Some examples of my professional work in content strategy and creation, including excerpts of editorial and copywriting I’ve written and produced over the years.
1. At Maple Leaf Sports & Entertainment, I led the content optimization strategy for Toronto Maple Leafs, Raptors and Toronto FC video content across broadcast, web and app platforms, with a focus on fan acquisition and sponsorship revenue. The Leaf: Blueprint, a flagship series I worked on, saw a YOY 100%+ increase in audience data capture, video views and time spent within Leafs Nation.
2. The London 2012 Olympics: Nominated for a Digi Award – Cross Platform category.
While with the Olympic consortium for the Games in London, I created and oversaw the integration of Ultimate Fan across Olympic broadcast web and app platforms as part of my role as Director, Digital Media, with the objective of increasing audience content engagement and sponsorship revenue. Through daily challenges on CTVOlympics.ca/RDSolympiques.ca, users competed to top the leaderboard, while earning points, badges and prizes. The more points a player earned the better chance they had to become the Ultimate Fan.
Air Canada and Samsung partnered in a $1 million sponsorship of Ultimate Fan .
Copywriting & Strategy:
Rogers On Demand Online: Part of initial team that launched ‘RODO’: Canada’s first premium broadband entertainment service: I led on content strategy, including site content taxonomy and SEO; also contributed to and led team 8-12 content producers and writers in daily merchandising and programming of RODO site and mobile app.
Lavalife: I wrote and managed the distribution of email marketing as well as site copy and promotions for lavalife.com. Sample email marketing I wrote and distributed:
Lavalife: Website Copy.
Copywriting & Project Management
Bayer Canada: Website copy for teens with diabetes. I also project managed the build of this site.
Editorial & Copy
A multimedia feature I produced while with Yahoo!, featuring Ontario’s best places to live. The feature won the company ‘Go To Town’ award for best branded content piece.
Sample Home Page content packaging & blog piece I wrote for Yahoo! Buzz.