WORK CHAPTER 3: SINCE 2019
Fishbowl & Glassdoor Life
As employee #5 at Fishbowl, I led Brand Creative and built the brand from the bottom; making it ripe for an acquisition 2 years later. We are now part of Glassdoor, sister company of Indeed.
Where work talk gets real
Since 2023, I now lead Glassdoor’s social presence: a total of 800,000 followers to deliver helpful and entertaining content to daily.
Accomplishments | Glassdoor
✖ With exceptional brand performance results in Fishbowl’s social (see below), I was promoted into leading social at Glassdoor in 2023, post-acquisition.
✖ Increased monthly views on Glassdoor social by 32x, averaging 180,000/month.
✖ Doubled Linkedin’s engagement rate.
✖ 8x Instagram’s engagements.
Day to day
✖ Manage a brand & social team across design, motion, social, audio, production, strategy and analytics.
✖ We produce 60-100 pieces of video and static content/month across both brands (Glassdoor & Fishbowl): 6 channels of strong focus and 5 more secondary channels.
Accomplishments | Fishbowl
✖ Led the rebrand of Fishbowl—creative, design, social media and content direction across marketing channels—contributing to making Fishbowl desirable for an acquisition in 2021 by Recruit Holdings, the parent company of Glassdoor & Indeed.
✖ Relaunched its social media presence delivering on virality and high engagement rates across Tiktok and Instagram
✖ 80MM organic views in a year
✖ 8x engagement growth on Instagram in 6 months
✖ Improved performance measurement practices, reducing time spent on analytics management by 50%. (Reminder: I’m a creative director by trade so this is a big F deal 😛)
Creative initiatives
✖ Launched a viral content series “Gen At Work” that started a movement across Tiktok & Instagram.
✖ Launched two podcasts, Fishbowl’s Hardly Working and Glassdoor’s Lonely Office.
✖ Launched survey series to highlight issues minorities face in the workplace with data and conversations
✖ Launched the Community Leader program to recognize and reward professionals helping peers in their community
✖ Pushed for nonbinary gender options on the app
✖ Pushed for more diverse representation in Fishbowl Live events
✖ Day to day: organic social media content direction and general creative brand marketing.
WORK CHAPTER 2: 2016-2019
Entrepreneur Life
I took a break from advertising and launched an LLC and a 501C3 nonprofit: one was Secret Code and the other Where Are The Boss Ladies. A creative by trade, everything I undertake has a strong creative lens, while beating myself into a business role (P&Ls! Profit! Spreadsheets!)
Secret Code:
a customizable children’s book that stars your girl as a tech hero
My team and I founded Secret Code to address the problem of diversity in technology by treating the problem at the source, when children start developing aspirations. Studies show stereotypes impact aspirations by the age of 6. What male-dominated industries like technology lack are role models that girls can relate to in their formative years. We made girls see what they can be—at an age that matters.
Recognition
✖ Girlboss Foundation Grant Winner, rewarding the first of 1,000 applications of female entrepreneurs
✖ Signed with WME, the talent agency representing Oprah, Tina Fey and Karlie Kloss.
✖ Project Entrepreneur Winner, by the Rent The Runway Foundation, rewarding the top 12 of 700 female entrepreneurs
✖ Published Rox’s Secret Code and sold 10,000 copies in bookstores nationwide like Strand bookstore and Barnes & Nobles.
✖ Secret Code AR coding game won FWA Site Of The Day and App Of The Day on Apple Store
✖ Rox’s Secret Code is part of certain public schools’ curriculums to get children excited about coding.
Where Are The Boss Ladies?
The largest database for senior women leaders in advertising
Christina and I, Fishbowl strangers turned co-founders, started Where Are The Boss Ladies to provide women with role models they could work for. This is what led me to work for Fishbowl.
Featured in The New York Times, Adweek and The Drum.
WORK CHAPTER 1: 2005-2019
Ad Life
I worked at ad agencies from art to creative director at AKQA, BETC Paris, 72andSunny/Sunday, Tribal DDB Toronto on brands like Starbucks, Nike, Verizon, McDonald’s, Evian, J&J, Kenzo, and for the Canadians out there: Canadian Tire :) Focus was on digital campaigns: websites, social, video, OOH, mobile product design, interactive experiences.
