Adele Richardson Email & Phone Number

Toronto, On, Ca

- Built and coached a team of marketers to support B2B and B2C marketing and sales initiatives, including the implementation of new SLAs and SOPs to improve cross-functional operations - Overhauled and implemented an all-new MarTech stack including replacing the CMS, e-commerce set-up, CRM, and bringing in new AI tools and sales tools to support the shift from start-up to scale-up- Created the new brand identity for our rebrand, including new website architecture, all new content to match a new brand voice, new visual identity, brand name, website, communications, and marketing rollout plan, legal considerations, to execute a successful rebrand on schedule with a 7-month aggressive target timeline and under budget- Key highlights: +220% growth on organic traffic in 3 months, 27% growth on email subscribers in 3 months, Google SERPs rankings in top three

Areas of specialization: content strategy, social media (organic and paid), SEO, copywriting, training and strategy, personal branding, career coaching, and more- Consulted and collaborated with businesses to optimize and ghostwrite their web and ad copy, establish SEO-driven blogs, e-books, and guides, gated content strategies, and email nurture campaigns to improve their search rankings and convert leads into paying customers- Created new workshops and training materials for organizations/clients including Ivey Business School at Western University, Fanshawe College, and Hootsuite Academy, with the intent of improving content marketing, user accessibility, organic best practices, paid social, and crisis management-Provided group and 1:1 training and support to small businesses and entrepreneurs on SEO, content development, web copy, blogs, social strategy, and paid social media advertising, resulting in above-average conversion rates, increased web traffic, follower growth, and event registrations

- Coached, trained, and managed a team to ensure cohesive and consistent quality of content, resulting in an improved omnichannel user experience between web and social media, with new creative initiatives achieving a 6x increase in CTR and 4x less expensive CPC, 900%+ increase in social media conversion rate, and new content ranked on page one of Google SERPs with numerous articles holding featured snippet positions- Notably achieved LinkedIn CTR and engagement rates 400%+ higher than the industry standard, driving awareness and supporting lead generation - Increased social and content-attributable revenue by 270%+ in 10 months, supporting professional development and lead generation objectives- Launched social strategy, content roadmap and distribution strategy (social, email, ads), new SEO-informed blog, digital/SEO standard operating procedures, content analytics, and new calendar to successfully support and manage numerous competing inter-departmental deliverables and campaigns (organic social, paid social, and content)- Implemented and led numerous team culture initiatives for the broader digital team to foster a connected and collaborative remote work environment

• Enhanced social strategy and content creation through a social-driven approach, content audit, and data analyses, boosting engagement rates more than 600%+ in 7 months in a complex multi-stakeholder audience network • Created and managed the social media editorial calendar, video development, and execution for Ivey Business School’s corporate social media accounts, including managing large sponsored content budgets and LinkedIn ads, with many of our social posts performing +4x higher than industry and platform benchmarks (Notably featured in LinkedIn webinars as a best in class example for posts performing more than 40x higher than the industry benchmark, as well as ranking in the top 1% of all LinkedIn content multiple times)• Provided social media strategies, training, and tools to numerous Ivey centre, institute, and program social media accounts to support their marketing and growth objectives with the use of UGC and diverse multimedia content development • Managed frontline crisis communications to empathetically provide support to communities in need, while protecting the brand’s reputation throughout the pandemic and important social movements • Actively collaborated with the Communications and Media teams to monitor risks, amplify thought leadership content, and ideate new content ideas aligned with marketing trends, seasonality, and eventsAdditional Activities: EDI and Culture Strategy Working Group

London, Canada Area

• Conducted content audits and keyword analyses to understand top performing content, content gaps, and competitors to develop a new content strategy, enhancing brand awareness and organic search rankings, resulting in a 55% increase in time on page, 30% increase in organic traffic, 52% increase in lead form submission, and 43% increase in amount of keywords our site ranked for• Authored and edited over 70 articles, e-books/whitepapers, ad copy, and sales collateral, which were shared on the website, email newsletters/ lead nurture email campaigns, digital and print ads, and social media to drive traffic, engagement, and lead generation, exceeding our lead generation and form submission goals (ranked #1 on Google SERP and I'm a featured snippet)• Managed and developed social strategy for all social media accounts (including social ads) for the company prior to and throughout our acquisitions and rebrand to increase engagement and build brand trust • Coordinated our involvement with community events and exhibitions at large national trade shows to boost brand awareness and reach new prospective customers

• Managed projects related to property rentals, including managing advertising, screening, and tenant switchover• Created and maintained company records related to capital improvements, and day-to-day bookkeeping activities and tax preparation• Responded to issues to ensure compliance and prompt repairs, including sourcing and comparing estimates and overseeing operations

• Designed print and digital email marketing materials using internal CRM software, MS Office and Adobe InDesign, and coordinated advertising for the company and independent agents to support sales and lead generation objectives • Communicated with various media companies to negotiate ad pricing, review and edit ad proofs, and ensure advertising was RECO compliant • Managed communications between business stakeholders and regulatory bodies to ensure regional, provincial, and federal compliance, reducing deficiencies by 25% • Developed and implemented a new deal maintenance system across multiple offices to ensure seamless flow of information and efficient deal handling• Coordinated hiring, onboarding, and training of new employees to support daily business operations• Integrated the use of new technologies and provided ongoing technology support (in person and remotely) to facilitate better business practices and improve client relations

Nairobi, Kenya

• Analyzed existing literature including scientific articles and Kenyan legislation, and interpreted primary data to write a paper about the geographic and socio-economic barriers to mental healthcare • Developed a case study and teaching note describing a funding challenge faced by an international collaborative initiative, and their social business in a semi-rural community. This case study focused on the burden of mental health in Kenya, assessing feasibility and sustainability of a social business, and creatively addressing global health issues in a systems approach.

London, Canada

Postgraduate Diploma

Ivey Communications And Leadership Presence Program, Ivey Strategic Business Negotiations Program

Master’S Degree

Bachelor’S Degree