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ABOUT

Motivated self-starter with over 7 years of marketing experience in the legal and real estate industry. My diverse skill set including branding, communications, graphic design, photography and database management has given me a unique perspective on customer-centric, story-driven B2B and B2C marketing. I eagerly seek to continuously expand my knowledge about emerging innovations as well as build relationships with like-minded people.


WORK

Marketing Manager

2017 - PRESENT | Westcorp Property Management Inc.

  • Leads digital marketing and brand team to implement and analyze social media, digital marketing, reputation management and Net Promoter Score programs.

  • Assisted in the strategizing and execution of the marketing plan for residential portfolio consisting of 10 rental real estate properties in Edmonton and Calgary. 

  • Project managed high profile branding initiatives including corporate website refresh, six property microsites, five lifestyle photo/video shoots, show suite staging, omni-channel campaigns and virtual tours.

  • Oversees media buys and maintained online and print advertisements to generate traffic and drive qualified leads.

  • Developed and designed complete suite of marketing collateral to reflect key messaging and brand standards.

  •  Created community engagement opportunities through events, RentCafe Resident Portal, newsletters and social media.

Freelance Marketing Consultant

2005 - PRESENT | Uryelle Dimailig Photography & Design 

  • Professional portrait photographer with in-studio experience specializing in fashion, commercial and food photography.

  • Graphic designer with visual communication experience in print and website design.

  • Marketing consultant and branding facilitator; assists clients in finding their mission, vision and values, developing persona and voice, and executing marketing plans to reach their objectives and business goals.

Marketing + CRM Specialist

2012 - 2017 | Field Law

  • Rolled out new CRM solution to 300 users with 100% adoption within one year.

  • Maintained and cleaned client database of over 60,000 contacts.

  • Built client lists for firm initiatives and events and created strategies to drive client engagement and attendance.

  • Key team member in developing and rolling out firm policy regarding Canadian Anti-Spam Legislation. 

  • Acted as a brand leader, working as in-house graphic designer as well as liaising with agency vendors for creative projects.

  • Assisted in planning and executing events.


EDUCATION

Bachelor of Design, Visual Communication Design/Social Sciences

 

2005 - 2010 | UNIVERSITY OF ALBERTA

Developed a foundational skill set in graphic design including typography, visual identity, image-making, photography and fine arts. Minored in social sciences including Psychology, Sociology and Anthropology.


SKILLS

  • Graphic Design

  • Typography

  • Photography

  • Communications

  • Branding

  • Project Management

  • Digital Marketing

  • HTML

  • Events

  • Art Direction

  • Training/Public Speaking

  • Ad/Media Purchasing

  • Reputation Management

  • Web Design

  • Vendor Relations

  • Social Media

  • Content Creation

  • Strategy Planning

  • Database Management

  • Customer Service

  • Net Promoter Score (NPS)


CASE STUDIES


Wellington Park Townhomes

Business Challenge

With rising vacancy, negative reviews and tenant dissatisfaction causing renewal challenges, our team was faced with the task of overhauling this aging, value-based rental community’s public perception to appeal to a more attractive, qualified target market.

Process

  • Worked with agency and internal and external stakeholders to develop key messaging and buyer personas that moved away from traditional “feature dump” marketing and instead employed an emotional storytelling approach

  • Oversaw production of lifestyle imagery and video including developing a shot list, casting models, pulling wardrobe and leading day-of-shoot logistics

  • Developed and project managed highly strategic omni-channel digital marketing campaign including Google Paid Search, Google Display Network, Facebook/Instagram advertising, and hyper-targeting/geo-fencing online ads

  • Expanded online listing program to additional platforms to maximize exposure and reach

  • Rolled-out a community rewards program to engage tenants and encourage resident reviews

  • Created property microsite

  • Developed and designed new collateral to support on-site leasing efforts including sales sheets, signage and branded templates

Outcome

  • Leasing experienced a 110% increase in traffic year over year

  • Decreased vacancy rate from 30% to 3% within 3 months

  • Google rating increase from 1.8 stars to 3.1 stars within 9 months

  • Increased the number of online reviews from 8 to 24 within 3 months

  • Eliminated the need for incentives, thereby allowing us to increase overall NER by 8.3%

  • Increase in overall NPS rating from 6.46 to 8.70 within 18 months


CRM Implementation

Business Challenge

With over 120 lawyers and 20+ practice groups, Field Law identified a need for a centralized client database to consolidate shared contacts, streamline marketing lists and better track the business development efforts.

Process

  • Developed comprehensive CRM training program designed to engage both lawyers and administration staff to exercise ownership over their clients’ data and integrate using the new CRM solution into their everyday workflow

  • Oversaw the import of all contacts within the Firm from individual Outlook lists into one centralize database

  • Oversaw an extensive database cleanup

  • Ongoing training and one-on-one technical support to shift the culture around data stewardship

  • Developed workflows for event list builds and group holiday cards

Outcome

  • 100% adoption of CRM solution to 300+ employees within 1 year

  • Cleaned, de-duplicated and standardized formatting for over 60,000 contacts

  • Decreased time spent on list builds from an average of six hours to under 30 minutes per lawyer.

    • With an average of three list builds per year, this streamlined process freed up approximately $594,000 worth of billable hours firm-wide per year which would have otherwise gone to administrative tasks.


Business Challenge

DIVERSIONS is a 22,000 square foot lifestyle and business facility shared between commercial tenants employed within College Plaza Professional Building and residents of Windsor Park Plaza & Lofts. Complete with a state-of-the-art conference centre, fully-equipped gym, tenant lounge, private movie theatre, quiet study, private dining room and event hall, it is one of largest amenity spaces of its kind in Western Canada.

A hallmark aspect of DIVERSIONS is its function as a community hub complete with exclusive resident events being held weekly by Westcorp Property Management. The vision is that the more engaged a tenant is with their community, the happier they’ll be and the more likely they are to stay. Despite over 2,000 tenants having access to this space however, engagement with the facility was disappointingly low and attendance at resident events were poor, with many getting cancelled due to low interest.

Process

Our team overhauled marketing for DIVERSIONS to highlight its amenities and tell a lifestyle-centred story for residents and prospects alike.

  • Oversaw production of lifestyle imagery including developing a shot list, casting models, pulling wardrobe and leading day-of-shoot logistics

  • Established a holistic community engagement program designed to increase exposure and encourage resident attendance. Tactics included:

    • Developing templates for enhanced brand awareness

    • On-site activations with signage, printed door drops and digital screen advertising

    • Establishing a Canadian Anti-Spam Legislation (CASL) compliant email marketing list and branded templates

    • Developing newsletter and social media strategies designed to inspire, engage and educate readers to foster a sense of connection with their community

    • Offering incentives and giveaways to grow social media following

    • Promoting enrolment for online resident portal

  • Developed an information package and community webpage for residents to learn more about DIVERSIONS amenities and easily book for private events on a self-serve basis

  • Created opportunities for business partnerships to leverage following for cross-promotion, assist in event program development and provide resident exclusive swag or pricing

  • Pivoted the roles of the Brand and Customer Experience Specialist and the Community Experience Team to more actively engage with residents, offer top-notch customer service to respond to their concerns and enhance their experience with thoughtful, carefully curated events

Outcome

  • Marketing email lists grew from 0 to 500+ subscribers within the first year

  • Facebook and Instagram followings grew from 364/354 to 441/549 respectively

  • Most, if not all community events selling out or reaching maximum capacity

  • Attendance improved so drastically that we were able to eliminate printed door drops from the marketing mix within 3 months, which decreased our monthly printing costs by average $250 per month

  • An increase in resident referrals

  • An increase in renewals

  • An increase in amenity bookings

DIVERSIONS Community Engagement