Diana Nada

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summary of qualifications

• Successful track record of defining and building new Marketing functions to achieve customer acquisition, conversion, and retention goals

• 7+ years of building inbound and performance-focused websites to drive digital initiatives 

• 10+ years in Marketing roles, primarily in digital (web and performance), brand, and product

• Deep experience with planning and executing omnichannel campaigns, including digital (paid search, paid social), web, email/CRM, mass (print, broadcast, out-of-home), direct, and events

• Wide range of experience working in both B2B and B2C roles within the health, financial services, tech, and professional services.

KEY skills

• Website Development Strategy

• Corporate Brand Development

• Content Management Systems (Adobe Experience Manager, Apostrophe, Hubspot, Wordpress)

work experience

marketing consultant, ey canada
independent Contractor

• Responsible for managing the ey.com transition project for Canada, ensuring seamless adaptation of new CMS platform, Adobe Unified Platform,  to Canada’s specific requirements 

• Conducting a review of the existing processes (intake, team management, translation, QA) for the website channel to identify and implement efficiencies to streamline turnaround times and ensure alignment with firm-wide digital standards and editorial practices

• Provide training and support to the website team, sharing digital best practices in project management, UI/UX, SEO, and other relevant areas to support the various sector and service line team

DIRECTOR OF MARKETING, THE FERTILITY PARTNERS
Toronto, ON

• Deployed and optimized demand generation, awareness, engagement and reputation building initiatives to achieve revenue goals for 14 clinic brands with 36 locations in Canada and the US 

• Launched 4 new performance-oriented clinic websites using Apostrophe CMS in one year, delivering excellent user experience and capability to measure robustly and optimize for conversion

• Developed new brand identities for 4 clinics and evolved main corporate brand, and rolled out effectively across patient & referrer touchpoints including digital channels, clinic onsite, & collateral

• Led the brand launch of Nestr, Canada’s first social egg freezing referral service, by developing market opportunity and building buyer journeys and personas to provide direction to branding, positioning, website development, sales enablement, and campaigns 

• Led the product launch of Care Navigation Platform (CNP), a SaaS product aimed at automating the intake and onboarding journey for potential fertility patients, reducing lead wait times and improving sales funnel efficiency

DIGITAL CAMPAIGNS MANAGER (WEBSITE LEAD), ey canada
Toronto, on

• Guided the conception, execution, and delivery of brand and demand generation programs, such as Tax Transformation and Entrepreneur of the Year (EOY), through the website (Adobe Experience Platform), and digital initiatives

• Managed a team of 5 web developers, optimizing the website by implementing SEO best practices and improving user experience to generate leads and increase conversion

• Managed the Canada’s BMC Digital Marketing Playbook Sharepoint site, a wealth of vital information for demand generation stakeholders that serves as a single source of truth for all editorial and technical guidance around all digital marketing assets

• Provided data-driven insights to core business teams and internal stakeholders from campaigns while deriving customer insights from digital analytics datasets to inform strategic planning process

• Collaborated across Brand, Marketing, and Communications (BMC) team on digital campaigns and liaise with Americas and Global digital teams on best practices, website enhancements, global releases, and innovations

Senior Marketing Manager, Mindbeacon (aCQUIRED BY CLOUDMD)
Toronto, ON

• Built the acquisition to conversion funnel through the website (HubSpot), CRM and omnichannel campaigns directed at multiple user segments (B2B, B2C, and B2B2C)

• Leveraged data-driven approach to optimizing digital campaigns to drive brand/web traffic (5-fold increase 2019 to 2020), conversion (5-fold increase in therapy start rate January to September 2020),  and reduce cost-per-acquisition (reduced 50% January to September 2020) 

• Advised and supported customer organizations (HR leaders, insurers, government agencies) on best practices to reach users and communicate compelling messages through acquisition programs

• Managed a wider team of agencies and freelancers focused on customer acquisition, content development, PR, and social media

digital marketing manager, ALTERNA
Toronto, ON

• Devised (2) corporate plans to align multi-touch, integrated digital marketing programs – email, webinars, social media, digital advertising, affiliates, direct marketing, and content to lead generation objectives

• Worked in partnership with Google for the launch campaign of Canada’s first end-to-end digital mortgage application; Generated conversions surpassed year-end target by more 20% by devising a fully integrated digital strategy

• Led a corporate re-brand campaign for Alterna Bank that included a new website and content management system, development of new digital assets, and marketing automation strategy for client acquisition and retention

• Built report and dashboards within Google Analytics to provide visibility into marketing campaign results, including outbound marketing metrics, lead distribution, opportunity stages, and ROI
  
  Awards:

• 2018 Winner of the Canadian Credit Union Association’s marketing excellence awards for digital campaign product launch and coordinated campaign ('Digital Mortgage Launch' campaign, 2017) 

• 2017 Winner of the Canadian Credit Union Association’s marketing excellence award for coordinated campaign (‘Winter Investment’ campaign, 2016)

marketing AND EVENTS manager, AISTEMOS
LONDON, UK

• Developed and led B2B marketing strategies for clients with an emphasis on lead generation through inbound marketing, content creation, and events/webinars; minimized customer buying funnel by 20%

• Redefined product propositions by building customer profiles and determining specific use cases, allowing for more targeted and focused marketing campaigns

• Managed the development of two websites (aistemos.com and cipher.ai) and assisted with the UX design, leading to a 26% decrease in bounce rate and 30% increase in traffic within 3 months

• Oversaw all email marketing campaigns by designing HTML email templates, copywriting content, and measuring KPIs for maximum optimization of lead generation campaigns

• Worked closely with the Sales and Strategy teams to curate marketing assets such as white papers, case studies, Cipher Snapshots, and videos using Adobe Photoshop, InDesign, and Premiere

DIGITAL MARKETING OFFICER, big lottery fund
LONDON, UK

• Managed and optimised all email marketing campaigns for all country offices, achieving an open rate of over 34% compared to the industry average of 22% and a click-through rate of 25% compared to an industry average of 11%

• Developed the engagement plan for the launch of the new Online Community forum, acquiring 600 members within the first two months

• Worked with External Relations and (4) country Communications teams to introduce analytic reporting with the use of Google Analytics

• Worked closely with the Digital and Content & Editorial teams to ensure all digital content are SEO-optimised and properly promoted across all our social media channels

• Oversaw all A/V and webinars for the entire organisation, working with Funding and Early Contact teams to create engaging content for potential and current applicants

• Organised projects involving external agencies, overseeing projects in customer research and user experience

SENIOR MARKETING ASSOCIATE, SPROTT MONEY
TORONTO, CANADA

• Created and optimised various content on the website including articles, white pages, and literature using Wordpress

• Revamped SEO and SEM strategies, moving the website to the first page for organic Google search results in Canada, which led to a 20% increase in online leads within 6 months

• Improved website KPIs within a 6-month content strategy revamp: Traffic increased by 59.92%, New Users increased by 60.52% and Pageviews by 119.12%

• Produced two interview podcasts, Ask the Expert (YouTube) and Weekly Wrap Up (Soundcloud), with the most popular video achieving 30,000 in views

• Managed email marketing strategy, increasing company e-newsletter’s organic subscriber rate by 124.5% within 12 months and increasing click rate to web pages by 15% compared to a 12% industry average

• Organised and developed content marketing plans for conferences, trade shows, seminars, and webinars to increase brand awareness within the precious metals industry

education

Codecademy

Certificate, Codecademy Pro Intensive: Build Websites from Scratch

Google Adwords

Certification, Google Adwords

• Search

• Display Advertising

• Video Advertising

• Mobile Advertising

hubspot

Certifications, Inbound Marketing and Email Marketing

university of toronto

Post-Graduate Certificate, Digital Marketing Management

• Search Engine Marketing

• Social Media Strategy

• Social CRM

• Foundations of Digital Marketing

george brown college

Graphic Design for Social Media

humber college

Social Media for Public Relations

university of toronto

Honours Bachelor of Arts, Political Science and Sociology