Core to my role at IETLS was developing the message and strategic approach to the organization's growing international audience and devising channel based approach to communications that connect the appropriate audience to the right channel. 
The key to our approach to Facebook marketing was to familiarize our audience of over 500,000 followers with the process, and advantages of undertaking an IELTS examination. 
The lions share of these were young people who were planning to emigrate to the US for higher education studies. And this is where many US bound prospective test-takers are found. 
Our engagement strategy drove growth 18% with no ad spend engaged. 
Natalia's Journey
In the summer of 2016 I departed on a red-eye for Washington D.C. in preparation for 4 days shooting in our nation's capital. I had in the weeks running up to this planning, alongside my team, who were preparing one of IELTS' largest annual events in the district. I worked with the National Park's Service and Film DC to get us broad access to shoot in the district with a local hire crew. 
Primarily we shot a feature profile on Natalia Arias, a star test taker who was at the time doing incredible work at the World Health Organization. I worked with Bloomer's creator, Matt Palazzolo, who I brought on to direct, to shoot Natalia around the district as part a day in the life of an unstoppable woman. Additionally we shot a series of interviews for other content, in all we created media for 9 pieces of content in those 4 days. 
The IELTS Recognition Team spends over 50% of their time on the road, and we discovered that they loved to document their time in different cities meeting with the stakeholders at different institutions of learning that were accepting or on-boarding to the IELTS examination process. 
This gave us a way to connect with the higher-education set in a digital channel they are already eager to expand in and show tech-savy prospects that IELTS is everywhere they want to be. 
Thus was born #WhereAreWeNow, an initiative to share our team's travels across the U.S. and abroad. 


The International English language Testing System is a non-profit organization that higher education and governments use to measure the efficacy of an applicant's command of the English language for migration and study in English speaking markets. 
VACAYA Social Video
VACAYA's unending appetite to stand out in the digital space involved social media demanded regular updates with Video.
Photo-editing, Web Design, Email Design, Social Digital Materials for luxury resort and cruise charter company, VACAYA.
A collection of my production work over the last several years; including Imagineline Media, Nikhedonia, AT&T, Grip-N-Assist, Gay Men's Chorus of Los Angeles, and Plyojam.
IELTS Digital Materials
Design and development of digital materials for the education of higher education professionals about IELTS services and products.
BLOOMERS Digital Marketing
Taking the mantle of the digital producer in season 2 of the award-winning digital series BLOOMERS.
VACAYA Display Adveritsing
Custom-developed ads in IAB formats for Google Ad Words and other publishers.
Imageline Media
Lead producer at Corporate/Non-Profit Videography and alternative programing development house.
BLOOMERS Production
The small team at BLOOMERS became a family, and when your family runs into trouble, you step up. My role grew from on-set sound technician to Associate Producer between the first and third seasons.
IELTS Print Materials
Printed media in digital press, 4 color process, spot, screenprint for a global brand.
Back to Top