Challenge

The App Store review system was being exploited at scale, with suspicious and inauthentic reviews flooding listings and undermining trust in the ecosystem. Reviews are a critical signal for merchants making decisions about third-party apps, and the existing model relied heavily on reactive moderation. As abuse increased, the risk extended beyond individual apps - it threatened merchant confidence, developer fairness, and the credibility of the marketplace itself. The challenge wasn’t just identifying bad reviews after the fact, but preventing large-scale manipulation from influencing merchants in the first place.

Solution

I led a deep investigation into review abuse patterns, analyzing large volumes of review data to identify indicators of suspicious behavior. Based on these findings, I contributed to the development of proactive safeguards - including detection logic and operational “tripwires” - designed to intercept questionable reviews before they were published. This approach shifted review moderation from reactive cleanup to preventative control, allowing reviews to be flagged, held, and investigated without immediately impacting public listings. Throughout the process, I worked cross-functionally to ensure the solution balanced trust, fairness, and operational feasibility at scale.

Results

The investigation resulted in the takedown of over 100,000 suspicious reviews and the introduction of systems that significantly reduced the likelihood of similar abuse reaching merchants in the future. Suspicious reviews could now be quietly intercepted and reviewed before publication, protecting the integrity of app listings while investigations were ongoing. The outcome strengthened trust in the App Store, improved fairness for legitimate developers, and reduced long-term operational risk by addressing the problem at the system level rather than one incident at a time.

Challenge

"Born To Style" was a competitive, public-facing event designed to give aspiring students the opportunity to showcase their natural hairstyling skills for a chance to earn a full tuition scholarship. With participants, educators, and an external audience involved, the event carried high emotional and reputational stakes. It wasn’t just a show, but a meaningful opportunity for entrants. To support fair participation and strong turnout, the event required clear, accessible digital communication that explained how the contest worked, what participants could expect, and why the opportunity mattered. Without a cohesive digital strategy, there was a risk of confusion, uneven visibility, and missed engagement around an experience that needed to feel transparent, credible, and inclusive.

Solution

I co-managed the digital marketing strategy for the event, focusing on clear, accessible communication that supported both awareness and fair participation in the contest. This included shaping messaging across social and web channels to explain the opportunity, participation requirements, timelines, and judging context in a way that felt transparent and inclusive. I also managed participant lead information, ensuring entries and inquiries were handled accurately and consistently so potential students received timely, reliable information throughout the process. By aligning digital communication with the realities of the contest experience, I helped create a cohesive journey from initial interest through participation.

Results

The event was supported by a clear and cohesive digital presence that helped drive participation, set expectations, and reinforce the credibility of the opportunity. Participants had access to accurate information about the contest and scholarship, while inquiries were handled in an organized and responsive way that reduced confusion and built trust. The digital strategy extended the reach of the event beyond the live experience, supported fair engagement, and contributed to a professional, well-run contest that reflected the seriousness of the opportunity being offered.

Challenge

Catwalk for Water was a large-scale, high-visibility charity fashion event with multiple moving parts - 30 models, 24 hair stylists & colourists, 24 local designers, and dozens of volunteers - all operating under tight timelines and public scrutiny. With so many stakeholders involved, the risk wasn’t a lack of enthusiasm, but misalignment: backstage bottlenecks, schedule slippage, and operational gaps that could derail the experience for attendees and participants alike.

Solution

As the Logistics Coordinator, I partnered closely with the Event Manager to support the operational backbone of the event. I focused on coordinating schedules, managing backstage logistics, and ensuring smooth handoffs between teams involved in the show. This included supporting run-of-show planning, aligning volunteers and vendors to timelines, and acting as a central point of communication to help keep the event moving as planned. I even got to try my hand at stage managing the hairstyling segment of the show! By anticipating logistical challenges and responding quickly as issues arose, I helped create the structure that allowed the event to unfold smoothly for both participants and attendees.

Results

The event ran smoothly from setup to teardown, delivering a polished, professional experience for attendees while supporting the event’s charitable mission. Teams were aligned, transitions stayed on schedule, and issues were resolved quickly without disrupting the audience experience. Most importantly, the operational structure allowed creative teams to focus on storytelling and impact - contributing to a successful fundraising event (raising an astonishing $28,600) that strengthened community engagement and elevated the organization’s reputation.

Challenge

Social Formula was supporting a growing roster of clients who needed consistent, high-quality digital marketing execution across multiple channels. Managing frequent social posting, paid advertising, and website content for multiple clients at once required strong systems, clear prioritization, and dependable follow-through. Without structured processes and a reliable delivery rhythm, there was a risk of missed deadlines, inconsistent messaging, and fragmented campaign performance across accounts.

Solution

I partnered with Social Formula to support digital marketing execution across 10 client accounts, managing end-to-end delivery across social, paid ads, and website content. This included planning and publishing social content five times per week per client, developing and implementing paid ad campaign strategies, and creating website copy and blog content for both agency clients and the agency itself. I worked within established brand guidelines while adapting messaging to suit each client’s goals, ensuring consistent output without sacrificing quality or strategic intent.

Results

Clients benefited from steady, reliable digital marketing execution across channels, with consistent social presence, aligned ad campaigns, and cohesive website content. The agency was able to scale its client offerings with confidence, knowing delivery was handled with structure and care. The partnership supported stronger client relationships, reduced operational strain, and reinforced the agency’s ability to offer full-service digital marketing without compromising execution quality.

Challenge

A new education system was being introduced and needed to be rolled out consistently across the organization. To ensure successful adoption, a large group of educators from multiple locations needed to be brought together for an intensive, in-person training experience. The challenge was scale and complexity: coordinating travel, accommodations, schedules, training environments, and daily logistics for a full week. With so many moving parts and stakeholders involved, any operational gaps risked disrupting both the training outcomes and participant experience.

Solution

As Project Manager, I led the initiative end to end, owning planning, coordination, and execution for the entire boot camp. I managed timelines, logistics, and cross-functional collaboration to bring 50 educators together for a week-long training program. This included coordinating travel and accommodations, preparing training spaces, aligning schedules, and ensuring the daily flow of sessions ran smoothly. My focus was on creating a structured, well-supported environment that allowed educators to concentrate fully on learning and engaging with the new education system, while operational details were handled proactively behind the scenes.

Results

The boot camp was delivered successfully as a cohesive, well-organized training experience that supported strong engagement and learning outcomes. Educators were able to focus on mastering the new education system without distraction, and the structured approach ensured consistency across sessions and locations. The project created a solid foundation for wider adoption of the new system, demonstrating that large-scale training initiatives could be executed smoothly, professionally, and with care for the participant experience.

Challenge

Leads were being tracked manually through email, with no centralized system to support visibility or consistency across teams. This made it difficult for the call center to effectively manage their (top of the sales funnel) lead-to-tour numbers, and nearly impossible for admissions teams at individual locations to reliably track tour-to-enrollment progress. As volume increased, information was fragmented, handoffs were unclear, and opportunities were being lost simply because there was no shared system of record.

Solution

I partnered on the implementation of a centralized CRM system using Microsoft Dynamics to replace manual, email-based lead tracking. Working closely with the Directors of Operations, Sales and IT, I mapped the full lifecycle from initial lead intake through tour scheduling and on to enrollment. The CRM was structured to support clear ownership at each stage, improve handoffs between teams, create compliance with Ontario Trade School record keeping standards, and provide real-time visibility into where every lead stood in the process. By designing workflows around how the teams actually worked day to day, the system supported consistent follow-up without adding unnecessary complexity.

Results

The organization moved from fragmented, manual tracking to a shared system of record that improved coordination across locations and teams. Call center staff gained clearer visibility into lead status and follow-up needs, while admissions teams were better equipped to manage tour outcomes, enrollment progress and compliance. As a result, handoffs became more reliable, opportunities were less likely to fall through the cracks, and leadership gained clearer insight into pipeline performance across the business.

Challenge

Students across multiple school locations did not always have reliable access to personal devices, creating barriers to participation in coursework and digital learning activities. As programs increasingly relied on technology, the lack of consistent device access risked uneven student experiences and added friction for educators and administrators. The organization needed a scalable, secure way to provide shared devices across locations without creating excessive cost, operational overhead, or security risk.

Solution

I managed the project end to end, designing and implementing a shared iPad program across four locations. This included budgeting and purchasing devices, coordinating with IT to configure software and security settings, and sourcing appropriate storage and security equipment for each site. I oversaw logistics to ensure devices and accessories were packaged, shipped, and deployed consistently, and worked cross-functionally to establish clear ownership and usage expectations so the program could be supported day to day without disruption.

Results

Each location received a standardized set of devices that could be reliably accessed by students when needed, reducing barriers to participation and improving consistency across programs. The centralized planning and setup ensured devices were secure, manageable, and easy for staff to support. The project delivered a practical, scalable solution that balanced cost, security, and accessibility, creating a smoother learning experience for students while minimizing ongoing operational complexity.