Leading social for Atlantic Lottery through a high-visibility summer.
From May through the end of September 2024, I served as Social Media Lead at one of Atlantic Canada’s most recognized public-facing brands — guiding a five-person team, the LOTTO MAX Dream Big campaign, and a season of sponsorship storytelling that hit households across the region.
Social Media Lead inside one of the region’s most-watched brands.
Atlantic Lottery sits at the centre of cultural moments across the East Coast — household name, household visibility. Stepping in as Social Media Lead meant taking the reins on a fast-moving, public-facing brand at the start of its biggest season.
I led a multi-person team across social strategy, content execution, campaign direction, and day-to-day publishing — and used the tenure to strengthen the muscle between leading creative people and operating a polished content engine inside a complex brand environment.
A team of five. One cohesive social operation.
I oversaw and supported a five-person team — coordinating creative, community, production, and mentorship across one connected workflow.
Main Street, Moncton — the day the cutouts came out. 📸
Day-to-day publishing & calendar ops.
On-camera, on-location, on-brand.
Inbox, comments, brand voice in real time.
Mentorship, hands-on craft, real shipping.
“Being relatively new to the corporate social media space in 2024, I often looked to Jared for guidance. He had an inspiring, focused energy that uplifted everyone around him on shoots. Jared seamlessly communicated insightful ideas and opinions while creating content that fostered collaboration in a professional way.
Jared was always eager to help me with any questions or concerns I had to help me grow as a young professional. He was receptive to input from all members of the team and any questions asked. It was a privilege to be able to work with Jared, and I look forward to seeing him excel in his future endeavours!”
Tomilyn Allen
Social Media Administrator, Atlantic Lottery
Bringing a more proactive rhythm to the work.
I brought experience in structured social content production systems and helped introduce a more proactive planning rhythm — supporting greater consistency across content execution and creating space for the team to focus on bigger brand and campaign moments.
A consistent rhythm where the team aligned on themes, campaigns, and capacity before the month began.
Calendars built to flex around campaign moments while protecting space for evergreen brand work.
Production days planned in advance so creative had room to breathe — not get squeezed last minute.
Repeatable formats produced in clusters, freeing the team to focus on flagship campaigns and event activations.
The result: a more cyclical workflow with room to think bigger.
LOTTO MAX Dream Big
Strategy, creative direction, and social campaign leadership for Atlantic Lottery’s execution of the national $80M jackpot moment.
In 2024, Lotto Max raised its jackpot ceiling to $80M, and the national Dream Big campaign rolled out to meet the moment. I led the social media strategy for Atlantic Lottery’s execution — bringing the team together, developing the plan, and overseeing production of the campaign’s social content.
I conceptualized the promo video and supporting reels and posts, then integrated jackpot-related content into the broader creative approach — so when the jackpot actually hit $80M, the moment landed inside a connected visual and tonal world the audience already recognized.
The work moved from brief to plan to shipped content as one continuous campaign — not a series of one-off posts.
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Standing out where the region was already gathering.
Supporting Atlantic Lottery’s presence at major regional events became one of the standout pieces of the role — and one of the most rewarding. Translating that on-the-ground presence into social storytelling helped drive a meaningful lift in how sponsorship content performed.
Cavendish Beach Music Festival
Cavendish was about presence and atmosphere — capturing the scale of one of Atlantic Canada’s biggest outdoor music weekends and translating Atlantic Lottery’s on-site visibility into social content that felt every bit as alive as the event itself.
- Event-energy storytelling rooted in real moments.
- Brand presence woven into the festival’s cultural backdrop.
- Recap content that extended visibility past the weekend.
Why this experience matters for your brand.
I ran point on people, process, and creative — keeping the work cohesive across coordinator, creator, community, and intern.
Planning rhythms, calendars, and batch shoots made room for bigger campaign thinking without slowing the day-to-day down.
From Lotto Max Dream Big to live festival activations, I connected the brief, the plan, and the post.
Brand presence on the ground became content systems that lived online — driving a 32% lift in sponsorship viewership.
Five months of peak campaign and event season, led with the kind of polish a household brand needs in public view.
Need someone to lead your social?
Strategy, content, campaigns, sponsorship storytelling — built into one connected operation. That’s what He’s Good @ Social is for.
This is the work behind social media management and fractional social leadership, built on the same social media + content strategy foundation.