Nykala Shone
Marketing
Edmonton,AB
Summary
Resourceful Account Director with excellent leadership, issue resolution, and relationship-building expertise. Expert in increasing productivity and committed to streamlining procedures while optimizing employee talent. Organized, dependable & successful at managing multiple priorities with a positive attitude. Willingness to take on added responsibilities to meet team goals.
Overview
10
10
years of professional experience
4
4
years of post-secondary education
1
1
Language
Work History
MARKETING ACCOUNTS DIRECTOR
Explore Edmonton
Edmonton, AB
11.2021 - Current
- Accountable for marketing campaign strategy planning, implementation, automation, and optimization across B2B & B2C portfolios, resulting in Global Marketing team surpassing 2022 KPI of 2 million website sessions three months early & 2023 KPI of 5 million sessions by 114%.
- Lead, manage, support, and mentor a team of up to five Marketing Account Manager direct reports who support B2B & B2C marketing across Explore Edmonton's sales portfolios and leadership levels.
- Work directly with executive & senior leaders to set goals, objectives, KPIs, and strategies for Global Marketing Team business planning, while regularly reporting campaign updates & successes.
- Responsible for managing and forecasting budgets exceeding 3 million dollars.
- Lead creation, implementation, and training of budget processes & solutions for 15 person Global Marketing team.
- Provide strategic direction & leadership for marketing 2022 K-Days fair (after a three year hiatus), exceeding advanced ticket sales goal by over 40%, totaling four million in net revenue, triple the goal of 1.2 million.
- Lead RFP process & manage agency for new 2022 K-Days website & brand.
- Ongoing EDI learning to strengthen knowledge around best practices in engaging & promoting tourism product in partnership with Edmonton & region's diverse communities.
CAMPAIGNS MANAGER
Explore Edmonton (Previously EEDC)
Edmonton, AB
08.2017 - 11.2021
- Lead and create all domestic & international marketing campaign strategies & media plans, determine campaign KPIs & marketing funnel position of customer/visitor journey, liaise with external partners, ensure Explore Edmonton brand consistency & accuracy, and delegate tasks to internal agency to promote Edmonton as year-round tourism destination.
- Create alignment on shared goals & outcomes, and provide strategic marketing recommendations for campaign work with tourism industry partners.
- Lead & manage campaign and brand for Downtown Spark 2021, an initiative to support Edmonton's downtown businesses receiving over 80,000 page views on downtownspark.ca and 8,000 uses of new hashtag, in less than two months
- Create, design, and manage content for Explore Edmonton Instagram account with over 100k followers, respond to follower inquiries & engage with comments
- Write & send monthly newsletters to over 15,000 subscribers and maintain exceptional open rate, averaging 29% per campaign.
CONSUMER MARKETING SPECIALIST
Edmonton Tourism, EEDC
03.2016 - 08.2018
MARKETING & CLIENT RELATIONS COORDINATOR
City of Edmonton
04.2015 - 01.2016
EVENTS COORDINATOR
Students' Association of MacEwan University
10.2013 - 04.2015
Education
Public Relations Certificate - Marketing
Simon Fraser University
Vancouver, BC 09.2015 - 11.2015
Bachelor of Commerce - Marketing
MacEwan University
Edmonton, AB 01.2011 - 04.2015
Skills
Marketing Strategy
undefinedWebsites
Awards
- x3 AWARDS for "A Song Comes to Life" campaign in partnership with Indigenous Tourism Alberta and the Globe & Mail, 2023
- MARKETING COMMITTEE MEMBER, Downtown Business Association, 2018-Present
- FOSTER HOME/VOLUNTEER, The CAWS Animal Rescue, 2020-2021
- ALTO AWARD IN MARKETING EXCELLENCE, Heritage Festival Campaign, 2019
- ALTO AWARD FOR MARKETING PARTNERSHIP, KLM Airline Campaign, 2018
- RBC MACEWAN OFFICERS LEADERSHIP AWARD, 2015
- BOARD MEMBER, Panache on 12th Condominium, 2019-Present
- MENTOR, MacEwan University Marketing Club, 2019
Timeline
MARKETING ACCOUNTS DIRECTOR
Explore Edmonton
11.2021 - Current
CAMPAIGNS MANAGER
Explore Edmonton (Previously EEDC)
08.2017 - 11.2021
CONSUMER MARKETING SPECIALIST
Edmonton Tourism, EEDC
03.2016 - 08.2018
Public Relations Certificate - Marketing
Simon Fraser University
09.2015 - 11.2015
MARKETING & CLIENT RELATIONS COORDINATOR
City of Edmonton
04.2015 - 01.2016
EVENTS COORDINATOR
Students' Association of MacEwan University
10.2013 - 04.2015
Bachelor of Commerce - Marketing
MacEwan University
01.2011 - 04.2015
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