Karlson Yip Email & Phone Number

Toronto, Ontario, Canada

- Led and managed a cross-functional digital marketing team with yearly budget management, overseeing a successful national branding project in collaboration with Olympian Maggie Mac Neil, resulting in 9 million post reach, 2 million video views, 30k traffic and 10+ positive media coverages to increase 12% brand recognition.- Developed a new always-on content marketing strategy, driving a 177%+ increase in social media engagement, a 228% increase in post reach, and a 500% increase to the… Show more - Led and managed a cross-functional digital marketing team with yearly budget management, overseeing a successful national branding project in collaboration with Olympian Maggie Mac Neil, resulting in 9 million post reach, 2 million video views, 30k traffic and 10+ positive media coverages to increase 12% brand recognition.- Developed a new always-on content marketing strategy, driving a 177%+ increase in social media engagement, a 228% increase in post reach, and a 500% increase to the donate page with a 110% increase in online donations.- Successfully led and orchestrated a record-breaking Giving Tuesday campaign, exceeding the fundraising target by 120% within a remarkable 5-day period through strategic multi-channel marketing efforts.- Utilize data analytics to reform digital marketing strategies, achieving a remarkable 87% YOY growth in website traffic, doubling daily link clicks through Google Ads Optimization, increasing brand visibility and furthering the mission to improve lung health in Canada. Show less

Toronto, Ontario, Canada

Marketing and Communications:- Developed data-driven marketing strategies, yielding a 246% increase in impressions, 135% increase in engagements, 144% growth in post-link clicks and 50% increase in website new users. - Managed website updates, optimization, and user feedback-driven improvements, achieving the highest monthly active user counts in 2023 and driving organic donations.- Cultivated community relationships, enhanced event impact, and executed integrated giving campaigns… Show more Marketing and Communications:- Developed data-driven marketing strategies, yielding a 246% increase in impressions, 135% increase in engagements, 144% growth in post-link clicks and 50% increase in website new users. - Managed website updates, optimization, and user feedback-driven improvements, achieving the highest monthly active user counts in 2023 and driving organic donations.- Cultivated community relationships, enhanced event impact, and executed integrated giving campaigns, ensuring ongoing donor retention and growth.Community Giving:- Cultivated and stewarded community events in support of True Patriot Love.- Collaborated with event organizers to enhance their events.- Designed integrated annual giving campaigns using various donor retention and growth tactics. Show less

Toronto, Ontario, Canada

- Spearheaded a record-breaking digital campaign, surpassing the KPI by achieving 16k+ organic signups in 3 days.- Crafted creative digital content and co-managed Greenpeace Canada’s digital channels.- Implemented community management and innovated with new digital tools and platforms.- Contributed to the planning and execution of the digital team and content strategies.

Hong Kong Sar

- Devised a strategic communications plan for WeWork markets in Hong Kong and Taiwan.- Collaborated with media and creative agencies to launch impactful campaigns, resulting in a 20%+ rise in website traffic and a 10%+ SEO ranking boost.- Managed media relations, achieving 100+ positive media coverages post-scandals.- Forged marketing partnerships with companies like LinkedIn and Airwallex to enhance brand image.- Ensured brand consistency across various marketing channels… Show more - Devised a strategic communications plan for WeWork markets in Hong Kong and Taiwan.- Collaborated with media and creative agencies to launch impactful campaigns, resulting in a 20%+ rise in website traffic and a 10%+ SEO ranking boost.- Managed media relations, achieving 100+ positive media coverages post-scandals.- Forged marketing partnerships with companies like LinkedIn and Airwallex to enhance brand image.- Ensured brand consistency across various marketing channels, including collaborations like the UNHCR Ukraine project. Show less

Hong Kong Sar

- Provided public affairs advisory to the C-suite, including bill analysis and stakeholder mapping.- Addressed critical issues like legislative activities and independent contractor strikes.- Led projects like the partnership with K11 Art Mall and the robot delivery pilot with Hong Kong Science Parks.- Built networks with key stakeholders to influence government policy and achieve business objectives.- Drafted position papers on key issues, such as the ban on single-use plastics.

Hong Kong Sar

- Designed growth marketing strategies, achieving a 700%+ direct digital donation growth and 40K+ petition sign-ups in 6 months.- Collaborated with celebrities and influencers, driving a 500%+ fundraising growth in the 2020 digital campaign.- Optimized social media strategies for brand awareness with record-breaking engagement.- Supervised fundraising juniors and contractors for various fundraising efforts.

Hong Kong

- Crafted marketing strategies, surpassing the KPIs by achieving over 65k signups in a 3-month campaign.- Led fundraising campaigns, securing 120+ donors in a 2-day peer-to-peer campaign.- Reformed the editorial team, increasing website traffic by 19 times in six months.- Successfully managed a PR crisis in 2019, achieving high engagement and positive reactions.

Hong Kong

-Brought the news with coverage of international relations and local policy via online edition and social media, and conducted exclusive interviews with government officials and corporate executives-Attended press conferences and composited time critical transcripts of the guests’ speeches

Hong Kong

-Reported daily featured e-sports stories and videos on website and designed the layout of webpage-Translated articles from English to Simplified Chinese for public relations firms and direct clients

Hong Kong

-Devised and implemented digital strategies to increase visits & engagement, enhance customersatisfactions and achieved corporate objectives in terms of conversation rates and sales turnover-Worked independently on news research, creative copywriting, translating and proofreadingpromotion materials for online content to optimize advertising channel

Hong Kong Sar

-Translated and published weekly international and local human rights news stories, and compositedspecialized articles to the quarterly magazine “HUMAN RIGHTS” to arouse social awareness-Coordinated and designed a series of educational events for students from public universities and20 secondary schools in Hong Kong to promote humanities

Hong Kong

Division of the Public Information (LegCo News Services)-Composited weekly agenda of LegCo meetings and press releases for LegCo website publication-Designed and prepared marketing materials for LegCo quadrennial event (LegCo Fun Day)-Conducted time critical transcripts of the President’s speeches independently and drafted public invitation letters (Attention to News Editors) to the mass mediaDivision of Translation and Interpretation-Translated bilingual official… Show more Division of the Public Information (LegCo News Services)-Composited weekly agenda of LegCo meetings and press releases for LegCo website publication-Designed and prepared marketing materials for LegCo quadrennial event (LegCo Fun Day)-Conducted time critical transcripts of the President’s speeches independently and drafted public invitation letters (Attention to News Editors) to the mass mediaDivision of Translation and Interpretation-Translated bilingual official documents, including circulars, background briefs, minutes, researchbriefs and research reports in Traditional Chinese and English-Drafted apothegms for the LegCo’s President to present in local public seminars and ceremonies Show less

Hong Kong

-Provided instinct legal advice for Hong Kong migrant workers encountered illegally abused-Strived legally for statutory wage of the workers through Labor Division, including regulatoryaffairs and corporate agency communications-Acted as a counselor to the migrant workers and provided chronological comforts

Singpaore

-Coordinated different member workshops and a Triennial International Theatre Arts Conferencewith more than 20 countries drama groups and artists with logistic help-Designed promotion materials for public events and valued the effectiveness of social channels

Shanghai

-Designed promotion materials and gaming session for signature corporate’s anniversary events-Created slogans of events and drafted business plan and presentation to the customers-Translated bilingual public advertising articles materials in Simplified Chinese and English

Postgraduate Certificate, Public Relations

Dean’s list

Exchange Studies, School Of Arts And Science

Bachelor Of Arts - Ba, History And Translation