Yes—former student rugby player; now training in boxing and the gym. The team discipline from rugby and the consistency of boxing/gym carry into my creator workflow (planning, repetition, measurable progress).

I stay current through a layered system: Signal: Daily 20-minute scan of TikTok Creative Center (songs, hashtags, edits), Instagram Trends, Shorts Trending, and platform newsrooms. I subscribe to creator/operator newsletters (e.g., Social Media Today, Creator Hooks) and maintain saved Twitter/X lists for PMs, creators, and ads product leads. Sense-check: I tag formats in a Notion database (hook archetype, camera angle, pacing, caption structure, sound type, average length) and pull 3–5 examples. I check if they’re audience-fit and brand-safe (no rights issues, no harmful frames). Test: I run lightweight experiments—three hooks per idea, 15/30/45-second cuts, two CTAs—then read retention curves, tap-throughs, CTR, and saves. Anything that beats our rolling baseline (first-3-second hold, 25% watch-through, CTA clicks) graduates to the calendar; everything else goes to the “icebox.” Codify: Weekly, I publish a trends note with what to try/avoid, plus caption templates and shot lists. Safeguards: Accessibility and ethics are non-negotiable: open captions, descriptive alt text, high-contrast templates, and consent logs. We collect minimal data, avoid hype claims, and never chase trends that compromise safety or trust. This approach lets me catch waves early, adapt them to the brand voice, and prove they work—without sacrificing care, consent, or credibility.

What attracts me to digital marketing is the precision of it: you can honor the audience’s time, earn attention with a clean story, and then prove you did. I’m a creator who enjoys both sides—the on-camera warmth that builds trust and the analytical rigor behind the scenes. I map journeys (hook → watch-through → click → completion), write platform-native captions with clear CTA ladders, and instrument links with UTMs so we learn fast. Short-form UGC is my home field. I script three angles per concept, deliver 15/30/45-second cuts, and A/B test hooks, thumbnails and CTAs. Accessibility and safety aren’t afterthoughts: I use open captions, descriptive alt text, and consent-first workflows that brands can stand behind. Then I read the data: retention dips, tap-throughs, CTR, and conversion—translating numbers into the next creative decision, not vanity reports. The real draw is impact. Good digital marketing changes behavior: it helps someone try a product, join a program, or support a cause. Doing that responsibly—clear claims, no hype, privacy-aware forms—builds trust and lifetime value. That blend of disciplined creativity, ethical practice and measurable outcomes is exactly where I do my best work.