Where am I Now?
Victoria Park BIA - Marketing & Communications Manager
I began my communications career in 2022 with the Victoria Park Business Improvement Area in Calgary, a non-profit organization representing more than 380 businesses across one of the city’s most historic downtown districts. The BIA supports local business vitality, neighbourhood enhancement, and cultural growth through advocacy, placemaking, events, and community programming.
As Marketing and Communications Manager, I lead digital strategy, community storytelling, event promotion, and public-facing communications for the district. My role spans social media management, brand development, content strategy, and community engagement, as well as hands-on marketing and public information for seasonal programs and major cultural events such as Night Light. I work collaboratively with local businesses, arts organizations, community partners, and cultural stakeholders to build a stronger, more recognizable neighbourhood identity.
Working within a small non-profit team has given me the opportunity to shape and run a full communications program from concept to execution. This experience has strengthened my strategic planning, event communications, and stakeholder engagement skills, while also allowing me to contribute meaningfully to city-building conversations and cultural placemaking in downtown Calgary.
17th Ave Banner Update 2023
Goal: Refresh the seasonal banner program along 17th Avenue to create a more vibrant streetscape, strengthen neighbourhood identity, and promote Victoria Park as a welcoming destination.
My Role: Led the project from concept to installation, overseeing the creative direction, graphic design, stakeholder coordination, production, and implementation of the new banner program.
Deliverables:
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Designed the complete banner series, creating artwork aligned with the Victoria Park brand and neighbourhood identity.
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Managed the project timeline from concept development through production and installation.
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Coordinated with printers, vendors, and installation contractors to ensure successful delivery.
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Oversaw approvals and project logistics while maintaining design consistency and production quality.
Results:
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Delivered a refreshed streetscape branding initiative that enhanced the visual identity of the 17th Avenue corridor.
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Created a long-term placemaking asset that strengthens neighbourhood recognition and improves the visitor experience.
 Before Banner Update |  Left Side |  Right Side |
|---|---|---|
 After Update |
BIA Boundary Expansion 2024
Goal: Support the expansion of the Victoria Park Business Improvement Area by informing existing and newly included businesses about proposed boundary changes, ensuring transparency and meeting the City of Calgary's public notification requirements.
My Role: Developed and executed the communications strategy in collaboration with the City of Calgary, ensuring all affected businesses received clear, consistent, and accessible information throughout the boundary expansion process.
Deliverables:
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Developed key messaging and educational materials explaining the boundary expansion and the role of a Business Improvement Area.
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Created a comprehensive information package, including FAQs, boundary maps, and details on BIA services and membership.
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Coordinated a multi-channel communications campaign through direct mail, email, newsletters, and 8 digital communication platforms.
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Coordinated communications with approximately 50 newly included businesses and 300 existing members to support the BIA boundary expansion.
Results:
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Successfully communicated the proposed expansion to 100% of affected businesses across the new boundary area.
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Supported the City of Calgary's statutory notification process by documenting outreach efforts and demonstrating due diligence.
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Increased awareness of BIA services and benefits among members while ensuring businesses had opportunities to ask questions and provide feedback.
POW! 2025 Parade of Wonders - Calgary Expo
POW! Parade of Wonders is Calgary Expo's annual cosplay parade, attracting thousands of visitors to downtown Calgary. In 2025, the parade expanded into Victoria Park for the first time, creating a unique opportunity to showcase the neighbourhood to a new audience. I led communications and digital storytelling for the Victoria Park activation, promoting local businesses, increasing neighbourhood visibility, and supporting one of Calgary's largest cultural events.
Goal: Support the Calgary Expo's POW! Parade of Wonders by encouraging attendees to continue exploring Victoria Park businesses during the temporary closure of Stephen Avenue.
My Role: Collaborated with Calgary Expo to develop and execute a joint marketing campaign promoting local businesses, restaurants, and attractions throughout Victoria Park during one of Calgary's largest annual events.
Deliverables:
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Coordinated a collaborative marketing campaign between the Victoria Park BIA and Calgary Expo.
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Created digital content highlighting participating businesses, dining options, and visitor experiences throughout the district.
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Promoted the parade route and encouraged attendees to extend their visit into Victoria Park before and after the event.
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Supported cross-promotion through social media and digital communications.
Results:
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Successfully partnered with one of Calgary's largest fan conventions to increase awareness of Victoria Park businesses during the Stephen Avenue closure.
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Helped position Victoria Park as an alternative destination for thousands of parade attendees, supporting local businesses through increased visibility and visitor engagement.
Annual Reports
Goal: Develop and deliver clear, professional communications that informed nearly 400 member businesses about the Victoria Park BIA's Annual General Meeting, highlighted organizational achievements, and encouraged member participation in the governance process.
My Role: Led the planning, design, writing, and distribution of the Annual General Meeting communications package, including member invitations, annual reports, presentations, and supporting materials. Coordinated messaging with executive leadership to ensure accurate reporting and consistent communication with members.
Deliverables:
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Designed and produced three Annual General Meeting reports (2023–2025).
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Developed AGM invitations and promotional communications distributed through email, newsletters, and digital channels.
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Wrote and designed annual reports highlighting organizational accomplishments, financial summaries, strategic priorities, and board updates.
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Created presentation materials and supporting communications for the Annual General Meeting.
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Coordinated timelines, approvals, and executive feedback throughout the reporting process.
Results
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Successfully delivered AGM communications to approximately 400 member businesses each year.
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Produced clear, accessible reporting that supported member engagement and organizational transparency.
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Helped communicate annual achievements, financial performance, and strategic priorities while supporting the Board of Directors and executive leadership during the Annual General Meeting.