Digital Marketing Specialist | West Coast Seeds
09/2020 - Current
Digital marketing project management and direct-to-consumer campaign execution with a key focus on increasing ecommerce metrics. Responsible for managing Shopify tech stack, web development team, creative designer, and community outreach department. Work closely with colleagues across departments to navigate operational challenges and support customer service while ensuring marketing campaigns are timely, relevant, and impactful.
- Increasing year-over-year ecommerce metrics including conversion rate +36%, return customer rate +23%, average order value +16%, and average units ordered +5%.
- Generated over $15-million in placed order value from newsletter campaigns, grew newsletter subscribers to over 175,000.
- Provided strategic direction on Google advertisements maintaining an average return on ad spend of 7:1, at times reaching 18:1.
- Increased social media followers by over 40K across platforms.
- Launched and managed customer experience and revenue-focused web applications including Klaviyo Email Marketing, SWYM Back in Stock Alerts, Octane AI Quiz Tools, Klarna Buy Now Pay Later, Yotpo Reviews and Referrals, Refersion Affiliate and Brand Ambassador Marketing, Findify Search, OctaneAI-powered Chatbot.
- Supported the execution of full brand refresh with agency input; managed web development team's workload and priorities, negotiated web app contracts, consulted on design and brand direction, led marketing communications strategy at launch.
- Spearheaded campaign strategy and execution for charitable initiatives resulting in over $300,000 raised and donated to organizations including Food Banks Canada, The Breakfast Club of Canada, and Vancouver Aboriginal Friendship Centre Society.
- Managed editorial section of annual Gardening Guide; writing, editing, and crowd-sourcing thought-leadership articles from staff and gardening community as well as providing design direction and feedback, managed mailing list of over 120,000 addresses.
Content Strategist & Copywriter | DRIP Marketing Agency
11/2018 – 07/2020
Content strategy planning and execution for creative marketing agency and its clients. Wrote web pages, scripts, articles, blogs, brochures, email campaigns, social media posts, press releases, and internal communications. Promoted and recording live events. Conducted market research campaigns, helped with sales and marketing training, consulted on UX design, video and sound production, and spearheaded SEO/SMO/SEM keyword research and website copy editing.
- Increased a client's average weekly sessions to 8.1k users representing $59k in revenue with content marketing strategy, SEO improvements, and media production.
- Wrote the most popular article for client's website, bringing over 4000 unique visits in one year; average read time greater than 3 minutes.
- More than doubled daily unique visitors to a client’s website using a combination of written content, video production, and PPC ad strategy.
- Raised eCommerce conversion rates for manufacturing client by an average of 55% in one year.
Digital Marketing Specialist | Incognito Software Systems Inc.
06/2014 – 06/2018
Researched, wrote, and edited marketing materials for SaaS provider during a sustained phase of business growth. Pitched and coordinated campaigns targeting global telecommunication providers. Prepared sales collateral, hosted and moderated webinars, wrote press releases and speeches for the executive team, created promotional materials for trade shows, wrote email marketing campaigns, consulted on graphic designs, edited RFPs.
- 100% year-over-year increase in email subscribers with targeted content funnels, gated landing pages, and trade show invitations.
- Doubled average email open rates, increased click-through rates by an average of 70% using A/B testing.
- Generated 1000s of unique downloads from written content including white papers, case studies, industry reports, and e-books.
- Helped sales team generate new and back-to-base revenue opportunities with persona-based content creation and account-based marketing strategy.
Writing
Technical Writer, Freelance | One Big Broadcast
02/2014 – 02/2017
Communications for proprietary CMS and SEO firm. Responsibilities included blogging, editing web pages, creating sales materials, writing scripts and training materials, and covering events.
Freelance Journalist | Vancouver Weekly
03/2014 – 06/2015
Researched, wrote, and took photos for articles on local affairs and live concerts.
Editorial Intern | WHERE Vancouver
03/2014 – 06/2014
Researched and wrote online articles for travel and tourism in Vancouver. Edited columns for digest-sized print magazines, managed social media profiles, blogged, fact-checked listings, pitched ideas for magazine development, shot and edited photographs for digital and print.
Freelance Journalist | IX Daily / The Buzz
09/2012 – 12/2012
Writing and editing articles on Canadian music, including artist features, reviews, previews and announcements. Assisted in social media updates and event promotion.
Education
Manager Essentials | The Corker Collective
12-week management training program with instruction on building and managing high-performance teams that drive organizational results. Focused on key competencies managers need to master in the modern workplace.
Seneca College | Communications, Journalism/Broadcasting
Graduated with honors, 3.7 GPA. Learned research and writing skills, broadcast techniques, media relations, public relations, photography, video production, and audio engineering.
Mt. Royal College | General Arts & Sciences, English
General education in Arts and Sciences program while continuing English and History studies.
Programs and platforms: Google Applications and Analytics, SquareSpace, WordPress, IM Creator, Adobe Lightroom, SEMRush, CognitiveSEO, Canvas, MailChimp, Pardot, Buffer, Hootsuite, Microsoft Office, OSX, Windows, Facebook, Twitter, Instagram, Tumblr, LinkedIn, Reddit, 500px. Intermediate level with Final Cut Pro, Illustrator, InDesign, Photoshop, and Acrobat. Basic HTML.
Other Work Experience
Building Manager | Reliance Properties Ltd.
04/2019 – 12/2019
Managed 24 tenants in boutique apartment building in Vancouver’s West End. Advertised suites, reviewed tenancy applications, completed tenancy agreement documents, performed suite inspections, maintained cleanliness of building and outdoor spaces, coordinated and supervised contractors, managed tenant disputes, digitized documents and maintenance records, and ensured effective communication with tenants and management team.
SCM Training Facilitator & Support Specialist | Cenovus Energy
09/2012 – 12/2012
Training facilitator and support specialist in the Supply Chain Management group during company-wide ERP system implementation. Hosted meetings between Business Analysts and executive stakeholders to ensure operational processes were met by new technologies. Created interactive training tools for SCM staff, taught classroom sessions with SCM and BA groups on ERP capabilities and workflows, assisted with change management, built and presented Excel spreadsheets that improved data analysis and time ticket reconciliation efficiency.
Shift Supervisor, Server & Bartender | Multiple Restaurants
2006 – 2014
Training and overseeing staff during shifts as a server and bartender. Maintained professionalism when responding to customer feedback, resolving complaints for myself and trainees. Mixed cocktails and served drinks. Assessed turnover frequency to decide on daily and nightly staff cuts. Opened and closed the bar and restaurant, changed keys, handled money. General cleaning and maintenance of the bar area and dining rooms. Supported kitchen staff when required.
- Guilt & Company | Vancouver, BC
- Moxies | Calgary, AB
- Boston Pizza | Calgary, AB & Toronto, ON
