid over-explaining features and focus instead on “what’s in it for the user.”
4. Digital Marketing Execution
On the digital front, I led end-to-end campaign creation—from designing social content, running paid ads, to managing SEO (on-page + off-page).
I created content calendars, shot short-form videos, and used tools like Canva, Mailchimp, and Google Analytics to track engagement. I also handled PR activities, identifying relevant platforms and managing responses to early media interest.
5. Systems, Funnels, and Team Leadership
I built the marketing funnel architecture, including user journey tracking, sign-up drop-off analysis, and CAC calculation models.
I also led a small cross-functional marketing team, assigning tasks, maintaining timelines, and ensuring brand consistency across all touchpoints.
Outcome
• Hundreds of users were onboarded during the beta phase through campus events and word-of-mouth campaigns.
• Created a structured marketing playbook for future city-wide expansion.
• Delivered real user insights that directly influenced app UX redesigns and feature prioritization.
• PR presence was initiated and online visibility increased by 60% through SEO, content, and social amplification.
• CEO was better prepared, and our pitches landed better across events—securing product feedback and potential investor interest.
Lessons & Pivots
Initially, I misjudged the audience by focusing too much on tech benefits. I pivoted by shifting to aspirational, lifestyle-based messaging—focusing on “how this platform can make you seen, paid, and connected.”
Also, I learned that in early-stage startups, speed beats perfection. We had to run lean campaigns, test quickly, and adjust faster than we were comfortable with.