Marketer based IN VANCOUVER

CAREER HIGHLIGHTS

  • WorkBC is a flagship employment program funded by the Government of Canada and the Province of British Columbia. It is funded through $2.5B in employment insurance funds that the federal government has committed over six years. Every year WorkBC provides service for over 50K clients in BC. The YWCA holds a $100M contract to operate WorkBC Centres, and it generates $19M in revenue for the organization over five years.

    As Senior Marketing Manager of WorkBC, I lead and coach a team of high-performing marketing professionals while overseeing external agencies. My core responsibilities include managing advertising campaigns, promotional activities, social media, video production, event planning and promotion, public relations, and community outreach.

    This role has given me experience in all areas of marketing, including advertising, content creation, digital marketing, and event management. I have led initiatives resulting in $3.8M in annual revenue. Some notable achievements from my work include:

    • Created a content marketing plan, achieving a 120% increase in engagement on social media over the previous year.

    • Grew our community across all owned channels and increased social media presence by 215% between 2014 and 2022, with over 15K followers on Facebook.

    • Developed an integrated digital marketing strategy that increased online traffic to WorkBC websites and boosted client acquisition by 15% YoY through targeted campaigns on social media, YouTube ads, Google Adwords, and content marketing initiatives.

    • Ideated and launched the WorkBC Podcast, producing monthly episodes about employment in Metro Vancouver and bringing awareness to WorkBC services. It also developed strategic partnerships with other organizations.

    • Conceptualized, planned and promoted significant events, including the annual Vancouver Job Fair for over 2K attendees and 65 employers, one of the largest hiring events in Metro Vancouver.

    • Led the video production (planning, shooting and editing) of YouTube 15-second ads, monthly YouTube videos and over 20 Success Story videos for YouTube and other social media platforms, generating 15K views and increasing the traffic to our websites by 12% YoY.

    • Implemented processes and workflows to increase client acquisition by 5% YoY.

  • Following my performance review, I got promoted to the role of Marketing Manager, with the mandate of creating my Marketing team, which was composed of three talented marketers and two brand ambassadors. I negotiated with Media Groups and led the creation of ads for large advertising campaigns for WorkBC across Metro Vancouver: Transit ads (Bus Shelters and SkyTrain platforms), Print ads in community-based publications (Vancouver is Awesome, North Shore News, and Tri-City News), business-oriented publications (Business In Vancouver), ethnic publications, and other publications tailored to specialized population/visible minorities.

    I also managed our Content Marketing strategy, leading the content creation for 12 Social Media profiles on Facebook, Instagram, Twitter, LinkedIn and YouTube, producing informative and engaging content to promote our services and events. In this team-lead role, I also promoted over 50 virtual and in-person events per year and conceptualized and managed the Vancouver Job Fair, our annual event for up to 2,000 attendees and 60 employers. In addition, working closely with WorkBC Centres located in Metro Vancouver, I spearheaded all community outreach initiatives with marketing and promotion strategies for all significant local Community Events.

  • Hired to manage WorkBC’s Marketing and Communications strategies, leading the planning and execution of multiple initiatives for this multi-million contract that the YWCA had just won in 2014. I launched all the Social Media profiles during this period, reaching over 10K followers in just one year. Conceptualized different marketing strategies, produced over 20 Success Story videos and an Institutional video for WorkBC, and managed big projects such as the Vancouver Job Fair, a significant event for over 2K job seekers and 50 employers at the Vancouver Public Library Central Branch.

    Soon became the leader of the WorkBC Joint Marketing Committee and idealized an extensive marketing campaign on Print Media and Transit Ads for all the WorkBC Centres in Metro Vancouver. In addition, I was Team-lead for all Community Outreach Initiatives and participated in WorkBC in most Community Events.

  • Ecommerce focused on selling English courses for international students.

    Recruited by the founder to lead all Content Marketing strategies for ESL Explorer, implemented Hubspot, enhanced website SEO, managed content creation in 5 different languages and led a team of marketers from other countries to target overseas markets (Europe, South America and Asia).

    As the company grew, I was invited to join the Leadership Team to discuss the feasibility of a new product. Leveraging my marketing and entrepreneurial experience, I provided marketing consultancy and advice on best practices to launch a new business. Then, with a concept and business plan ready, I led brand creation and go-to-market marketing strategies.

  • Marketing and communications agency focused on the sports industry, with clients such as Adidas, Santander, Heineken, Castrol, Netshoes, Vivo and athletes like Kaka (FIFA Best World Player of the Year in 2007), Casemiro, William, Hernanes, Cafu, Roberto Carlos, Luis Fabiano, among others.

    Created the business plan, pitched the ‘concept’ to potential partners, successfully ran a sports marketing agency between 2003 and 2011, working with world-class clients such as Adidas and top athletes like Kaka (FIFA Best World Player of the Year in 2007 - ahead of Lionel Messi and Cristiano Ronaldo).

    My agency also secured other accounts like Netshoes, Traffic, NLB, and developed sponsorship activation projects for Heineken, Castrol, Vivo and Terra. Developed strategic partnerships between athletes and media outlets to develop digital projects, and created digital content creation strategies and PR for Kaka, Roberto Carlos, Cafu, Hernanes, William, Luis Fabiano, Vagner Love, Diego, Elano, among other top soccer players.

    For Kaka, created media coverage opportunities, led athlete marketing strategy, and sealed endorsement deals with Gillette and Santander.

    One of my proudest moments was leading Adidas to become Top of Mind 2010 (the most important brand awareness index in Brazil).

    For 5 years, I had the opportunity to conceptualize and implement their communication and digital marketing strategies including all their PR initiatives, product launches, content creation, email marketing campaigns, internal newsletters, seeding campaigns, and other marketing initiatives.

    At the end of 2011, I decided to sell my agency and then move to Vancouver, Canada.