Work Samples
Case studies & project catalog
The case studies below are drawn from my actual professional experience — see each entry for the employer, role, and dates, and see the Professional History page for the full working history. The project catalog that follows is original demonstration work I created to show range in service areas beyond my day-to-day roles. Everything is labeled so it's clear which is which. Click any entry to expand it.
Real professional experience
Case studies
Problem
Multiple client accounts, including luxury travel and professional-service brands, needed coordinated content calendars, consistent brand standards, and reliable publishing across Instagram, Facebook, LinkedIn, and short-form video, without cross-account confusion or missed deadlines.
Approach
Manage digital marketing execution across accounts — content calendars, campaign priorities, approvals, and ongoing deliverables. Coordinate directly with clients, account leaders, and creative team members to keep projects aligned with brand standards and goals. Develop promotional concepts, branded content, and audience-facing communications, then analyze engagement trends to recommend adjustments to messaging, format, and publishing strategy.
Result
[ADD METRIC: engagement or campaign-performance data] Ongoing role — multi-account content operations run on a consistent, on-brand publishing cadence with a repeatable approvals process.
Problem
A growing personal training business needed a consistent digital presence and a reliable way to convert interest into membership leads, across social, email, website, and paid channels.
Approach
Managed social media, email marketing, website updates, Google Business Profile, and digital advertising. Produced branded graphics and video content using Canva, CapCut, and Adobe tools. Responded to prospective-member inquiries and followed up with leads to support the journey from first contact to membership decision. Event-related marketing and outreach was a limited, secondary part of the role.
Result
[ADD METRIC: lead volume or membership-conversion data] Consistent multi-channel digital presence and a documented lead follow-up process supporting membership growth.
Problem
A multi-client agency needed one point of contact who could manage several accounts at once, across hospitality, finance, real estate, design, fitness, and lifestyle industries, without dropping deliverables or missing approvals.
Approach
Served as client-facing point of contact for campaign planning, content approvals, revisions, scheduling, and deliverables for accounts including Limon Rooftop Bar, Naples Bay Resort, Cafe on the Bay, Richlin International, and Naples Design District. Developed and maintained editorial calendars spanning social media, video content, email, and seasonal initiatives. Prepared client updates, analytics, and performance summaries, and identified cross-promotion opportunities between accounts.
Result
[ADD METRIC: client retention, deliverable volume, or campaign performance data] Reliable agency-pace account management across six industries with organized editorial calendars and regular client reporting.
Problem
A regional healthcare organization with 11 physicians and multiple offices needed consistent, compliant marketing across locations, along with educational content patients could trust.
Approach
Developed and executed multi-platform campaigns across social media, email, video, Google Business Profile, and digital advertising. Planned coordinated content calendars promoting providers, services, and educational topics. Produced educational videos, provider interviews, and social content, coordinating filming schedules, consent documentation, and publishing timelines across locations.
Result
[ADD METRIC: campaign reach, patient engagement, or content-volume data] Hundreds of campaigns delivered with consistent brand and compliance standards across multiple office locations.
Problem
A consumer-product company needed to translate technical product features into clear, customer-facing messaging across a full digital marketing mix, in support of product launches and ongoing sales campaigns.
Approach
Created branded graphics, product videos, advertisements, email assets, and promotional materials. Assisted with product launches, audience education, and digital sales campaigns. Produced on-camera demonstrations, voiceovers, and short-form video. Translated product features into customer-facing messaging for websites, ads, and social media.
Result
[ADD METRIC: campaign performance, launch results, or sales-support data] Hundreds of branded assets produced supporting multiple product launches and ongoing digital sales campaigns.
Demonstration work
Project catalog
Original demonstration work created to show range in service areas beyond my day-to-day role history — not client work. Grouped by service.
Brand and Marketing Foundations
Content pillar review
Roughly 70% product and roast-drop photography, 20% behind-the-scenes roasting process, 10% customer photos — no brewing-education content in the mix.
Posting cadence
Three posts a week, concentrated on weekday mornings; almost nothing Friday through Sunday, missing peak weekend cafe traffic.
Three quick wins
Add a weekly “how to brew” carousel to round out the content mix; shift one weekly post to Saturday morning to match weekend foot traffic; repost and credit customer photos consistently to build a real user-generated-content pillar.
Tagline
“Made to last. Made to matter.”
Positioning statements
For households who want fewer, better things, Ferra makes home goods from responsibly sourced materials at prices that compete with fast-home-goods retailers. Ferra is built for people replacing disposable purchases with pieces meant to last a decade, not a season. Unlike big-box retailers, Ferra publishes the sourcing and labor conditions behind every product line.
Audience segments
Values-driven first-time homeowners in their late 20s and 30s; repeat gift-givers looking for a step up from mass retail; sustainability-conscious renters furnishing smaller spaces.
Week 1
Mon: roast-day feature (“This week's small batch: a washed Ethiopian Yirgacheffe, bright and floral. Roasted Tuesday, on shelves Thursday.”). Wed: behind-the-scenes cupping table. Sat: brew-tip carousel, pour-over ratios.
Week 2
Mon: new-arrival announcement. Wed: customer feature and repost. Sat: brew-tip carousel, French press.
Week 3
Mon: roast-day feature, new origin. Wed: roaster spotlight. Sat: pop-up or event announcement.
Week 4
Mon: seasonal blend launch. Wed: customer feature and repost. Sat: brew-tip carousel, cold brew.
“Small batch isn't a marketing word here, it's a Tuesday. This week's roast: a washed Ethiopian Yirgacheffe, bright and floral. On shelves Thursday.”
“Pour-over people, settle this for us: 1:15 or 1:16? Not picking a side, just here for the discourse.”
“'Roast day' means the beans in your bag were roasted, packed, and shipped within the week, not sitting in a warehouse since spring.”
Customer photo of the week: a 2am cold brew concentrate before an early flight. This is the content we live for.
Before
“Welcome to Pawsome Grooming! We offer the best grooming services for your pet. Our team is experienced and we use quality products. Book an appointment today and see the difference!”
After
“Your dog's next groomer remembers he hates the dryer and that she's due for a nail trim on the 3rd. Pawsome Grooming is a two-chair, appointment-only studio — no cages, no rush, no rotating staff. Book online in under a minute.”
AI-Supported Operations
Purpose
Give every piece of AI-drafted content (captions, audit summaries, email copy) one consistent human review pass before it goes out under a client's name.
Steps
1) Draft content using an approved prompt from the internal library, always with the client's actual voice notes and prior approved copy as reference material, never with confidential data pasted into a third-party tool beyond what the client has approved. 2) Run a fact and claim check — any statistic, date, or name the AI tool did not receive verified from the client is flagged and confirmed before use. 3) Edit for brand voice against the client's style notes. 4) Route to a second human reviewer for anything client-facing before scheduling.
Privacy and tool-use boundary
No client financial data, health information, or personally identifying customer information is ever entered into a general-purpose AI tool. Only the client's own brand materials, previously approved public content, and de-identified briefs are used as reference input.
Prompt 1 — first draft
“Using the attached brand voice notes and these three approved past captions as reference, draft five caption options for [platform] announcing [specific detail]. Keep each under [X] words.”
Prompt 2 — audit summarization
“Summarize this raw analytics export into three sections: what's working, what's flat, and three specific recommended changes, in plain language for a non-technical client.”
Prompt 3 — revision pass
“Rewrite this caption to match the tone of these three approved examples exactly. Do not add any claims, numbers, or names not present in the original draft.”
Usage note: every output from these prompts goes through the human review SOP above before publishing.
What a client receives at project close: a summary of deliverables completed against the original scope; login credentials and access details for any accounts set up during the engagement, delivered through a secure channel; a content or asset library organized by platform and date; a one-page “what to do next” list of recommended follow-up actions; and a 30-minute handoff call to walk through all of the above.
Research and Project Consulting
Option A — HubSpot Free/Starter
Strong at no-to-low cost for a small team; built-in email tracking; grows into paid tiers as the team scales; can feel over-built for very simple pipelines.
Option B — Airtable as a lightweight CRM
Highly flexible, doubles as a project tracker; requires more manual setup than a dedicated CRM; best for a team that already thinks in spreadsheets.
Option C — a dedicated small-business CRM
Purpose-built pipeline view; monthly cost per seat even at the smallest tier; less useful if the team also needs project or content tracking in the same tool.
Recommendation
For a 3-person consultancy already comfortable with spreadsheets and wanting one tool for both client pipeline and project tracking, Option B is the strongest starting point, with a note to revisit a dedicated CRM once the client list outgrows manual tracking.
Phase 1, Weeks 1–2
Discovery and audit — review existing materials, interview stakeholders, document current state.
Phase 2, Weeks 3–4
Strategy and planning — build the recommended approach, get sign-off on scope and success metrics.
Phase 3, Weeks 5–8
Execution — build and launch the agreed deliverables in batches, with a check-in at the midpoint.
Phase 4, Weeks 9–10
Measurement and handoff — report results against the metrics set in Phase 2, deliver the handoff packet, and set next-quarter recommendations.
Step 1
Signed engagement agreement and first invoice on file before any work begins.
Step 2
Kickoff call to confirm scope, timeline, communication channel, and point of contact.
Step 3
Collect brand assets, login access, and existing content and performance history.
Step 4
Set up the shared project tracker and content calendar; confirm the approval workflow.
Step 5
Deliver a first-30-days plan and confirm the first check-in date.
In progress
Video / Production
Short-form demo reel and before/after edit
These two samples need actual video footage, stock or original, which can't be produced from a text editor. Plan: a 30–60 second demo reel cut from royalty-free stock or original footage, and a raw-clip-versus-edited-clip comparison using the same source. Both will be added here once footage is selected or shot.