PROFESSIONAL ACCOMPLISHMENTS

    PROFESSIONAL ACCOMPLISHMENTS

    VICE PRESIDENT, CANADA, INDO CANADA EDUCATION COUNCIL (ICEC)

    Jan 2016 – Current

    Marketing Strategy, Planning, and Execution

    • Strategic Leadership: Collaborate directly with the executive team to evaluate market conditions, project feasibility, and define core business objectives.

    • Omnichannel Execution: Architect and implement multi-channel marketing plans, establishing KPIs and tracking progress to ensure high-ROI outcomes.

    • Operational Oversight: Design workflows, establish priorities, and coordinate cross-functional teams, volunteers, and resources to drive projects to successful completion.

    Communications and Stakeholder Engagement

    • Branch Leadership: Act as the primary liaison for the Canadian branch, assessing partner needs to develop highly targeted proposals, presentations, and value propositions.

    • Strategic Partnerships: Cultivate and manage high-value relationships across corporate, government, media, and academic sectors.

    • Major Milestone: Successfully negotiated and secured a landmark partnership with India’s largest student-educator platform, unlocking a promotional reach of 16 million students annually for ICEC seminars and offerings.

    Website Design and Digital Marketing Strategy

    ICEC has served over 20,000 students and welcomed more than 100,000 website visitors. As Vice President, Canada, and lead strategist, I have driven the organization’s digital presence through two major digital transformations: first, by designing and building a high-traffic B2B and B2C CMS, social and email-integrated website and most recently, by engineering an AI-powered, high-speed web architecture to support our new B2B platform and ensure student accessibility. 

    Case Study 1: The Digital Growth Engine (Phase 1)

    The Objective To transition ICEC’s legacy data into a modern Content Management System (CMS), establish the organization as a premier information hub for both B2B stakeholders and B2C students, and launch paid acquisition channels to drive engagement.

    The Strategy & Execution

    • CMS Migration & Overhaul: Led a massive design overhaul and data migration to a WordPress CMS, creating distinct, user-friendly pathways for our two primary audiences.
    • The B2B News Hub: Developed a dedicated news service targeting executive-level decision-makers. I integrated the news feed with social media automation and launched the B2B ‘Sector Update’ newsletter, which consistently achieves a 40% open rate.
    • The B2C Student Hub & Acquisition: Built a comprehensive resource center for students. To drive traffic to the hub, I launched and optimized targeted digital ad campaigns promoting ICEC, partner events, and government resources.

    The Results

    • Traffic Doubled: The redesign and SEO improvements resulted in a +100% growth in overall web traffic, successfully bringing 4,000 visitors to the website monthly.
    • High-Efficiency Ad Spend: Digital campaigns targeting international students generated 75,000 views per insertion at an exceptional Cost Per Click (CPC) of just $0.07.

    Case Study 2: AI Optimization & MarTech Integration (Phase 2)

    The Objective Following years of growth, ICEC required a modernized digital infrastructure to improve accessibility for international students in rural areas (where site speed is critical) and to build a highly scalable, centralized marketing automation engine for internal operations.

    The Strategy & Execution

    • AI-Assisted Web Optimization: To serve users in low-bandwidth rural regions in India and Canada, site speed became our top priority. I executed a second major website revamp, moving away from bulky, slow-loading WordPress plugins. Instead, I leveraged AI to code a custom, lightweight HTML architecture, drastically reducing page load times.
    • Full-Funnel MarTech Integration: Built out dedicated service pages and overhauled internal operations by centralizing our CRM and marketing automation. By integrating MailerLite and ClickUp, I streamlined team workflows, automated lead nurturing, and established a seamless B2B and B2C communication pipeline.

    The Results

    • Lightning-Fast Accessibility: The AI-assisted, custom HTML web redesign successfully stripped away plugin bloat, resulting in a highly optimized, fast-loading user experience crucial for rural students globally.
    • Operational Excellence: The successful deployment of MailerLite and ClickUp eliminated internal bottlenecks, creating a fully automated, scalable system capable of efficiently managing our massive student and partner databases.

    Student Services & Event Ad Campaigns

    Developed Facebook paid social campaigns to promote ICEC student services and partner student events, generating a 75,000 views per event at a cost-per-click of $0.37. Developed copy and creative and optimized campaigns to bring in 3000+ monthly student visitors to the website.

    MARKETING AND COMMUNICATIONS MANAGER, CANADIAN PARENTS FOR FRENCH (ONTARIO)

    July 2021-October 2022; October 2022 – March 2023 (SayOUI.ca Marketing Project)

    Marketing Strategy, Planning, and Implementation

    Eva designed marketing strategies to reach business and marketing objectives. She developed and implemented a company-wide marketing plan that encompasses ongoing programs, events, and new initiatives, such as the Teacher Recruitment Project, as well as membership and sponsorship sales, coordinating internal and external resources towards project completion and ensuring consistent branding across platforms.

    Eva prepared presentations, sales and marketing collaterals, and performance reports, collected customer data through surveys and analytics, and tracked and reported on KPIs to the Executive Director, national branch, and government funding programs through semi-annual branch marketing reports and weekly project updates.

    Partner Marketing and Stakeholder Engagement

    Eva coordinated and worked with 30+ partners, sponsors, and event exhibitors as well as marketing agencies, vendors, and staff towards project completion, which include events, joint programs, and promoting partner offerings to our audience.

    Digital Marketing Strategy for Engagement and Program Enrollment

    Eva enacted a multi-channel marketing program to drive visitors and members to the company website, increasing traffic and engagement on the branch website, with a 87% increase in page views and an 122% increase in website visitors in the second half of 2021.

    She demonstrated success in driving program enrollment to full capacity and developing a consistent, professional brand image across platforms for various initiatives, including the Family Event and AGM (2021 and 2022), Concours d’art oratoire, and ongoing virtual programs and workshops through social media, paid ads, email and partner marketing.

    Eva also redesigned the member newsletter to better engage parents and channel readers to company offerings, resulting in an avg. open rate of 58% (+60% from the previous year). View samples: 1 | 2

    Membership Drive

    Eva took initiative to implement a comprehensive fundraising marketing program that included cross-promotion with event and program marketing, an organic social growth strategy, print and digital ads (newspaper, website, and paid social media ads), direct mail, partner and email marketing.

    She launched and split-test the organization’s first fundraising social ad campaigns on Facebook, TikTok and Instagram, signing 708 members in 2021 and resulting in an increase of +300% on our member sign up landing page. Eva freed up funding for advertising expenditures by securing 60% savings on branch merchandise by removing intermediaries and working directly with overseas suppliers.

    French-Second Language Teacher Recruitment Marketing Project - SayOUI.ca

    The SayOUI French Teacher Recruitment Project required a comprehensive, multi-channel approach to build awareness and drive conversions across Canada. Acting as the lead marketing consultant, I managed a two-year, $150,000 budget, overseeing everything from high-level strategy and stakeholder reporting to hands-on digital ad execution. By taking over advertising campaigns from an external marketing agency and optimizing their media mix, I achieved a massive surge in engagement and drove their Cost Per Acquisition (CPA) down by 90%.

    Eva also performed event marketing and management for the SayOUI Pathways to Bilingual Success Youth Conference, increasing registrations from 100 to 1600.

    Case Study: SayOUI French Teacher Recruitment Project

    The Objective To develop and execute a comprehensive, multi-channel marketing program to spread awareness, increase traffic, and drive teacher recruitment conversions (Quiz Completions) for the SayOUI project. This required managing a two-year budget of $150,000, coordinating with internal teams, external partners, and marketing agencies, and preparing rigorous weekly, monthly, and bi-annual KPI reports for upper management, the national branch, and government grant funding stakeholders.

    The Strategy

    • Digital Pivot & Optimization: Transitioned campaign management in-house from an external agency. To maximize conversions and return on investment, funds were aggressively reallocated from broad traditional channels into high-performing digital channels.

    • Hyper-Targeted Social Channels: Discontinued underperforming digital channels to double down on Facebook (achieving a highly competitive $1.16 CPC for professional recruitment) and launched a highly effective TikTok campaign targeting youth ($0.29 CPC).

    • Omnichannel Reach: Utilized a blend of digital platforms alongside high-visibility traditional marketing mediums (billboards, radio, print, bus, and restaurant ads) and partner networks to saturate the target market.

    Campaign Execution & Rollout

    • Phase 1 (Apr 2020 – March 2021): Deployed organic and paid social campaigns across Facebook, Google Ads, TikTok, YouTube, and Spotify, generating over 2.5 million impressions and 35,000 website clicks. Simultaneously, traditional advertising reached a massive circulation of +16,000,000, while partner marketing activities reached an additional 60,000 engaged subscribers. By the second half of 2021, this strategy drove a 54% increase in page views and a 370% increase in Quiz conversions.

    • Phase 2 / Final Year (Completed March 2023): Managed a targeted $60,000 budget for the final year. By focusing remaining traditional funds only on the best-performing offline channels (maintaining a 15.5M circulation) and scaling the optimized digital campaigns, website traffic and engagement were exponentially increased.

    • Event Marketing: Managed the end-to-end event marketing for the SayOUI Pathways to Bilingual Success Youth Conference.

    The Results

    • 90% Drop in CPA: Slashed the Cost Per Acquisition (teacher signups) by 90%, bringing the cost down from $576 in Year 1 to just $52 in the final year.

    • Massive Traffic Surge: Generated 9.5M digital impressions (+360% YoY) and drove 146,000 visitors to the website (+1038% YoY) in the final year, achieving a strong 1.54% Click-Through Rate (CTR).

    • Increased ROAS & Efficiency: Reallocating funds from traditional to digital channels increased overall Return on Ad Spend (ROAS) by 60%. This shift consistently lowered costs, securing an exceptional blended CPM of $6.32 and highly efficient CPCs across the board.

    • Event Growth: Boosted event registrations for the Pathways to Bilingual Success Youth Conference from 100 to 1,600, increasing exhibitor and sponsor sales by over 50%.

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    Event Marketing

    Marketed the Family Event and AGM 2021, Pathways to Bilingual Success Youth Conference 2021, and Family Weekend and AGM 2022 to attendees, exhibitors, and sponsors.

    Successful in increasing event registrations for the Pathways Bilingual Success Youth Conference fair from 100 to 1600 and exhibitor participants and sponsorship sales by over 50% from previous events by adopting a new event management platform for a more professional and engaging event format and a robust B2B and B2C marketing program that included social media, email, and partner marketing targeting educator and counsellors, schools and school boards, employers, academic institutions and other stakeholder organisations.

    Coordinated exhibitor and sponsor booths, technology vendors, and support staff to project completion. 

    PROGRAM COORDINATOR, CANADIAN ARTISTS ONLINE AND CANADIAN ARTISTS GALLERY

    February 2014 – January 2016

    • Coordinated artist membership outreach programs and activities and managed the company websites.
    • Developed and distributed distributed member collaterals and correspondence, maintained the client database, and negotiated member discounts with vendors.

    MARKETER AND WEB DESIGNER & DEVELOPER, CHENG MEDIA GROUP

    January 2014 – January 2016

    • Designed the web design company website and developed marketing materials including web copy, proposals and presentations.
    • Design and develop client WordPress websites, prepare project plans, and coordinate projects to completion.

    BUSINESS DEVELOPMENT CONSULTANT; DIRECTOR OF OPERATIONS, CANADA INDIA EDUCATION COUNCIL

    December 2011 – December 2015

    • Performed marketing, sales and communications functions including acting as the first point-of-contact, developing marketing materials and programs, managing email and social media marketing campaigns, and liasoning with education stakeholders.
    • Prepared project plans and coordinated events and ongoing activities including the annual Synergy Education Conference (2012-2015) and Business of Education Gala, overseeing the rollout of agent membership, and the redesign of the website.
    • Trained and coordinated staff, oversaw office flow, and designed, streamlined, and automated workflows and procedures.
    • Performed business development and CRM functions including coordinating meetings, performing research and data mining, preparing presentations, sales reports, servicing clients, and maintaining client records, the CRM system and a database of 16,000.

    MARKETING COORDINATOR, PROGRESSIVE REHAB

    December 2011 – May 2015

    • Coordinated email, direct mail, and social media campaigns, organised patient appreciation events, and developed communication materials such as presentations, articles, newsletters, reports and brochures.
    • Managed the company database and social media accounts, coordinated website changes and updates with the web developer, and provided administrative and marketing support to owners and staff as needed in a high-paced environment.