The Goal:

Increase fan engagement and strengthen the organization’s digital presence while positioning HoneyBaked as the leading AAA hockey brand online. As the only AAA program in the country with a fully developed, strategic social media presence, the focus is on real-time storytelling, athlete recognition, and building a connected, fan-first community.

My Role:
Leading full digital coverage and owning the HoneyBaked brand across all platforms. I oversee content strategy, real-time execution, and brand development, with full creative control and trust in decision-making to shape the organization’s voice, image, and growth.

Key Contributions:

• Content Strategy Implementation:
Developed and implemented a structured content strategy, shifting from reactive posting to intentional, brand-driven storytelling.

• Brand Development & Rebrand Execution:
Led the transition from HoneyBaked to HB Detroit across digital platforms, securing handles and maintaining brand consistency.

• Organization-Wide Content Pipeline:
Created a streamlined system using WeTransfer for teams, rinks, and staff to submit content, improving efficiency and coverage across all levels.

• Digital & Website Enhancements:
Contributed to website updates and improvements to better align with brand and user experience.

• Alumni Tracking & Storytelling System:
Implemented a internal tiered Google alert system to track and highlight alumni at the NHL, pro/college, and junior/USA Hockey levels.

• Partnership & Visibility Growth:
Generated engagement with major hockey platforms, including BarDown Hockey and Elite Prospects collaborations.

Milestone Achievements:

• First time in company history reaching 1M+ Instagram impressions within a 30 day period.

• First time in company history having the Detroit Redwings Organization interact with HoneyBaked on Instagram.

• Most-viewed story in HoneyBaked history

SOCIAL MEDIA HANDLES

Instagram: @hbdetroit

Facebook: HoneyBaked Hockey Club

Visit my Gondola profile to view my portfolio of digital content with HB: Here