Curriculum vitae

As a marketer with nearly 10 years of experience, I have worked with small-medium businesses and billion-dollar companies in tech, retail and food and beverage industries. I am passionate about building a brand presence for companies and creating loyal communities with customers. Executing a balance of creative storytelling with strategic thinking informed by performance analytics in my roles, I am on a mission to engage audiences with the product and brand.

EXPERIENCE

Freelance Marketer, Kaley Ross creative

feb 2022 - present

• Freelance marketing working for clients includes GTM planning, creative brand strategy, social media management

marketing manager, mom n’ pop shop agency

toronto, canada
SEP 2021 - current

• Execute various retainers for clients including social media management, email management, brand management, giving me an opportunity to work across different industries and brands

• Develop and understand brand identities and create strategies for clients to execute campaigns and hit brand objectives

• Collaborate with in-house marketing teams to launch new products and project manage 360º campaigns

marketing consultant, Yogi

toronto, On

Remote, contract
aug 2023 - feb 2024

• Lead brand strategy for LinkedIn Global rebrand project for People and Culture and Marketing teams

• Managed LinkedIn channel, including monthly content calendar, copywriting, coordinating content between various teams, and publishing content

• Trained Executive and Leadership teams on building personal profiles to supporting overall Global marketing strategy

• Responsible for updating website with new products that launched in market

• Supported marketing initiatives such as influencer partnerships for new product launch campaigns, and various digital channels to increase brand awareness, consideration and engagement with customers

  KEY RESULTS

• Increased LinkedIn channel impressions by 398%, engagements by 380%, audience by 39%

ASSOCIATE BRAND manager, Yogi

toronto, On

Remote, contract
SEP 2022 - Dec 2022

• Reported to Global Director of Brand and Product to project manage brand initiatives for Yogi Tea

• Managed 8 million USD marketing budget. Actualized monthly budgets and adjusted forecast for all digital channels across Paid media, various business expenses for brand projects

• Planned and coordinated creative media for integrated brand campaigns, including in-store signage, social media and email

• Project managed trade marketing initiatives to bring programs to life with major retail partners, including Walmart

• Signed-off on print proofs for tea box packaging, communicated with printer company, oversaw delivery of proofs for new product lines and reprints

• Delivered projects to key stakeholders across the company internally, and external third party agencies

social media and content manager, beanfield

toronto, canada

SEP 2021- Jan 2022

• Owned the organic social content calendar, from planning to briefing the Creative Team to publishing content daily for an always-on social media marketing approach to optimize engagement

• Managed and executed social media and content aspects for customer acquisition campaign

• Delivered monthly insight reports using data to analyze content performance to inform future strategy and optimize marketing efforts

key results

• Instagram engagements increased by 595% and the following increased by 21%

• LinkedIn impressions increased by 188% and engagements increased by 233%

• Social strategy for the Beanfield Partner Program drove 9 leads and 5 signed Partners in one month

SOCIAL MEDIA MANAGER, NORTHONE

Toronto, CANADA

OCT 2020 - Jun 2021

• Developed international social strategy for key channels with a focus of increasing community engagement, growing brand awareness with target audiences and published branded content

• Collaborated with Head of Customer Success for the hiring process for Community role. Interviewed candidates and onboarded the new hire in Reactive Social and Community building strategy

• Owned the organic social content calendar, from planning to briefing the Creative Team to executing on a daily basis for an always on marketing approach

• Developed social-first campaigns and content series with channel specific strategy to achieve community engagement, brand awareness, audience growth, and employee advocacy

• Strategized and executed paid campaigns for Twitter Ads, LinkedIn Campaign Manager and Facebook Business Manager to achieve business goals. Measured ROI and optimized via data and analytics

• Collaborated with cross-functional teams including Customer Service, Product, Growth and Brand, DEI and ERG, Talent and Recruitment, to execute social aspects of collective team goals for key stakeholders

• Developed social listening strategies and processes to engage our audience - Proactive and Reactive. Crisis comms management.

• Delivered monthly insight reports using data to analyse content performance to inform future strategy

• Worked with Marketing Compliance to ensure all content was compliant for financial service regulations

SOCIAL MEDIA MANAGER, STARLING BANK

LONDON, UK

JAN 2019 - Jun 2019

• Owned social calendar and coordinated content with Creative Team, executed brand social posts on a daily basis and executed campaigns end-to-end for all major platforms for organic and paid media content

• Strategized and executed organic social media aspects of customer acquisition brand campaigns

• Researched and developed new creative ideas to convert audience to customers

• Tracked and analysed the performance of social posts using native platform tools and Google Analytics, and created goals and KPIs for the content strategy to measure the success of the channel

• Coordinated with PR Team and posted company news articles on relevant social channels to achieve brand awareness and own local market

KEY RESULTS

• Instagram following increased by 90%, Twitter following by 26%, Facebook by 13% and LinkedIn by 63%

• Engagement across all platforms increased by 20%

• Traffic to website from organic social increased by 70% and organic app downloads by 9%

HEAD OF INBOUND SOCIAL ENGAGEMENT, STARLING BANK

LONDON, UK

AUG 2018 - JAN 2019

• Trained team of 12 agents for Reactive Social

• Pioneered processes for engagement with customers on social channels, including tone of voice, format, and creative strategy to build community. Crisis comms management.

• Managed review process (Trustpilot, App Store, Google Play and Business) and created general review template guidelines

• Engaged with customers on a daily basis across all platforms (Twitter, Facebook, Instagram)

MANAGER, ANOTHER_SPACE - BANK FITNESS STUDIO

LONDON, UK

DEC 2017 - AUG 2018

• Managed a team of 10 people - interviewed, hired, trained team members

• Directed sales outreach to bring in new members and build a loyal community of regulars

• Owned operations - responsible for day-to-day running of boutique fitness studio

• Customer centric approach to managing the studio, ensuring guests had a luxury experience

SOCIAL MEDIA STORYTELLER, LULULEMON

LONDON, UK

SEP 2015 - SEP 2016

• Owned the content calendar for Instagram and Twitter, from content creation to copy writing and executing daily basis

• Developed key social strategies to own local markets, building community and brand loyalty

• Pioneered processes for using Twitter as a problem solving platform for customers and a promotional tool for community events

• Organized and executed photoshoots with ambassadors and models for content as primary photographer, and behind the scenes social content

• Liaised with Global office in Vancouver for global campaigns

• Ran seasonal, new product, and community event campaigns on Instagram and Twitter

• Hosted Snapchat takeover on Global account for the London Marathon in 2016

SALES ACCOUNT MANAGER, CREW MANAGER, LMS THINKING

SYDNEY, AUSTRALIA

APR 2013-JAN 2015

• Owned client acquisition, responsible for hitting KPI’s on a daily and weekly basis, working on direct commission

• Conducted interviews with potential recruits on a second and third round basis, a total of 2,000 hours of interviewing experience

• Trained new hires with marketing system and sales techniques, a total of 2,750 hours

• Managed of a team of 6-12 individuals

• Public speaking, motivational speeches with education on technique, strategy, and keeping a positive attitude to achieve results and hit KPI’s

KEY SKILLS

• Social media marketing

• Data analysis

• Digital marketing

• Creative strategy

• Campaign project management

• Google Analytics

• Copywriting

  
  
  
  

entreprenurial

Editor-in-Chief , Future Fossil Flora Magazine

June 2016 – June 2018

The Poppy Issue was stocked around the world, from Europe to Hong Kong, most notably at the Gucci Garden Museum in Florence.

Managed key partner relationships, from content submissions from writers and artists, to the printer account manager, to stockists. Oversaw sales and managed inventory.

highlights

London Marathon Global Snapchat Takeover for lululemon

Executed Snapchat takeover for the global lululemon account to cover the London Marathon, including hosting the event via video content creation

Was the highest-watched Snapchat Story at the time

Won Mastercard Golden Ball Female Award

Awarded the Golden Ball trophy for my performance in the Fintech Football League in London, UK, presented by Mastercard

I played for Starling Bank in the Fintech Football League, an extra-curricular sports league that included major Fintech companies in London, who were pioneering the industry at the time

EDUCATION

DIPLOMA FOR APPLIED PHOTOGRAPHY PROGRAM, SHERIDAN INSTITUTE OF TECHNOLOGY, OAKVILLE, ONTARIO, CANADA

REFERENCES

Available on request