Ella Svab (commerce)
As social media and digital marketing coordinator with Victoria-based inflatable e-foil company Nuefoil, Ella Svab (she/her) found herself on both sides of the camera. The commerce student combined her love of the ocean, storytelling and collaborative teamwork to create dynamic social posts promoting the company’s unique product—a motorized and battery-powered recreational e-foil board.
Embracing life at UVic
Born and raised in Surrey, Ella came to UVic in part for the integrated co-op work terms incorporated into the commerce program, and in part because of the outdoor lifestyle and location on Canada’s West Coast.
She quickly immersed herself in community, joining a local running club (she ran her first half marathon during her first year), the UVic dance team (where she’s become a choreographer and will serve as treasurer in 2026/27), and has spent time exploring the city.
“Victoria feels like home now, and I feel so grateful to be going to school at UVic,” says Ella. “I am excited for the final years of the BCom program, including my cohorted experience, exchange, my work terms and my specialization term.
Putting her skills into practice
As a social media and digital marketing coordinator at Nuefoil, Ella created short- and long-format video countent for the company’s social media accounts on Instagram, Facebook, TikTok and Youtube. This included capturing content on the water with a GoPro, Insta 360, DSLR camera and iPhone, as well as starring in the content.
She then used editing software to create content for different platforms; planned, created and managed ad campaigns; designed hard copy and digital marketing material, and even delivered eFoiling demonstrations on how to use the company’s products.
“My supervisor was out of the office for most of my work term attending trade shows, which pushed me to learn quickly and work more independently,” she says.
“I had the freedom to be creative and try new things with the content I created. I worked on many different types of short-form content, including educational and how-to videos, product demos, testimonials and customer reviews, Q&A and interview-style videos, behind-the-scenes content, lifestyle content, and trend-based videos.
I really enjoyed experimenting with different types of content and editing styles, while having the space to learn and grow in a digital marketing role.”
Laying the groundwork for success
Since Ella was hired to promote a produce that she had never used, she had to step out of her comfort zone to lear and study the Nuefoil board, including memorizing the names of each part and how they work. She also researched Nuefoil’s competitors and the online eFoil community.
“During my first month, I was constantly out eFoiling to improve my content and my knowledge of the product,” she says. “Even though it was January and the water was freezing, practicing helped me better understand the customer experience and create more authentic content.”
She also drew from her academic experience—before her CORE commerce year, she took courses that included Foundation Core Media Technologies and Arts, Foundations Photography and Video Art, Photography, and Digital Arts. These courses helped prepare Ella to use programs like Adobe Illustrator, Premiere Pro, and Lightroom in her role.
Developing new skills
Ella also leaned into the opportunity to learn new software, including Meta Business Suite, which she used to schedule social media posts and analyze insights for the company’s KPI Excel sheet.
“I tracked follower growth, views, engagement, and audience insights to better understand what content was performing well and what could be improved. I also used Meta Business Suite to schedule and manage ads for trade shows that Nuefoil attended.”
Combining creative elements
For Ella, this co-op combined her passion for digital marketing and creativity with her love for outdoor activities.
“I loved how many of the workdays were spent outside eFoiling and filming. I enjoyed discovering new locations around Vancouver Island. My favourite part of the role was being behind the camera, capturing the joy and excitement of eFoiling. I feel most creative and energized when I’m outside.
“I definitely want to keep learning and growing in digital marketing. I would love to gain more experience in marketing roles and work in different companies and industries to continue building my skills. However, I don’t want to limit myself, and I’m open to whatever new opportunities come my way.
The value of co-op
“I would highly recommend that any student take part in a co-op. It’s a great opportunity to get into the workplace and take a break from studying. It’s also a great way to network, grow your skills and résumé, and experience opportunities you might not normally come across.”