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Shot By Osman: 2011 - Present

Photography

Diamond: 2023 - 2023

Digital / Creative Strategist

Developed comprehensive multi-channel digital marketing strategies for clients across diverse industries, focusing on enhancing their online presence, customer acquisition, and revenue generation.

Successfully lead strategy and execution on a comprehensive social media strategy for Pizza Hut Canada, resulting in a 30% increase in online engagement and a 15% growth in follower base within 6 months, effectively enhancing brand visibility and customer interaction.

Closely collaborated with cross-functional teams, including creative directors, designers, and producers, to brief and guide the development of compelling creative work that align with client objectives.

Worked alongside influencer strategists to align on brand-creator partnership and execute influencer marketing campaigns ensuring best practices are followed with the goal of expanding reach, drive authentic content creation, and boost audience engagement.

Clients: Pizza Hut Canada, TD Bank, Skip The Dishes, Tim Horton’s, The Joy Smith Foundation, and New Business.

Take More Photos: 2019 - 2023

Freelance Lead Creative Strategist

Maintained strategic relationships with clients to facilitate delivery of creative led and social-first projects based on market insight, platform expertise and audience research to ensure the best outputs.

Role involved overseeing the full service offerings including influencer/creator management, ideation, briefing, content production, and brand partnership management which increased agency revenue by 350% since 2021.

Developed and cultivated a community of over 100 young creators from underrepresented backgrounds ranging from content creators, photographers, directors, graphic designers in order to support their personal growth by placing them and supporting them on client projects.

Clients: adidas, Beyond Meat, Amazon Prime Video, Wingstop, Levi’s, Wex Photo & Video, Livenation’s Wireless Festival, various independent artist, and New Business.

Laundry Service: 2021 - 2022

Senior Media Strategist

Responsible for the planning, managing, execution and reporting for all paid media activity for Amazon Music’s five key European markets in addition to occasional support in Australia and New Zealand.

Led close cross-team collaboration with strategists, analysts, accounts, finance and senior leadership in overseeing a yearly paid media budget of over £5 million with activity across various international campaigns, ad accounts, social media handles, currencies, and platforms.

In addition to goal setting and strategy planning, also handled day to day campaign management and post-campaign analysis.

As a result of organizational and communication skills coupled with balancing various interpersonal relationships across departments and technical expertise, our has resulted in continuous year-over-year increases across in engagement rate (+73%), video view rate (+52%), while maintaining a 20% decrease in overall CPMs.

Campaigns: Kendrick Lamar’s The Big Steppers Tour, Ed Sheeran’s The Equals album launch, Amazon Music podcast launch, Prime Day Concert featuring Billie Eilish, H.E.R., and Kid Cudi, the 2021 BRIT Awards, and the 2022 Mercury Prize.

Proof Inc: 2020 - 2021

Paid Media Manager

Worked in collaboration with a team of media, content, analytics, and strategy experts to bring client business needs to life through various digital marketing mediums.

Developed and executed digital-first campaigns for local, national, and multi-national brands spanning B2B and DTC businesses in retail, e-commerce, technology, and consumer packaged goods brands with campaign budgets routinely exceeding $250,000.

Working across a range of businesses, managed campaigns with wide ranging goals and unique business problems.

Successes included raising the profile of a company (22% increase in brand awareness), driving traffic to a website (300% increase in clicks), increasing sales leads (42% inquires) and growing online sales (28% increase in conversions).

Clients: Netflix, Google, Skip The Dishes, Dell, Shopify, TikTok, Visa, and New Business.

CAA Club Group: 2018 - 2020

Socia and Display Marketing Manager

Responsible for CAA’s social media and digital marketing efforts, I was responsible for managing digital campaigns from execution, optimization and reporting of analytics. The position extended into the management of advertising budgets, social media strategy, and consumer complaints. Finally, I oversaw the relationship CAA had with the agency tasked to run the search engine marketing initiative.

Accountable for the all digital marketing campaigns from the implementation, execution, tracking, optimization, measurement and post-campaign analysis. Managed the day-to-day activity of our partnered media agency for Search Engine and Display Marketing, while I directly executed on Social Media. Worked with various stakeholders and internal analytics team to track results in order to forecast future budgets and goals.

Worked with a $2,00,000 budget which saw growth across all major key performance indicators due to the strategy I developed and implemented. During my time at CAA, the organization saw an increase of users reached (+32%), brand awareness, impressions (+14%), engagement (+187.6%), a lift in leads generated, email subscriptions, and conversions across all lines of businesses.

Established the company’s organic social media and influencer strategy with guidance from the established brand guidelines and public relations department. Helped to identify content categories, type of posts, copy and imagery across social media and later via email and direct mail. Ensured all posts were inline with the brand’s look and feel which lead to an increase in followers and positive engagements across Facebook, Instagram, and Twitter. Additionally, helped to create a schedule to conduct social listening for the brand and competitors in order to adapt new strategies or avoid potential concerns.


Anomaly Toronto: 2018

Social Media Coordinator

I had the privilege of learning creative and analytical digital and social strategies in order to generate impressions, engagement, and the highest return on investment in paid digital campaigns for Nike. With Hershey, I was able to help launch the Instagram account for Oh Henry! and introduce Hershey Gold to the Canadian market. I helped create GIPHY stickers (used 7 million+ times on Instagram and Snapchat within a month) and organize the social media strategy to raise awareness of two multi-sensory Nike activations in Toronto. I also did competitive research and analysis of Budweiser’s key competitors in the Canadian market in order to provide recommendations for the brand.

HYPEBEAST: 2017 - 2018

Content Contributor and Marketing Liaison

Produced written and visual content for the Hong Kong-based multimedia lifestyle media outlet. Successes include coverage of two premier events: Nike’s Sneakeasy exclusive event and the opening of Jordan Brand’s sole Canadian flagship store.

Also acted as liaison between marketing agencies directing the events and in-house communication professionals from Nike and Jordan brands to ensure work aligned with the company’s vision and brand standards. Developed a unique content strategy, including exclusive one-on-one interviews with participating artists and NBA players for their website and social media channels (500K+ Twitter followers).

NOISEY by VICE: 2014

Freelance Content Contributor

Worked as a cultural writer and photographer on a freelance basis. Covered topics/artists such as Dipset’s Toronto pop up shop and racism in our favourite cartoons from childhood.

In an unofficial capacity, I worked with award winning career musicians to formulate successful marketing strategies and building key relationships with media outlets.

Potholes In My Blog: 2012 – 2014

Staff Writer and Photographer

Worked as a cultural writer and photographer as a staff contributor. Coverage spanned across artist interviews and concert reviews, such as an interview with Blu and a review of an Elzhi concert. Within the role, I was able to hone my skills as a writer and photographer while presenting new artists to the 250K+ monthly unique visitors to the website.

Academic Experience

Ryerson University 2017 & 2018

Guest Lecturer

McMaster University: 2016 – 2017

Graduate Teaching Assistant

Ryerson University 2014 & 2015

Research Assistant

Retail Experience

Apple Canada: 2017 – 2018

Product Specialist

Nike Canada: 2015 – 2017

Sales Associate

Levi Strauss & Co.: 2013 – 2017

Stylist

Best Buy Canada: 2011 – 2013

Sales Associate

Education

McMaster University: 2016 – 2017

Masters of Arts in Communication & New Media

Ryerson University: 2011 – 2016

Bachelor of Arts in Arts and Contemporary Studies

Centre for Communication and English Language Teaching: 2013

Certification for Teaching English to Speakers of Other Languages