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LORI DALE

GRAPHIC DESIGN  |  COMMUNICATIONS  |  DIGITAL MARKETING

905-869-8978

lori@designtwist.ca

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A dedicated and inquisitive design professional with over 20 years of advanced graphic design, web design, and digital marketing expertise. Highly referred for implementing and managing successful print and digital design campaigns, social media strategies, new concepts and initiatives, and professional communication projects. Passionate about the future of digital marketing with a thirst for continuing education and personal development.

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Qualifications

  • Adobe Creative Cloud expert who respects brand standards and compliance.

  • Excellent visual communication principles and techniques, with the ability to make recommendations and implement effective initiatives.

  • A variety of social media marketing techniques and skills, executing strategic content and editorial calendars.

  • Superior time and project management skills with the ability to organize multiple tasks simultaneously, in a deadline-oriented environment.

  • A positive leader who thrives working independently, with minimal supervision, and in team collaboration.

  • Advanced skills using various design and digital marketing techniques to attract specific target audiences.

  • Demonstrated ability to conceptualize, develop, and manage simultaneously, a variety of complex print, web, and digital communication projects.

  • Excels at researching new and effective design trends and producing measurable results.

  • Detailed writing, editing, and proofing abilities.

Curriculum Vitae

Key Software Skills

Adobe Creative Cloud; Indesign, Illustrator, Acrobat Pro DC, Photoshop, Premiere Pro

Social Media Marketing; Hootsuite, Buffer, TweetDeck, Analytics, Content & Editorial Calendars

Microsoft Office 365; Teams, Word, Excel, PowerPoint, OneNote, Planner, Outlook, OneDrive

Google Workspace; Analytics, Drive, Forms, Google Docs, Sites

CMS; Sitefinity, WordPress, WIX, SquareSpace

CRM’s; Mailchimp, Benchmark

Virtual event platforms; Zoom, Pheedloop

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Professional Experience

2008–Present

Web and Graphic Designer
(Digital + Social Media Marketing)

McMaster University, Continuing Professional Development Office (CPD/CHSE)

chse.mcmaster.ca

  • Established the design role within the CPD/CHSE program in 2008, implementing a variety of efficient and profitable design processes and digital marketing strategies using SMART objectives. Improved the program’s visual branding and communications.

  • Leads and formulates the strategic development and marketing design, managing a wide range of graphic design and online digital marketing concepts for 40+ educational events. Creates and oversees all event branding, signage, brochures, flyers, newsletters, complex accreditation reports, presentations, and 400+ page syllabi.

  • Designs and maintains multiple educational event websites and the CPD/CHSE website. Analyzes web analytics, SEO, and SERP’s to determine effective changes that will improve site traffic and registrant engagement.

  • Implemented, executes, and independently leads the social media communication strategy including editorial, hashtags, content calendars, and all graphics. Manages inquires and maintains a continuous professional online reputation for the university. Reviews social media analytics, identifies opportunities and adjusts strategies accordingly. Channels include Twitter, Instagram, LinkedIn, and Facebook.

  • Creates and leads the email marketing strategy, promoting all events and announcements for the program and faculty. Shifted processes from Outlook-based campaigns to an email marketing platform, managing contacts of 30K+. Evaluates campaigns with a focus on professionalism, registrant acquisition, improvements, and retention.

  • Oversees that all print and digital marketing, including social media/email marketing, complies with university brand identity standards, Accessibility for Ontarians with Disabilities Act, Canada’s Anti-Spam Legislation, and accreditation guidelines.

  • Assisted in the highly successful shift of in-person events to online virtual conferences due to COVID-19, converting all events to an online event platform. Creates branded event graphics, videos, and communications for each virtual conference. Attendance increased 50% over the previous year.   

  • Uses a high level of accuracy in communications, content creation, and design standards for the university and its education-based clients to meet educational, research, or strategic plan objectives.

2003–2009

Web and Graphic Designer
(Marketing Department and Corporate Communications)

RE/MAX® Escarpment Realty Inc., Brokerage

remaxescarpment.com

  • Senior designer of a bi-weekly real estate magazine in conjunction with Trader Media Corporation (Home Tour). Responsible for management, development, editing, and print and online publication.

  • Responsible for all digital and print marketing initiatives for management and sales agents, while ensuring compliance with the RE/MAX® graphic identity standards including flyers, websites, business cards, signage, trade show banners, bus terminals, and press conferences. Maintained all graphic production budgets, schedules, files, and work plans.

  • Designed an internal website resulting in a 25% increase in new business that provided marketing products to the five real estate offices and sales agents.

  • Developed a digital and print e-newsletter program generating a 15% increase in marketing revenue.

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Education

January 2021–Present

Digital Marketing
McMaster University, Hamilton, ON

September 2000–April 2002

Graphic Design
Mohawk College, Brantford, ON

September 2000–April 2002

Journalism & Communications
Mohawk College, Hamilton, ON