Mar 2022 – Mar 2025 · 3 yrs · Greater London, England, United Kingdom

• Manage and write global communications for the Deliveroo rider fleet across 10 Europe, Middle East and Asia markets.
• Strategise and manage crisis comms, product comms and operational comms. Line manage Global Comms Manager.
• Winner of the Golden Wings Award 2023: Not All Heroes Wear Crêpes.
• Co-chair of the Learning and Development committee and Marketplace Lead on the Gender Equity ERG.

Nov 2020 – Mar 2022 · 1 yr 4 mos

• Lead and manage central Content team of 12 marketers, overseeing B2C and B2B customer content via blog/web, social media, video and copywriting teams
• Build and deploy insights-led content strategy to increase brand engagement, customer value and conversion across B2C and B2B inbound marketing channels: email, social media, video, copy and web/blog content across three websites: QS.com, TopUniversities.com, TopMBA.com.
• Key brand leader in companywide rebrand, directing tone of voice, brand values and writing style guides
• Scout, on-board and manage external agencies
• Navigate a Marketing-wide team restructure
• Promoted from Social Media Marketing Manager after 1 year; Reports to Chief Marketing Officer

Nov 2019 – Nov 2020 · 1 yr

• Manage 10x B2C social media accounts for 3 distinct products: QS World University Rankings, Top Universities & QS Top MBA – across Facebook, Instagram, Twitter, LinkedIn and YouTube – total audience of 850,000+
• Increased Q1 social media performance by 105% YOY at no cost
• Built robust social media marketing strategy to identify objectives, KPIs and target audiences
• Create fresh and original organic social media copy, craft campaigns for rankings launches, events promotion, editorial and lead-generation content
• Increased social media performance for QS World University Rankings campaign by 9% YOY at no cost
• Liaise with senior stakeholders including CEO, Head of PR, Online Director and Marketing Director
• Implement processes for effective collaboration and social media performance across departments
• Line manage Social Media Executive and Copywriter to cultivate positive career development and skill building

Sep 2017 – Nov 2019 · 2 yrs 2 mos

• Sole responsibility for direction and coordination of social media marketing, with a particular focus on building, engaging and retaining audiences across Instagram, Facebook, LinkedIn and Twitter
• End-to-end management and production of company blog [10 pieces per month], including original content creation, CMS management, additional content curation, digital channel optimisation & SEO
• Increased blog traffic by 133% over six months and built blog readership from 0 to 10,000 per month
• Created an integrated social media strategy which boosted Instagram audience growth by 50%, and exceeded 10,000 followers benchmark to unlock direct links via Instagram Stories
• Increased property tour bookings by 134% y-o-y through innovative paid social media campaigns
• Managed email marketing campaigns for existing and prospective customers, resulting in 84% open rate
• Produced and designed content and copy for website, landing pages, mobile app, email marketing, sales flyers and customer communications, with coherent brand messaging across all platforms
• Course certified in digital marketing and Google Analytics
• Promoted from Social Media Coordinator role after 6 months

Jan 2016 – Jan 2017 · 1 yr · London Area, United Kingdom

• Digital marketing at growing start-up serving laundry on-demand to London and UK-based clients
• Coordinated social media and blog content, targeting London and UK-based clients
• Identified and conducted outreach to relevant journalists for press coverage
• Led extensive customer interaction including direct client feedback calls to improve service
• Effectively utilised marketing tools to meet KPIs including Hootsuite, Gorkana & Google Analytics

Jan 2013 – Jan 2014 · 1 yr

• Coordinated investigative research, reporting and fact-checking for investigative news outlet
• Led team of graduate reporters and credited with reporting and fact-checking for three PBS “Frontline” documentaries, produced out of the UC Berkeley Investigative Reporting Program, directed by Lowell Bergman.
• Credited for fact-checking and reporting on PBS "Frontline" films Money and March Madness, Rape in the Fields and Rape on the Night Shift. Led research for investigation of the sexual harassment of service employees, and the Macau gaming industry.

Jan 2013 – May 2013 · 4 mos

• UC Berkeley's Investigative Reporting Program hosts an annual gathering of who's who of investigative reporters in this 3-day conference on the UC Berkeley campus. Past panelists & moderators have included Julian Assange, NY Times' Bill Keller and host, Lowell Bergman discussing and debating the latest topics in investigative reporting.
• End to end event planning included:
• organising and coordinating all logistical elements of event
• maintained RegOnline and database of guests, including coordination of partial and registered guest lists, screening RSVPs, VIP breakfast RSVPs, and wait list
• managed on-site logistics: catering, moving services and in-kind donation deliveries/set-up
• responded to general inquiries
• designed and formatted final programme pages and posters using Adobe InDesign
• processed invoices
• maintained files on server and symposium binder
• designed and coordinated invitations via email and mail, including VIP breakfast and screening invites
• coordinated travel arrangements and accommodations for special guests
• coordinated parking and provide maps and information for website and on-site signage
• hired/managed UCB student work study staff during Symposium weekend
• managed/secured in-kind donations – wine, beer, coffee, chocolate, sodas, magazines, food, desserts, swag
• managed catering & food related matters, furniture rentals, golf cart rentals
• maintained and collected speakers release forms
• managed flower arrangements, decoration of venue, general aesthetics
• coordinated printing materials: posters, programs, name tags
• coordinated/designed gift bags – secured pens, pencils, coffee, chocolate, magazines, treats, swag, ordered water bottles
• secured liquor license and security
• follow-up thank you to in-kind donors, cash donors, sponsors and speakers
• analysed results of follow up survey (Survey Monkey) to attendees
• wrote and collated final report and recommendations for next year's event

Jan 2011 – Dec 2012 · 1 yr 11 mos

• Assist Investigative Reporting team, led by PBS Frontline correspondent Lowell Bergman. Duties: write memos, Internet research, assemble portfolios and expense reports, manage schedules, arrange travel and other tasks as needed to produce Frontline documentaries and other investigative stories. Credited with assistance on documentary, Money and March Madness.
• Work with event planner to plan and execute 5th and 6th annual Reva and David Logan Symposium. Duties: manage team of undergraduate assistants, assemble/mail letters, donation solicitation, place orders, and correspondence with guests to ensure customer service
• Host staff gatherings and screenings for films

Dec 2012 – Present · 13 yrs 6 mos · London, UK/ California, USA

• Freelance journalist, copywriter and content marketer: https://alyssajaffer.com
• Published articles in Forbes online, Business Insider, Mashable, Stylist Magazine, Glamour UK, AllBright Post, The Drum, MBA.com.
• Clients include Salesforce, London School of Economics (LSE) Innovation, GMAC, DC Thomson, AllBright and more.
• Writing samples: https://alyssajaffer.com/writing/

Sep 2012 – May 2013 · 8 mos · Berkeley, CA

• Research and data entry for investigative news projects by California Watch/Bay Citizen. Work with Guidestar.org to analyze non-profit institutions. Submit public records act requests to county governments in California.

Jan 2012 – Jan 2014 · 2 yrs

• Research, interview and write arts/culture and human interest stories for:
• blogs and digital editions of SF Weekly including 2013 Best of the Bay issue
• Best of the East Bay 2012-13 edition of East Bay Express
• bi-annual Ismaili USA Magazine
• print and web stories for San Francisco Magazine
• web story for Portland Monthly Magazine

Jan 2012 – May 2012 · 4 mos

• Report on and write about Bay Area trends and events for sanfranmag.com and input content to Drupal
• Fact-check pieces throughout three circulations for print magazine
• Pitch ideas for magazine content, write pieces for print magazine on occasion
• Research for magazine features and work closely with Articles Editor in writing sidebars for magazine pieces
• Pioneered organization of events calendar to maximize reporting opportunities for editorial staff
• Assist marketing team in promoting traffic to website and maintain social media presence