University of Toronto Esports, Social Media
Social Media Manager and Team Manager at UofT Esports. I run five social accounts, ran A/B tests on format and timing, and rebuilt the content calendar. Engagement is up 50.5%. The team also finished Top 6 out of 600+ collegiate teams in North America.
University of Toronto Esports.
UofT Esports is one of the largest collegiate esports clubs in Canada. Competitive teams in League of Legends, Valorant, Super Smash Bros, Rivals of Aether 2, and Marvel Rivals. We also host Campus Clash III: BARRAGE, the largest gaming tournament UofT has ever hosted.
I started as Social Media Manager in September 2025. I also took on the Team Manager role at the same time.
What I do.
Content calendar
- Run five accounts: Instagram, TikTok, Twitter, Twitch, Discord.
- Built a calendar around three buckets: competitive results and player spotlights, community and events, and behind-the-scenes content.
- Each platform has its own format mix. Short-form video on TikTok and Reels. Tournament graphics and recaps on Instagram. Quick reactions on Twitter. Streams and events through Twitch and Discord.
A/B testing
- Tested video vs. static, short vs. longer captions, peak vs. off-peak posting times, and player POV vs. org POV.
- Each test ran for 7 to 14 days, with the KPI defined up front.
- Results were logged so the next round of content was informed by what worked.
Weekly reporting
- Pulled reach, impressions, profile visits, engagement rate, follower change, and top three posts every Sunday.
- Used that data to plan the next week of posts.
- Formats that worked got scheduled more often. Formats that flopped twice got dropped.
Community management
- Replied to comments and DMs, jumped into Discord, reposted tagged content.
- Posted content from major events the same night they happened. Campus Clash finals and the Pro Players Guess the Rank series were both same-day posts.
The numbers.
Parallel role.
- Managed 18+ players across multiple titles.
- Main team finished Top 6 out of 600+ collegiate teams in North America.
- Academy team finished 17th out of 400+ collegiate teams.
- Coordinated scrimmage schedules, performance reviews, and competitive prep.
- Liaison between players, tournament organizers, and university administration.