Kimberly Rupnarain
Hamilton,ON
Summary
Results-driven narrative strategist with 11 years of experience in crafting and executing integrated communications strategies that align with organizational goals and elevate brand reputation. Skilled in media and public relations, I am adaptable and innovative, thriving in collaborative environments where diverse perspectives are leveraged to deliver tailored, impactful communications. My expertise in understanding audiences, channels, and content consistently produces industry-leading results.
Overview
12
12
years of professional experience
Work History
Communications Advisor, Marketing Strategy, Digital and Communications
Heart & Stroke Foundation of Canada
02.2022 - Current
- Develop, implement, and manage a proactive integrated communications strategy—including plans and deliverables for earned, paid, shared and owned media—to enable the achievement of organizational goals, including meeting and exceeding key fundraising targets, improving brand trust scores, strengthening advocacy and policy asks and bolstering research development priorities
- Build, test and implement an Influencer Program for the Heart & Stroke Ontario Lottery to generate new leads and fill the lottery ticket pipeline with new audiences, including managing influencers, briefing in and developing new paid content, directing content deployment, and allocating $100k+ annual budget
- Project manage annual year in review work to tell the story of Heart & Stroke's mission impact and financial results with greater transparency and effectiveness and ensure the digital experience is optimized for current and prospective donors as well as external auditors such as Charity Intelligence. Manage a cross-functional execution team, auditing previous year's performance, developing an integrated project schedule and ensuring timely development and deployment of content assets
- Work collaboratively with National Campaigns Team and Senior Leadership to ensure an integrated execution and aligned achievement of earned media targets for critical campaign periods including Heart Month, Stroke Month and Year-End. In the Fiscal Year 2023, delivered 276 earned media stories totaling 39+ million in reach
- Support Regional Senior Vice President with ongoing strategic communications evolution and execution of burgeoning development initiatives and philanthropy campaigns, finding key moments to build and strengthen their executive profile. Consult on risk mitigation strategies and develop messaging as needed
- Build and nurture effective relationships with both internal and external stakeholders, including internal communications, marketing and development staff, as well external stakeholders and spokespeople including medical experts, researchers, and people with lived experiences
- Recruit and train new spokespeople for key moments, including marketing campaigns, advocacy and policy-specific spokesperson opportunities, and fundraising events
- Work closely with digital communications, social media, and creative services to strengthen overall brand awareness, familiarity and trust and ensure adherence to brand standards and key messaging across all regional communications, including digital, print and broadcast
Product Owner, Supporter Centric Marketing
World Vision Canada
09.2020 - 12.2021
- Define team vision and drive velocity through defined marketing roadmap, market growth opportunities and key metrics determined by business value and ROI/ROAS
- Develop and pitch five Enterprise Portfolio Initiative business cases worth CAD $1 million, managing the budget and owning the execution and delivery of each strategic initiative
- Lead agile team through defined planning cycles and projects, prioritizing business initiatives, capabilities, features and user stories with input from key stakeholders and execution team
- Execute end-to-end customer experience and continuously apply fresh marketing segment-specific data and insights to make go-market decisions.
Marketing Communications Manager
World Vision Canada
06.2017 - 09.2020
- Informed and implemented annual integrated communications strategy to lift brand familiarity, grow engagement and generate new leads in key market segments across all channels
- Developed communications to strengthen the brand narrative, supporter value proposition and visual and verbal identities across all traditional, digital and paid channels
- Worked in partnership with customer experience teams to leverage data-drive audience insights and develop increasingly targeted communications to key market segments
- Managed the development of multichannel content for brand and product campaigns, working cross-functionally with teams across digital, customer experience and public relations
- Encouraged organizational discipline amongst 500+ people to ensure consistent partnership with internal creative teams and ensure brand alignment and consistency
- Managed the pipeline of requests for all marketing communications, leading the daily efficient operation of a 12-person department, overseeing operation budget, the coordination and prioritization of assignments and the prompt delivery of high-quality creative assets.
Copywriter, Marketing Communications
World Vision Canada
09.2013 - 06.2017
- Wrote and edited 2,000+ content pieces for multiple channels, including digital, print, face-to-face and paid media
- Executed on content strategy for all Canadian market segments, creating tailored communications for all stages of the customer journey using audience insights and research
- Delivered multi-channel, transmedia content for integrated, national campaigns
- Developed communications for sensitive contexts, including fragile states such as South Sudan and emergencies such as the Syrian refugee crisis
- Sourced and managed freelance writers and designers on a project-by-project basis.
Strategic Communications Officer, Public Relations
World Vision Canada
12.2012 - 09.2013
- Earned more than 40 million media impressions generating press coverage for integrated national campaigns and events
- Provided round-the-clock support during emergencies such as Typhoon Haiyan and the Nepal Earthquake, fielding media requests, writing and publishing press releases and pitching and coordinating interviews
- Wrote, edited and published content for platforms including the Huffington Post, Newswire and all official organizational social channels.
Education
Certified SAFe 5 Product Owner/Product Manager -
Scaled Agile Inc
Online01.2020
Project Management -
Project Management Institute
Online01.2014
BA, Journalism -
Toronto Metropolitan University
Toronto, ON01.2012
Skills
- Content Development
- Marketing Communications
- Crisis Management
- Influencer relations
- Press releases
- Media Relations
- Corporate Communications
- Social Media Strategy
Languages
English
Native or Bilingual
Timeline
Communications Advisor, Marketing Strategy, Digital and Communications
Heart & Stroke Foundation of Canada
02.2022 - Current
Product Owner, Supporter Centric Marketing
World Vision Canada
09.2020 - 12.2021
Marketing Communications Manager
World Vision Canada
06.2017 - 09.2020
Copywriter, Marketing Communications
World Vision Canada
09.2013 - 06.2017
Strategic Communications Officer, Public Relations
World Vision Canada
12.2012 - 09.2013
Certified SAFe 5 Product Owner/Product Manager -
Scaled Agile Inc
Project Management -
Project Management Institute
BA, Journalism -
Toronto Metropolitan University
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