Integrated Marketing Communications | Digital and Content Marketing Strategist | Brand Builder | Web Publisher | Adobe Experience Manager

1. KARINA PEREZ
INTEGRATED MARKETING
COMMUNICATIONS STRATEGIST
ABOUT ME
I am a multi-channel digital communications strategist with six years
of experience implementing strategic marketing communications
plans. I build a seamless brand experience, strong communities
and business growth. I am a creative storyteller and a data-driven
marketer. Trained in Results Map® execution, user experience (UX)
design and writing.
WORK EXPERIENCE
DIGITAL MARKETING CONSULTANT
Bold Hair Design I April 2019 - Nov 2020
Social
e-maiI
portfolio
linkedin
cellphone
karinapereznolasco@gmail.com
karina9609.wixsite.com/digital
in/karina-perez com
+1 (236) 268-0916
Digital Strategy
Growth
COMMUNICATIONS ASSISTANT, UBC Master of
Public Policy (MPPGA) I Sept 2017 - Apr 2018
• Managed internal and external communications on the
website, social media channels and newsletter.
• Created social media campaigns collaboratively focused
on student recruitment, including Twitter Q&A and
Facebook Live. Increased MPPGA's Facebook reach by
90% and Twitter Impressions by 40% in four months.
• Designed multimedia assets: digital signage, videos, posters
and banners.
o
• Execution of a Digital Marketing Strategy focused on
Increasing brand awareness and customer acquisition.
• Grew clientele to 2000 through marketing and loyalty
programs, including social media management, web design
and optimization, events, e-commerce store & graphic design.
• Established a conversion funnel to turn leads into
customers. From marketing automation & CRM (web/SMS
triggers and emails), to running social media ads to
targeted audiences.
o CONTENT SPECIALIST, Vancouver Career College
and Reeves College I Sept - Oct 2020 (Contract)
• Plan and execute content (social media, e-malls, and blog).
Launched a successful user-generated
Thanksgiving contest to build brand loyalty.
• Managed social media analytics reports.
MARKETING COORDINATOR, UBC CampusCommunity
Planning (CCP) I Sept 2018 - Apr 2019
• Executed an effective lnstagram Marketing Strategy within
a large department, resulting in the launch of @campusubc
with 1000 organic followers within the first month.
• Managed content in our website, newsletters, public
consultation reports, and social media.
• Provided event and logistical support.
• Launched a viral crowdfunding campaign to
promote the UBC Tree Canopy Bus Shelter
initiative, that was shared UBC-wide.
SOCIAL MEDIA COORDINATOR, Latincouver
Business & Cultural Society I Apr 2016 - Oct 2016
• Created social media campaigns collaboratively, including
Live, contests, ads. Recognized as the best Facebook page
engagement amongst Vancouver events.
• Boosted CSOL's Facebook post engagement by 500%,
through the promotion and design of a creative
sponsors campaign.
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BILINGUAL SOCIAL MEDIA MANAGER Vorwerk
Thermomix I Nov. 2020 - April 2022
o
• Execute social media strategies to drive engagement (+60%)
and growth (+40%) across all channels in order to drive leads
and nurture our community. Grew Instagram following by 88%,
Pinterest to 17k monthly viewers & Facebook groups (60%)
through Reels, Live video and engagement tactics.
• Executed International Women's Day campaign with a 360°
approach and drove 100 leads and increase in reach (+40%).
• Write copy for social, e-mails, landing page and blog in
English & French.
• Created robust educational programming for our consultant
micro-influencer community across North America inclusive of
webinars, cheat sheets, media library, and office hours to
amplify content. Design marketing collateral as needed.
• Monitor and report on key metrics.
• Liaise with PR agency to launch campaigns in partnership
with celebrity influencers.
Digital Communications Officer, Webmaster at PacifiCan
Government of Canada, Bilingual I Aug. 2022 - now
• Redesigned the website. Conducted a content and accessibility
audit to revamp and modernize the site using multimedia and key
messages to increase engagement.
• Restructured site navigation based on user behaviour
analysis and customer journey mapping, resulting in improved
usability and navigation.
• Create and maintain web content. Produced success stories
and news releases.
• Manage web and social analytics dashboards & UX testing.
Produce a monthly report studying metrics in-depth.
• Improved PacifiCan's web presence and voice through
attractive landing pages, interactive maps, usability tests & SEO
optimization. Established web services guidelines.
• Act as the accessibility ambassador. Produced a guide on
digital communications and events to ensure inclusivity.
• Write engaging social posts about our impact in diverse
sectors. Use HootSuite for campaign building & social listening.
• Developed a YouTube Marketing Strategy to optimize & grow
our channel and improve branding. Viral reach on Shorts. o
Developed brand identity and messaging to position
Bold as a top salon in Vancouver with 5-star reviews.
• Created on-brand visual assets for print and digital Creation,
promotion, and measurement of social media campaigns.
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2. KARINA PEREZ
INTEGRATED MARKETING
COMMUNICATIONS STRATEGIST
I
UB C Imprint Business Case Competition I Feb 2020
Client: Labatt Brewing Company
Conducted a market research to solve a business problem
and proposed the creation of a new Ready-To-Drink
stream that brings innovation, convenience &
psychological value to customers and a market on demand.
o
o
karinapereznolasco@gmail.com
karina9609.wixsite.com/digital
e-maIi
portfolio
linkedin
celIphone
in/karina-perez
+1 (236) 268-0916
SKILLS & TOOLS
Multi-channel Brand Strategy
Content Creation (Social, Ads, E-mail, Visual)
Social Media Marketing (HootSuite, FB Ad Manager, Analytics)
E-maii Marketing (Campaigner. MailChimp, A/B)
Visual Design (Photoshop, lnDesign, Illustrator)
Event management and logistical support
Marketing Analytics & 0ptimization (ROI )
Lead Generation
Marketing Automation & CRM
Web Optimization (Intermediate HTML, SEO, UX testing)
French
Spanish
UB C eProjects 'LiteHacks' business hackathon 2019
Worked collaboratively to build a minimum viable
product (MVP) of our Augmented Reality (AR) app
Pitched business strategy (business model canvas,
KPIS, customer segmentation, finance) and a low-fi
prototype Mentor, UBC Arts Co-op Association I Jan to
Apr 2019 Support mentee with career exploration, job
search and personaI brand development
AWARDS
o First Place at Class Competition, BrainStation,
Collaborative Digital Media Strategy to help a
local business, Kitskitchen, grow its brand
awareness and community engagement
o
Certificate of Excellence, UBC Arts Internship
Program I Aug 2016
Communications Assistant, The City of Vancouver
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o Nomination 2022 Public Service
Communications Team Powerhouse
Pacific Economic Development of Canada
o Silver Prize (second place) & Best Use of Hasura
GraphQL Prize, XdHacks 2019 Major League Hacking
(MLH) hackathon focused on Sustainable Health.
Collaborated with UX designers and developers
to build the app's prototype and pitch business
strategy to the panel of Judges
EDUCATION
Certificate of Content Strategy, University of Washington
led by Microsoft professionals (remote) | 2024 to present
Courses: Designing content for the user experience, UX writing
and data analysis.
Developed a user journey map for a non-profit and conducted
user research and a content strategy.
Adobe Experience Manager, Adobe Analytics, Adobe
Target (A/B tests personalization)
HTML5 and CSS coding in accordance with Treasury Board of
Canada standards and Accessibility Guidelines (WCAG) 2.0.
Alliance Française, Vancouver | 2022
Achieved B2 French professional proficiency level and
obtained C level in the TEF Diploma
Crisis Communications delivered by Q Workshops and
Community Economic Development training
YouTube Marketing for Government | Led by YouTube civic lead
HootSuite Insights training
Results Map® level 2 Workshop
Strategic framework to develop a communications plan
University of B ritish Columbia (UBC), BA Art History,
UB C Co-op Program I Sept 2014 - May 2020
Relevant courses Writing for New Media, Digital Media,
Computer Fluency, Microeconomics, Interdisciplinary
Studies, participated in business technology conferences.
BrainStation, Digital Marketing Certification I Mar 2016
Topics Branding & Strategy, Social & Growth and SEO/
SEM/Analytics. Part-time course led by industry experts
HootSuite Academy, Social Media Marketing 2018
Online Certificates (Marketo, Udemy, Google)
Marketo Core Concepts I, Google Analytics
PROJECTS
PIVOT Business Case Competition I Feb 2020
Client: TalentMarketplace Hosted by Case/T and SFU
Worked collaboratively to pitch business and technical
solutions to TalentMarketplace
Conducted market analysis to provide marketing
and technical recommendations and improve
machine learning models
0
WEB DESIGNER & RESEARCH ASSISTANT reporting to
director Moura Quayle, UBC Policy School I Summer 2018
• Designed an educational website with a user-centered approach.
• Worked collaboratively to develop seminar methodology.
o DIGITAL COMMUNICATIONS ASSISTANT,
UBC Graduate Student Society I Nov 2019 - Aprll 2020
• Produced a comprehensive Event Marketing Guide to
maximize event attendance and drive sales.