At Royal Bank of Canada, I was a product marketing manager and content strategist for Houseful, a subsidiary venture focused on home search.
Below are samples of some of my work for the Houseful brand. We operated as a startup beneath the RBC umbrella, so I wore a lot of hats—PMM, strategist, copywriter, and (as you will see) the face of most of our video content. None of this work would have been possible without a talented creative team by my side.
Messaging and positioning strategy
During my time at Houseful, I partnered across product, design, marketing, and creative to help launch new features and products. As a PMM, I take a comprehensive and hands-on approach to messaging and positioning for every release to provide a cohesive customer experience from first touchpoint through adoption. The example below shows my approach for the Houseful Ownability tool, which released in spring of 2025. This strategy fueled in-app copy, email campaigns, push notifications, and social content.
Resource center strategy
The Houseful “Reading Room” formed the core of my content strategy. Through a combination of SEO research and collaboration with our brand and insights team, I built up a repository of real estate resources, covering everything from the homebuyer journey to industry thought leadership.
Social strategy
Canada is one of the most difficult housing markets in the world for first time buyers. My social strategy at Houseful focused on finding opportunities—and joy—in the process.
Homebuyer guide
The Houseful homebuyer guide represents some of my best work to-date. It began with a question: how can we help potential homebuyers understand where they are in the process and what steps they need to take next? Our answer: a questionnaire to place them on the journey, an interactive guide and a companion video to help them understand where they’re going, and a promotional campaign to get the resources in front of them. I worked with a talented team of designers and developers to take the idea from brief to reality.
The questionnaire
The questionnaire asks a few simple questions to help prospective homebuyers understand where they may be in the process, then automatically routes them to their next best step in the full homebuyer guide.
The guide
The guide helps prospective homebuyers to explore the full process from a bird’s eye view. Each step functions as a “chapter”, with vocabulary terms, links to learn more and a concrete call-to-action.
The video
Our consumer content preferences research indicated that potential buyers turn to YouTube more than any other platform to do research. To better meet our users where they are, I converted the written guide into a script, which I worked with our creative team to produce. And yes, that’s me in the video. 👋🏻
Social and email campaign
We crafted the homebuyer guide assets with the intention to attract organic search traffic, but we promoted the content across social media and email as well. Below are some examples from the campaign.
