Digital Campaigns
From impressions to revenue: what happens when a like turns into a sale
The rollout moved fast: over 100,000 impressions per post, over a million reach on Facebook, and a lean $1,680 ad spend that returned 3,000+ clicks, a 33% click-through rate, and 286 conversions at just $5.56 each. Total revenue: $60,000. That's a 33x return, built almost entirely on organic reach and one precisely targeted push. Social media isn't a branding tool here, it's a revenue engine.
Content Creation & Social Media Strategy
Simran believes social media is the most powerful tool we have for digital entertainment, and she treats it that way: cheeky, witty, unmistakably authentic.
Her approach means dropping the veil entirely, getting to the actual core of a brand, not the polished version of it, and building a platform around what's actually there. Because when it's done right, an audience doesn't just scroll past. They gain something: a reason to learn, to grow, to create, to feel connected to something bigger than the feed itself.
Her social media strategy resulted in growing the theatre's social following to 35,000 (a 40% growth rate) and 36.1M impressions, and directing creative campaigns that generated a single-day promotion of $183,965 and multiple campaigns exceeding $300K in cumulative impact.
Creative Direction
Across theater productions, brands, and personal projects, Simran has creatively directed 1,500+ pieces of content, including videos, photos, stories, and campaigns that have not only earned audiences but also driven measurable revenue.
Video is where she feels most at home. There's something about the combination of movement, sound, and story that captures a brand's soul in a way nothing else can. But at the core of it all is a genuine love for marketing in every form. For Simran, this isn't just a career. Marketing is the artistic medium she has chosen to tell stories with, and it shows in everything she makes.
Creative direction and storytelling for After Midnight. This sizzle reel was designed to capture the show’s rhythm, glamour, and pulse
Creative direction for Dawn’s “When He Sees Me” from Waitress , thoughtfully shaping framing, pacing, and edits
Creative direction for Bye Bye Birdie — a high-energy sizzle reel designed to capture the show’s nostalgia and fun
“Mama Who Bore Me” — strategically chosen and edited to spotlight the production’s emotional core and hook audiences through deliberate pacing and high-impact cuts.
PR & Strategic Communications
A nationwide announcement of a strategic alliance between The 5th Avenue Theatre and Seattle Theatre Group (STG), two of the largest musical theatre and performing arts organizations in the country.
Simran was brought into the alliance announcement early, before the news went public, and was trusted as one of the people managing highly sensitive and delicate information ahead of the embargoed release. She copywrote the captions and directed the graphics for the launch, and helped pitch the story to press, which led to pickup by The Seattle Times (linked below). The audience was particularly sensitive to this news, so the delivery had to be handled delicately: deliberate, measured language, careful timing, and close attention to audience response once it went live so concerns could be addressed directly rather than left to escalate. This sat inside a broader set of PR and media responsibilities she handled regularly, including photo releases, facilitating press and media opportunities for actors and performers, pitching stories to outlets like KING 5, Q13, and FOX13, and issuing formal notices of filming.
he STG alliance launch is a good example of that range: strategic discretion with sensitive information, sharp copywriting under a real deadline, and enough media relationships to turn an internal announcement into regional press coverage. Simran continues to do PR work regularly today as an employee of Corner Shop Communications, a boutique PR agency.