In 2012, Amber founded a women's travel ice hockey team that played games and tournaments around the midwest and Canada until 2017. During this time she gained a lot of valuable experience, especially in content creation, social media management, and branding. While captain she wore many hats, including but not limited to:
Below are examples of the work she did during the team's activity.
Facebook was essential to communicating with fans about the team, games, fundraising events, and merchandise sales. Amber capitalized on the direct communication with fans with the use of Facebook Events to invite fans directly and to continue to send reminders and updates to increase attendance.
Twitter was a vital channel to engage with other women's ice hockey teams and fans in real-time. This channel allowed for real-time updates of game results, answer fan questions, sharing of news regarding women's ice hockey and increasing dialogue and support of women's sports.