Marketing is storytelling. Here's some of mine.
I plan it, create it, post it, and watch what lands. Below is a look at my recent hands-on work across social media, websites, writing and design, along with the thinking behind each piece. I've done this work for a number of companies over the years, and I'm featuring the most recent here.
Select a section to jump straight to it.
Whistler Adventure School
At Whistler Adventure School I managed all of the marketing: social media, advertising, email, blog content and more. Storytelling sat at the heart of all of it.
These posts may look simple, but there's a lot behind each one. I ran the scholarship program and stayed in close contact with students throughout their journeys. I planned every story with a shot list of what I hoped to capture, then adapted in the moment, because the real story rarely goes to plan. The skill is recognizing the moment that matters and shaping the story around the content you actually get.
Each post captures a moment our audience would recognize and connect with right away.
My style has gotten cleaner since these posts (fewer emojis these days), but the storytelling approach is exactly the same.
That Last Step Feeling. Promoting the Sustainable Trail Building course through a student finishing the job: the final sign on the trail. View on Instagram
A Day in the Life. Showing what a day on the trail building course really looks like, so future students can picture themselves there. View on Instagram
Alumni Spotlight. I did the concept, script and location for the original YouTube video, then resized and reworked it for Instagram. Clean on the surface, many steps underneath. View on Instagram
Sites I've built and run
Page builds, content, image optimization and ongoing updates. I like a site that's easy to use and easy to keep current.
Whistler Adventure School
I managed the whole site: building pages, writing content, compressing images and keeping it current. When the school shifted its focus to biking only, I revamped the site so every page pointed to bike courses.
Kateology AI Studio
My own business site, where I teach entrepreneurs to use AI in their marketing while keeping the human at the centre. You're on it right now.
Amazing Kids Foundation
The site for my foundation, which helps kids in the Sea-to-Sky corridor who have lost a parent stay in the activities they love.
Writing that teaches
Research the topic, know who it's for, write it clearly, and get it in front of the right people.
Whistler Adventure School blog
I wrote the monthly articles: researching trending topics, targeting different audiences, writing and sharing each one. Most of the posts on the blog are mine.
Kateology AI Studio
Every week I email my list an AI tool, a thought on using AI in their marketing, and a prompt to put into practice. The message underneath it all: you're the human, so you stay the director of any AI tool you use.
Before You Trust the Bot
An article on staying thoughtful and in charge when you hand work to AI. I publish on Substack and share the same pieces on LinkedIn, so there's no need to read both.
Designed, written and delivered
Pawsitive Vibes fundraiser
A family-friendly, dog-friendly fundraiser for Amazing Kids Foundation at Stinky's on the Stroll in Whistler Village. I designed the flyer, went on air with Mountain FM, promoted the event in the Pique, and ran the day itself.
Raised just over $3,000 through auction items, draws and food.
AI-Enhanced SEO & Visibility Audit
I created this SEO product from the ground up, designed the proposal myself, and delivered the audit for five clients. It gives business owners a clear, plain-language roadmap to get found on Google and in AI search.
Teaching materials
I've taught adult learners since 2018, and I build the materials myself. A few pages from each to give you a feel.
Launch Ready: Master Your Meta Ads
A presentation I delivered to women entrepreneurs on mastering their Meta ads, so they get leads, not guesswork. It walks them step by step from knowing their customer to running a live Meta lead ad, using Claude for copy, Canva for design, and Google Sheets to collect leads.
Learn How to Make Money with AI Side Hustles
A 43-page ebook I wrote that takes readers from "what is AI, really?" to choosing and launching their first side hustle, with practical prompts, worksheets and a launch plan along the way.
