Work Social media and digital
Social media and digital
I lead social media strategy for Moonlite Labs and own the brand's channels on LinkedIn, Instagram, Facebook and TikTok, directing our Content Creator and managing our online community. I led the redesign and relaunch of the company website and am the sole writer and editor of its blog. At REC, I managed the company's accounts hands-on before leading the teams and agencies responsible for them.
Case studyBuilding an organic LinkedIn content program from the ground upRead the case studyLinkedIn figures compare the Moonlite Labs company page for Oct 3, 2025 – Apr 30, 2026 with May 1 – Oct 2, 2026, all organic with no paid promotion. Email figure covers four delegate sends in September 2026.
Website and blog, Moonlite Labs
Moonlite Labs homepage
Takes visitors from capabilities and a results gallery to digital avatars, visual styles and partner credibility, with a clear path to try the product.
Visit the site ↗
5 Highlights from Our Week at the First-Ever TIFF: The Market
Read the article ↗
Moonlite Labs heads to TIFF: The Market 2026
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Seedance 2.5: A new era of AI-powered filmmaking?
Read the article ↗Featured LinkedIn posts, Moonlite Labs
Live coverage from Web Summit Vancouver
2,269 impressions · 330 clicks
View on LinkedIn ↗Canada Pavilion at VivaTech Paris
860 impressions · 241 clicks
View on LinkedIn ↗Day one at VRTO 2026
1,358 impressions · 318 clicks
View on LinkedIn ↗The Moonlite team at TIFF: The Market
1,289 impressions · 1,345 clicks
View on LinkedIn ↗Figures as of October 2026.
Brand visibility campaign, REC Limited
Celebrated javelin athlete
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Celebrated boxer
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Boxing champion
View on Instagram ↗Festival marketing, volunteer
How I run social media
Strategy and content planning
I set content pillars around product launches, explainers, live event coverage, creator showcases and company news, and manage the content calendar.
Copywriting and thought leadership
I write post copy, captions, video scripts and content positioning the company within AI and filmmaking.
Creative direction
I brief and direct our Content Creator, then review and approve content before publishing.
Community management
I respond to comments and direct messages, keeping conversations timely and on brand.
Creator partnerships and UGC
I run creator partnerships and user-generated content campaigns on LinkedIn and Instagram.
Performance analysis
I track engagement, reach and click-through rate at the post level, share insights with the Founder and CEO and recommend changes to strategy and content mix.
Industry and competitor analysis
I monitor developments in AI and filmmaking and analyze competitors' content to sharpen our positioning.
Accessibility and compliance
I build captions, alt text, colour contrast and plain language into every post, and use original or properly licensed audio.
Social listening and reputation
At REC, I oversaw media monitoring and social listening through agencies and Hootsuite, and helped shape responses on reputation-sensitive issues.
Tools
Metricool, LinkedIn Analytics, Google Analytics, Klaviyo, Hootsuite, Canva and generative AI tools.