Miriam
Yosief
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marketing
portfolio
table of content
miriam Yosief
over 5 years of experience in industry
digital
marketing portfolio
I’M a
marketer
hello! I’m miriam yosief. iNNOVATIVE DIGITAL MARKETER CRAFTING DIGITAL EXPERIENCES. BASED IN TORONTO.
miriam Yosief
about me
hi there! 👋🏾
I am Miriam Yosief
An innovative digital marketer crafting digital experience based in Toronto, Canada. I have a strong understanding of how to create engaging content to build communities online. My commitment, passion and ability to
adapt to ever-changing environments
are what I am known for.
marketing portfolio
marketing portfolio
resume
roles
Manager | Apollo advisors
Toronto, ON | Jan 2024 - present
content strategist | ABTiP
toronto, On | nov 2023 - present
social media associate | Cecilia’s house
toronto, ON | Jan 2023 - present
digital marketing coordinator | New Nakfa
toronto, On | Jan 2020 - Mar 2023
brand ambassador | Freelance
Toronto, On | Jun 2018 - Jun 2019
education
Bachelor of commerce, Marketing
York University, Toronto
post-graduate certificate, digital & Content marketing
York University, Toronto
Certificate, Digital Marketing
York University, Toronto
miriam Yosief
certifications
2021
2021
HubSpot Academy
2022
2022
2022
2021
2021
personal skills
Team work
self-starter
critical thinker
detail-oriented
creative
communication
organization
technical skills
adobe suite
hootsuite
later
buffer
canva
mailchimp
hubspot
shopify
microsoft office
marketing portfolio
miriam Yosief
Certification & Skills
miriam Yosief
case study
case
studies
marketing portfolio
projects
acrylic addict toronto
branding
social media
content creation
W hotels Toronto
branding
social media
content creation
cecilia’s house
branding
social media
content creation
ABTiP
branding
social media
content creation
social media
content creation
acrylic addict toronto
branding
miriam Yosief
case study
Case study
acrylic addict toronto
ACRYLIC ADDICT TORONTO, situated in the bustling heart of Downtown Toronto, caters to a diverse urban clientele. This small business focuses on delivering exceptional personalized nail services, specializing in intricate nail art and premium press-on nails.
key skills
branding
social media
content creation
goals
1
establish Brand identity
Create a recognizable and cohesive brand identity for Acrylic Addict Toronto that aligns with the nail tech's vision and attracts the target audience.
2
build social media presence
Develop and execute a social media plan to increase Acrylic Addict Toronto's visibility on Instagram, positioning it as a go-to destination for nail services and press-on nails in the GTA.
3
Generate Engagement & Conversion
Drive audience engagement on Instagram by creating compelling content that encourages interaction and ultimately converts followers into clients for the nail tech's services.
marketing portfolio
miriam Yosief
case study
Case study
acrylic addict toronto
1
establish Brand Identity
Logo
refinement
Collaborated with a graphic designer to refine and enhance the existing logo, ensuring it represented the brand's essence while being visually appealing.
brand colour palette & style guide
Developed a comprehensive color palette and style guide to maintain consistency across all visual elements, both online and offline.
visual mockups for social media
Created visual mockups to showcase how the brand identity translates onto Instagram, ensuring a cohesive and aesthetically pleasing Instagram grid.
marketing portfolio
key skill
branding
results
- Logo Refinement led to a 20% increase in brand recognition among target audience feedback.
- The consistent application of the colour palette resulted in a visually cohesive Instagram grid.
miriam Yosief
case study
acrylic addict toronto
branding
Acrylic Addict
NAIL SALON
Logo Options
a
a
Brand Colors
#DFAEB4
#EACBD2
#DD9AC2
#C3A29E
#E8DBC5
marketing portfolio
MOOD BOARD
miriam Yosief
case study
Case study
acrylic addict toronto
2
Social Media Planning & Execution
Content Calendar
Developed a monthly content calendar, aligning posts with promotional events, seasonal trends, and engaging themes to maintain a consistent online presence.
Community Engagement
Implemented a community engagement strategy, responding to comments, initiating conversations, and collaborating with local influencers to increase the brand's reach and following.
Hashtag Strategy
Researched and implemented a targeted hashtag strategy to enhance discoverability, expanding the brand's reach to potential clients interested in nail services and press-on nails.
marketing portfolio
key skill
social media
results
- Monthly follower growth of 25%, surpassing the initial target of 15%.
- Increased post engagement by 40%, with a notable rise in comments and direct messages.
miriam Yosief
case study
acrylic addict toronto
social media
client
marketing portfolio
miriam Yosief
case study
Case study
acrylic addict toronto
3
Generate Engagement & Conversion
Visual Storytelling
Produced visually appealing and informative content, including before-and-after shots, behind-the-scenes glimpses, and client testimonials, to tell the story of Acrylic Addict Toronto.
Contests and Giveaways
Organized and executed Instagram contests and giveaways to encourage user-generated content, increase brand awareness, and drive engagement.
Instagram Analytics
Regularly analyzed Instagram insights to measure engagement metrics, track follower growth, and identify the most successful content types for future optimization.
marketing portfolio
key skill
content creation
results
- Contest participation boosted reach by 30%, contributing to a 15% increase in website visits.
- Conversion rates saw a 10% rise, attributed to targeted content showcasing the nail tech's skills.
Get your caffeine fix from Sam James Coffee
Bar! Known for their minimalist shops and their year-round beans from Colombia, Guatemala, or Ethiopia.
#WToronto #WhatsLocal
.
.
#TorontoLife #Fuel #SamJamesCoffeeBar #CoffeeBar
what's Local?
Sam James Coffee Bar
W Hotels toronto
social media
content creation
email marketing
miriam Yosief
case study
Case study
w toronto (mock project)
W TORONTO is a category innovator and proven, successful, design-led lifestyle hotel brand that combines stylish stays with music, design and fashion.
key skills
branding
social media
content creation
goals
1
Revenue Boost
Increase W Hotel Toronto's revenue by 20% within the next year, with a focus on driving direct bookings through personalized promotions and experiences.
2
Gen Z Market Penetration
Strengthen the brand's connection with the Gen Z market by boosting social media engagement by 30%, utilizing authentic and locally inspired content.
3
Enhanced Guest Experience
Elevate the guest experience by implementing personalized services and branded micro-moments, aiming for a 15% improvement in guest satisfaction scores.
marketing portfolio
miriam Yosief
case study
Case study
w hotels toronto
1
revenue boost via Personalization
Personalized Email Campaigns
(content creation)
- Crafted personalized email campaigns tailored to individual preferences, offering exclusive promotions and personalized packages.
- Utilized dynamic content showcasing room options, amenities, and experiences aligned with user interests.
Dynamic Website Content
(web optimization)
- Implemented dynamic website content to create a personalized browsing experience for users based on their preferences and past interactions.
- Utilized A/B testing to optimize website elements, emphasizing direct booking incentives.
Social
Media Integration
(social media)
- Integrated personalized offers into social media campaigns to drive engagement and bookings.
- Launched targeted Facebook and Instagram ads, showcasing personalized offers to the Gen Z
- demographic.
key skills
content creation
web optimization
social media
results
- Achieved a 25% increase in overall hotel revenue, surpassing the initial target.
- Direct bookings rose by 20%, showcasing the effectiveness of personalized promotions.
marketing portfolio
miriam Yosief
case study
w hotels toronto
Personalization
Email Strategy
PRE-ARRIVAL DRIP CAMPAIGN
We want W guests to get a personalized experience before they even left home yet. So we will have a Pre-Arrival process where we provide customized tips for making the most of their stay, including city attractions and must-visit bars and restaurants based on past data.
marketing portfolio
Trigger: Once someone books a room this will trigger this campaign.
- Book Room
- A confirmation email with some itinerary recommendations (sent: immediately)
- Events, Bars, and Restaurant recommendations (sent: 5 days after the booking)
- Pre-arrival Checklist (sent: a week before arrival)
- "What's Happening This Week" email (sent: week of arrival)
Clear, Concise Subject
Headline
Personalized Greeting
Body recommendations of things to do in Toronto with social proof
Clear CTA
Footer with linked social accounts
Subject: What's Happening in Toronto this week 👀
Hi Sam, every week we're surfacing the best experiences near you. Check them out below.
Update your email preferences to choose the types of emails you receive, or you can unsubscribe from all future emails.
miriam Yosief
case study
Case study
w hotels toronto
key skill
content creation
influencer marketing
community engagement
2
Gen z Market penetration
results
- Achieved a 40% increase in social media engagement, exceeding the set target.
- Local influencer collaborations contributed to a 35% rise in reach among the Gen Z demographic.
Local Influencer Collaborations
(influencer marketing)
- Collaborated with local influencers and content creators to provide firsthand perspectives, highlighting hidden gems and unique activities in Toronto.
- Leveraged influencer partnerships to increase brand awareness among the Gen Z demographic.
Interactive Polls and Q&A Sessions
- Implemented interactive polls and Q&A sessions on social media to encourage engagement and feedback.
- Responded promptly to user comments and messages, fostering a genuine connection with the audience.
"What’s local" Social Media Campaign
(content creation)
- Developed and launched "Wander with W" a social media campaign featuring authentic and unfiltered content capturing local experiences.
- Utilized Instagram Stories and Reels to share behind-the-scenes glimpses of hotel staff, events, and personalized moments.
(community engagement)
marketing portfolio
miriam Yosief
case study
w hotels toronto
Gen z Market penetration
Get your caffeine fix from Sam James Coffee
Bar! Known for their minimalist shops and their year-round beans from Colombia, Guatemala, or Ethiopia.
#WToronto #WhatsLocal
.
.
#TorontoLife #Fuel #SamJamesCoffeeBar #CoffeeBar
what's Local?
Sam James Coffee Bar
strategy
We want to transition each property's Instagram account to not only share information and imagery of the W properties but also as an insider hub for local experiences and finds.
We'll have "What's Local?" posts when recommending a local find so W travellers can add new things to their itinerary.
marketing portfolio
Tik tok
Strategy
We want each property to have its own account. Just like on Instagram we want W to be an insider hub for local experiences and finds. So we will create videos like “things to do in (insert city here)” “What events in the city this week” and “Lowkey Local Foodie”.
We also want to take advantage of UGC through macro/micro travel influencers. We will start reaching out to influencers and invite them to stay at a property and vlog their experience while showcasing W’s services.
miriam Yosief
case study
Case study
w hotels toronto
3
enhanced guest experience
Branded Micro-Moments
(branding)
- Refreshed the hotel's branding elements, incorporating vibrant and visually appealing designs to resonate with the Gen Z aesthetic.
- Created branded micro-moments, including personalized welcome amenities and locally inspired in-room elements.
User-Generated Content Integration
(content Creation)
- Encouraged guests to share their experiences with branded hashtags, integrating user-generated content into promotional materials.
- Leveraged positive reviews and testimonials to showcase authentic guest experiences on the website and social media.
Personalized Concierge Services
(Customer Service)
- Implemented personalized concierge services, offering customized local recommendations and experiences.
- Conducted regular training sessions for staff to ensure a consistent and personalized guest experience.
key skill
branding
content creation
customer service
results
- Branded micro-moments received overwhelmingly positive feedback, contributing to a 20% improvement in guest satisfaction scores.
- Personalized concierge services led to a 15% increase in repeat bookings and positive word-of-mouth referrals.
marketing portfolio
Cecilia’s House
website
social Media
email marketing
miriam Yosief
case study
Case study
CECILIA’S HOUSE x THE LOVELAND FOUNDATION
CECILIA’S HOUSE is a black-owned home decor brand dedicated to providing high-achieving black women with uniquely crafted home goods and art that reflect their identity. With a commitment to cultural representation, each piece tells a story of elegance and vibrancy. In collaboration with the Loveland Foundation, Cecilia's House goes beyond aesthetics, contributing 5% of each sale during Mental Health Awareness Month to support free therapy for Black women and girls.
key skills
website
social media
email marketing
goals
1
INCREASE
SALES
Boost Cecilia's House sales during the campaign week and donate 5% of each sale to the Loveland Foundation for Mental Health Awareness Month.
2
ENHANCE BRAND IMAGE
Improve Cecilia's House brand image by aligning with a socially impactful cause and showcasing a commitment to community well-being.
3
ATTRACT AND RETAIN CUSTOMERS
Increase the likelihood of attracting new potential customers and retaining existing ones through engaging and purpose-driven marketing efforts.
marketing portfolio
miriam Yosief
case study
Case study
CECILIA’S HOUSE x THE LOVELAND FOUNDATION
1
increase sales
INFLUENCER MARKETING
(SOCIAL MEDIA)
- Identified and collaborated with past UGC creators to generate authentic influencer content highlighting Cecilia's House products and the Loveland Foundation's mission.
- Leveraged the collaboration tool on Insta and FB to ensure influencer posts were cross-promoted on both brands pages.
COMPELLING copywriting
(EMAIL MARKETING)
- Crafted emotionally resonant email campaigns that conveyed the partnership's purpose and encouraged recipients to support the campaign by making a purchase.
- Utilized storytelling to emphasize the impact of their contributions on mental health resources for Black women.
WEBSITE
LANDING PAGE OPTIMIZATION
(WEBSITE)
- Developed a dedicated campaign landing page on Cecilia's House website, featuring a seamless integration of the campaign story, product showcases, and a clear CTA for purchases.
- Ensured a user-friendly experience, optimizing the landing page for both desktop and mobile users.
key skill
social media
email marketing
website
results
- Achieved a 30% increase in sales during the campaign week, exceeding the initial sales target.
- Donated a significant amount to the Loveland Foundation, contributing to their goal of providing free therapy to Black women.
marketing portfolio
miriam Yosief
case study
CECILIA’S HOUSE x THE LOVELAND FOUNDATION
Content creation using ugc creators
@tdrinksss
@lovelymissessence
WHy Reels?
We strategically opted for this dynamic format not only for its visual appeal but also for its unparalleled reach. Reels, with their algorithmic favorability, allowed us to extend our message to a broader audience, ensuring our narrative reached and resonated with diverse communities.
WHy UGC?
In crafting these reels, we turned to our vibrant community of past UGC creators. Their unique perspectives and genuine experiences bring an unparalleled authenticity to our campaign. Leveraging the collaboration feature, we seamlessly integrated these reels onto both Cecilia's House and the Loveland Foundation's pages, maximizing our collective impact.
marketing portfolio
miriam Yosief
case study
Case study
CECILIA’S HOUSE x THE LOVELAND FOUNDATION
2
enhanced brand image
Collaborative Social Media Strategy
(SOCIAL MEDIA)
- Developed a collaborative social media strategy involving UGC creators to create visually appealing and emotionally resonant content.
- Implemented a coordinated posting schedule to maximize reach and engagement across both brand's social media pages.
Storytelling and Brand Messaging
(EMAIL MARKETING)
- Crafted brand messages and narratives that emphasized Cecilia's House commitment to supporting mental health initiatives and fostering a sense of community.
- Incorporated storytelling into social media captions, email campaigns, & and the campaign landing page to create a cohesive and impactful narrative.
Instagram Live
(Community engagement)
- Hosted an Instagram Live with the two owners of Cecilia's House and the Loveland Foundation to create buzz for the campaign and allow the community to feel involved.
- Interactive elements, such as live Q&A sessions and real-time comments from the audience, were incorporated to actively involve the community.
key skill
social media
email marketing
website
results
- Enhanced brand perception, with a 25% increase in positive brand sentiment on social media.
- Increased engagement and interactions with Cecilia's House content, leading to a higher likelihood of customer loyalty.
marketing portfolio
miriam Yosief
case study
CECILIA’S HOUSE x THE LOVELAND FOUNDATION
Community engagement
WHy Lives?
Hosting an Instagram Live with the two owners of Cecilia's House and The Loveland Foundation was a strategic initiative to foster a deeper sense of community engagement and connection. During the live session, the founders shared insights into the campaign, its purpose, and the collaborative efforts between Cecilia's House x The Loveland Foundation.
RESULTS?
This direct engagement helped generate buzz around the campaign, sparking interest and enthusiasm within the community and beyond. Overall, the Instagram Live became a powerful tool to strengthen brand transparency, build trust, and amplify the reach of the Mental Health Awareness campaign.
marketing portfolio
miriam Yosief
case study
Case study
CECILIA’S HOUSE x THE LOVELAND FOUNDATION
3
Attract and Retain Customers
Engagement-Driven Social Media Content
(SOCIAL MEDIA)
- Encouraged audience participation through interactive elements in social media content, such as polls and lives.
- Responded promptly to comments and messages, fostering a sense of community engagement.
Segmented Email Campaigns
(EMAIL MARKETING)
- Implemented segmented email campaigns targeting different customer segments based on preferences and previous interactions with Cecilia's House.
- Personalized email content to address the diverse interests and needs of the target audience.
Customer-Centric Website Design
(WEBSITE)
- Updated the website layout and navigation to prioritize a seamless and enjoyable customer experience.
- Incorporated customer testimonials and success stories on the campaign landing page to build trust and credibility.
key skill
social media
email marketing
website
results
- Achieved a 30% increase in sales during the campaign week, exceeding the initial sales target.
- Donated a significant amount to the Loveland Foundation, contributing to their goal of providing free therapy to Black women.
marketing portfolio
miriam Yosief
case study
let’s
connect
marketing portfolio