As an in-house team member with Explore the Bruce, I took the organization's broader tourism marketing strategies and objectives and translated them into social media content that actually moved people — from scrolling to packing their bags.

Working across Instagram and Facebook, I developed copy and strategy that did more than showcase pretty landscapes. Every post was rooted in intention, connecting the destination's unique character to the emotions and experiences travellers were already searching for. From seasonal campaigns to everyday content, I worked to ensure the voice was consistent, the storytelling was compelling and the strategy was always in service of a bigger goal: getting people to explore.

It was the kind of role that reminded me why words matter. The right caption at the right moment can turn curiosity into a road trip.