Vivek Vijayapalan

I'm a seasoned professional with over nine years of experience in digital marketing and strategic communications. My expertise lies in leveraging data-driven insights to craft compelling narratives that achieve exceptional results.

SKILLS

• Digital marketer and strategic communicator with over nine years of experience in the Canadian B2B and B2C sectors
• Proficient in social media tools such as Hootsuite, Sprout Social, Facebook, Twitter, Instagram, LinkedIn, and YouTube
• Proficient in WordPress, Mailchimp, Salesforce, Meltwater, and Canva
• Proficient in Google Ads
• Proficient in Google Analytics
• Skilled in MS Word, Excel, PowerPoint, Access, and Dynamics 365
• Skilled in Adobe Creative Suite
• Proficient in Canadian Press style
• Superior writing, editing, and project management skills
• Detail-oriented, tech-savvy, multitasker, and creative team member
• Multilingual-English, Hindi, Gujarati, and Malayalam

EXPERIENCE

January 2024 – Present

Freelance Marketing Specialist

January 2024 – February 2024

Advanced AI Data Trainer (Contract) 

Invisible Technologies

• Trained, evaluated, and tested an AI model's conversational skills
• Assessed the AI model for output accuracy and user benefits
• Generated examples of ideal conversations by playing the role of both the user and the AI model

July 2022 – October 2023

Coordinator, Pension and Benefits Member engagement (Contract)

The United Church of Canada (UCC)

• Created engaging social media posts to reach over 5,000 active members and pensioners of the pension and benefits plan
• Posted articles and resources on the benefits website in an accessible and searchable format
• Organized online pension information seminars to create awareness among members
• Sent bi-monthly newsletters to increase engagement among active members and pensioners 
• Sent feedback surveys to ensure quality customer service
• Resolved complaints from members and pensioners 
• Coordinated and organized pension board meetings 
• Supported provincial partners such as the Financial Services Regulatory Authority of Ontario (FSRA) in celebrating Pension Awareness Day
• Supported the pension and benefits team during a migration to a new payroll system through change management communication initiatives 

July 2021 – July 2022

Marketing and Communications Coordinator (Contract)

Ontario Tourism Education Corporation (OTEC)

• Created content for the organization's social media platforms and website
• Designed newsletters, infographics, flyers, posters, and brochures
• Created strategic communication plans for Tourism SkillsNet North (TSNN), a provincial program to fix labour gaps in tourism in Northern Ontario, and the Culinary Tourism Alliance (CTA) program, a food tourism training program for employees and front-line staff at tourism businesses across Ontario
• Increased participant registrations by driving traffic to the landing page through organic posts and pay-per-click advertisements on Facebook, Instagram, and LinkedIn for TSNN and CTA – Over 100 registrations
• Created Search Engine Optimized (SEO) landing pages on WordPress for TSNN and CTA - Over 16,000 new visitors on the TSNN page and 1,000 new visitors on the CTA page
• Worked with external communication consultants to ensure that transit shelter, Facebook, Instagram, and Google advertisements were aligned with the goals of TSNN
• Created promotional videos for TSNN
• Created organic posts as part of a public awareness campaign on social media to promote Tourism SkillsNet Ontario (TSNO), an alliance of over 270 tourism and hospitality organizations that address the sector's specific labour and skills shortage
• Generated social media and website analytics reports for internal and external stakeholders

January 2020 – July 2021

Communications Coordinator

Inspirit Foundation

• Created content for the organization’s social media platforms and website
• Updated and managed the website to make it user-friendly and engaging
• Promoted impact investment of Inspirit in projects such as the Reconciliation and Responsible Investment Initiative (RRII) 
• Coordinated the launch of the Narrative Change Lab, an inaugural fellowship for changemakers
• Used SEO strategies to increase engagement on social media and drive traffic to the website
• Worked on the quarterly newsletter and annual reports
• Generated monthly reports on social media and website analytics
• Worked with the CEO to develop key messages that communicate the organization’s core identity, mission, priority issues, and programs
• Liaised with external and internal stakeholders, including program managers, board members, and grantees
• Provided strategic communications advice to project managers

July 2018 – April 2020

Communications Coordinator

Beach united church

• Wrote blogs and created content for the church’s website, monthly newsletter, posters, and flyers
• Worked on SEO strategies to increase website traffic — Increased organic and referral traffic by 20 per cent
• Leveraged and increased impressions on Facebook, Twitter, and Instagram
• Redesigned the church’s website and made it user-friendly
• Promoted community-centric programs such as the Knitting for Shivering Children Program (a knitting group that knits warm vests and blankets for impoverished families around the world), Out of the Cold Program (an initiative aimed to provide shelter to the homeless), Interfaith Lunch Program (a drop-in lunch program for people with low income), and the Beach Cares Program (a sponsorship program for Syrian refugees)
• Liaised with team leaders and media organizations to promote fundraising events such as the Christmas Market (a marketplace of organic products), Fair Trade Fayre (an event featuring fair trade products), and music concerts such as Soundwave Café and Organ Stops

February 2012 – March 2018

Marketing and Communications Coordinator

MCIS Language Solutions

• Used Facebook, Twitter, LinkedIn, and YouTube to drive traffic to the website — Increased organic and referral traffic by 29 per cent
• Wrote blogs and created content for the company website, social media platforms, press releases, newsletters, annual reports, speeches, brochures, presentations, and email announcements
• Wrote business proposals helping MCIS win critical public sector contracts such as Children’s Aid Society of Toronto, Legal Aid Ontario, Immigration, Refugees and Citizenship Canada, Region of Peel, Region of York, City of Toronto, and City of Calgary – Over 45 per cent success rate
• Monitored media reports, maintained a media list, and liaised with media organizations
• Organized and promoted events such as Annual General Meetings, the Annual Kick-off to recognize the work of language professionals, volunteer activity at Homeless Connect Toronto, and documentary screenings as part of Documentaries for Change, a unique initiative aimed at harnessing the power of documentary film to encourage community dialogue 

2011

Communications Intern

ST. John’s Rehab Hospital

• Organized the 14th Annual Rehab Golf Classic Tournament to raise funds
• Wrote and edited articles for News and Views, the newsletter of the organization

2007-2010

Senior News Correspondent

Daily News and Analysis (DNA)

• Wrote and edited over 80 stories focused on areas such as education, health, and design
• Created a story bank for the newspaper

2006-2007

Staff Reporter

The Indian Express

• Wrote over 30 exclusive stories for the newspaper

2022

Certificate in Digital Marketing and E-Commerce

Google

2020

Certificate in Marketing Your Nonprofit

University of Waterloo

2017

Certificate in Digital Marketing 

BrainStation 

2011

Post-graduate Certificate in Corporate Communications and Public Relations

Centennial College

2006

Post-graduate Diploma in Journalism

Asian College of Journalism

2005

Bachelor of Arts in English Literature

Gujarat University