Content Strategy · Paid Media · Creative Systems
I turn audience insights into clear content, well-planned campaigns and useful digital experiences. My work connects creative storytelling, paid media and practical AI-assisted workflows.
Certified Digital Marketing Professional · DMI · September 2026
Campaign thinking, hands-on delivery and a clear view of what comes next.
Strategy into practice
A selection of campaign, content and digital work, from the brief through to delivery.
Making campaign reporting useful for the next decision
A navigable marketing report that brings campaign results, content priorities and sales resources into one stakeholder view.
Campaign reporting · content priorities · recommendations
My contribution Marketing strategy, reporting structure, content organisation, UX direction and AI-assisted development.
Explore project : Yello Marketing Intelligence HubYello campaign storytelling for a community water initiative
Led Refill Hope from concept to launch for Yello, coordinating campaign content and rollout around a community water-distribution initiative with the National Water Commission.
Yello × NWC · community water initiative
My contribution Campaign concept, launch coordination and execution.
Explore project : Refill HopeConnecting articles, social ideas and campaign delivery
An article-to-social workflow connecting local discovery stories with platform-specific creative, calls to action and paid support.
My contribution Article-to-social adaptation, content strategy, social concepts and creative direction.
Explore project : A Content Engine for Local DiscoveryCampaign strategy and creative direction
Led campaign strategy and rollout, bringing promotional video, designer collaboration and AI-assisted comic-style storytelling together.
Yello Media Group · campaign strategy and creative rollout
My contribution Campaign planning, creative direction, video production and rollout coordination.
Explore project : Brand Camp 2025Reusable visual directions for FindYello content
An ongoing exploration of how AI can help a marketing team develop distinctive, reusable creative systems.
My contribution AI-assisted visual development, creative experimentation, character-led storytelling and trend adaptation.
Explore project : AI-Assisted Creative SystemsHelping product knowledge become a better customer conversation
A sales-enablement prototype that connects product guides, customer scenarios, practice questions and an Ask Yello recommendation interface.
Product guides · customer scenarios · guided practice
My contribution Concept, learning structure, product interpretation, UX direction and AI-assisted development.
Explore project : FindYello Sales Academy & Ask YelloFrom a warning light to a useful workshop enquiry
A responsive automotive website that helps drivers describe a problem, explore specialist services and start a more informed workshop conversation.
My contribution Content strategy, customer-journey design, visual direction and AI-assisted website development.
Explore project : VW PlusA clearer path from vehicle browsing to a rental enquiry
A car-rental website connecting vehicle choice, travel dates and pickup plans to a customer-reviewed WhatsApp enquiry.
My contribution Content structure, enquiry-flow planning, visual direction and AI-assisted website development.
Explore project : Asher’s FleetMaking a made-to-measure service easier to explore
A service-led website presenting custom drapery, furnishings and interior décor with a guided estimate-request journey.
My contribution Website copy, service organisation, visual direction and AI-assisted website development.
Explore project : The New Best DecoratorsWhat if searching for local businesses felt more like discovering your city?
A gamified local discovery concept exploring how missions, recommendations, perks and progress could encourage repeat engagement with FindYello.
My contribution Product concept, gamification thinking, user journey, feature ideation, experience direction and AI-assisted development.
Explore project : FindYello QuestExploring Kingston through culture, not just coordinates
An interactive Kingston discovery map focused on culture, local knowledge and the feel of places.
My contribution Prototype development and experience direction for a culture-led discovery map.
Explore project : Yaad Vibes MapMarketing Contribution & Workload Dashboard
A system designed to make marketing contribution, active workstreams, creative systems, prototypes and strategic initiatives easier to see.
My contribution Dashboard development and organisation of marketing contribution, workstreams and strategic initiatives.
Explore project : Making Invisible Marketing Work VisibleConnecting mobility, destination storytelling and local discovery
A branded local discovery series concept combining mobility, destination storytelling, local search and partnership opportunities.
My contribution Strategic concept development and partnership storytelling.
Explore project : Yello Finds / Audi ConceptAudience targeting and creative testing
Managed Meta campaign activity to support FindYello visibility and audience engagement.
My contribution Audience targeting, creative testing, optimisation and reporting.
Explore project : FindYello: Paid SocialProduct awareness and launch content
Supported the directory launch through content planning, social publishing and campaign review.
My contribution Launch planning, content coordination and performance review.
Explore project : Yello 2026 Directory LaunchLocal discovery through human-centred storytelling
Created and led a content series designed to make the Yello brand more relatable through local people, places and discoveries.
My contribution Content concept, storytelling and creative direction.
Explore project : Yello FindsFreelance / Independent
Freelance client work alongside independent digital products exploring culture, photography and professional learning.
Turning an independent book into an interactive cultural platform
An independent project that began as a book and evolved into an interactive cultural platform.
My contribution Author and independent product creator; cultural content development and AI-assisted digital development.
Explore project : The Psychology of JamaicansLearn photography by seeing it
An interactive photography learning experience based on visual understanding and experimentation.
My contribution Independent learning-product development and AI-assisted implementation.
Explore project : PhotoLabTurning professional study into interactive practice
An interactive learning product connecting professional marketing study with practical recall and current-platform learning.
My contribution Independent study-product development and AI-assisted implementation.
Explore project : Marketing Practice LabIndependent freelance Google Ads strategy
Planned, set up and optimised Google Ads activity for Enersave Solutions, my independent freelance client.
My contribution Independent freelance paid-media strategy, account setup, optimisation and reporting.
Explore project : Enersave Solutions: Google AdsA quoting interface for collecting service project details.
My contribution: AI-assisted planning and web prototyping.
Explore QuickQuote ↗Exploring the sharing of emotional states beyond traditional messaging.
My contribution: AI-assisted ideation and UX concept design.
Explore SyncSpace ↗A productivity tool focused on three daily priorities.
My contribution: Planning, productivity workflow and rapid prototyping.
Explore Daily Three Drive ↗This website connects my marketing experience with a broader digital practice.
My contribution: Portfolio development using HTML, CSS and AI-assisted workflows.
Back to the opening ↑
I’m a content and performance marketer with a background in digital media production. I connect audience understanding, creative direction and paid media with the practical work of getting campaigns and content out into the world.
A strategist with a storyteller’s eye and a hands-on approach to delivery.
My work spans Caribbean and international markets. At Yello, I work across editorial content, social media, email, campaign delivery and reporting. Alongside that, I use AI-assisted workflows to develop creative concepts, reporting tools and practical prototypes.
I’ve also facilitated practical AI and digital-marketing learning in the AI-LIGNED virtual incubator.
I care about humanising the work too, making brands feel more real, relatable, and worth paying attention to.
Outside of work, I stay active through basketball and fitness, and I spend time exploring food, music, and new places, documenting life and culture with the eye of a hobbyist documentary-style storyteller and photographer.
You can see some of this through my Instagram, where I share moments from places, food, and everyday life through a visual storytelling lens.
Focused on outcomes, not activity.
Tap a role to view impact and responsibilities.
My approach is built around four principles: objective, alignment, optimisation, and data.
I start with the audience, the problem and the decision or experience the work needs to support.
Performance improves when the offer, creative, and platform match the audience. Strong alignment is what turns activity into results.
I test early, review performance closely, and improve the parts that move results, from targeting and creative to landing pages.
Campaign results, prototype output and learning questions tell different stories. I keep those distinctions visible as the work develops.
Marketing-led skills, supported by creative production tools and practical AI-assisted development.
Active study and completed credentials across digital marketing, customer acquisition, and innovation.
Support across strategy, execution, and performance improvement.
Campaign setup, optimisation, and performance improvement across Google Ads and Meta Ads.
A clear breakdown of what is working, what is wasting budget, and where to grow.
Support with campaign ideas, content direction, and performance-focused execution.
Rapid concept development for landing pages, simple tools, and digital ideas.
Let’s turn your next idea into something useful.
I’m open to full-time roles, freelance projects, and short-term consulting support.
For digital strategy, content, creative development or an interactive idea, get in touch.
