Helena Merrell

• Managed PPC campaigns that resulted in a 20% reduction in cost-per-click and a 40% increase in conversions
• Evaluate and optimize campaigns based on specific goals to maximize ROI
• Execute bid and budget optimizations aligned with set budgets
• Monitor campaign performance and refine them using data-driven insights
• Created and deployed social media content, engaged with target audiences and boosted reach with strategic ad placements.
• Created Pay-Per-Click campaigns to drive targeted traffic to company website.
• Collaborated with cross-functional teams to develop integrated marketing plans that included both traditional and digital channels.
• Evaluated new technologies and platforms as potential additions to the overall digital marketing mix based on industry trends and competitive analysis.
• Managed digital projects from initial concept through final implementation and live monitoring.
• Strengthened online presence by creating engaging social media content and managing multiple platforms.
• Created social media content with innovative brand messaging to support new product launches.
• Evaluated market trends to stay current on consumer and competitor changes.
• Created reports on digital marketing efforts using analytics tools to track and measure digital marketing success for management.
• Demonstrated strong organizational and time management skills while managing multiple projects.
• Learned and adapted quickly to new technology and software applications.

• Plans, coordinates and implements a full-range of print and digital communications to promote programs and services offered by administrative units at UBC Okanagan.
• Initiated, executed and delivered over 50 admin projects annualy on budget and on time
• Manages projects and coordinates workflow of content providers, editors, designers and external service providers to deliver projects on time and on budget
• Educates campus clients on best practice in communications
• Contributes to UBC Okanagan's content strategy including websites and social media
• Researches, writes, edits and produces content for communication channels including web communications, digital signage, print materials, reports and social media
• Applied for Move UBC grant to help an initiative to get the UBC community moving.
• Submitted a number of entries for Marketing awards. UBCO was a recipient of the MarCom Awards in the category of Strategic Communications. This is one of the largest, most-respected creative competitions in the world receiving about 6,500 print and digital entries annually from nearly 50 countries.
  UBC Okanagan won two awards in the category of Strategic Communications:
  1) Platinum for UBC Okanagan Debates: Artificial Intelligence
  2) Gold for UBC Okanagan Campus Graduation

• Plan, implement and manage SEM across PPC campaigns including search, discovery, app and shopping campaigns
• Campaign management optimizing effective goal attainment and ensuring a high level of performance
• Ensure campaign budgets are pacing in accordance with the approved media plan
• Provide campaign summary reports
• Implement paid social campaigns across different platforms including Facebook, Instagram, Pinterest and LinkedIn
• Took a data-driven, audience based approach to drive visitation by marketing a wide-range of messages to these global audiences
• Increased lead generation through data-driven audience segmentation and personalized content creation.
• Collaborated with cross-functional teams to align campaign objectives, messaging, and target audiences.
  Implemented A/B testing methodologies to optimize creative elements and drive higher engagement rates within campaigns.

- 1.6 Million leads Generated for BC Travel Businesses

- 12,800 attributable on-site conversions

- A 14% lift in ski visitation to British Columbia overall

• Working directly with clients across a multitude of industries to understand their target audiences and deliver on their marketing goals
• Translating client goals into strategic marketing campaigns
• Organic social media content creation, posting and community engagement
• Created Pay-Per-Click campaigns to drive targeted traffic to company website
• Streamlined internal processes to increase efficiency in content creation, approval, scheduling, and distribution across multiple channels
• Managed digital projects from initial concept through final implementation and live monitoring
• Strengthened online presence by creating engaging social media content and managing multiple platforms
• Evaluated market trends to stay current on consumer and competitor changes
• Implemented new strategies to improve click-through rates and conversion
• Increased brand visibility by developing and implementing data-driven digital marketing strategies
• Collaborated with designers, copywriters and developers, creating effective search marketing campaigns
• Crafted and implemented strategies to increase search visibility and website traffic
• Managed search engine marketing budgets and tracked campaign performance
• Cultivated relationships with search engine providers to gain industry insights and determine prospects.
• Analyzed performance metrics to identify trends and areas for improvement, informing future strategies.
• Boosted conversion rates with implementation of A/B testing for landing pages and ad copy.
• Tracked and reported on campaign performance, providing actionable insights for continuous optimization.
• Worked effectively in fast-paced environments.
• Skilled at working independently and collaboratively in a team environment.
• Proven ability to learn quickly and adapt to new situations.
• Assisted with day-to-day operations, working efficiently and productively with all team members.
• Passionate about learning and committed to continual improvement.

• Practicum placement as part of UBC's Accelerated Digital Marketing Diploma program
• Organic Campaigns; Using Airtable to populate Social Media content and schedule in Hootsuite
• Maintained content calendar to prioritize relevant, engaging material output
• Contributed to video production projects, assisting in scriptwriting and editing tasks for promotional materials and explainer videos.
• Assisted in managing corporate social media channels.
• Researched interesting and relevant content to capture interest and improve site traffic
• Monitored and evaluated website analytics to identify trends and opportunities for improvement
• Implemented pay-per-click campaigns to increase website traffic and conversions. Platforms included Meta and Google.
• Completed keyword research and analyzed competitor SEO and PPC campaigns to identify gaps and opportunities
• Optimized website content and images to improve search engine rankings
• Developed and deployed content marketing strategies to improve organic search traffic
• Tracked campaign performance metrics to identify areas for improvement and adjust strategies
• Contributed to the creation of compelling content for company blog.
• Assisted in budget tracking for marketing projects, ensuring expenditures remained within allocated funds.
• Participated in training sessions on digital marketing tools, increasing efficiency of online campaigns.
• Worked effectively in fast-paced environments.
• Demonstrated respect, friendliness and willingness to help wherever needed.
• Assisted with day-to-day operations, working efficiently and productively with all team members.
• Adaptable and proficient in learning new concepts quickly and efficiently.

• Created social media content with consistent content and tone
• Produced blogs and distributed press releases to online media
• Managed social media accounts for Mat Collective, generating interest for existing and upcoming events and offerings
• Created shareable content that resonated with followers, driving increased engagement rates and audience growth
• Increased brand awareness and improved organic search traffic by developing and implementing effective social media strategies

• Coordination of incoming student applications and inquiries for faculty admission including enrolment, course timetabling, examination scheduling, course delivery evaluation, organizing social functions, developing recruitment material and updating web content
• Organized workflow and delegated tasks effectively to ensure timely project completion without compromising quality.
• Served as a liaison between departments, fostering open communication channels that improved overall organizational function.
• Managed time efficiently in order to complete all tasks within deadlines.
• Organized and detail-oriented with a strong work ethic.
• Used critical thinking to break down problems, evaluate solutions and make decisions.
• Developed and maintained courteous and effective working relationships.
• Demonstrated strong organizational and time management skills while managing multiple projects.

• Responsible for office communications and administration, events and meetings, and making travel bookings for all employees
• Reconciling expenditure accounts, and data-entry with accuracy and high attention to detail
• Generated monthly reports for accounting and senior management

• Project management including end-to-end running of event and exhibition planning and implementation, from initial objective setting to onsite stand management for the event duration, maintaining timelines and priorities
• Liaising with and working closely with external and internal stakeholders, including business units, suppliers, printers, designers and stand contractors, to meet deadlines and provide deliverables
• Key involvement in the creation and integration of marketing assets across various online and offline communication platforms including print ads, brochures and email marketing
• Managed successful trade show participation, resulting in increased leads and valuable industry connections
• Collaborated with cross-functional teams to develop and implement market research strategies
• Increased brand awareness by developing and implementing strategic marketing campaigns
• Created customized marketing materials to increase product awareness.
• Assembled reports and presentations to share insights and recommendations with stakeholders.
• Wrote engaging and successful marketing, advertising, and website copy.
• Created communications and marketing materials to achieve objectives and maintain branding.
• Collaborated with sales teams to create effective collateral materials for presentations and proposals.

• Implement campaigns and projects within timescale and budget to enable sales achievement through collateral, PR, direct marketing, online channels, events, advertising and promotion
• Organization and planning for major international aviation exhibitions
• Event planning from single day small group events to major conferences
• Arranging event logistics including shipping, registration, stand design, video and collateral
• Maintained reporting and developed actionable insights to continually improve branding efforts.
• Managed relationships with key industry partners and implemented promotional initiatives to maximize marketing program performance.
• Established targets for social media platforms to reflect business objectives.
• Increased brand awareness by developing and implementing innovative marketing campaigns.
• Planned and executed events and marketing programs to increase qualified leads.
• Developed innovative and targeted collateral to support overall branding objectives.
• Managed time efficiently in order to complete all tasks within deadlines.
• Organized and detail-oriented with a strong work ethic.