Unleashed: Diary of a Woman Vet

Transformed a retired veterinarian's personal blog into a professional educational platform — and launched her memoir and documentary to an engaged, growing audience.

Product Marketing · Social Media · Public Relations · Email Marketing

Year
2021-2022

Client
Paula Terifaj

The Challenge

Dr. Paula Terifaj had decades of veterinary expertise and a passion for animal welfare advocacy — but her insights were being shared almost entirely through her personal Facebook profile, limiting her credibility and reach. When we started working together in 2021 she had few email subscribers and no professional online presence.

Her goal was to build a real platform, grow a meaningful audience, and successfully launch her memoir and documentary.

Book cover titled "Unleashed: Diary of a Woman Vet" featuring a white veterinarian uniform with a stethoscope and a brown dog silhouette on a black background.
People holding signs on the side of the road asking for the location of Frodo, with a McDonald's billboard in the background.
A dog sniffing scattered pieces of colorful dog food on a wooden floor.

What I Did

I built her digital social presence from scratch — Facebook Business Page, Instagram Business Profile, email marketing system, and an optimized blog set up to convert readers into subscribers.

I developed a structured content calendar that turned her long-form blog posts into bite-sized social content, driving traffic back to the website. Content pillars included veterinary education, documentary clips, book excerpts, advocacy messaging, and infographics — each designed to build trust with an audience that cares deeply about animal welfare.

On the email side I built an automated system including a welcome sequence, blog notifications, and book launch campaigns. I implemented subscriber tagging to segment her audience by interest and behavior, and set up automated triggers to deliver timely, relevant content — including re-engagement emails surfacing previous blog posts for subscribers who hadn't yet opened them. I also refreshed her email templates to reflect her brand and voice, ensuring every touchpoint felt consistent and intentional.

Email became her most reliable owned channel. I also ran Facebook Lead Generation campaigns with audience segmentation and retargeting to support both the book and documentary launch.

A brown background with the text "Did you know?" and "Kibble is killer". There are also images of a dog leash in the lower left corner and a dog’s paw in the lower right corner.
A cookie jar with the word 'BISCUITS' written on it, against a brown background with text explaining a myth about cookies causing pet obesity.
Close-up of small, round, brown kibble pieces for pet food with overlaid text about myth of high carbohydrate kibble diets and nutritional facts.
Illustration of a new smart bomb called Layerdia-CA1, depicted as a round object with a pin and a spark, with capsules nearby, set against a background of red blood cells.
A promotional graphic with a dog in the center, a piece of steak on the left, and an ear of corn on the right. The background is light orange. The text reads: "Ask the family pet, steak or corn on the cob for dinner?" and the logo at the bottom says:
Quote about pet lovers and honesty, attributed to Paula Terifaj DVM, on a peach background with black quotation marks at the top.

Clipped Videos

Compressed Sleeping Dogs Don’t Lie documentary into short-form videos for digestible social media content to increase reach and engagement.

1,966 Views on Instagram Reels. 22 Likes.

10,000 Views on YouTube. 157 Likes. 37 Comments.

A white dog lying down, receiving a gentle head massage from a person's hand.
A brown dog looking up at the camera while holding a heart-shaped dog treat on its nose.
Close-up of a black Scottish Terrier puppy with a pink tongue hanging out, sitting on green grass.
Screenshot 2026-05-20 at 3.33.54 PM.png
The homepage of a website titled "Unleashed: Diary of a Woman Vet" features a logo with a cartoon veterinarian dog wearing a stethoscope and a lab coat, with the name "Dr. Paula Terifaj DVM" underneath. The site has a navigation menu with links such as Home, About, Book, Holistic Tips, Pet Food Warnings, Pet Alerts, Senior Dogs, Cancer, and more. There is a large banner with the title "Unleashed" and a photo of a dog’s head and paw, along with sections for recent articles, categories, and calls to action like purchasing a book on Amazon.
Blurred aisle of grocery store with shelves of colorful food packages and bottles, overlaid with text about deception, colorful bags, and fresh food.
A digital thank you card with a tan background, featuring a black rectangle with white text and medical symbols. The text reads: "UNLEASHED: DIARY OF A WOMAN VET" by Dr. Paula Terifaj DVM, with a white medical coat icon. Below, "THANK YOU" and "FOR JOINING MY MAILING LIST!" are written in large white letters, plus a website www.paulaterifaj.com at the bottom.

The Results

  • Grew from 20 to 80+ email subscribers, adding 20+ new subscribers per week

  • Built 100+ social followers in 2 months

  • Documentary reached 10,000 views on YouTube and 2k views on Instagram

  • 10+ book purchases per month through organic social and email conversion

  • Supported a successful launch on Amazon and direct-to-consumer

“Julie made me feel seen. She allowed me to show up as myself and made my voice shine through."

— Paula Terifaj