Sophia Yan

Strategic Communications professional with 4+ years of agency and in-house experience delivering integrated marketing, PR, and digital campaigns. Expertise in communications and content strategy, social media, SEO, email marketing, and media relations across sectors. Proven track record of driving audience growth, boosting engagement, and translating analytics into strategies that strengthen brand messaging and elevate visibility.

Content and Social Media Specialist at RTO3 Hamilton Halton Brant (2025-05 – 2025-09)

• Built core communication systems—article libraries, social media calendars, and workflow templates—that streamlined cross-team collaboration and improved content planning efficiency
• Led a full content audit, refreshing articles, operator/event listings, and travel deals to strengthen brand voice and elevate content quality
• Launched recurring cross-platform social campaigns and created supporting web content for RTO3's Summer campaign, driving an 18.6% lift in LinkedIn reactions, a 450% month-over-month increase in Facebook interactions, a 1,300% spike in Facebook views, a 53.1% surge in Instagram views, and an all-time Instagram follower high of 11K
• Created content for partnership social media campaigns, in collaboration with Destination Ontario and other Destination Marketing Organizations, leading to a 100% increase in engagement across Facebook and Instagram
• Provided on-site social media coverage for RTO3's Annual General Meeting, then produced follow-up posts that drove a 28% engagement rate, 20% click-through rate, and a 300% surge in reactions
• Developed and executed ads across owned channels and partner campaigns, collaborating with Destination Marketing Organizations to drive traffic to seasonal landing pages and expand co-marketing reach
• Wrote and deployed consumer newsletters using Campaign Monitor to 60K+ subscribers, achieving open rates 17% above industry benchmarks

Consultant at Global Public Affairs (2023-09 – 2024-05)

• Supported campaign execution for Re:Sound that earned media coverage from the Globe and Mail and Billboard Canada, garnered social media support from musicians, music organizations and MPs across the country through social media advocacy and was presented to Deputy PM Chrystia Freeland
• Supported B2C campaigns for the General Insurance OmbudService by developing SEO-optimized Facebook and Google ads, driving 35% year-over-year website traffic growth and shares from government officials
• Re-launched the Canadian American Business Council's weekly newsletter, increasing readership by 25% in 3 months
• Created SEO-friendly website content for the General Insurance OmbudService and Re:Sound, which included working with external IT partners
• Gathered data and created social and traditional media reports for the University of Concordia and provided recommendations for crisis communications

Associate Consultant at Global Public Affairs (2021-09 – 2023-09)

• Conducted media relations by creating media lists, publishing press releases on Cision, writing pitches, conducting mass outreach and doing phone follow-ups for clients including the Toronto Global Forum
• Provided on-site media relations support for events such as the Toronto Global Forum, PDAC for ProChile and the Ontario Economic Summit, earning coverage from Reuters, BNN Bloomberg and Post Media
• Created regularly occurring media monitoring reports for RBC, the University of Concordia, the Canadian Steel Producers Association and BrandSafway
• Created comprehensive editorial calendars for regular and campaign specific content for clients across LinkedIn, X, and Meta accumulating results in end-of-year social media reports, which were presented to executive-level stakeholders
• Developed thought leadership material for executive-level stakeholders, including Op-Eds that were published on The Hill Times
• Supported Re:Sound's annual benefit concert through event coordination and cross-platform social media promotion, contributing to $50,000 in total donations

Intern at Hill and Knowlton Strategies (2021-04 – 2021-08)

• Supported integrated product campaigns for clients including Whirlpool and adidas by conducting media and influencer outreach, developing targeted media lists, drafting tailored pitches, and executing influencer seeding programs to drive brand visibility
• Developed comprehensive post-campaign wrap reports analyzing media coverage, influencer performance, and overall impact, providing clients with clear insights and strategic recommendations
• Conducted in-depth industry and policy research for Interac's financial services initiatives, synthesizing findings into internal briefing reports to inform strategic decision-making

Post-Graduate Certificate in Public Relations – Corporate Communications – Sheridan College

Bachelor of Arts in English and Professional Writing – York University