Editor and Producer of the Roots Canada Holiday 2015 Gift Guide, created in collaboration with the Alberta Board of Travel & Tourism.
- Served as a producer and manager for the national holiday campaign.
Strategic planning and execution of online and offline media tactics for national campaign.
Key instigator in forming strategic partnerships with Alberta Board of Travel and Tourism.
Negotiated unique partnerships to fund collaborative campaign promoting Canadian tourism.
Content ideation to support a greater focus on content marketing: develop and execute content that can be re-purposed for print and digital channels.
Develop detailed statements of work and work-back schedules for a large creative team of content producers.
Developed content calendar and work-back schedule for campaign and marketing department.
Work closely with internal teams to develop and align the content strategy across all digital platforms and manage the execution for all digital initiatives.
Manage weekly flow of content and a team of content producers to achieve objectives; collaborate with cross-functional project teams to motivate, create and implement short and long-term integrated content strategies.
Author various deliverables including creative briefs, brand strategy road maps, and digital strategy presentations with KPI measurement frameworks.
Manage daily social media content across all owned channels for holiday campaign.
Assessed and hired freelance creatives of the campaign and provided quality assurance for all creative deliverables.
Managed campaign budgets and timelines.
Worked in conjuncture with the marketing department to create a comprehensive marketing plan to support the campaign via social media and traditional media:
- National newspaper ads, direct mail insertions, national print advertising campaigns, and digital advertising initiatives
- OOH: transit shelters in Toronto, Vancouver, Ottawa and Montreal
- Community + In store events: shopping evenings and events in celebration of the campaign in key strategic markets