Lillian Lam
Marketing Manager, Student Recruitment and Acquisition at UBC Sauder School of Business- Claim this Profile
Click to upgrade to our gold package
for the full feature experience.
-
English Native or bilingual proficiency
-
Cantonese Native or bilingual proficiency
-
Mandarin Professional working proficiency
Topline Score
Bio
Sara Park
I was fortunate to work alongside Lillian for 1.5 years during my time at Cadillac Fairview. Lillian is a creative, forward-thinking marketer with a strong understanding of social media. As Social Community Specialist for 4 properties across Canada simultaneously, Lillian demonstrated her capacity to multi-task and work under very short deadlines. Her ability to curate exciting, brand conscious content in English, Mandarin and Cantonese is truly impressive. She is hard-working, conscientious, energetic and a real team-player.
Amethyst Chen
Lillian's expertise in social media and digital marketing makes every interaction with her a glowing experience! Whenever I had a problem, there has never been a time she left me without a solution. She's very thorough and detailed oriented in everything she does. She's also highly adaptable, supportive, and energetic, managing projects with a "get-it-done-with-a-smile" approach. It was a pleasure working and collaborating with her on a daily basis at UBC Sauder!
Sara Park
I was fortunate to work alongside Lillian for 1.5 years during my time at Cadillac Fairview. Lillian is a creative, forward-thinking marketer with a strong understanding of social media. As Social Community Specialist for 4 properties across Canada simultaneously, Lillian demonstrated her capacity to multi-task and work under very short deadlines. Her ability to curate exciting, brand conscious content in English, Mandarin and Cantonese is truly impressive. She is hard-working, conscientious, energetic and a real team-player.
Amethyst Chen
Lillian's expertise in social media and digital marketing makes every interaction with her a glowing experience! Whenever I had a problem, there has never been a time she left me without a solution. She's very thorough and detailed oriented in everything she does. She's also highly adaptable, supportive, and energetic, managing projects with a "get-it-done-with-a-smile" approach. It was a pleasure working and collaborating with her on a daily basis at UBC Sauder!
Sara Park
I was fortunate to work alongside Lillian for 1.5 years during my time at Cadillac Fairview. Lillian is a creative, forward-thinking marketer with a strong understanding of social media. As Social Community Specialist for 4 properties across Canada simultaneously, Lillian demonstrated her capacity to multi-task and work under very short deadlines. Her ability to curate exciting, brand conscious content in English, Mandarin and Cantonese is truly impressive. She is hard-working, conscientious, energetic and a real team-player.
Amethyst Chen
Lillian's expertise in social media and digital marketing makes every interaction with her a glowing experience! Whenever I had a problem, there has never been a time she left me without a solution. She's very thorough and detailed oriented in everything she does. She's also highly adaptable, supportive, and energetic, managing projects with a "get-it-done-with-a-smile" approach. It was a pleasure working and collaborating with her on a daily basis at UBC Sauder!
Sara Park
I was fortunate to work alongside Lillian for 1.5 years during my time at Cadillac Fairview. Lillian is a creative, forward-thinking marketer with a strong understanding of social media. As Social Community Specialist for 4 properties across Canada simultaneously, Lillian demonstrated her capacity to multi-task and work under very short deadlines. Her ability to curate exciting, brand conscious content in English, Mandarin and Cantonese is truly impressive. She is hard-working, conscientious, energetic and a real team-player.
Amethyst Chen
Lillian's expertise in social media and digital marketing makes every interaction with her a glowing experience! Whenever I had a problem, there has never been a time she left me without a solution. She's very thorough and detailed oriented in everything she does. She's also highly adaptable, supportive, and energetic, managing projects with a "get-it-done-with-a-smile" approach. It was a pleasure working and collaborating with her on a daily basis at UBC Sauder!
Credentials
-
Managing at UBC
The University of British ColumbiaMay, 2022- Nov, 2024 -
Social Media for Leadership
LinkedInMay, 2021- Nov, 2024 -
Hootsuite Platform Certification 2018
Hootsuite AcademyMay, 2018- Nov, 2024 -
Social Marketing Certification
Hootsuite AcademyMay, 2018- Nov, 2024 -
LinkedIn Marketing Solutions Fundamentals
LinkedInSep, 2021- Nov, 2024 -
Email Marketing Certification
HubSpotMar, 2021- Nov, 2024 -
Content Marketing Certificate
HubSpotOct, 2020- Nov, 2024 -
Content Marketing and SEO Fundamentals Exam
SemrushMar, 2021- Nov, 2024 -
PPC Automation Exam
SemrushMar, 2021- Nov, 2024 -
SEO Toolkit Exam for Advanced Semrush Users
SemrushMar, 2021- Nov, 2024 -
SEO for Social Media
LinkedIn Learning ⋅ Course Certificate -
WSET Level II
Wine and Spirit Education Trust
Experience
-
UBC Sauder School of Business
-
Higher Education
-
700 & Above Employee
-
Marketing Manager, Student Recruitment and Acquisition
-
Sep 2021 - Present
• Partner with creative and media agencies in developing national media campaigns, including strategy, campaign planning, execution, and reporting (project budgets of $500K+).• Lead in-house digital and traditional marketing communications plans (emails, newsletters, web, organic and paid social, editorial publication, signage, event promotional materials) and tactical execution to support growth and acquisition for graduate and undergraduate business units domestically and internationally.• Conducted a thorough evaluation of the user experience and leveraged learnings to develop a plan to ensure recruitment and admissions success for prospective students.• Collaborate with the communication and social media team to develop monthly and quarterly communications plans to drive conversions.• Work closely with web and information technology (I.T.) teams to ensure sauder.ubc.ca houses consistent high-quality content with accuracy and usability top of mind.• Partnered with the recruitment and student experience business unit teams to drive traffic and ROI to support business objectives. Show less
-
-
Social Media Manager
-
Jul 2021 - Sep 2021
• Developed, implemented, and managed social media plans and strategies (Facebook, Instagram, Twitter, LinkedIn, Weibo, WeChat, Youku, YouTube).• Ensured social media strategies were on-brand, on-message, relevant, innovative, and effective in driving brand awareness, engagement, and acquisition.• Managed a small team of Social Media Coordinators to develop monthly calendars for all platforms based on overall marketing calendars and storytelling focus.• Collaborated closely with the marketing, communications and various business unit stakeholders on overarching communications, campaign, and brand strategies.• Tracked and recorded the performance of spending against goals and budget.• Provided analytics and measurement reports on current social media efforts and recommendations to influence future strategy. Show less
-
-
Social Media Specialist
-
Feb 2018 - Jul 2021
• Managed the @ubcsauderschool social media channels (Facebook, Instagram, Twitter, LinkedIn, Weibo, WeChat, Youku, YouTube) and created content based on the editorial calendar and business unit needs.• Led social media campaigns to drive traffic to key web pages and boost enrollment.• Developed overarching and channel-specific strategies and guidelines for the whole school.• Provided ROI reporting and worked with various team members and stakeholders to optimize campaigns according to results regularly.• Built an issues management framework in English and Chinese for all social channels. Show less
-
-
-
Cadillac Fairview
-
Canada
-
Real Estate
-
700 & Above Employee
-
Marketing & Social Communications Specialist, National Marketing
-
Oct 2016 - Jan 2018
• Marketing Communications and Social Media project lead for 20 retail properties in Canada. • Developed on-brand campaigns and creative strategies to maximize consumer reach and conversion.• Developed and executed strategic marketing communication plans (budgets of $100K-$700K+).• Developed social media strategy nationally while aligning social creative with each location’s nuances. • Provided post-campaign reports with insight and analysis.
-
-
Social Community Specialist, National Marketing
-
Jan 2016 - Oct 2016
• Created monthly strategic editorial calendars for five malls across Canada on three channels (Facebook, Twitter, Instagram) to engage fans and grow audiences to help drive traffic to each location, increase dwell time and sales.• Created bilingual content (Traditional and Simplified Chinese) for properties in the Chinese market. • Developed relationships with retailers to maximize their marketing opportunities.• Researched competitors, industry trends, best practices, new emerging technologies and platforms, and integrated insights into daily social content and channel management. • Adapted national campaigns to local tonality for each property. Show less
-
-
-
Made In Print Inc
-
Canada
-
Printing Services
-
1 - 100 Employee
-
Director, Marketing and Business Development
-
Jan 2008 - Jul 2015
• Created, developed and enforced brand guidelines for the company (workflow procedures, policy and brand standards). • Led marketing strategies and execution of all campaigns (advertising, public relations, trade shows, community engagement, retail marketing). • Managed and mentored a diverse creative department of designers, programmers, copywriters, production artists and other freelancers. • Identified opportunities to drive revenue and margin growth. • Created, developed and enforced brand guidelines for the company (workflow procedures, policy and brand standards). • Led marketing strategies and execution of all campaigns (advertising, public relations, trade shows, community engagement, retail marketing). • Managed and mentored a diverse creative department of designers, programmers, copywriters, production artists and other freelancers. • Identified opportunities to drive revenue and margin growth.
-
-
-
Blanche Macdonald Centre
-
Canada
-
Higher Education
-
1 - 100 Employee
-
Fashion Merchandising Program Instructor
-
2005 - 2008
• Planned and instructed students on the theory of Fashion Merchandising, Buying and Fashion History. • Instructed throught lectures, discussions, and demonstrations. • Developed a customized syllabus and interactive curriculum for international students to improve student motivation and integration. • Prepared, administered and grade tests and assignemtns to evaluate student progress. • Planned and instructed students on the theory of Fashion Merchandising, Buying and Fashion History. • Instructed throught lectures, discussions, and demonstrations. • Developed a customized syllabus and interactive curriculum for international students to improve student motivation and integration. • Prepared, administered and grade tests and assignemtns to evaluate student progress.
-
-
-
Sugoi Global Inc.
-
Canada
-
Retail Apparel and Fashion
-
1 - 100 Employee
-
Custom Production Artist
-
2004 - 2005
• Developed custom creative designs, including layout, colour selection and illustration for team uniforms. • Responsible for press checking on the printed product before final production of the article of clothing. • Monitored various production process phases to ensure the final product was up to standard. • Developed custom creative designs, including layout, colour selection and illustration for team uniforms. • Responsible for press checking on the printed product before final production of the article of clothing. • Monitored various production process phases to ensure the final product was up to standard.
-
-
Education
-
2001 - 2004
Emily Carr University of Art and Design
Bachelor of Arts (B.A.), Design and Visual Communications, General -
2011 - 2012
Wine & Spirit Education Trust
Certificate, WSET Level II -
2004 - 2004
Blanche Macdonald Centre
Diploma, Fashion Merchandising -
2004 - 2004
Vancouver Community College
Diploma, TESOL Diploma -
1998 - 2001
Langara College
Diploma, Fine and Studio Arts
Community
