WORK EXPERIENCE - BY COMPANY

Tourism ​Calgary

Suncor Energy

POD ​Marketing

Lynx Air

Boshitang English School

Shijiazhuang, CHINA

SABE Marketing

WestJet

Flight Centre

Tourism Calgary

Destination Brand Specialist | 2022 - present

Hero Asset Development Production (completed)

• As the lead project manager for a $1.5M asset development production spanning 18 months, I coordinated the creation of 33 finished videos, 62 ​b-roll vignettes, and 528 hero images. These assets have been used extensively by both Tourism Calgary and external partners to promote ​Calgary. Here’s a breakdown of the project phases:
• Pre-Production
  
• RFP Process: Assisted in the creation and selection of the Request for Proposal (RFP) process, ensuring that all project requirements were ​clear for potential vendors.
  
• Creative Briefs: Developed six creative briefs that led to the production of 13 distinct videos, each with multiple cut-downs and aspect ratios, ​resulting in 63 total video outputs. In additional to the 62 b-roll vignettes and the 500+ images.
• Location and Model Coordination: Created and maintained a robust production spreadsheet with data on 80+ locations, 60+ models, and ​scheduling details, which was heavily relied on by a production crew of over 30 individuals. I was also responsible for coordinating ​communication with industry partners about the selected locations, securing their buy-in and input on shot lists.
  
• Shot List and Visual Direction: Generated a detailed shot list, utilizing AI tools to clearly convey our creative vision to partners like Colin Way ​(photographer), Sherpas Cinema (filming company), and PARK Productions. This ensured alignment with the desired visual outcomes across all ​assets.
  
• Logistics: Booked tech scouts, secured models, and acquired volunteers for the shoots, with a focus on ensuring diversity and inclusivity in ​representation. Coordinated production meetings to align all stakeholders, from wardrobe selections to location scouting and timeline ​management.
  
• Production
  
• On-site Coordination: During the shoot, I ensured that all staging, wardrobe, and styling were in line with our creative vision. As volunteer ​coordinator, I managed a diverse pool of talent, ensuring the proper representation of Calgary’s unique offerings and demographic diversity in ​the content.
• Wardrobe and Styling: Worked closely with the production team to ensure wardrobe selections aligned with each location, models, and the ​needs of different videos, including leisure, business, and sport.
• Real-Time Problem Solving: Oversaw shoot days to ensure everything ran smoothly, from technical setups to handling last-minute ​adjustments. Facilitated daily check-ins with the crew to maintain a seamless workflow.
• Post-Production
  
• Content Organization: Managed the meticulous process of reviewing, selecting, and editing over seven hours of footage to create 62 b-roll ​videos that highlighted the best scenes from filmed locations. Organized footage in Master Contact Sheet and included time stamps in each ​video description to enhance user experience for future productions.
  
• Image Selection: Established a streamlined process with photographer to review and select 528 images. Ensuring alignment with the original ​briefs and project objectives. Managed multiple rounds of revisions to guarantee the final assets reflected the brand’s vision and quality.
  
• Video Production: Worked with film company to finalize 13 hero videos, each requiring multiple cut-downs and aspect ratios for a total of 63 ​individual videos. Reviewed edits for diversity, storyline strength, and correct branding elements such as logos, URLs, and visual consistency ​across all business units (Leisure, Business, Sports). More information under Project Management - deep dive.
  
• Legal Documentation: Ensured all necessary legal paperwork was completed and correctly stored, including production contracts, location ​permits, drone permits, and model release forms. This comprehensive documentation process ensured compliance and safeguarded the ​project.
  
• Internal & External Communication: Distributed the assets to internal staff and 80+ participating partners, encouraging widespread use across ​their marketing materials.
  
• Post-Launch Results - The assets from this project were widely adopted, both internally and externally, contributing to significant brand exposure ​and promotional efforts for Calgary:
  
• Internal Use: The videos, b-roll, and images were integrated into Tourism Calgary’s website, newsletters, and marketing collateral. They were ​also featured in prominent broadcast spots like the Rogers Charity Classic Golf Tournament.
  
• External Use:
  
• YYC Airport Authority used our b-roll footage to create an award-winning video submission for best airline marketing by an airport at the ​Routes America 2024 Conference.
  
• Calgary Sports and Entertainment Corporation leveraged the footage to produce a video revealing Calgary’s new event center.
  
• Calgary Economic Development, in collaboration with the City of Calgary, used the assets for the launch of the new civic brand to the ​community.
  
• Numerous hotels and tourism industry partners incorporated the images and footage into their marketing efforts, driving further ​awareness of Calgary’s tourism offerings.
  
• Performance Reporting: Created a comprehensive project summary report that outlined deliverables by location, diversity, industry, and content ​format (video, b-roll, photography). This report was used in executive updates and post-mortem meetings with key stakeholders (photographers, ​production companies, film crews) to evaluate successes and identify areas for improvement in future productions.
  

Tourism Calgary Brand Evolution (in progress)

• Lead Project Manager for the $600K+ Brand Evolution Project, Responsible for coordinating audits, discovery sessions, logistics, and timelines ​across departments to consolidate Tourism Calgary’s brand identity and align with strategic goals.
  
• Stakeholder Collaboration & Reporting: Act as the primary liaison between Tourism Calgary and ZGM (our marketing agency), creating briefs for ​all brand touchpoints and ensuring alignment with scope, deliverables, and budget. Provide regular reports and documentation to C-suites and ​executives, enabling data-driven decisions on brand evolution strategies such as logo and business name changes.
• Transition to Single Logo System: Played a pivotal role in making the case for transitioning from a multi-logo system (in place for nearly 60 years) ​to a single, unified logo. This decision greatly enhanced brand clarity, consistency, and market presence.
• Comprehensive Tracking System: Developed and manage a robust Excel-based timeline that tracks each brand touchpoint, including individual ​deadlines, statuses, and deliverables. This document is crucial for the project’s success and is heavily relied upon by ZGM and stakeholders to ​monitor progress, scope, and budget.
• Discovery Sessions & Brand Touchpoints Audit: Led in-depth discovery sessions with department managers to audit and identify 200 brand ​touchpoints. These were categorized into four main areas: Brand Guides, Tradeshow Booths, Digital, and Brochures & Informative Materials, ​allowing for more structured brand evolution planning.
  
• Cross-Departmental Synergies: Ongoing audits of brand touchpoints to help identify synergies between departments, allowing for resource-​sharing and increasing efficiency. This alignment is strengthening the brand’s consistency and optimizing internal processes, ensuring all efforts ​ladder up to the overarching brand strategy.
• Uniforms: A key focus is developing a brand-aligned, fashion-forward capsule wardrobe for staff. Currently, there is no consolidated process for ​uniforms, identifiers, or SWAG, with each department acting independently. This project is working to bring uniformity and alignment across ​departments. We are preparing to go to RFP and involve Calgary’s fashion community, further emphasizing the brand’s commitment to ​community ties.
  
• Software/Programs: The audit also revealed that various platforms and external graphic designers were being independently contracted by ​different departments to create marketing collateral. This project aims to reduce the number of programs and external contracts, streamlining ​processes and finding efficiencies across departments by leveraging shared resources.
  
• Ongoing Research & Brand Playbook Development: Continuously conduct research on industry best practices to inform the development of the ​Brand Playbook, ensuring it meets the needs of Tourism Calgary’s three business units—Leisure, Meetings & Conventions, and Sports—and ​resonates with the organization’s three key audiences: Leisure, Industry, and B2B. We are now transitioning to an interactive landing page to make ​the brand easy to use, update, and share with internal staff and industry partners.
  

Empowering Staff

• Spearheaded the adoption of Canva by submitting all the paperwork to secure Canva Enterprise for free, leveraging our not-for-profit status. I set ​up the brand kit with all necessary brand elements and conducted comprehensive staff training, ensuring teams could streamline their workflows ​and create routine marketing collateral in-house, significantly reducing costs. I continue to oversee the material produced to ensure it is brand ​aligned and remain available to provide design guidance as needed.
  
• Established CrowdRiff (our Digital Asset Management (DAM) system) as the single source of truth for finding licensed and brand-aligned images ​and videos. Assets are organized in a strategic folder organization system to meet the team's needs, making it easy to find assets by browsing ​categories or using keywords. Additionally, a streamlined process was created to acquire new images and videos, ensuring correct license ​agreements are in place and assets are efficiently uploaded into our DAM.
• Developed a clear protocol for license agreements by creating a tiered system to guide staff in selecting the appropriate license when acquiring ​new assets. This ensures that internal staff know which licenses to use, while industry partners and content creators are fully informed about the ​rights being requested for marketing purposes. The system includes fillable PDFs for license agreements and model release forms, along with a ​process for acquiring user-generated content (UGC) correctly. Comprehensive training was provided to equip staff with the tools needed to ​request proper documentation and maintain compliance. More information under Business Development - deep drive.

Process Improvement

• Leveraged coding skills in Visual Studio and Microsoft VBA to automate repetitive tasks like extracting metadata from CrowdRiff, filling in PDFs ​from email body, and streamlining spreadsheet workflows.

Ongoing Training & Relationship Management

• Provide continuous training and build strong relationships with staff to help them transition into new processes. With some employees having ​been with the company for over 35 years, I respect the value of what has worked over time and seek to thoughtfully integrate these practices ​with new processes. This approach not only supports staff but also strengthens our efforts in achieving the company’s objectives.
  

Asset Management

• Oversee the entire asset inventory, ensuring that all assets produced and used are aligned with the brand’s identity and standards.
  
• CrowdRiff Management: Established CrowdRiff as the centralized system for licensed, brand-aligned assets, organized for easy access by category ​or keyword, with streamlined processes for licensing and asset uploads.
  
• Asset Performance Analysis: Generate visually informative reports from raw CSV data, analyzing the performance of over 2,000 assets stored in ​CrowdRiff. These reports are used to study asset performance enforce gap analysis report, helping to identify which assets are performing well ​and informing future production needs.
• Gap Analysis Report: Organize the metadata of existing assets in AirTable to provide a clear layout of the asset inventory and help identify gaps to ​guide future production needs.
• Asset Development Production: Play a pivotal role in organizing all logistics for asset development, including preparing briefs, securing license ​agreements, creating shot lists, and coordinating models, wardrobe, and tech scouts.
• Training & Guidance: Provide ongoing training and guidance to staff, equipping them with the right tools to align with brand standards and use the ​asset management system effectively.

Audit & Clean-Up:

• Led a comprehensive 12-month audit of images and videos stored across various locations to identify brand-aligned, up-to-date assets with proper ​licensing. Centralized all assets into one location, implementing a folder organization structure that mirrors the one used in CrowdRiff.
• All assets now follow a consistent naming convention to ensure easy identification of location, photographer, and year.
• Centralized organization system not only for images and videos but also for their corresponding license agreements and model release forms. All ​documentation is now consistently organized and easily accessible.
  

Marketing

• Software: SimpleView | MailChimp | Constant Contact | Canva | CrowdRiff
  
• brand development | brand management | graphic design | community engagement | email marketing | UGC management | newsletter audits | ​content creation | brand activations | cross-departmental alignment | communication tools | marketing collateral design | strategic planning | ​audience targeting | campaign management | marketing campaigns | market research | partnership marketing | storytelling

Project Management

• Software: AirTable | Asana | Excel | Canva | Dall-E
  
• project coordination | asset development | budget management | timeline management | RFP process management | stakeholder collaboration | ​creative briefs | logistics coordination | vendor management | production manager | creative director | problem-solving | post-production ​management | reporting & analysis | performance reporting | cross-departmental audits | process optimization | market research | budget ​forecasting | storytelling

Business Development

• Software: Microsoft VBA | AI | ChatGPT | Visual Studio | HTML | CSS | CrowdRiff
  
• process improvement | staff empowerment | protocol development | digital asset management | resource allocation | staff training | relationship ​management | workflow automation | system implementation | data analysis | external partner collaboration | compliance management | costumer ​journey mapping

Photography, Video, & Content Creation

• Software: Photoshop | Illustrator | InDesign | Adobe Creative Cloud | Canva | CrowdRiff
  
• asset management | asset development production | creative direction | licensing agreements | metadata analysis | gap analysis | content ​performance analysis | digital asset organization | photography shoot logistics | video production | team training | content development | data-​driven reporting | asset organization | ROI analysis
  

Lynx Air

Marketing & Social Media Coordinator | 2022

Certification, competencies, & skills

POD Marketing

Paid Search Marketing Scientist & Email Marketing Specialist | 2020-2022

Business Development

Certification, competencies, & skills

SABE Marketing

Founder & CEO | 2020 - present

Business Development

Certification, competencies, & skills

WestJet

Crew Scheduler | 2020

Travel & Tourism

Certification, competencies, & skills

Suncor Energy

Travel Coordinator | 2019

Travel & Tourism

Certification, competencies, & skills

Flight Centre Travel Group

International Travel Consultant | 2016, 2017-2019

Travel & Tourism

Certification, competencies, & skills

Women in Need Society (WINS)

Marketing Coordinator | 2017

Certification, competencies, & skills

Boshitang Shane English School - Shijiazhuang, CHINA

English Teacher | 2016-2017

Certification, competencies, & skills