Generated $3.8M/year in revenue by optimizing marketing and communications strategies, leading initiatives with a focus on client acquisition and conversion.

Enhanced WorkBC's digital footprint across Metro Vancouver through the development of marketing & communication strategies with various WorkBC contractors, improving brand consistency and engagement via Community events and trade shows.

Establish and maintain relationships with key local stakeholders and form strategic partnerships and alliances with other Service Providers.

Design annual marketing plans to support the YWCA organizational goals and monitor marketing initiatives' execution, internal communications, brand development, and web strategies.

Implemented processes and systems to enhance client acquisition, resulting in an increase of 5% YoY.

Created and implemented a new invoice tracking system tailored to the Marketing Department’s needs, improving the process of updating the marketing budget, saving time and providing a real-time overview of expenses.

Set and manage marketing goals and objectives, and supervise and lead our marketing team responsible for implementing and integrating our marketing initiatives, including advertising campaigns, promotional activities, video production, social media, events planning and promotion, PR, and community outreach.

Oversee creative agencies and multiple external stakeholders to implement our Google Display ads and website development. The average click-through rate (CTR) of our ads is 4.1%.

Lead the creation of print/online ads for community-based publications (VIA - Vancouver is Awesome, North Shore News, Tri-City News, Coffee News), business-oriented publications (BIV - Business In Vancouver), ethnic publications (Sing Tao Daily, Philippine Asian News Today, Voice Online, Hamyaari), and other publications tailored to specialized population/visible minorities in Metro Vancouver.

Lead the creation of Transit ads (Bus Shelter, SkyTrain/SeaBus stations), and bike racks/lockers for the WorkBC Centres in Metro Vancouver.

Lead and coach our marketing team, ensuring we’re growing our community through our owned channels and delivering content that inspires, educates and converts.

Mastermind and oversee the execution of our editorial calendar and content creation for 12 Social Media profiles (Facebook, Instagram, Twitter, LinkedIn and YouTube), producing informative and engaging content to promote our services and events hosted by our WorkBC Centres.

Develop content for sponsored articles on Daily Hive, Vancouver is Awesome, North Shore News, Tri-City News and other websites/publications, increasing the traffic to our websites by 12% YoY, and improving the SEO with backlinks to rank better on Google search and show up on their first page.

Created a Content Marketing Plan, achieving a 120% increase in engagement on Social Media over the previous year.

Conceptualized, planned, and implemented a strategy to produce real-time content for Social Media through Facebook Live and YouTube Live broadcasts. It has increased the number of followers/subscribers by 22% on the WorkBC YouTube Channel over the past six months.

Managed the production and distribution of marketing materials (rack cards, posters, swag, etc.) for Community Events, Trade shows, and events hosted by our WorkBC centres in Vancouver.

Oversaw Direct Mail campaigns in Vancouver, on the North Shore and Tri-Cities, reaching over 50,000 residences in Metro Vancouver, increasing the number of clients by 5% after each campaign.

Plan and oversee marketing budget of $250K/year, and lead the development and execution of WorkBC marketing & communications strategies for our 7 WorkBC Centres in Metro Vancouver.

Strategically position the WorkBC brand through storytelling that resonates with our audiences.

Ensure brand presence and experience are consistent online/offline.

Liaise with other WorkBC contractors to collaborate and coordinate marketing initiatives, optimize our joint budget, and improve brand consistency across Metro Vancouver.

Support the long-term brand development, identity, and creative direction of WorkBC, partnering with key stakeholders across Metro Vancouver.

Negotiate contracts with external vendors to buy media for Transit and Print ads from these media groups: Glacier Media, Postmedia, Star Media, Lamar, Outfront and Pattison.

Secured media coverage, CBC and others, to major events hosted by the YWCA and WorkBC

Create PR strategies to promote the YWCA Employment Programs, including WorkBC. Eg.; the WorkBC Client Success Stories featured on CBC Vancouver News television and the CBC website.

Research, plan, budget, develop, and oversee integrated digital marketing strategies (targeted campaigns on Social Media, YouTube ads, Google Adwords, and Content Marketing initiatives) that drive online traffic to the WorkBC websites and increase our leads. Drove growth in client acquisition by 15% YoY.

Ideated and launched the WorkBC Podcast, producing monthly episodes about employment in Metro Vancouver to inform local job seekers about events, labour market information, and also bring awareness to WorkBC services. It also developed strategic partnerships with other organizations. Currently with 600 downloads per month, and 900 subscribers.

Created an SEO strategy based on Content Marketing and back-links from Sponsored Articles on Daily Hive, Vancouver Is Awesome, North Shore News and Tri-City News that improved organic search traffic and increased the website’s unique visitors by an average of 15% per month over the past year.

Established a strong digital presence on our Social Media platforms (Facebook, Instagram, Twitter, LinkedIn, YouTube and most recently TikTok) by posting engaging and informative content using appropriate brand voice and best practices. Increased the Social Media presence by 215% between 2014 to 2016, with over 15K followers on Facebook.

Manage multiple external stakeholders, including a Digital Marketing Agency to optimize Google Display Ads campaigns to increase traffic on our websites and generate phone calls or visits to our WorkBC Centres.

Manage the production of monthly employment e-newsletters to a list of 15K job seekers to attract potential clients to our WorkBC Centres. with an open rate of 45%, and click-through rates of 4%.

Execute email marketing campaigns to promote our WorkBC Centres and their services and increase attendance at events hosted by us.

Maintain proactive and consistent internal communication through an internal newsletter called Bullet Board to inform our staff about the WorkBC Marketing initiatives.

Grew email subscriber list by 15% YoY, reaching 15K subscribers through an effective content marketing strategy based on events. Our list subscribers in Mailchimp receive a monthly newsletter that contains information about events, programs, services, success stories, labour market information and more.

Acted as Project lead with a digital agency to develop and go live 5 WorkBC websites in two months.

Created clear and strategic agency briefs for digital agencies.

Manage multiple external stakeholders and numerous third-party vendor relationships, including digital agencies, print shops, signage and poster distribution companies.

Promoted significant events including the annual Vancouver Job Fair for over 2K attendees and 65 employers, one of the largest hiring events in Vancouver.

Manage 35 employment events per year, planning, promoting and organizing Hiring Fairs, Employer presentations and Industry Panels through Eventbrite and Social Media.

Conceptualized, planned and hosted the annual Inclusive Workplace Appreciation Awards, which recognized the work of employers who hired and implemented best practices to hire People With Disabilities.

Liaise with WorkBC Centres and Indigenous organizations to host an annual Job Fair on the North Shore.

Create strategic partnerships and alliances to collaborate closely with other service providers and key stakeholders (such as the Vancouver Public Library) to host our events at their venue for free.

Develop presentations for Info-Sessions at Public Libraries, Business Associations, and Chambers of Commerce.

Lead and train WorkBC staff to promote our services when we have a WorkBC booth at the most important Community Events and Trade Shows in Metro Vancouver.

Oversee Community Outreach initiatives in Vancouver, on the North Shore and in the Tri-Cities, supervising a team of 3 Brand Ambassadors to distribute posters and marketing materials in high-traffic areas in each of our catchment areas.

Collaboratively support the YWCA strategic business needs while contributing to the marketing plan for Procurement Process. Working closely with the VP of Employment and Directors to submit proposals to the Provincial and Federal Governments. In 2018 we expanded our contract with the Province of British Columbia from 3 to 5 catchment areas, which will bring $19M in revenue over 5 years.

Produce monthly reports to the YWCA Board, and Quarterly Marketing Reports to the Ministry of Social Development and Poverty Reduction.

Lead the video production (planning, shooting and editing) WorkBC Explained, a series of monthly videos for YouTube to demonstrate the services that are provided by WorkBC, and WorkBC Success Stories and Institucional videos. Monthly views of 1,500 on YouTube Channel.

Manage the production of video animation projects for our YouTube Channel, dealing with Studios in BC and overseas.

Planned, filmed, edited and published over 20 Success Story videos on YouTube and other Social Media platforms over the past 3 years, generating 15K views and increasing the traffic to our websites by 12% YoY.

Oversee and coordinate photoshoots to produce images for marketing materials.

Foster key relationships, manage multiple external stakeholders and create clear and strategic agency briefs.