Content & Social Media Specialist.
My Role
Content & Social Media Specialist
Oversaw MLA Canada’s content strategy and brand efforts, leading 10+ freelancers and collaborating across departments to craft newsletters, reports, video series, and events that unified and amplified the organization’s messaging.
Objectives
Goals
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Position MLA Canada as an industry thought leader through blog posts, guides, or whitepapers.
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Increase social media followers and engagement rates.
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Grow blog readership and newsletter subscriptions.
Challenges
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Unclear content pillars hindered consistency
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Content not tailored to audiences
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Low post engagement limited reach
Approach
Content strategy refresh: Led a full refresh of MLA Canada’s brand and content strategy, introducing new content pillars and a brand guide.
Optimizing key content deliverables: Audited existing campaigns and content to identify high performers, then refined and optimized them for greater impact.
Making data-driven decisions: Built a system for data collection and analysis, enabling the team to make informed, metrics-backed decisions.
Work Samples
Reports
Led production and promotion of MLA Canada’s reports, including the annual MLA Intel, from creation to industry-wide distribution.
Coordinated internal teams, designers, and printers to deliver on time, drove promotion across email, social, articles, and earned media, including coverage in publications like Urbanized Vancouver. The report itself garnered over 3,000+ downloads/reads.
Social Media
Managed MLA Canada’s social media accounts, leading a full content strategy and aesthetic refresh across all channels.
Highlighted employees and projects while positioning MLA Canada as a thought leader in the industry and introducing short form video content. Channels grew to 30,000+ followers with a 3% average engagement rate.
Email & Newsletter
MLA Canada Newswire
Manage the daily MLA Canada Newswire, curating market news, development updates, and presale information for 10,000+ subscribers. With a 30% open rate and 25% click-through rate, the newsletter is a key resource and staple for Vancouver’s real estate community.
Video
Managed the production of MLA Canada’s monthly video series, Presale Pulse, a roundup of the real estate market in Metro Vancouver and the Fraser Valley.
Worked on scriptwriting, scheduled shoots with VPs and the videographer, and prepared videos for posting & promotion across all channels. Videos reached up to 27,000 views.
