Becky Caissie

Leading the in-house team responsible for the Explore New Brunswick owned marketing channels; website, social media, and e-newsletter. Work in collaboration with all branches of Strategic Marketing to maximize impact of efforts by ensuring advertising, brand activation, media relations are aligned on messaging and shared opportunities, Work closely with agencies and subcontractors i.e.: website development, PR agency, marketing agency.

- Responsible for travel trade including managing relationship with ACAT, tourism operators, and DMOs, - Attended marketplaces including Rendez-Vous Canada and Atlantic Canada Showcase, - Host and organize FAM tour for tourism operators to showcase tourism offerings, - Hosted trade readiness seminars for local tourism operators.

Oversaw influencer marketing campaigns; identified which influencers to work with, crafted itineraries and booked accommodations, determined deliverables of content, and hosted influencers on the ground in New Brunswick.

Communications strategy development and planning - Works with business stakeholders to develop targeted, integrated, creative communications plans that effectively engage audiences and are aligned with industry best practices, - Works with manager and other team members to ensure campaigns/plans are moving forward in a timely manner and are addressing the needs of internal stakeholders. Consultation with business leads and senior management - Provides expert communications advice and recommendations to business counterparts, - Serves as communications representative on various working committees, - Works collaboratively and creatively with marketing counterparts to develop and recommend integrated engagement strategies. Writing and editing - Creates content and manages approvals for a variety of external and internal materials, with a focus on communicating to the company’s 3,000+ financial advisors. Takes the lead in drafting press releases, media pitches, speaking notes, video scripts, materials for web conferences, designed collateral, and web pages. - Manages content delivery, including translation, design, digital and multimedia requirements as needed. PR & Media Relations - Contributes to IGM Financial’s ongoing media relations campaign by developing interesting and creative pitch angles, drafting media materials, liaising with target editors/journalists to develop/strengthen relationships and pitching story ideas.

• Responsible for creating and implementing a corporate media relations strategy including managing crisis communications, shareholder relations (press releases and quarterly updates), executive media training etc. • Media monitoring and analytic reporting, measuring reach, value and tone. • Actively pitching story ideas to journalists that position our spokespeople as industry experts. • All aspects of media relations including responding to journalists, coordinating interviews and/or statements, researching topics of media requests, etc.

Working with various boutique agencies in Vancouver and Toronto. Tasks include; Project management, event planning, building media lists, pitching, writing press releases and copy, client relations, media monitoring, managing social media accounts, managing a team of juniors and interns.

• Responsible for PR efforts of 40+ alcohol brands, across the country, managing a team of coordinators in each of Select’s offices (Vancouver, Calgary, Toronto, Montreal – 8 direct reports) • Created and implemented a social media strategy for Select Wines as a brand, with the goal of attracting new clients • Strategizing new product launches and evaluating their outcomes • Various communications related tasks such as writing content for new website, creating media drop schedule, planning media trips

• Built multi-platform social media strategy from scratch, including proactive and reactive protocols, schedule of content to be posted, and monthly progress reports • Attended various conferences to “live post” happenings to Twitter, Facebook and Instagram • Personal development: attended social media workshops in New York City and Minnesota • Created content for internal and external communications (newsletters, blog posts, memos to staff from President & CEO)

Contracted to update marketing collateral including brochures, the company's mission statement, establishing a social media presence and re-branding. • Copywriting for internal/external communications including brochures, memos, newsletters, web copy and press releases • Work with the marketing team to create marketing collateral and tools for the sales team to drive new business • Heading the company’s social media efforts and creating daily content • Edit copy from various departments to ensure a clear and concise message

• Research, write, edit and post all blogs on company website: focus on digital marketing • Introduce brands to social media, including developing content for Coca Cola’s 2010 Olympic themed collectable pin trading Twitter account for the Vancouver 2010 Games

• With a team of two others, created West Coast LEAF’s digital media kit, and online brand development • Started Twitter account, trained their team to use social media, created a catalogue of Tweets for future use • Created YouTube PSA video for charity: https://www.youtube.com/watch?v=hlFpXGviB8A

• Daily media monitoring • Media and guest relations: responsible for upholding the image of the Lieutenant Governor, and ensuring visitors understand the value of this position • Conducting research for speech writers • Aiding in translation of written material from English to French • Event planning (roughly two per week), including press conferences and receptions for delegates