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KARINA PEREZ
INTEGRATED MARKETING
COMMUNICATIONS STRATEGIST
ABOUT ME
I am a multi-channel digital communications strategist
with six years of experience implementing integrated
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, crisis communications and user-centric design.
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.
o 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.
Page 1 of 2
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, Bilingual Webmaster
at Government of Canada (PacifiCan), Bilingual I Aug. 2022 - now
• Create and maintain web content on Government of Canada
website. Manage web and social analytics dashboards & UX testing.
• Produced client success articles and marketing guides to define
best practices and improve workflows. Act as the accessibility
ambassador for the agency: document, web, events.
• Publish news releases and liaise with clients and partners.
• Web redesign & content audit project (pending launch).
Improved user journey, usability, site performance and
branding. Consulted working groups.
• Provide event support pre-launch and on-site- for ministerial
announcements.
• Improved PacifiCan's web presence and voice, with design
templates, interactive maps, usability tests & SEO optimization.
• 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.
• 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.
o
o
o
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
Page 2 of 2
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
Web Publisher
Canada School of Public Service + coding 2022-ongoing
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.
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
Learned 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
Alliance Française, Vancouver | 2022
Achieved B2 French professional proficiency level and obtained
C level in the TEF Diploma
Certificate of Content Strategy, University of Washington
(remote) | 2024 (current)
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
• Launched an educational website - content management and
writing - with a user-centered approach. Tasks: usability, site
architecture, copy-writing, graphic design and SEO.
• Assisted the school's director with research to develop
the Strategic Design seminar methodology.
o DIGITAL COMMUNICATIONS ASSISTANT,
UBC Graduate Student Society I Nov 2019 - Aprll 2020
• Produced a comprehensive Event Marketing Guide that
outlines the best tactics to maximize event attendance
and drive sales.

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Resume Karina Perez | Digital Strategist

  • 1. KARINA PEREZ INTEGRATED MARKETING COMMUNICATIONS STRATEGIST ABOUT ME I am a multi-channel digital communications strategist with six years of experience implementing integrated 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, crisis communications and user-centric design. 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. o 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. Page 1 of 2 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, Bilingual Webmaster at Government of Canada (PacifiCan), Bilingual I Aug. 2022 - now • Create and maintain web content on Government of Canada website. Manage web and social analytics dashboards & UX testing. • Produced client success articles and marketing guides to define best practices and improve workflows. Act as the accessibility ambassador for the agency: document, web, events. • Publish news releases and liaise with clients and partners. • Web redesign & content audit project (pending launch). Improved user journey, usability, site performance and branding. Consulted working groups. • Provide event support pre-launch and on-site- for ministerial announcements. • Improved PacifiCan's web presence and voice, with design templates, interactive maps, usability tests & SEO optimization. • 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. • 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. o o o
  • 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 Page 2 of 2 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 Web Publisher Canada School of Public Service + coding 2022-ongoing 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. 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 Learned 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 Alliance Française, Vancouver | 2022 Achieved B2 French professional proficiency level and obtained C level in the TEF Diploma Certificate of Content Strategy, University of Washington (remote) | 2024 (current) 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 • Launched an educational website - content management and writing - with a user-centered approach. Tasks: usability, site architecture, copy-writing, graphic design and SEO. • Assisted the school's director with research to develop the Strategic Design seminar methodology. o DIGITAL COMMUNICATIONS ASSISTANT, UBC Graduate Student Society I Nov 2019 - Aprll 2020 • Produced a comprehensive Event Marketing Guide that outlines the best tactics to maximize event attendance and drive sales.