Professional Summary
A creative content leader with 10+ years of experience managing cross-functional teams to build brands and deliver compelling collaborations. A proven record of success across diverse portfolios and progressive roles. Demonstrated experience 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, client 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, 2021 – present
As part of the creative, content and social team within Loblaw Agency, establishing strategies and executing content plans for ~90 annual campaigns across 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 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. Completed a comprehensive 8-week leadership development course, Leading Inspired and Future-Focused Teams.
Communications and Marketing Lead: Government of Ontario, 2018 – 2021
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 and web developer staff. Worked with internal and external stakeholders and subject matter experts to distill complex objectives into integrated strategies in alignment with business priorities. Developed concepts for educational and event-related content by providing clear direction and project management from concept to completion. Assigned, scheduled, reviewed and prioritized work and resources, provided timely and helpful feedback, ensured quality control and implemented processes and effective solutions. Wrote scripts, directed and edited video for digital channels and social media. Ownership over concept and execution of the ministry’s first video content strategy supporting a new brand strategy, including creation of innovative creative assets and social media to increase engagement and overall impressions.
Senior Communications Advisor: Government of Ontario, 2017 – 2018
Worked on a diverse team in a fast-paced work environment to lead end-to-end execution of high-priority strategic and digital communications initiatives supporting all business divisions. Managed approvals, milestones, deadlines, accuracy, quality and consistency of messaging to ensure all communications maintain the appropriate tone across government. Building strong relationships 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 support content delivery and 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 branded content to support internal team projects at a government agency. Worked closely to influence executives and support the development of marketing briefs, web, newsletter and social media content production, including photography and videography. Conceived and wrote scripts and operational messaging for targeted marketing strategy with community partners and multiple stakeholders for a corporate social responsibility and charity initiative resulting in audience growth, 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 trends and build credibility as lifestyle thought-leaders. Established best practices to drive content strategy, develop and maintain brand voice and style guide to ensure consistency across B2C channels. Worked collaboratively with third-party partners for integrated marketing and advertising partnerships supported by insights, business data and consumer sentiment. Accountable for managing a team of content creators, designers and freelancers to guide and support editorial output of production team. Honed skills to create and manage the content calendar for all streams of communication, lead-generating campaigns and digital communications for website, blog, newsletter, video, photo and social media platforms. Created optimized viral digital campaigns that resulted in increased web traffic and social media engagement. Advised on hiring and training various team positions.
Content Marketing Producer: MuchMusic, 2007 – 2013
Strengthened storytelling via trends content and delivery of great customer experience through best-in-class creative within an in-house creative agency. Proven leadership skills working on innovative, award-winning projects to oversee the content process as a content and creative lead. Developed impactful messaging, ensured the integrity of marketing content and directed all phases of work from ideation through completion. Skilled in creating and implementing process to deliver high quality branded content on deadline. Demonstrated experience with writing and editing, research, casting, collaborative art direction, directing field and studio shoots and video production in a fast-paced culture. Hands-on media 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 and strategic planning of special projects supporting business objectives for Juno Awards, We Day, Vancouver Winter Olympics and MuchMusic Video Awards.
Content Manager: Rogers Media, 2004 – 2007
Supervised several popular technology TV series by inspiring innovation and managing a full production team in an editorial content environment. Worked to oversee content curation and creation by writing and editing video scripts and project briefs, managing content calendar and directing video and photo shoots for marketing campaigns and promotions. Used high energy and positive attitude to effectively anticipate and react quickly to shifting priorities, apply new processes to improve efficiency and ensure all deliverables were accounted for and delivered on time. Responsible to hire and build team, provide constructive feedback and do performance measurement reviews. Increased audience growth and reach of flagship series, earned international distribution and partnership deal in the U.S., 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 publications. 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, events, pitching and presenting, photography shoots and photo editing.
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Volunteer Experience
Events Lead: Loblaw Marketing, 2001 – present
Leading the events subcommittee as part of the broader marketing team’s culture and wellness committee representing 200+ colleagues. Developed and oversaw key colleague feedback surveys, revamped strategic objectives and co-chaired event planning, budget, logistics and execution for annual landmarks events.
Content Marketing Manager: Counterpoint Community Orchestra, 2005 – 2014
In addition to playing violin, led strategic planning across all B2C channels to develop and execute marketing strategies and creative assets for the arts organization and board. Worked to build brand voice and increase sales of tickets via owned and earned media, website and social media campaigns and direct marketing channels. Writing and editing long-form editorial and display copy, helped advance digital best practices and grow email marketing list, coordinated print production and advertising assets within budget limits.
Education
Carleton University, Bachelor of Journalism degree with Honours
KATYA APPLEGATH 