For over five years, I served as both a regular contributor and regional editor for northernontario.travel, Destination Northern Ontario’s flagship online magazine. 

I was contractually obligated to produce 4+ new articles every month, crafting original content that aligned with audience trends, SEO best practices, and partner priorities. Many of my articles went “viral,” drawing thousands of shares and millions of views... and continue to perform years later.

Beyond writing, I managed a team of freelance writers, assigned stories, edited their work, and helped shape the overall content strategy through monthly analytics reviews with partners across the region. 

This role required a deep understanding of the tourism landscape, performance metrics, and what makes a story resonate with both readers and search engines. It was storytelling with purpose... and it helped elevate Thunder Bay’s online presence in a meaningful and measurable way.

I led the development of the 2019 and 2020 editions of the Thunder Bay Experience Magazine... from concept to final delivery. I wrote every word in the body of both editions and collaborated closely with the design agency guiding visual direction throughout the process. 

In addition to selling all of the advertising in the 2019 issue, I worked directly with community partners to ensure the content reflected the diversity and strength of Thunder Bay’s tourism offerings, I also hired and managed freelance contributors to round out key features, giving the publication a strong editorial voice with broad regional appeal.

The result? 

A high-impact, story-driven visitor guide that was so effective it formed more than the backbone of the magazine for the next four years. And while the 2025 edition has taken a new direction, the 2019 and 2020 issues remain a benchmark for content quality, tone, and strategic alignment with the City’s tourism goals.

Click the cover image to view the 2019 issue.