Desiree

Founder. Creator. Strategist. Community Builder.

After a decade of building brands for others, I decided to become my own case study.

With a background in psychology and communications, I understand what makes people stop scrolling, build trust and take action. Now, I’m bringing that expertise into my own journey of reinvention, starting over in a new country, building businesses and documenting it all in real time.

And the results speak for themselves. People aren’t just watching. They’re following, connecting, joining and staying.

Founder. Creator. Strategist. Community Builder.

After a decade of building brands for others, I decided to become my own case study.

And the results speak for themselves. People aren’t just watching. They’re following, connecting, joining and staying.

The numbers

Instagram views12.4M

Seen by 6.27 million unique people.

From non-followers92%

New reach for every brand I work with.

Combined audience135K+

Followers and subscribers across five channels.

Interactions1.63M

From 783K accounts engaged.

Top Reel2.1M

Three Reels passed a million views in under two months.

Joined in 48 hours3,200

Plus 3,500+ workbook downloads and 6,353 link taps.

Instagram62K

TikTok44K

TikTok17.6K

LinkedIn6.5K

Substack5K

The content

2.1Mviews

Lock The F**k In

1.2Mviews

10k by 10am

Hennessybrand film

Hennessy × A Desired Journey

Bisha HotelUGC

Bisha Hotel Toronto

Wray& Nephew

Let’s make a Wray Royal

Lock Inreel

4 days to go

The audience

Ambitious women aged 25 to 44, mostly in the United States and Canada, who care about growth, wellness and style.

Gender

90%

Female audience, 10% male.

Age

68.9% are 25 to 44

0.8%

13–17

4.1%

18–20

6.2%

21–24

38.5%

25–34

30.4%

35–44

13.1%

45–54

4.8%

55–64

2.0%

65+

Top countries

United States53.8%

Canada10.8%

Top cities

Toronto3.5%

New York2.9%

Top interests

Sport15.1%

Fashion9.7%

Health, fitness & wellbeing4.2%

Tech & gaming2.1%

Literature1.8%

Content pillars

A journey of personal growth, business building and intentional living, documented in real time.

Discipline & mindset

Self-discipline, accountability and the habits behind Lock The F**k In.

Business building

Entrepreneurship, building in public and turning content into opportunity.

Wellness & fitness

Movement, routines and wellbeing, from 10k by 10am to everyday self-care.

Social & creator growth

Practical social media strategy and growing an audience from scratch.

Reinvention & relocation

Starting over and preparing to move from Canada to the United States.

Travel & purpose

Solo travel, new places and the purpose behind the journey.

Why work with me

92%
New eyes on your brand
92.1% of my Instagram views come from people who don’t follow me yet. Your product reaches new audiences, not the same circle every time.
90%
The women you want to reach
90% female, with 68.9% aged 25 to 44 and most in the United States and Canada. Ambitious women building careers, businesses and better routines.
10+
A creator who thinks like a brand manager
Ten years writing briefs, running approvals and building reports. On time, on brief, and no hand-holding.
5.6M
Series, not one-offs
Lock The F**k In and 10k by 10am have pulled 5.6M views across five Reels. Recurring formats give your brand built-in placements people come back for.
3,200
An audience that acts
People joined my community within 48 hours of one Reel, with 3,500+ workbook downloads and 6,353 link taps. They don’t just watch, they click.
Now
A story your product can live in
I’m documenting a real reinvention as it happens. Your brand joins a story people already care about, so it never feels like an ad break.

Have a product that fits the journey?

Let’s talk partnerships

As seen in

Features, interviews and photography published in.

refinery29 Travel Noire Dame Traveler VOGUEITALIA Schön! Chasseur Male Model Scene Chloe BLAXPO.

Worked with

Mercedes-BenzHennessyWray & NephewHPWealthsimpleKnix

Let’s work together

Tell me about your brand, your goal and your timeline. I’ll come back with ideas, not a rate card.

Partnership inquiries info@desireethomas.ca

Creator partnerships, content and UGC, campaign strategy, speaking and events.

Email me

Desiree Thomas

A Desired Journey · Lock The F**k In · Going Solo To · Desired Media Inc.Figures as of October 2026