Gillian Arfin Email & Phone Number

Oakville, On, Ca

Lead on executive visibility and thought leadership:Overall, my role is to manage the end-to-end process of speaking engagements, ensuring they are impactful and aligned with our strategic objectives. I'm a project manager specializing in securing and optimizing speaking opportunities for our executive team. My job involves several key tasks:- Opportunity management: Identify and coordinate external speaking engagements that align with our company's goals.- Content development: Collaborate with internal teams to create compelling speaking notes and materials for these events.- Event coordination: Work with event organizers and PR teams to ensure the events are well-publicized and achieve maximum visibility.- Social media and online presence: Support our executives in enhancing their social media presence and help them feel more comfortable engaging with online audiences.- Developed, planned and implemented biannual social media and crisis communication training for the executive team. This led directly to an increase in communication between the executive team members, increased social media activity on their personal accounts, and feedback from team members indicated an overall increase in confidence engaging online.- Provide one-on-one support to CEO and executive team for external communications and social media- Work in collaboration with media relations to ensure positive and targeted outreach efforts.

- Lead on developing, implementing and optimizing digital campaigns for national government initiatives, such as the Canada Emergency Commercial Rent Assistance (CECRA) for small businesses. This campaign was responsible for targeting small business owners and driving them to sign up for the government loan program. My campaign included both organic and paid content promoted across Meta, X and LinkedIn.- Proven track record of transforming complex research reports into engaging and accessible content for diverse audiences.- Developed and implemented campaign analytics process to make data-driven decisions for optimizing engagement and reach. This led to more discussion with stakeholders, a better understanding of the work and goals, and more successful campaigns.- Identified new opportunities for growth by conducting thorough competitor analysis and staying informed about industry trends.- Monitored budget throughout campaigns and adjusted targeting to improve ROI.- Developed and maintained audience demographics to improve targeting and tone on all channels.- Assessed paid media analytics against KPIs using Google Analytics, internal reporting and agency reporting and presented findings to key stakeholders.

Toronto, Canada Area

Toronto, Ontario, Canada

Created #MyCanadaLife hashtag for social media launch of the new Canada Life brand which became the overall slogan for the company-wide brand launch. Played a key role in the development and implementation of the new Canada Life brand on social media channels. Currently growing our audiences nationwide.Responsible for the strategy and execution of our Freedom 55 Financial advisor social selling program using Hootsuite Amplify. Helping our financial security advisors make meaningful connections with their clients and position themselves as thought leaders in the industry.• Manage social media advertising budget, including making recommendations for campaigns and product launches.• Publish, analyze and measure the success of campaigns and develop dashboard reports to share with stakeholders. Use these insights to optimize performance.• Contribute to the development of brand strategy for Canada Life social channels.• Execute monthly analytics reports, including competitive analysis, to be shared with executives.• Assist in development and execution of annual marketing plans across multiple brand platforms.• Research, prepare and present advertising proposals for other areas of the business, with budget recommendations, campaign results and ROI analytics.• With a high degree of collaboration, assume accountability to work with various internal and external stakeholders.• Write on-brand copy that’s passionate, original, informative and thought provoking• Maintain monthly editorial calendars.• Fluent in Facebook, Twitter & LinkedIn analytics, Hootsuite, Sprout Social, Google Analytics and Adobe Analytics

Perth, Australia

• Developed, presented and launched digital marketing strategy which implemented email marketing and social media campaigns• Improved website SEO with consistent blog publishing and promotion through digital channels.• Developed, recommended and led the execution of a comprehensive marketing program including digital, print, web and exhibits• Planned and executed company events and represented the company, assisting to develop sales leads• Presented monthly digital marketing analytics to lines of business and executives• Content strategy and development for multiple company websites, including product and service pages, blog writing and general website experience• Responsible for public relations activities• Building relationships with key companies in target markets• Conducted a detailed market analysis to identify adjacent market opportunities for IT consultancy services in the great Perth area• Provided leadership and training to multiple parts of the organization regarding social media best practices and brand advocacy• Provided market intelligence data and reports to the owner and sales team.• Project management and coordination

Perth, Australia

• Worked with customers on all levels from strategic business and account planning to in-store merchandising and promotional execution.• Worked with brand teams for planning and executing on- and off-premise promotions as well as the use of related merchandising.• Prepared sales and marketing forecasts, assisting executives in the preparation of divisional marketing plans, and coordinating marketing plans for overall business.• Supported and participated in product development and management, with input into initial product concept and testing to ongoing monitoring of market success.• Commissioned market research, particularly trade focused studies, aimed to identify market opportunities for new and existing products.• Served as the lead point of contact for all customer account management matters.• Negotiated contracts and closed agreements to maximize profits.• Developed trusted advisor relationships with key accounts, customer stakeholders and executive sponsors.• Forecast and tracked key account metrics (e.g. quarterly sales results and annual forecasts)• Organized and conducted trade and consumer tasting events as well as master classes across multiple products from the McWilliam's Wines portfolio. The portfolio includes both domestic and international products.• Prepared listing proposals and meeting with key contacts in the on-premise industry to discuss proposals.• Maximized sustainable revenue and profit with customers through building partnerships, executing sales strategy and maximizing sales opportunities.• Lead regular business reviews with all key customers and stakeholders, focused on joint KPIs to create future growth profit opportunities.• Developed an email database of key customers in order to execute direct marketing campaigns to targeted groups regarding McWilliam's Wines products and promotions• Use of Microsoft Dynamics CRM and Salesforce CRM

Perth, Australia

• Consistently providing a high level of administrative support to state managers, sales and marketing teams and associates nationwide• Responsible for coordinating and planning state events and meetings, including booking venues, accommodation, travel and catering.• Initiated interstate communication that improved systems and processes.• Sourced and created presentations, flyers, and other marketing collateral for various sales channels. This included the design and production of promotional materials and point of sale.• Tracking sales data, managing accounts and rebates• Preparing and editing reports and documents, including preparation of PowerPoint presentations• Processing orders, credits and invoices and liaising with major warehouses/buyers and monitoring national and international SKU stock levels• Development, editing and distribution of monthly newsletters to local bottleshop group members.• First point of contact for any customer sales related enquiries and supported the team with any administrative requirements.

Bachelor Of Journalism, Journalism

Certificate, Digital Analytics

- Content Strategy - SEO, SEM and Web Analytics - Social Media Metrics and Email Campaigns - Infographics and Data Visualization.

Education record