Michelle de Man
Calgary,AL
Summary
Highly motivated Content Strategist with 10+ years of progressive experience in agency and in-house environments. Extensive knowledge of digital marketing and expertise in creating engaging content for diverse industries. Passionate about telling stories that connect meaningfully with target audiences. Ever-curious and affectionately known as a word whiz.
Overview
11
11
years of professional experience
1
1
Certification
Work History
Senior Content Strategist
Critical Mass
09.2021 - Current
- Deliver strategic content approaches for a wide range of clients, working across the insurance, hospitality and automotive industries
- Increased health insurance client's net promoter score by 80% through intuitive content designs, collaborating with user experience, creative and SEO teams
- Independently developed a 150-page content toolkit that helped a hospitality client deliver effective content through multiple channels and formats
- Translate complex technical information and industry “jargon” into engaging human language to help users accomplish key tasks with ease
- Support UX writing, copywriting and copyediting across projects
Content Marketing Lead
United Way Of Calgary And Area
02.2018 - 09.2021
- Created content marketing experiences to attract and engage new donors and drive loyalty with existing donors, working across teams to lead and champion integrated campaigns from start to finish
- Drafted targeted copy for email, blogs, print ads, direct mail letters and giving platforms to educate audiences on social issues—humanizing brand voice, leading with empathy and optimizing for SEO
- Helped develop and establish a KPI benchmarking system specific to content marketing in order to continuously optimize and improve approaches across different stages of the marketing funnel
- Content lead in western Canada for Salesforce Philanthropy Cloud, a revolutionary digital philanthropic platform that maximizes corporate giving
- Provided consulting for other United Way chapters, helping them strategize and execute on content plans
Content Marketing Specialist
Benevity
08.2015 - 08.2017
- Led content marketing and social media strategy and planning for the Brand Marketing team
- Developed and executed integrated content campaigns that drove 33% of monthly leads and generated unprecedented media buzz
- Managed and crafted content for Twitter and LinkedIn channels to create thoughtful dialogue with targeted stakeholder groups
- Contributed to client persona development, effectively engaging leads during various stages of the buyer's journey
- Collaborated with partners and influencers to develop rich content including webinars, articles, and Twitter Chats
- Launched press releases, blogs and video content through news wires, media outlets and syndication services, including CSRwire, 3BL Media, TriplePundit, The Huffington Post, LinkedIn Pulse, Outbrain and Medium
- Measured and optimized performance against business goals
Content Marketing Specialist
Getty Images
03.2014 - 03.2015
- Led content strategy and content calendars for the iStock brand, focusing on design trends, tips and tricks
- Planned and oversaw content marketing for iStock, engaging existing audience and reaching new audiences
- Managed community events and webinars that drove more than 3x industry benchmarks
- Led content marketing partnerships with third-party media publishers, partners and bloggers, delivering 60 pieces of original content that raised the brand's profile
- Managed end-to-end integrated global marketing campaigns for iStock
- Collaborated with digital, e-commerce, communications, public relations and social teams to build and execute on integrated campaigns
- Interim social media lead overseeing campaigns that drove record engagement and community growth of more than 30K in one month
Web Editor
Mental Health Commission of Canada
04.2012 - 02.2014
- Planned and executed digital marketing and social media campaigns, growing the Facebook community by 397% and Twitter by 362%
- Co-led a national website redevelopment project, managing all aspects from strategic planning to content management
- Drove the #MHCCstrategy hashtag to trend on a national level
- Researched and reported on analytics, providing insights and best practices to internal clients
- Published and maintained website content, ensuring web-based best practices and quality standards
- Contributed to writing for email campaigns, including monthly newsletter
Education
Bachelor of Communications Studies -
University of Calgary
Calgary, AB2012
Journalism Arts Diploma - Print Media
Southern Alberta Institute of Technology (SAIT)
Calgary, AB2008
Skills
- Content Marketing
- Content Strategy
- Strategic Marketing
- Lead Generation
- Content Creation
- Copywriting
- UX Writing
- Content & SEO Alignment
- Data Analysis
- Competitive Benchmarking
Certification
- Advanced Content Marketing Certification (LinkedIn Learning, 2023)
- Content Strategy for Marketers Certification (LinkedIn Learning, 2023)
- UX Essentials Writing Certification (UX Content Collective, 2023)
Timeline
Senior Content Strategist
Critical Mass
09.2021 - Current
Content Marketing Lead
United Way Of Calgary And Area
02.2018 - 09.2021
Content Marketing Specialist
Benevity
08.2015 - 08.2017
Content Marketing Specialist
Getty Images
03.2014 - 03.2015
Web Editor
Mental Health Commission of Canada
04.2012 - 02.2014
Bachelor of Communications Studies -
University of Calgary
Journalism Arts Diploma - Print Media
Southern Alberta Institute of Technology (SAIT)
Similar Profiles
Carly DoepelCarly Doepel
Project Manager at Critical MassProject Manager at Critical Mass
Puneet SehgalPuneet Sehgal
Technical Lead at Critical MassTechnical Lead at Critical Mass
Youssef El-AbharYoussef El-Abhar
Media Planner at Critical MassMedia Planner at Critical Mass
Emily GalleEmily Galle
Administrative Assistant at Critical MassAdministrative Assistant at Critical Mass
Ahsan KhanAhsan Khan
Sales Associate at Ar RazzaqSales Associate at Ar Razzaq