Elena Raso

About

With over 11 years of hands-on experience in marketing and social media management, I bring a blend of expertise and passion to every project. I thrive on driving engagement, nurturing communities, and crafting compelling brand stories that resonate with audiences. From orchestrating viral campaigns to leading cross-functional teams, I excel in creating impactful strategies that elevate brand visibility and drive results. With a knack for content creation and a keen eye for detail, I am dedicated to fostering positive brand experiences and driving customer engagement. My journey in digital marketing has been fueled by a genuine enthusiasm for leveraging online platforms to connect with audiences and drive business growth.

Experience

• Social Media & Industry Relations Lead · Vancouver Film School

  ● Developing and executing social media strategies by conducting market research and audience insights, resulting in 32% engagement increase and 3x follower growth rate and an increase in website click-through rate (CTR) from 76% to 112%. ● Orchestrated a viral Instagram Reel with over 2M plays, reaching 1.4M accounts and amassing 272k likes, resulting in a substantial growth of over 10k new followers for the company's page. ● Leading our North American and Global PR agencies to develop omnichannel strategies for press for faculty, alumni, news and events, resulting in multiple viral PR campaigns. ● Collaborating with cross-functional teams, including marketing and creative, to ensure cohesive brand and messaging. ● Spearheading organizing the social media content calendar to share alumni success, and faculty news to promote Vancouver Film School’s 15 programs. ● Organizing a monthly Online Industry Talk webinar on Zoom with alumni and industry professionals working in film, television, design, animation, and video games. Responsible for booking speakers, event promotion and the digital operations of the events. ● Speaking at Orientation days online via Zoom to new students on behalf of the marketing department to encourage students to engage with the brand on social media and participate in fun and creative trends that are shared onto the brand accounts. ● Representing Vancouver Film School at industry events and conferences, presenting and networking with key stakeholders.

• Social Media Manager · Niagara Vintage Wine Tours04-01-2020 – 02-01-2021

  Developed and implemented new social media strategies and plans to attract new clients and increase brand awareness. Produced original social media content and assisted in the creation and management of promotional campaigns. Increased online bookings by 70% within 7 months and achieved a 27.2% follower growth in less than 6 months. Developed a cross-channel social media platform to engage different customer segments on Facebook and Instagram. Used Photoshop and Canva to create compelling visualizations that regularly had engagement of over 35%. Moderated user content to ensure all engagement with our brand was appropriate and amplified our message. Doubled website traffic from 15,000 average visitors to 31,000.

• Content Marketing Manager & Business Development · Purple Sales Solutions Inc04-01-2020 – 01-01-2021

  Responsible for re-developing the online brand through a combination of website creation, content development and search optimization, resulting in an increase in inbound leads. Took ownership over content planning, execution and reporting on content effectiveness across all managed clients via Email Marketing, website development, sales presentations and brochures. Drove the overall Email marketing strategy for assigned accounts utilizing personalized messaging through list segmentation and optimization to increase open and click rates, while minimizing list attrition.

• Social Media Manager · York Orthodontics05-01-2019 – 03-01-2020

  Oversaw the social media strategy for Facebook and Instagram, as well as Email marketing, website management, online reputation management and Google Ads to build brand awareness and lead generation online for York Orthodontics. Built the social media content strategy for Facebook and Instagram through a combination of compelling content and strategic monthly contests and giveaways, resulting in a following growth of 25% in 4 months across both channels combined. Quarterbacked the Email marketing programs from copywriting, design to list segmentation resulting in an average open rate of 55% per Email campaign. Conducted an online reputation management program for York Orthodontics, resulting in 50% increase in Google reviews.

• Head Event Promoter and Team Manager · INK Entertainment09-01-2011 – 02-01-2019

  Led a team of 8 people, training them on social media strategies and content creation to build social media awareness of upcoming events to drive ticket sales. Brainstormed and launched all social media promotional campaigns and strategies to increase ticket sales using Facebook and Instagram. Generated payroll invoices, sent email communications to head office and organized excel spreadsheets for team sales reports.

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