Caius Tam
Toronto,ON
Summary
7+ year digital marketer passionate about building brands through effective storytelling & creative execution in SaaS, ecommerce and retail industries. Growth-driven creative thinker with experience leading teams to develop & execute holistic content strategies across both organic & paid social channels as well as web, video, email, and push
Overview
7
7
years of professional experience
Work History
Product Content Copywriter - Contract
Canadian Tire Corp.
09.2023 - Current
- Crafting engaging and informative content through copywriting for 1000s of products/landing pages for major retail sites Canadian Tire & Sport Chek
- Conducting consumer research, strategic use of SEO keywords and knowledge of industry trends to maximize visibility
Head of Social Content
Whop
07.2023 - 12.2023
- Lead Twitter/X team to grow brand awareness on social media accounts by over 1500%, averaging 4 million impressions per month
- Built & nurtured client relationships in the trading, sports betting, crypto, ecommerce & entrepreneurship verticals to tackle pain points and action growth plans with a comprehensive content strategy
- Hired a content team of writers and video editors to grow Whop Blog’s and spearhead both long form & short form video strategy on YouTube
Digital Marketing Manager
SoleSavy
04.2022 - 03.2023
- Led both organic & paid content strategies across digital channels such as social media, email, push, editorial and video
- Managed and optimized $500k budgets on Meta, Google & TikTok ads platforms resulting in an 3.18x ROAS across all platforms
- Owned GTM strategies to launch the COLLECT app and drive user acquisition and growth to the DROPS app
- Executed SEO/PPC, email marketing, SMS & push strategies that increased web traffic by 39% YoY and an average increase open rate by 22%
- Set up lifecycle strategies and optimized audience segmentation, effective CRM automations and A/B testing
- Built the brand management strategy and messaging guidelines for all marketing outputs, including copywriting and proofing all communications
Social & Community Relations Manager
Foot Locker Inc.
06.2021 - 04.2022
- Developed & managed social content strategy across all major platforms (IG, TW, FB & TikTok) with a 1mill+ audience, growing reach by 27% YoY
- Establish strong vendor-facing relations to develop, execute, and report on brand and product priorities through culturally relevant campaigns
- Optimized paid marketing performance on FB/IG/TT with vendor partners by driving revenue growth +15% YoY & brand engagement +27% YoY
- Established a roster of influencer talent and developed automated reporting on social KPIs for leadership
Ecommerce Merchandiser
Foot Locker Inc.
12.2018 - 06.2021
- Curated a major ecommerce platform through creative content & copywriting for retail product (fashion, footwear, apparel, accessories) driving a +18% increase in revenue YoY
- Executed marketing campaigns and collaborated with vendor partners to develop industry-leading content for high-energy release initiatives, seasonal collections, offers and local events
- Reported analytics on conversion, site and customer purchases
Content Strategist & Editor
Shopify
07.2017 - 03.2018
- Launched Frenzy’s official editorial, Shopify’s mobile app (discontinued) for limited release product & flash sales
- Curated in-app merchandising & built GTM strategies for merchant partnerships
Education
Bachelor of Arts - Media, Information & Technology
Western University
London, ON12.2015
Skills
- Shopify
- Figma
- Canva
- Hootsuite
- Later
- Sprout Social
- Sprinklr
- Adobe Creative Suite
- Linear
- Asana
- Slack
- Teams
- Discord
- Mondaycom
- Airtable
- HubSpot
- ActiveCampaign
- Klaviyo
- Mailchimp
- Meta Ads Manager
- TikTok Business Center
- Google Adwords
Languages
English
Native or Bilingual
Chinese (Cantonese)
Limited Working
Timeline
Product Content Copywriter - Contract
Canadian Tire Corp.
09.2023 - Current
Head of Social Content
Whop
07.2023 - 12.2023
Digital Marketing Manager
SoleSavy
04.2022 - 03.2023
Social & Community Relations Manager
Foot Locker Inc.
06.2021 - 04.2022
Ecommerce Merchandiser
Foot Locker Inc.
12.2018 - 06.2021
Content Strategist & Editor
Shopify
07.2017 - 03.2018
Bachelor of Arts - Media, Information & Technology
Western University
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