Webmaster for the Faculty of Medicine

• Jan 2020 - Present

Digital Marketing Manager

• Feb 2019 - Dec 2019

• Design and implement digital strategies to optimize the visibility, create awareness and increase sales on different web and social media platforms. • Handle a multi-thousand dollar daily spend across various social and programmatic advertising platforms. • Develop and implement internal procedures, processes and guidelines to promote compliance with standards and best practices in digital marketing and communication. • Manage and implement all digital projects from start to finish while assessing risk and ROI throughout. • Coordinate and manage a healthy team of 4 to facilitate smooth functioning across departments. • Draft, edit, translate and maintain content on company’s website while ensuring language quality, compliance with relevant standards, and search engine optimization. • Design and evaluate performance indicators to check the traffic and user-friendliness of the company’s social media websites, then coordinate improvements to maximize their effectiveness. • Set the digital marketing strategy (SEM, Paid Social, Email, Affiliates, SEO, Display) to reach the top of funnel acquisition targets. • Contribute to acquisition and retention marketing activities implementation in respect with brand guidelines and within budget and timelines. • Work with e-Commerce team to help strategize, plan, A/B test & track performance. • Schedule and compile reports on all eblast campaigns & promotions. • Plans, writes & coordinates all required assets for front-end of website with production and other departments, including managing product images and banners, product descriptions and French translations. • Compile, review and communicate monthly/quarterly qualitative and quantitative reports on digital marketing performance, driving actionable insights for future efforts. • Communicating best practices and sharing lessons learned throughout the organization.

Digital Marketing Specialist

• Oct 2018 - Jan 2019

I worked on 3 different brands; undertook a newly acquired website brand and helped bring the CTR values up by 46% in the first month, while maintaining low CPCs and steadily increasing session values. My everyday responsibilities were, but not limited to: •Advertising Valnet brands’ on Facebook. •Creating and publishing up to 10 campaigns every day, with multiple ad sets and ads. •Optimizing new and existing campaigns to achieve the best possible CPC and CTR values. •Collaborating directly with the publishing team to improve and create new content. •Analysing performance, trends, targeting, content and thumbnails. •A/B testing targeting and images. •Implementing changes based on testing and analysis.

Digital Marketer

• Aug 2018 - Sep 2018

Please read from the first experience (further below) to get the projects in the chronological order.Project 6 – Evaluate a Display Ad CampaignFor a display image campaign and a video ad campaign: Presenting the data and calculating the ROI of the ads overall.Evaluating which ad performed best.Determining which keywords performed best.Providing multiple suggestions on how to optimize the ad campaigns.Project 7 – Market with EmailPlanning and executing a three touch email campaign.Planning three email topics, and the KPIs for each of those emails.Planning the timing of the activities of the email campaign calendar.Creating your emails using the email service provider, MailChimp.A/B Testing the email content.Analyzing the email campaign results by examining the metrics such as the calculating the Open Rate, CTR and Conversion Rate.Recommending further refinements and improving the subsequent emails for the email campaign.Project 8 - Building a Marketing StrategyProviding a target persona for the marketing plan.Outlining and providing a marketing tactic for each phase of the customer journey including the message and channel for each phase.Allocating a budget for the different media (Facebook, AdWords search, Display, Video and Email) for the Awareness, Interest, and Desire phase of the Customer Journey, keeping in mind that the overall budget for the campaign should be ROI positive.

Digital Marketer

• Jun 2018 - Aug 2018

Project 4 – Conduct an SEO AuditOn-Site auditing: Listing important head and tail keywords and identifying the keywords with the greatest potential using the MOZ keyword explorer tool for auditing the content. Revising all the metadata from the source code of the web page for the technical audit.Suggesting three Blog topics that incorporated the highest potential Keywords for increasing the page traffic.Off-Site auditing: Using the MOZ Pro tool, running a backlink audit and identifying the back links with high domain authority. Using SEMRush tool, suggesting 3 site URLs with high organic search traffic as a method of link building. Performance testing: Using the Pingler Google Indexed Pages Checker tool, researching how many of the website pages were indexed by Google. Using the Google Page Speed Insights tool, performing a speed test of the mobile presence. Using the Think with Google tool, assessing the mobile-friendliness of the website. Project 5 – Create an AdWords Campaign Keeping the target persona in mind: Defining the marketing objective and the KPI for this campaign. Setting up the AdWords campaign.Detailing the objective, budget, schedule and audience for the ad set. Creating 2 ad groups with 2 ads each which ran successfully for my campaign duration and generated a positive ROI. (For this campaign, I divided my target audience into two groups, based on their position in the customer journey. I chose two different sets of specific keywords to attract potential clients keeping my selection in alignment with the landing page and the customer’s journey stage. I carefully monitored how the ads the keywords were performing and I paused the low performing, low CTR keywords so my budget would be optimally utilized. Also, I performed an A/B test with the ads and ran the better performing one. The ROI of the campaign was positive.)

Digital Marketer

• Apr 2018 - Jun 2018

Enlisted in the experience here are the 8 projects I worked on; and for which the responsibilities were, but not limited to :Project 1 – Prepare to MarketDefining the marketing objective and identifying the primary KPI for our project. Writing the value proposition following the standard template. Interviewing 12 people in order to create an empathy map. Creating a target persona.Project 2 – Market your ContentExploring blog and social content. Defining the marketing objective, KPI and target persona.Writing blog posts and crafting social media posts.Project 3 – Run a Facebook CampaignKeeping the target persona in mind: Defining the marketing objective and the KPI for this campaign. Setting up the Facebook ad campaign.Detailing the objective, budget, schedule and audience for the ad set. Creating 1 ad set with 3 ads which ran successfully for my campaign duration and generated a positive ROI. (The marketing objective was to get 10 potential students to download the free Udacity DMND e-book in the 5 days that the ad ran on Facebook, within a $125 lifetime ad campaign budget. The primary KPI that I tracked was the number of free e-books downloaded in the 5 day period. I chose this as my KPI since it measured the most central activity. There were a total of 24 eBook downloads from all 3 ads. All three ads together, reached a total of 7,316 people; and made 10,443 impressions. The average cost per eBook download was $5.21. The lifetime budget of $125 was fully expended within the duration of the campaign. The campaign ROI was positive. It came out to be 2.88.)

Office Administrator

• May 2014 - Jan 2018

•Compile data and statistics - maintain departmental summary reports, board reports and databases.•Plan, promote and execute specialized projects of the department, such as the Student Orientation Week and Income Tax Clinic.•Perform administrative duties for the International Student Services office.•Act as first point of contact; receive, screen and respond to inquiries in person, by phone, and by email from students, parents, and the university community.•Represent the International Student Services at career fairs and other recruitment outreach opportunities such as the UofW Open House.•Manage and coordinate the Airport Reception Program, Mentor Program and Tutor program.•Supervise a team of 15 student mentors and 8 tutors (teaching assistants).•Process requests from students for Confirmation of Enrolment and Confirmation of Tuition Fees Letters. •Develop, maintain and update the department website and webpages within.•Maintain and develop the ongoing communication strategies. •Create and send out pre-arrival and monthly e-newsletters.•Coordinate the Airport Reception Program - communicate with students who require service, track requests in a spreadsheet, and schedule mentors to pick up students from the airport.•Produce training and resource information materials for the Mentor Program, Tutor Program, Airport Reception Program, Orientation Week and the department in general.•Plan, organize, and conduct presentations and workshops representing International Student Services.•Provide academic and non-clinical personal counselling to international students in all related matters, for example, transitioning, immigration, academic and financial issues. •Deal with and manage extensive confidential university databases for different queries.

Teaching Assistant

• Jan 2014 - May 2014

Tutored first and second year students for computer science courses on a one-on-one basis.

Student Mentor

• Sep 2013 - Apr 2014

Assisted new students, international and from other cities of Canada, to integrate at the university and provided one-on-one support in personal and educational matters.