Alejandra Velarde Email & Phone Number

Toronto, On, Ca

Toronto, Ontario, Canada

• Led the digital marketing initiatives for both Studio and Corporate accounts on Instagram, Facebook, Twitter/X, and LinkedIn. Developed and managed comprehensive organic and paid campaigns to enhance engagement and drive traffic for the Vancouver, Toronto, and London studios, as well as Franchise, TV, and Distribution. Achieved a milestone by growing the newly launched WildBrain Studios LinkedIn page to over 15K followers in less than three months.• Collaborated closely with cross-functional teams in Vancouver, New York, and the UK, including Communications, Creative, Animation, and Senior Management, to ensure cohesive and strategic marketing messaging.• Led the creation and execution of a robust social marketing strategy, encompassing content planning, audience targeting, brand voice development, and crisis management.• Designed visually compelling graphics using Photoshop and Canva for renowned brands like Peanuts, Sonic, LEGO, Strawberry Shortcake, and Teletubbies, ensuring brand consistency and alignment with marketing objectives.• Conducted continuous monitoring and analysis of performance metrics on a monthly and quarterly basis, implementing data-driven adjustments to optimize campaign effectiveness.

Vancouver, British Columbia, Canada

• Spearheaded the development and implementation of organic and paid social media campaigns for WildBrain Studios on Instagram, LinkedIn, Twitter, and Facebook, using data-driven insights and a people and artist centric approach to optimize the creative content, media mix, and audience targeting, resulting in over an 80% engagement and brand awareness increase YOY.• Successfully managed social media marketing initiatives for a diverse range of high-profile television productions in partnership with key industry players such as Netflix, Apple TV+, SEGA, LEGO, DreamWorks, Peanuts, and Disney.• Negotiated agreements with vendors, develop detailed briefs for creative services, maintained workflow with key vendors, and internal cross-functional teams in Canada, USA, and UK.• Developed and tailored creative and engaging copy to resonate with targeted audience segments. Oversaw creative approvals, ensuring that all content adhered to brand guidelines and are delivered on time.• Responsible for national and worldwide social listening through tools like Brandwatch for competitive analysis, fan engagements, and escalations.Productions I've worked on:The Snoopy Show, Sonic Prime, Snoopy in Space, The Proud Family: Louder and Prouder, Apple Peanuts Specials, Carmen Sandiego, Go, Dog. Go!, Ninjago, Johnny Test, Blaze and the Monster Machines, Polly Pocket, Fireman Sam, and Chip and Potato.

Toronto, Canada Area

• Developed the strategy of over 50 large scaled paid recruitment marketing social media campaigns which included recommendations on budget, channel split, time in-market, A/B testing, optimization opportunities, and creative review.• Managed and optimized paid social campaigns driving a 49% increase YOY in traffic driving clicks on Instagram, Facebook, Snapchat, LinkedIn, and YouTube.• Increased the social media marketing budget over 70% YOY with campaigns ranging from $10K to $500K.• Worked with multiple teams worldwide in the US, UK, Malaysia, and the Caribbean to create world-class paid social media marketing campaigns with consistent and cohesive messaging for multiple business lines. • Responsible for managing external agencies on the execution of campaigns and ensured those were set up correctly through Facebook Ads Manager, Twitter Ads, Snap Publisher, and LinkedIn's Campaign Manager.

Toronto, Ontario

• Managed and developed paid social media marketing campaigns for more than 15 different lines of business across 6 countries, effectively expanding audiences and earning results above industry benchmarks while simultaneously managing relationships with internal and external stakeholders.• Launched promoted campaigns on Facebook, Twitter, YouTube and LinkedIn leading to an increase of 330K link clicks from the year before.• Proved the effectiveness of social media with strong results and increased investment for campaigns by over $180K YOY.• Monitored benchmarks for measuring impact of social media campaigns and created reports using social media analytic tools, KPIs, and dashboards, ensuring success for each based on specific objectives. • Trained and managed the development of the Social Media Coordinator to continue to achieve business outcomes for organic posting.

Toronto, Ontario

• Helped lead the overall social media strategy for Global Recruitment and managed over 25 different paid campaigns for teams in Canada, US, UK, and Asia each campaign ranging from $1K-200K. Managed the @RBC4Students, @RBCCareers pages on Twitter and RBC Facebook page. • Created end-to-end strategies for campaigns, including copy writing and creative, optimization of campaigns, working with more than four external partners, and the analyzing of metrics.• Planned out the editorial and strategic calendar for all social marketing content initiatives for new promoted and organic posts and aligned all content to the overall Global Recruitment strategy.• Monitored social channels and responded to incoming questions, suggestions, and comments on six different social media platforms and web channels.• Further developed written and verbal communication skills through copy editing and storytelling via different types of media such as static imagery and video through editing software including Photoshop and Camtasia.

Toronto, Ontario

• Marketing and social media subject matter expert that contributed to the success of more than 20 Credit Cards campaigns for RBC Rewards, Avion, Business and Commercial Cards, and Prepaid Cards, with engagement rates above industry average that constantly meet KPIs. Managed the @RBC_Canada Twitter page, the RBC Facebook page, and the RBC YouTube channel.• Professional use of Facebook Ads manager and the Twitter Promoted Products platform. High proficiency with analytic software like Simple Measured and listening tools like Spredfast.• Ability to work effectively across different business units and lines of business including various Credit Card teams, Legal, Corporate Communications, and Digital Strategy and Sales.• Effectively managed partnerships with internal stakeholders, external partners, and colleagues. Superior oral and written skills; Managed campaigns end-to-end from assisting in briefing agencies, content writing, creative review, to the final results analysis.

Remote

Position Highlight: Achieved the projected yearly sales goal for our Early Access release in less than 2 months and grew our Community on Discord and social media by over 200%. Leading the Marketing strategy for our Early Access Real-Time Strategy game called Cepheus Protocol including:• Social media and Community Management on Discord, Twitch, Twitter, Instagram, Facebook, and gaming forums• Influencer Marketing• PR• Web • Merchandising• Recruitment MarketingIn addition, spearheaded playtesting as the QA Lead managing feedback and bugs working directly with the players. Created the Steam store page through the Steamworks developers platform to ensure we built an engaging store page upon release.IndieDB: https://www.indiedb.com/games/cepheus-protocol

Mississauga, Ontario

• Assist in the roll-out of RBC Connect to the enterprise by consulting with different departments to assess and understand their needs, build the architecture of the groups by using graphic design and coding skills, setting them up for success with How-To guides, sitting down with them for one-on-one sessions, and helping with maintenance and improvements of sites once the communities launch.• Review RBC Insurance’s current social media platforms’ effectiveness in driving business results, exploring future state of social media at the corporate level, looking into resourcing needed to launch, marketing collaborations, making sure operations are compliant according to social media policy and procedures, and perform competitive analysis to see what others in the industry are doing.• Research innovative technology and explore different ways that RBC Insurance could use it to drive sales and provide a better customer experience.

Mississauga, Ontario

• Lead in launch of YouTube for RBC Insurance working alongside Digital Strategy, Marketing, Legal, and Compliance, including the development of timelines and schedules.• Created launch plans including timelines and schedules for Twitter. Composed a list of tweets to be used by Community Managers and worked alongside various departments to launch.• Assisted Business Insurance Advisors and their perspective Regional Vice Presidents with their professional LinkedIn profiles. Provided support whenever help was needed through one-on-one consultations.• Created special events and weekly newsletters as a Leo Alpha Mentor for all co-op and summer students answering any questions, connecting them with the right people, and easing their transition into the company. • Developed a new user interface for a company wide program called ‘My Bright Idea’.

Mississauga, Ontario

• Explored the capability of lead generation through social media forums and blogs to provide a new source of insurance sales, by examining 91 sites, drafting posts with approval through legal and compliance, resulting in 509 views and 2 clickthroughs to the company webpage.• Monitored Twitter using software solution searching for daily insurance or life event conversations to uncover 668 warm leads from a total of over 12,000+ tweets for a low cost-of-acquisition channel, strengthening distribution economics and simplifying the way RBCI does business.• Built brand awareness for RBC Insurance and credibility in the social media space as innovative, client-focused providers of insurance products, and insurance advice for your life, thereby increasing "likelihood to recommend"​ scores.• Developed and edited presentation using interactive software "Prezi", which was taken by manager to international social media conference for financial services, hosted by Life Insurance Management Research Association and received excellent reviews.

Mississauga, Ontario

• Proactively contacted clients for a general needs assessment with the goal of booking an appointment in the retail insurance branch to consult with a licensed advisor. Completed over 6000 calls and booked 54 individual appointments - personally contributed more than half of the team total of 102 appointments booked. Used Salesforce.com for appointment bookings.• Assisted prospects in identifying available options to suit their needs and provided professional customer service using effective communication, multi-tasking to search client data while simultaneously conversing, and handled complaints and negative responses with poise.• Consistently exceeded individual targets and goals in a sales-driven culture, including calls per hour, appointments booked, and call quality assessments resulting in multiple awards and recognition.

Honours Bachelor Of Business Administration (Bba), Marketing

Marketing, Business

Graduated with High Honours