Digital Marketing Career Toolkit

Shared Lane, 2022

Shared Lane is an organization that connects young adults with post-secondary pathways to in-demand careers. They offer resources to students and educators to help them understand the evolving workplace. I was brought in to create the content for their Digital Marketing Careers Toolkit.

The Assignment

The toolkit aimed to help high school students take their first steps toward a marketing career in a way that felt accessible and rooted in real experience, not just theory. The goal was to connect what students already knew from their daily lives to what the professional world expects of them.

The Approach

I drew directly from my own career experience to create the toolkit. My path into marketing was unconventional, and that became an asset here. I designed exercises that asked students to do real marketing tasks at a beginner level: conducting market research, building a competitor analysis, developing a social media strategy with a target persona in mind. Each activity was connected to transferable skills students already had but hadn't yet identified professionally. The toolkit also included sample job descriptions and career strategies to help students relate classroom experience to entry-level opportunities.

The Result

The toolkit remains one of Shared Lane's legacy resources and continues to support their mission of expanding post-secondary career pathways for young adults.

What This Project Taught Me

The most important decision I made on this project was to use my own lived experience as the main source material. I didn't research what high school students were supposed to need. I thought carefully about what I actually needed when I was starting out, and I built from there. That approach, using personal and professional experience as data to guide content, is something I carried forward into how I think about organizational narrative work.