Professional Summary
A content leader and creative, strategic thinker with 10+ years of experience managing cross-functional teams to build relationships and deliver compelling collaborations. A proven record of success across a diverse array of portfolios and progressive roles. Demonstrated leadership planning, developing and executing impactful and innovative marketing content within an in-house creative agency, corporate communications, digital marketing and social media environments. A digital native, video maverick and music, food and lifestyle geek.
Qualifications Summary and Areas of Expertise
- End to end ideation, development and execution of content strategy and content marketing
- Deep understanding of how to deliver innovative and inspiring storytelling
- Insight and analysis of industry, consumer and cultural trends across many portfolios
- Developing relevant multi-channel campaigns, proposals, project specs, collateral and creative assets
- In-depth knowledge of design process, digital best practices, growing audiences and social media strategy
- Demonstrated project management, relationship management and organizational skills
- Excellent verbal and written communications skills, presentation and persuasion skills
- Dynamic personality with a passionate, positive attitude, enthusiastic about coaching and mentoring
- Bilingual in English and Ukrainian with functional intermediate French
- Technical skills: videography, photography, Adobe Creative Suite (Photoshop, Premiere), social media tools, CMS, blogging tools, web design, optimization, HTML, Microsoft Office (Word, Excel, PowerPoint), Keynote, Google Analytics, Brandwatch, Facebook, Twitter, YouTube, Instagram, WordPress
Work Experience
Content Manager: Shoppers Drug Mart, January 2021 – present
As part of the creative, content and social team within Loblaw Agency, establishing strategies and executing content plans for multiple channels, including in-store, online and social media for Shoppers Drug Mart and Pharmaprix. Running a team which works in conjunction with brand marketing and other Loblaws divisions to develop themes, manage editorial calendars, track project timelines, advise on content strategy and design guardrails to cultivate and oversee consistent and optimized tactics. Conducting audits and data-driven qualitative analyses of performance to continually identify and expand engagement, affinity and conversion opportunities. Using a data-driven approach to provide ideas and solutions that increase and further customize content based on business objectives, customer interests and experience.
Communications and Marketing Lead: Government of Ontario, 2018 – present
Primary responsibility as a creative lead and content manager to guide and mentor a cross-functional team of strategic communications and digital advisors, social media coordinators, graphic designers, videographers, photographers and web developer staff. Consult with senior management to distill complex objectives into proactive, integrated strategies that align with business priorities and adhere to best practices. Provide clear direction and project management from concept to completion, leverage audience insights and metrics to direct tactical development of communications, marketing, design and digital materials. Assign, schedule, review and prioritize work and resources, provide timely and helpful feedback, ensure quality control and identify solutions to increase productivity and improve processes. Ownership of concept and execution of the ministry’s first video content and creative strategy supporting new brand standards, including creation of innovative creative assets and social media products to increase engagement and overall impressions.
Senior Communications Advisor: Government of Ontario, 2017 – 2018
Worked in a dynamic, team-oriented, fast-paced work environment to lead end to end execution of high-priority strategic and digital communications initiatives bridging all of government. Managed approvals, milestones and deadlines, accuracy, quality and consistency of messaging across all channels and portfolios. Building strong relationships, being proactive to anticipate and mitigate potential issues and maintaining attention to detail to support client needs. Implementation of improved processes to drive efficiency and boost team performance led to better allocation of resources and a shared vision to deliver project results. Initiated team gatherings to inspire, foster and prioritize sharing, listening, understanding, diversity and inclusion.
Communications Consultant: Toronto Community Housing Corporation, 2016
Provided corporate communications services, media and public relations, strategic planning and on-brand digital design solutions for this government agency. Worked closely to influence executives on principal projects and support product development of marketing briefs, web content, newsletters, social media guidelines and media kits. Supervised production process for photography and videography. Conceived and designed targeted marketing strategy and concise, impactful messaging with community partners and multiple stakeholders for a corporate social responsibility initiative resulting in growing audiences, driving brand awareness and 2.8 million earned media impressions. Headed major program launch to direct event logistics, write content marketing materials, secure media coverage and appearances with prominent Blue Jays icons.
Digital Marketing Manager: CTV & BellMedia, 2013 – 2015
Launched a transformative national TV series using innovative ways to translate consumer trends and build credibility as lifestyle thought-leaders. Established digital marketing best practices and introduced a digital-first approach to drive content strategy, creative vision and ensure consistency of brand standards across all channels. Ideation with third-party partners for integrated marketing and advertising partnerships. Accountable for managing, guiding and supporting editorial output of collaborative production team. Oversight of digital team and designers to build content calendar and roll-out, lead-generating engagement campaigns and all digital communications and marketing initiatives for website, blog, newsletter, video, photo and social media platforms. Creating viral online campaigns that leverage data-driven insights and metrics resulted in increased web traffic and social media presence. Advised on hiring and developing the content team.
Content Marketing Producer: MuchMusic, 2007 – 2013
Primary responsibility to strengthen storytelling via relevant content and best in class creative within an in-house creative agency. Proven leadership skills working on innovative, award-winning projects as a content and creative lead. Deliver impactful messaging, ensure the integrity of marketing content and direct all phases of work, proposals and project briefs from ideation through completion. Cultivated extensive expertise in collaborative art direction, tactical writing, research, directing field and studio shoots and video production to work with cross-functional teams in a fast-paced culture. Hands-on coaching of talent, videographers, producers, copywriters, editors and graphic designers in creative services department. Guiding content design to push boundaries and earn top trending status on social media. Leading influential content, execution and cutting-edge strategies to manage scope, approach, strategic planning of special projects to support business objectives for Juno Awards, We Day Calgary, Vancouver Winter Olympics and MuchMusic Video Awards.
Content Manager: Rogers Media, 2004 – 2007
Supervised several high-performing technology TV series by inspiring creativity and innovation and managing a full production team. Leading planning and implementation of content strategy and original program concepts, maintaining ownership of online channel management, writing and editing scripts and project briefs, managing content calendar and directing video and photo shoots for marketing campaigns and promotions in a studio environment. Deep understanding of using high energy and positive attitude to effectively motivate teams to meet deadlines, anticipate and react quickly to shifting priorities and apply new processes to improve efficiency. Responsible to hire and build team, provide constructive feedback and performance measurement reviews. Increased audience growth and reach of flagship series, earned international distribution and partnership deal in the United States, Australia and Google Video.
Production Assistant: Rogers Omni Television, 2003 – 2004
Worked on live news and diversity programming, liaising between production, technical and editorial staff in newsroom and studio environment, and oversight of programs through all stages of production.
Freelance Writer and Reporter: Various Print Publications, 2000 – 2009
Freelance journalist for the St. Catharines Standard newspaper and magazine writer with national publication. Used excellent writing skills to post and publish relevant articles and features representing community issues, arts and entertainment, pop culture, trends, music, film, lifestyle, interviews and profiles. Copywriting, editing, daily news, covering events, pitching and presenting content, photography shoots and editing in Photoshop.
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Volunteer Experience
Content Marketing Manager: Counterpoint Community Orchestra, 2005 – 2014
In addition to playing violin, delivered strategic planning and digital design to develop and execute marketing strategies and creative assets for the arts organization and board. Worked to lead campaigns to build brand awareness and increase sales of tickets via owned and earned media, website and social media campaigns and direct marketing channels. Helped advance digital best practices, contribute copywriting and graphic design, grow email marketing list, and coordinate print production and advertising assets within budget limits.
Education
Carleton University, Bachelor of Journalism degree with Honours
KATYA APPLEGATH 