KARINA PEREZ
INTEGRATED MARKETING
COMMUNICATIONS STRATEGIST
ABOUT ME
I am a full-stack Digital Marketer with four years of
experience implementing integrated marketing
communications plans for luxury and global technology
consumer brands, and the public sector. I help build strong
online communities, brand awareness and bring business growth.
I am a creative and data-driven strategist with a talent for storytelling
and visual design.
WORK EXPERIENCE
DIGITAL MARKETING CONSULTANT
Bold Hair Design I April 2019 - Nov 2020
Social
e-maiI
portfolio
linkedin
cellphone
karinapereznolasco@gmail.com
karina9609.wixsite.com/digital
in/karina-perez com
+1 (236) 885-3239
Digital Strategy
Growth
COMMUNICATIONS ASSISTANT, UBC Master of
Public Policy (MPPGA) I Sept 2017 - Apr 2018
• Managed internal and external communications in the
website, social media channels and newsletter.
• Created social media campaigns collaboratively focused
on student recruitment, including Twitter Q&A and
Facebook Live. Increased MPPGA's Facebook reach by
90% and Twitter Impressions by 40% in four months.
o
• Execution of a Digital Marketing Strategy focused on
Increasing brand awareness and customer acquisition.
• Grew clientele to 2000 through marketing and loyalty
programs, including social media management, web design
and optimization, events, e-commerce store & graphic design.
• Established a conversion funnel to turn leads into
customers. From marketing automation & CRM (web
triggers and emails), to running ads to targeted audiences.
•
• Creation, promotion, and measurement of social
media campaigns (contests, influencer marketing, ads.)
o CONTENT SPECIALIST, Vancouver Career College
and Reeves College I Sept - Oct 2020 (Contract)
• Plan and execute content (social media, e-malls, and
blog). Launched a successful user-generated
Thanksgiving contest to build brand loyalty.
• Managed social media analytics reports.
o MARKETING COORDINATOR, UBC Campus
Community Planning (CCP) I Sept 2018 - Apr 2019
• Executed an effective lnstagram Marketing Strategy
(@campusubc) by working closely with stakeholders,
earning 1000 organic followers within the first month.
• Managed content in our website, newsletters, public
consultation reports, and social media.
• Launched a viral visual campaign to promote a
crowdfunding initiative, the UBC Tree
Canopy Bus Shelter, that was shared UBC-wide.
Designed multimedia assets: digital signage,
videos, posters and banners.
SOCIAL MEDIA COORDINATOR, Latincouver
Business & Cultural Society I Apr 2016 - Oct 2016
• Created social media campaigns collaboratively,
including Live, contests, ads. Recognized as the best
Facebook page engagement among Vancouver events pages.
• Boosted CSOL's Facebook post engagement by 500%,
through the promotion and design of a creative
sponsors campaign.
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BILINGUAL SOCIAL MEDIA MANAGER
Vorwerk Thermomix I Nov. 2020 - March 2022
o
• Execute social media strategies to drive engagement (+80%)
and growth (+40%) across all channels in order to drive leads
and nurture our community. Grew Instagram following by 88%,
Pinterest to 17k monthly viewers & Facebook groups (60%)
through Live video and engagement tactics.
• Executed International Women's Day campaign with a 360°
approach and drove 100 leads and increase in reach (+40%).
• Write copy for social, e-mails, landing page and blog in
English & French.
• Created robust educational programming for our consultant
micro-influencer community across North America inclusive of
webinars, cheat sheets, media library, and office hours to
amplify content. Design marketing collateral as needed.
• Monitor and report on success metrics and KPIs.
• Liaise with PR agency to implement celebrity influencer
campaigns.
DIGITAL COMMUNICATIONS OFFICER, Webmaster and Publisher
at Government of Canada (PacifiCan), Bilingual I Aug. 2022 - now
• Create and maintain web content on Government of Canada
website on Adobe Experience Manager (AEM) under tight
deadlines. Manage web analytics dashboards and UX testing.
• Publishing on website and media outlet news releases,
funding program and agency's information and engaging client
success articles. Compliant to web accessibility guidelines and
best practices for search engine optimization (SEO).
• Code long reports and perform quality assurance check.
• Improved PacifiCan's web presence and voice, with design
templates, interactive maps, and better usability.
• Write engaging social posts about our impact in diverse
sectors. Use HootSuite for campaign building & social listening
• Developed a YouTube Marketing Strategy to optimize and
grow our channel and improve branding.
• Developed Brand Identity and messaging to position
Bold as a top salon in Vancouver with 5-star reviews.
• Created on-brand visual assets for print and digital.
o
o
o

KARINA PEREZ
INTEGRATED MARKETING
COMMUNICATIONS STRATEGIST
BrainStation, Digital Marketing Certification I Mar 2016
Topics Branding & Strategy, Social & Growth and SEO/
SEM/Analytics. Part-time course led by industry experts
HootSuite Academy, Social Media Marketing 2018
Online Certificates (Marketo, Google Analytics)
Alliance Française Vancouver
Achieved B2 Professional Proficiency and gained TEF diploma
Io
o
karinapereznolasco@gmail.com
karina9609.wixsite.com/digital
in/karina-perez
e-maIi
portfolio
linkedin
celIphone +1 (236) 885-3239
SKILLS & TOOLS
UB C Imprint Business Case Competition I Feb 2020
Client: Labatt Brewing Company
Conducted a market research to solve a business problem
and proposed the creation of a new Ready-To-Drink
stream that brings innovation, convenience &
psychological value to customers and a market on demand.
UB C eProjects 'LiteHacks' business hackathon 2019
Worked collaboratively to build a minimum viable
product (MVP) of our Augmented Reality (AR) app
Pitched business strategy (business model canvas,
KPIS, customer segmentation, finance) and a low-fi
prototype Mentor, UBC Arts Co-op Association I Jan to
Apr 2019 Support mentee with career exploration, job
search and personaI brand development
AWARDS
o First Place at Class Competition, BrainStation,
Collaborative Digital Media Strategy to help a
local business, Kitskitchen, grow its brand
awareness and community engagement
o Certificate of Excellence, UBC Arts Internship
Program I Aug 2016
Communications Assistant, The City of Vancouver
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o Nomination 2022 Public Service
Communications Team Powerhouse
Pacific Economic Development of Canada
o Silver Prize (second place) & Best Use of Hasura
GraphQL Prize, XdHacks 2019 Major League Hacking
(MLH) hackathon focused on Sustainable Health.
Collaborated with UX designers and developers
to build the app's prototype and pitch business strategy
to the panel of Judges
Community Economic Development training
YouTube Marketing for Government | Led by YouTube civic lead
HootSuite Insights training
Results Map® Introductory Workshop | Learned strategic
framework to develop a communications plan
University of B ritish Columbia (UBC), BA Art History,
UB C Co-op Program I Sept 2014 - May 2020
Relevant courses Writing for New Media, Digital Media,
Computer Fluency, Microeconomics, Interdisciplinary
Studies. Participated in business technology conferences.
PROJECTS
PIVOT Business Case Competition I Feb 2020
Client: TalentMarketplace Hosted by Case/T and SFU
EDUCATION
Canada School of Public Service + coding 2022-ongoing
Trained in Adobe Experience Manager, Adobe Analytics,
Adobe Target for web publishing
HTML5 and CSS coding in accordance with Treasury Board of
Canada standards, the WET 4 framework, the Canada.ca
Content Style Guide, and full compliance with Web Content
Accessibility Guidelines (WCAG) 2.0. A/B test personalizations
Creation and analysis of web and social media dashboards
o DIGITAL COMMUNICATIONS MANAGER, UBC
Graduate Student Society I Nov 2019 - Aprll 2020
• Produced a comprehensive Event Marketing Guide that
outlines the best tactics to maximize event attendance
and drive sales.
0 WEB DESIGNER & RESEARCH ASSISTANT of director
Moura Quayle, UBC Policy School I Summer 2018
• Designed and managed an educational website with a
user-centered approach. Tasks: usability, site architecture,
copy-writing, graphic design and SEO.
• Assisted the school's director with research to develop
the Strategic Design seminar methodology.
Worked collaboratively to pitch business and technical
solutions to TalentMarketplace
Conducted market analysis to provide marketing and
technical recommendations and improve machine
learning models
WORKEXPERIENCE (CONTINUED)