Susy Alfaro - Content Marketing Manager,

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Work Background

Career BreakHealth and well-being

Mar. 2024After almost four years of growing with ZayZoon and having my daughter, I’ve taken a break to re-centre and rest to come into the next stage of my career with full force. More fun stuff coming soon!

ZayZoonContent Marketing Manager

May. 2021 - Feb. 2024Calgary, Alberta, CanadaAs ZayZoon grew, I focused on content strategy and development. I became an expert on our employer persona and led our branding efforts. • Co-lead the ZayZoon rebrand campaign design and managed its implementation • Worked with the product design team on the re-design of the ZayZoon App • Collaborated on the development of consistent brand and content guidelines • Coordinated external contributors including creative agencies and independent designers to coordinate asset deployment and website redesign in new branding • Conducted client interviews for B2B testimonial campaigns • Trained internal staff on creative processes and tools such as Adobe Creative Suite • Optimised the content design process through Monday and Confluence • PM’d the content deployment of the “Payday are we there yet?” RV tour across the US • Developed new brand persona identities for the B2B and B2C strategies through market research and data compilation in collaboration with the product team • Became the subject matter expert on the employer persona • Wrote blogs for the B2B employer persona and cultural content bucket • Led the content team and managed the Social Media Specialist and part-time content creators (2020-2022) • Repurposed existing long content for its use across platforms • Worked with the sales team to develop a consistent look and feel for their LinkedIn growth and posting strategy through weekly content updates • Redesigned customer surveys to gather data from 60,000 ZayZoon customers on their financial wellness state • Designed the concept for a new people ops newsletter and its promotional campaign • Deployed a Reddit ad awareness campaign with a .45% CTR • Implemented a varied toolkit of AI tools to optimise content creation

ZayZoonMarketing Manager

Aug. 2020 - May. 2021Calgary, Alberta, Canada · RemoteAs the first full-time marketing employee at ZayZoon, I helped shape the brand’s vision and content strategy and grow with it across its B2B and B2C channels. • Developed and implemented a consolidated internal branding strategy and subsequent materials for our B2B2C content strategy • Determined an overall content strategy for growth • Designed marketing materials for print and digital media. They included one-pagers, white papers, slide decks, social graphics, infographics, website content, and more • Ensured brand consistency and optimisation for both B2B and B2C materials • Developed a pillar content strategy for blog content surrounding Earned Wage Access awareness • Collaborated with key partners including payroll partners and businesses on joint marketing efforts for deployment and awareness • Helped develop and maintain ZayZoon’s website on Hubspot CMS, including landing pages for specific partners and employers • Worked closely with the product team on the launch of our first subsequent product • Supported the senior leadership team with marketing materials for VC funding rounds • Supported the growth team to enable sales teams with the necessary content • Developed event material design and deployment • Managed creative projects with external collaborators including designers, video production companies, and VISA Direct

Immigrant Services CalgaryCoordinator - Communications & Marketing

Nov. 2019 - Aug. 2020Calgary, Canada AreaI worked closely with the Executive team at the city’s primary immigration non-profit agency for internal and external communications and strategy. Responsibilities include: - Managing the Social Media content strategy across 4 platforms with 20K+ combined followers. - Deploying an email marketing campaign strategy through MailChimp - Developing and implementing a new Internal branding strategy, based on a client-centric approach. - Building internal staff capacity by optimising new procedures, and implementing communications-related training programs. - Developing and deploying the Fundraiser content strategy for the Immigrants of Distinction Awards. - Facilitating workshops exploring organizational purpose (“Why”) with management staff for strategy development. - Designing graphic elements including logo development, template redesigns, editorial materials (digital & print), and a brand guidelines update. - And more

We are NIDUMBranding Consultant

Nov. 2019 - Dec. 2019Calgary, Canada AreaNIDUM is an impact HRTech company creating inclusive employment solutions for high turnover businesses, solving real industry staffing hurdles, and leveraging the output for SOCIAL GOOD. Our first HRTech solution is immersive and effective VR training modules for high turnover businesses such as restaurants, hotels, supermarkets, etc - to tackle their biggest staffing pain-points and minimize their turnover costs! NIDUM then consolidates these training modules into an inclusive employment platform that connects non-included individuals with relevant training information in order to alleviate existing skepticism and rejection! We have created a two-fold solution that solves a pressing business issue while creating a social impact!

Freelance Marketing and Creative ServicesFreelance Branding and Marketing Consultant

Jan. 2019 - Nov. 2019Calgary, Canada AreaContent Marketing with a focus on brand storytelling and Social Media Strategy. • Conducted branding identity coaching & strategy workshops for local startups. • Developed content strategy and design work for creative freelancers. • Audited and redesigned websites for small entrepreneurs. • Provided one-on-one consultations on social media strategy.

Alta Tecnología S.AMarketing Director

Feb. 2016 - Jan. 2019Costa RicaDeveloped marketing capacity from the ground up and built a team and full-scale media production vertical within the business. • Worked closely with the SLT to redefine the brand positioning and messaging across Latin America. • Redefined corporate image, rebranded and generated a new communications strategy approach and content guidelines. • Managed the marketing team for in-house and external projects. • Generated content for use across multiple media, both digital and print. • Developed and implemented the company’s website structure, content and design. • Produced educational and marketing video features, and implemented a content strategy for international presence across Latin America. • Coordinated events for quarterly product launches. • Integrated digital marketing efforts for higher SERP placement. • Designed and produced a testimonials workflow through video and written content.

Alta Tecnología S.AAdvertising Consultant

May. 2014 - Jul. 2014

UCD Michael Smurfit Graduate Business SchoolCourse Ambassador

Sep. 2017 - Jul. 2018County Dublin, IrelandCourse ambassador for the Msc Digital Marketing Programme 2017-2018. With a team of 3 other students, we were the voices that helped represent and support our fellow Masters colleagues in all fields: social, academic and careers.

Wise Fool New MexicoBoard Member

Dec. 2015 - Sep. 2017Santa Fe, New Mexico AreaWise Fool is a beloved and award-winning non-profit organization at the center of Santa Fe's community arts scene. Wise Fool serves 2,000 youth and adults with hands-on activities and 14,000 audience members annually with high-quality experiences built upon our core values of community, arts accessibility, and social justice. I started working with Wise Fool in the Spring of 2015, as a volunteer for their fundraising campaign that summer to move to a bigger training space. Through video content, social media strategy and consulting in overall communication, I helped them through the campaign, and even joined one of their intensive circus arts courses that summer! (Yes, I can stilt walk and love clowning!) After the successful summer campaign, I was asked to join their board of directors in December of 2015, working with other community members to help move this incredible organisation forward and change lives, one circus at a time.

12FPSProduction Coordinator

Sep. 2014 - Feb. 2016Santa Fe, New Mexico AreaWorked as a liaison between clients and the agency; developed creative briefs, coordinated production elements, and built effective 360 campaigns. • Coordinated production efforts across multiple teams • Collaborated with artists across film, design, and script to produce meaningful, highquality videos for our clients. • Worked with social media influencers for clients in travel and tourism campaigns. • Pioneered new creative projects with social media influencers and a varied array of international sponsors. • Coordinated production elements and crew for a variety of promotional videos for both the private and public sector