Corporate Communications Manager, Lifesaving Society Ontario, 2022-Present

 

• Served as the Society’s lead spokesperson on all topics across the organization by working collaboratively with departments to develop and deliver key messages that support the Society’s mission, increase public awareness and influence change among the public.

 

• Improved media presence by increasing outreach and forming connections with key journalist and hosts.

 

• Executed successful communications and marketing campaigns including National Drowning Prevention Week, that exceeded expected reach and improved public perception.

 

• Conducted research, both internally and externally, to inform the development and implementation of a social media strategy that increased the Society’s online presence. In year one, across the Society’s owned channels post impressions increased by 380%, post engagement by 10.4% and channel growth by 634%.

 

• Developed the Society’s first brand guidelines to create an internal understanding of the Society’s purpose and story that can be conveyed cohesively externally to improve brand recognition and bolster the Society’s reputation.

 

• Connected with various stakeholders to build strong partnerships and effectively deliver public education campaigns. Worked with OPP and local police marine units to deliver a successful positive-interaction campaign for lifejacket wear on Ontario waters featuring the Society’s URL and public education tagline.

 

• Led a staff team of communicators and graphic designers. Created a collaborative and supportive environment, encouraging staff to share feedback and ideas, and grow within the department.

 

• Served as the Society’s representative to the National Society on the Marketing and Communications Committee. Steered the committee on topics of branding and communications best practices and provided guidance and expertise where appropriate.

 

• Developed the Society’s issues management protocol by working cross-departmentally to identify potential issues and create key messages and delivery methods to best protect the reputation of the Society.

 

• Worked collaboratively with the National Society to support and improve projects that cross the Ontario Branch – including media campaigns and large-scale events.
   

Digital Specialist, York University – 2021-2022

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• Managed the strategic planning of social media and content creation for York's main
  institutional social channels by collaborating with external partners and providing
  direction to departmental staff including the social media specialist, senior graphic
  designers and multimedia content creator.

 

• Served as the institutional lead on social media for all faculties and departments across the university, ensuring consistency in applying best practices and brand guidelines.

 

• Led the creation of pan-university themes to enhance reputation and build brand 
  awareness within and outside the York community.

 

• Improved channel growth on TikTok and Instagram through the creation and
  implementation of an enhanced content strategy that resonated with the target
  audience.

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• Planned and delivered paid advertising campaigns both in-house and with external agencies.

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Digital Media Coordinator, Town of Whitby – 2017-2021

 

• Created a multi-year digital advertising strategy to increase reach and engagement on a variety of projects and initiatives using Facebook, Twitter, Google and other third-party advertising platforms.

 

• Determined KPIs, analyzed and summarized data, produced reports and presented to senior leadership. Leveraged data to improve and adapt ongoing and upcoming paid and organic marketing campaigns.

 

• Developed an email marketing strategy to reach new audiences and increase website traffic and publication readership. Used targeted social media campaigns to successfully drive list growth.

 

• Managed the Town's website by collaborating with staff to identify opportunities for improvement. Created page templates and implemented regular content reviews resulting in enhanced accessibility, improved site architecture and increased search rankings. Established KPIs and used Google Analytics to drive decision making. Partnered with IT to proactively identify and resolve complex technical issues.

 

• Served as a project manager for the development of a new intranet. Worked with internal developers, communications staff and external vendors to create an open dialogue and ensure project milestones were clearly defined and remained on target.

 

• Managed the Town's intranet, led content development and generated opportunities for staff engagement by creating monthly content calendars with staff across the organization.

 

• Leveraged the Town's Community Engagement Framework to plan and launch the digital community engagement platform - Connect Whitby. Established best practices for use of engagement tools, created project templates and user guides. Worked with staff to set individual project KPIs and create informative, dynamic engagement opportunities.

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Social Media and Communications Coordinator, Town of Whitby – 2015-2017

 

• Collaborated with internal client areas to develop and execute strategic communication plans by leveraging traditional communications and digital media tactics.

 

• Successfully developed and implemented the organization's first social media strategy earning 3 million impressions and 150,00 engagements in year one; and 5.5 million impressions and 250,000 engagements in year two.

 

• Increased media coverage and developed strong relationships with local media. Provided coaching and guidance to staff prior to media interviews to ensure alignment with corporate messaging.

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Writer and Social Media Manager, Lifesaving Society Ontario – 2011-2015

 

• Served as a project manager for the production of large-scale, bilingual technical resource manuals with collaborators from across the country.

 

• Successfully developed and executed the organizations first social media strategy - resulting in a robust Facebook, Twitter, LinkedIn and Instagram presence with strong community engagement.

 

• Supported the launch of a new website and managed site content. Implemented content management best practices to ensure ongoing relevance of site information.

 

• Wrote, edited and proofread online and print publications including: magazines, promotional materials, infographics, newsletters, technical manuals, media releases and advisories.

 

• Collaborated on the design and launch of new brands for the National Lifeguard and Swim to Survive+ programs.

 

• Worked with a team to develop training videos for swimming instructors. Created video scripts and worked on video production.

 

• Created a variety of graphic designs including posters, handouts, website and social media graphics.

 

• Photographed formal and sporting events, and coordinated staged photo shoots to obtain images for use in technical manuals and other designs. Captured product shots for the Lifeguarddepot.com online store.

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Videographer, Rogers Communications Inc. – 2010

 

• Developed story ideas to highlight community news and events for daily news show First Local.

 

• Conducted interviews, shot visuals, wrote scripts and edited packages.

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Promotions Rep & Newsroom Intern, Larche Communications – 2009-2010

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• Set up and tested audio equipment for live radio cut-ins and event music.

 

• Liaised with listeners and non-listeners to increase interest in both 104.1 The Dock and Kicx 106 radio stations.