Curious about how brands, content, and creators come together.

About Me

I’m an Advertising and Marketing Communications Management student at Mohawk College with a strong interest in campaign coordination, account management, and social media.

I like understanding how ideas turn into something real, how teams stay organized, how timelines are managed, and how everything connects from planning to execution.

Through my experience, I’ve worked on content planning and social media projects, where I developed a strong sense of organization and communication. I’ve found that I enjoy being the person who keeps things clear, on track, and moving forward.

I’m especially interested in getting into influencer marketing and learning more about how brands and creators collaborate to build campaigns that feel genuine and relevant.

Barbara Melo

Experience

Junior Advertising Specialist - Findlay Lawyers

  • Participated in meetings with potential partner companies for two new marketing campaigns.
  • Researched and identified potential agencies to collaborate with on upcoming advertising initiatives.
  • Managed email communications and organized the advertising manager’s calendar to support campaign planning and coordination.

Project Manager – Social & Production Team - The Agency

  • Coordinated social media content planning and publishing schedules.
  • ⁠Worked closely with creative team members to ensure alignment and consistency.
  • Helped keep projects organized, on track, and within deadlines.

Skills

  • Campaign coordination, project and timeline management, content planning.
  • Social media strategy, content creation, trend research
  • Client communication, team collaboration, clear writing

Languages

  • English (Fluent)
  • Portuguese (Native)
  • French (Elementary - Currently Learning)

Campaign Case Studies

Refreshing Guinness for Gen Z through social and influencer marketing

Guinness Gen Z campaign project

Client Challenge

Guinness needs to stay relevant with Gen Z while preserving its heritage and brand identity.

Context

  • An established and respected brand, but seen as traditional and less relevant to younger audiences.
  • ⁠Strongly associated with pub culture, with limited presence in the digital and social spaces where Gen Z engages.
Insight
Gen Z is open to legacy brands, but only when they show up in social spaces in ways that feel current, relatable, and easy to share.
Opportunity
Reintroduce Guinness to Gen Z by bringing its heritage into social spaces through relatable, creator-led content.

Execution

  • Pre-launch teasers and creator seeding.
  • Launch with coordinated influencer content.
  • Post-launch engagement and content amplification.
  • Ongoing performance tracking.

Expected Results

  • Increased engagement across TikTok and Instagram.
  • Growth in brand awareness among Gen Z audiences.
  • Strong reach through influencer-driven content.
  • Higher interaction through shareable, short-form content.

Audience

  • Gen Z social drinkers who value authenticity, shared experiences, and content that feels real, social, and shareable.

Deliverables

  • TikTok videos and Instagram Reels designed for engagement and shareability.
  • Influencer partnerships with creators aligned to the brand’s tone and audience.
  • ⁠Campaign rollout plan with coordinated posting schedule.
  • Content guidelines to ensure consistency across all creators.

Account Coordination Approach

  • 8-week campaign timeline with regular updates to ensure alignment and progress.
  • Coordination between brand, creators, and internal team throughout the campaign.
  • Management of content approvals, posting schedules, and deliverables.
  • Ongoing communication to ensure clarity, organization, and timely execution.

Starbucks as part of everyday moments.

Starbucks as part of everyday moments

Client Challenge

Starbucks needs to become more present in everyday routines and social moments to stay relevant in how younger audiences engage with brands.

Context

  • A globally recognized brand with a strong identity and consistent in-store experience.
  • Facing increasing competition in digital spaces where brands compete for attention through content and cultural relevance.
Insight
For Gen Z, small everyday moments are what they share the most — and the brands that become part of those moments feel the most relevant.
Opportunity
Position Starbucks as part of everyday moments by integrating the brand into shareable, creator-led content.

Execution

  • Partner with creators to document real, everyday moments featuring Starbucks in a natural way.
  • Allow flexibility for creators to adapt content to their own style and audiences.
  • Share content across TikTok and Instagram, focusing on consistency rather than one-time impact.
  • Encourage ongoing engagement through comments, reposts, and community interaction.

Expected Results

  • Stronger association between Starbucks and everyday routines.
  • Increased engagement through relatable, lifestyle-driven content.
  • Greater visibility through creator-led content on social platforms.
  • Higher participation through community and user-generated content.

Audience

  • Gen Z consumers who build daily routines around small, personal moments and engage with brands through social content.

Deliverables

  • Creator-led content capturing real everyday moments such as morning routines, study sessions, and coffee breaks.
  • Short-form video designed to feel spontaneous and native to TikTok and Instagram.
  • Community-driven content encouraging users to share their own daily Starbucks moments.
  • Flexible content approach allowing creators to interpret the brand in their own authentic way.

Account Coordination Approach

  • Maintain ongoing communication with creators to support a flexible and authentic content approach.
  • Coordinate content timelines, approvals, and posting across platforms.
  • Ensure alignment between brand guidelines and each creator’s style.
  • Monitor content performance and adjust direction based on engagement.

Volunteering

Hiking Club

Mohawk Students’ Association

Vice-President of the Hiking Club

In this role, I support student engagement by helping build a positive club environment, encouraging participation, and contributing to activities that bring students together outside the classroom.

FamilySearch

FamilySearch

Family History Consultant

As a Family History Consultant, I help individuals explore and organize family history information while providing clear guidance, patience, and support throughout the research process.

Contact

LinkedIn Profile