Lillian Lam

Digital Marketing Specialist

Vancouver, British Columbia, Canada21 yrs 7 mos experience

Most Likely To SwitchHighly Stable

Key Highlights

Expert in inclusive marketing and communications.
Proven track record in driving brand success.
Advocate for diversity and representation in campaigns.

Stackforce AI infers this person is a Marketing Professional specializing in inclusive marketing and communications.

Contact

Skills

Core Skills

Marketing StrategyMarketing Communications PlanningSocial Media MarketingDigital MarketingBrand AwarenessBrand Management

Other Skills

Content StrategyClient RelationsCampaign PlanningExecutionReportingAdobe Creative SuiteProject ManagementCustomer ServiceVideo EditingCommunicationGraphicsArtGraphic DesignEmail MarketingOnline Marketing

About

Hello there! I strive to make a meaningful impact through inclusive marketing and communications. My mission is to put underrepresented voices at the forefront of every campaign, above all else. With a unique blend of professional expertise, ongoing education and lived experiences, I'm committed to challenging the status quo and dismantling systemic inequities in organizations. Continuously unlearning and re-learning, I strive to ensure authentic and lasting changes that foster true inclusivity. As an advocate for diversity, I believe genuine representation is the key to forging connections with diverse audiences and driving brand success. Let's collaborate to create purposeful, inclusive, and socially responsible marketing initiatives that positively impact the world. Let's make a difference together! #InclusiveMarketing #DiversityandInclusion #SocialChange

Experience

21 yrs 7 mos

Total Experience

4 yrs 3 mos

Average Tenure

8 yrs 1 mo

Current Experience

Ubc sauder school of business

4 roles

Associate Director, Marketing

Promoted

Nov 2023 – Present · 2 yrs 6 mos

Marketing Manager, Student Recruitment and Acquisition

Promoted

Sep 2021 – Nov 2023 · 2 yrs 2 mos

Partner with creative and media agencies in developing national media campaigns, including strategy, campaign planning, execution, and reporting (project budgets of $500K+).
Lead in-house digital and traditional marketing communications plans (emails, newsletters, web, organic and paid social, editorial publication, signage, event promotional materials) and tactical execution to support growth and acquisition for graduate and undergraduate business units domestically and internationally.
Conducted a thorough evaluation of the user experience and leveraged learnings to develop a plan to ensure recruitment and admissions success for prospective students.
Collaborate with the communication and social media team to develop monthly and quarterly communications plans to drive conversions.
Work closely with web and information technology (I.T.) teams to ensure sauder.ubc.ca houses consistent high-quality content with accuracy and usability top of mind.
Partnered with the recruitment and student experience business unit teams to drive traffic and ROI to support business objectives.

Content StrategyBrand AwarenessMarketing StrategyClient RelationsMarketing Communications Planning

Social Media Manager

Jul 2021 – Sep 2021 · 2 mos

Developed, implemented, and managed social media plans and strategies (Facebook, Instagram, Twitter, LinkedIn, Weibo, WeChat, Youku, YouTube).
Ensured social media strategies were on-brand, on-message, relevant, innovative, and effective in driving brand awareness, engagement, and acquisition.
Managed a small team of Social Media Coordinators to develop monthly calendars for all platforms based on overall marketing calendars and storytelling focus.
Collaborated closely with the marketing, communications and various business unit stakeholders on overarching communications, campaign, and brand strategies.
Tracked and recorded the performance of spending against goals and budget.
Provided analytics and measurement reports on current social media efforts and recommendations to influence future strategy.

Adobe Creative SuiteSocial Media MarketingBrand AwarenessProject ManagementDigital Marketing

Social Media Specialist

Feb 2018 – Jul 2021 · 3 yrs 5 mos

Managed the @ubcsauderschool social media channels (Facebook, Instagram, Twitter, LinkedIn, Weibo, WeChat, Youku, YouTube) and created content based on the editorial calendar and business unit needs.
Led social media campaigns to drive traffic to key web pages and boost enrollment.
Developed overarching and channel-specific strategies and guidelines for the whole school.
Provided ROI reporting and worked with various team members and stakeholders to optimize campaigns according to results regularly.
Built an issues management framework in English and Chinese for all social channels.

Social Media MarketingCustomer ServiceMarketing StrategyVideo EditingCommunication

Cadillac fairview

2 roles

Marketing & Social Communications Specialist, National Marketing

Promoted

Oct 2016 – Jan 2018 · 1 yr 3 mos · Vancouver, Canada Area

Marketing Communications and Social Media project lead for 20 retail properties in Canada.
Developed on-brand campaigns and creative strategies to maximize consumer reach and conversion.
Developed and executed strategic marketing communication plans (budgets of $100K-$700K+).
Developed social media strategy nationally while aligning social creative with each location’s nuances.
Provided post-campaign reports with insight and analysis.

Brand AwarenessMarketing Communications PlanningCommunication

Social Community Specialist, National Marketing

Jan 2016 – Oct 2016 · 9 mos · Vancouver, Canada Area

Created monthly strategic editorial calendars for five malls across Canada on three channels (Facebook, Twitter, Instagram) to engage fans and grow audiences to help drive traffic to each location, increase dwell time and sales.
Created bilingual content (Traditional and Simplified Chinese) for properties in the Chinese market.
Developed relationships with retailers to maximize their marketing opportunities.
Researched competitors, industry trends, best practices, new emerging technologies and platforms, and integrated insights into daily social content and channel management.
Adapted national campaigns to local tonality for each property.

Brand ManagementSocial Media MarketingBrand AwarenessClient RelationsCommunication

Made in print inc.

Director, Marketing and Business Development

Jan 2008 – Jul 2015 · 7 yrs 6 mos · Multiple locations

Created, developed and enforced brand guidelines for the company (workflow procedures, policy and brand standards).
Led marketing strategies and execution of all campaigns (advertising, public relations, trade shows, community engagement, retail marketing).
Managed and mentored a diverse creative department of designers, programmers, copywriters, production artists and other freelancers.
Identified opportunities to drive revenue and margin growth.

Brand AwarenessMarketing Communications PlanningCommunication

Blanche macdonald centre

Fashion Merchandising Program Instructor

Jan 2005 – Jan 2008 · 3 yrs · Vancouver

Planned and instructed students on the theory of Fashion Merchandising, Buying and Fashion History.
Instructed throught lectures, discussions, and demonstrations.
Developed a customized syllabus and interactive curriculum for international students to improve student motivation and integration.
Prepared, administered and grade tests and assignemtns to evaluate student progress.

Sugoi

Custom Production Artist

Jan 2004 – Jan 2005 · 1 yr · Vancouver, Canada Area

Developed custom creative designs, including layout, colour selection and illustration for team uniforms.
Responsible for press checking on the printed product before final production of the article of clothing.
Monitored various production process phases to ensure the final product was up to standard.