PREVIOUS PROJECTS

PREVIOUS PROJECTS

Goal: Build an organic audience and authority for a travel brand.

What I Did:
Designed and developed a content-driven travel website from the ground up, focusing on SEO and user experience. Every article was optimized to rank for high-value keywords, while the site’s layout and structure were built to keep readers exploring longer.

The GlowUp:

  • Reached over 100,000 monthly organic visitors

  • Ranked on page 1 of Google for multiple travel keywords

  • Designed a custom WordPress site optimized for speed and readability

SEO, Content Strategy & Web Design — Uncovering Montreal

Close-up of a bed with white pillows and bedding in a hotel room, with a website displayed on a tablet screen in the background.
Line graph showing increasing trend of total impressions over time with a total of 907K impressions, 11.2K clicks, 1.2% CTR, and an average position of 18.7 from mid-2024 to March 2025.
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Goal: Build awareness and drive engagement through storytelling and viral content

What I Did:
Produced, edited, and optimized daily short-form travel and lifestyle videos for social media platforms, using trend analysis and storytelling to capture attention.

The GlowUp:

  • Created multiple viral videos, including one that reached over 2 million views and generated 1.8K new followers

  • Achieved consistent engagement rates above platform averages

Developed a repeatable content strategy based on hooks, pacing, and captions that convert viewers into followers

Content Creation - Viral Videos

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Smartphone screen displaying a TikTok video analytics page with key metrics such as views, watch time, average watch time, percentage of full video watched, and new followers, with a snowy mountain scene in the video thumbnail.
@uncoveringwithmads Sunrise Kayak with Sydney Kayak Expeience This was one of the best mornings of my life! Heres why: ✨Early 5am start paddling out in darkness with illuminated kayaks on the water ✨Option for single or double kayak ✨Incredible sunrise across Sydney Harbour ✨Passed the Opera House, under the Harbour Bridge and by Luna Park ✨Guides captured amazing photos, including the iconic bridge shot ✨Breakfast at The Flying Bear Café included with beautiful harbour views Highly recommend for tourists or locals wanting a new perspective of Sydney! Thank you @Sydney Kayak Experience 💗 #sydneyactivities #sydneykayakexperience #sunrise #sydneysunrise #sydneyharbour ♬ original sound - 𝙇𝙭𝙪𝙞𝙨𝙨𝙤𝙪𝙣𝙙𝙯 🫶🏻

Social Media Management - Uncovering with Mads

Goal: Grow a loyal audience and drive traffic from social media to the website.

What I Did:
Developed and managed a consistent social media presence across Instagram, TikTok, YouTube Shorts and Pinterest. Created engaging posts, optimized captions and hashtags, and built a content calendar that mixed inspiration, local tips, and calls-to-action.

The GlowUp:

  • Grew community to 10K+ engaged followers across social platforms over 2 years

  • Drove consistent referral traffic to the website

  • Built brand partnerships and collaborations with local businesses, travel boards and brands

Screenshot of an Instagram profile page for 'Uncovering with Mads,' showing posts related to travel experiences in Sydney and Queensland, including kayaking, hotel stays, meals, and scenic views.
@uncoveringwithmads Sydney Summer Activity Idea ☀️ Hire an electric picnic boat in Sydney with no boat license needed! 
✨ Seats up to 8 people
✨ 1, 2 or 3-hour hires available
✨ Super easy to drive with no experience needed
✨ BYO picnic and esky
📍Cabarita Point & The Spit (Mosman). We did the Cabarita Point location Thank you @GoBoat | Electric Picnic Boats 💗 #goboat #boatlife #sydneyactivities #sydneydateideas #thingstodosydney ♬ Never Give Up (Empowered Mix) - Eden Horizon
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@uncoveringwithmads 📍The Roseate hotel in Edinburgh was one of my favorite stays! This luxury, 5 star hotel is located in Edinburghs West End and just 5 mins away from Haymarket Station. It offers 35 gorgeous rooms housed across two restored Victorian Townhouses. The complimentary breakfast was one of my favorite parts - the dining was truly exquisite with tons on options and the choice to eat in the dining room or have breakfast in bed! I wish I could have stayed longer! I booked through @Luxury Escapes and highly recommend this hotel if you’re visiting Edinburgh 💗 📌 Find out more in the link in my bio! #edinburghhotel #edinburghscotland #luxuryescapes #scotlandtiktok #edinburghtiktok ♬ rainy day - McKenna Barry

Goal: Create engaging, search-optimized blog content that drives organic traffic and keeps readers coming back.

What I Did:
Developed a long-form blog strategy focused on SEO-rich, value-driven travel guides. Each article was carefully researched, structured for readability, and optimized for high-intent search terms. We used internal linking and keyword clustering to strengthen site authority and improve organic performance over time.

The GlowUp:

  • Wrote and optimized 100+ blog posts covering travel, dining, and local experiences

  • Ranked in the top 3 search results for multiple competitive travel keywords

  • Grew monthly organic visitors from 0 to 100,000+

  • Built consistent engagement through storytelling that converts readers into followers

Blog Writing & SEO Content — Uncovering Montreal

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View of Montreal skyline with a Ferris wheel, rooftop terrace, and a sunset sky.
Person using a laptop and holding a smartphone, viewing social media and messaging apps, with a blurred orange box in the background.

Email Marketing & Automation — E-Commerce Brand

Goal: Build stronger customer relationships and increase repeat purchases through personalized, automated email marketing.

What I Did:
Implemented a complete email marketing system using Groundhogg, SendGrid, and Mailchimp, creating tailored experiences for customers at every stage of their journey. Managed automation setup, segmentation, copywriting and ongoing campaign delivery to ensure consistent engagement and measurable results.

The GlowUp:

  • Developed 6+ automated flows including welcome series, abandoned cart, win-backs, and VIP programs

  • Created an efficient weekly email process across multiple audience segments and monthly newsletters

  • Achieved open rates around 50% and conversion rates of 5% on key campaigns

  • Streamlined and documented the entire email marketing workflow for smoother planning, delivery, and reporting

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