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I think about people first, how they connect, what moves them toward the goal, and that's exactly why brands hire me when safe stops working.

SELECTED WORK

Featured CAMPAIGNS.

Explore three flagship marketing initiatives that brought together strategy, execution, and cross-functional collaboration to solve complex business challenges and drive measurable growth.

1. GO-TO-MARKET STRATEGY

Brushd Beauy

Brushd Beauty entered a highly competitive beauty market with a new product that required clear positioning, and a multi-channel launch strategy.

Market and competitor research shaped the product positioning, target audience, pricing, and messaging before determining how each channel would contribute to awareness, consideration, and conversion. Every marketing asset was developed to support a coordinated launch.

With the strategic foundation established, execution focused on building a complete go-to-market ecosystem.

From e-commerce and Amazon to paid media, influencer marketing, and lifecycle marketing, each initiative was designed to move the launch forward while supporting the same commercial objectives.

The launch generated more than $100K in revenue within its first eight months while creating the foundation for continued growth.

2. MARKETING OPERATIONS

Big Brands

As Big Brands’ first dedicated marketing hire, I built the company’s marketing function while supporting wholesale growth initiatives, including its first national direct mail campaign.

The catalog was distributed to buyers at Canadian Tire, Jean Coutu, Sobeys, and other national retailers, reinforcing brand credibility and equipping the sales team with a polished, high-impact sales tool.

As part of the launch, I developed the retailer’s first national direct mail campaign to support wholesale growth.

Read the Case Study

3. FULL FUNNEL MARKETING

Marketplace Nerd, YLT Translations & More

Every project starts with strategic messaging foundation where I research the audience, define personas, set positioning and value propositions, establish brand voice, and map out objection handling before any copy gets written. Foundational messaging gives every page a clear, specific goal.

I turn that messaging into complete website experiences, including conversion-focused copy, page architecture, visual direction, and user-focused design, then optimize each page for on-page SEO so the right audience can find it.

This framework shaped websites for Marketplace Nerd, LYLT Translations, 1Source Wholesale, and has extended across industries including industrial manufacturing, event planning, advertising, and home services.

Websites were optimized for organic performance through keyword strategy, metadata, internal linking, content hierarchy, image optimization, and on-page SEO.

The redesign and optimization of Marketplace Nerd contributed to a 32% increase in organic traffic, while the same strategic framework was applied across every project.

SELECTED PROJECTS

Featured EXPERTISE.

Browse work by business to see the full scope of marketing initiatives delivered for each organization.

ORGANIC GROWTH MARKETING

Riverbend Consulting

SEO content strategies built around audience research, search intent, and topical authority to increase visibility, build trust, and attract qualified traffic.

Technical SEO

Developed search-optimized educational content that translated complex Amazon compliance requirements into authoritative resources, building long-term organic visibility over four years.

Reputation Management

Leveraged Reddit to answer complex customer questions, address objections, and strengthen brand credibility through authentic community engagement where buying decisions were already being influenced.

Created strategic social media content to strenghthen brand awareness, customer trust, and kept prospects engaged throughout the buying process.

AMAZON LISTING OPTIMIZATION

Jaxon Lane, Paddlesmash, and More

Listing-driven content strategies built around audience research, search intent, and topical authority to increase visibility, build trust, and attract qualified traffic. The carousel below shows samples of Amazon optimization work across listings, A+ content, and storefront design. Project outlines follow with the strategy and results behind each one.

Invigorous Innovations Amazon Listing Optimization Christina Passmore

Jaxon Lane: Amazon Copywriting

Crafted Amazon product copy that translated customer insights into clear competitive positioning, helping differentiate the brand while guiding shoppers toward purchase.

Inspiration Play: Amazon SEO

Developed and executed a search-driven keyword strategy that improved product discoverability and aligned listings with how customers actually searched on Amazon.

Amazon Listing Optimization: SparkJump

Extended SparkJump’s brand identity across Amazon through strategic copy, custom imagery, A+ Content, and Brand Story, creating a cohesive shopping experience that reinforced trust and differentiated the brand.

Amazon A+ Content: Stack Laundry

Developed search-optimized educational content that translated complex Amazon compliance requirements into authoritative resources, building long-term organic visibility over four years.

Amazon Images + A+ Content: Invigorous Innovations

Built a cohesive Amazon brand experience for a competitive supplements company through strategic copy, product imagery, and A+ Content designed to strengthen credibility and improve conversion.

Amazon SEO + Packaging: Little Jupiter

Combined Amazon keyword optimization with ideal customer-profile packaging design to improve discoverability, strengthen brand recognition, and support conversion.

MARKETING OPERATIONS

Christina Ink
Marketing Operations

Designed end-to-end scalable marketing operations by building documented workflows, coordinating cross-functional contributors, and implementing systems that improved efficiency, consistency, and delivery.

Embedded Claude Skills into marketing workflows to reduce production time and improve consistency.

SOCIAL MEDIA MARKETING

The Smore’s Company USA, Samarasa & More

Developed cross-channel social media strategies for brands including The S’more Company USA and Samarasa, along with clients in industrial manufacturing, data intelligence, healthcare, roofing, media, and Amazon.

Managed end-to-end execution across Instagram, Facebook, LinkedIn, and X, including creative direction, graphics, copywriting, hashtag research, publishing, analytics, and KPI reporting.

Planned and executed end-to-end SEO strategies for organizations across event planning software, shopping districts, industrial manufacturing, Amazon brands, and my own marketing business.

Responsibilities included technical SEO audits, keyword research, search intent mapping, site architecture, on-page optimization, internal linking, metadata, long-form content strategy, blog writing, AI search optimization (AEO), Google Search Console analysis, and continuous performance optimization to strengthen rankings and organic traffic.

Search performance improved through a combination of technical optimization, strategic content, and continuous refinement.

The result was stronger organic visibility, broader keyword coverage, increased topical authority, and websites better positioned to capture qualified search demand.

SEARCH STRATEGY & TECHINICAL SEO

Multi-Industry Portfolio

01

Marketing Operations

SOPs, prompt libraries, and production systems that keep quality and output consistent as teams scale.

02

Performance Analytics

Search behaviour, engagement, and conversion signals tracked and turned into decisions that sharpen the next campaign.

03

Goal-to-Action Alignment

Every campaign, website, and asset is built around a defined business goal, a clear audience action, and a way to evaluate whether it worked.

RETAILER SALES ENABLEMENT

Big Brands
500 Product Print Catalog