Laina MacRae
Content Strategist

Laina MacRae

Seasoned digital marketer & multi-channel content strategist.
Work with Laina Work with a Content Strategist

About

Laina MacRae is a seasoned integrated digital marketing professional with nine years of expertise in multi-channel content strategy, social media, email marketing, brand development, website and app management, and blogging. She has a proven record of growing and engaging international audiences for B2C and B2B for-profit and nonprofit companies such as The Resource Alliance, ABC Carpet & Home, and Bel-Rea Institute. As a former global communications manager at Embassy English, Laina has led strategy, planning, and execution for numerous social media profiles representing international language schools in the USA, UK, Canada, Australia, and New Zealand. She is also proficient in SEO, Google Analytics, MailChimp, WordPress, SquareSpace, HootSuite, and Adobe Creative Suite.

Employment

4 roles
Apr 2018 - May 2019 1 year 1 month
Digital Marketing & Content Manager
The Resource Alliance

The Resource Alliance curates content and events to support social change within the nonprofit sector around the world. 

  • Managed strategy and content for social media, email communications, IFC app, blog, and website.
  • Planned and implemented a comprehensive email communications strategy.
  • Led targeted paid social media campaigns focusing on lead generation, brand awareness, and event promotion.
  • Utilized KPIs, metric analytics, and segmented A/B testing to inform planning and ultimate ROI.
  • Increased social media following, including Instagram by 96%, LinkedIn by 40%, Facebook by 28%, and Twitter by 10%.
Oct 2015 - Jan 2018 2 years 3 months
Global Communications Manager
Embassy English

Embassy English is an English language teaching chain that offers year-round English language training in 19 destinations globally.

  • Led strategy, planning, and execution for more than 80 social media profiles representing 18 international language schools in the USA, UK, Canada, Australia, and New Zealand.
  • Managed paid social media advertising for brand awareness and lead generation campaigns.
  • Strategic planning and implementation of internal and external email communications. 
  • Managed the Embassy English blog, PR communications, and sales event marketing.
  • Increased social media following, including Instagram by 85%, Facebook by 49%, Twitter by 34%, and LinkedIn by 31%.
Feb 2013 - Oct 2015 2 years 8 months
Social Media & Production Manager
ABC Carpet & Home

ABC Carpet & Home is a retail company that sells furniture, home decor, and carpet.

  • Developed distinctive brand voice and content strategy to increase social media fans and e-commerce conversion through engaging content, contests, emails, blogs, and paid social campaigns. 
  • Increased Instagram followers by 233% from 9,000 to over 30,000 followers in 18 months. 
  • Managed and collaborated on event production from the creative concept development to pre- and postproduction coordination of vendors and participants to overseeing front-of-house staff.
Jan 2011 - Dec 2012 1 year 11 months
Social Media Manager & Admissions
Bel-Rea Institute of Animal Technology

Bel-Rea Institute of Animal Technology is a veterinary technician school in the U.S. that offers an Associate of Applied Science Degree in Veterinary Technology.

  • Spearheaded the Facebook page creation, brand development, and content strategy.
  • Grew Facebook followers to 50,000 in 13 months.
  • Interviewed diverse potential students to assess the possibility of success both academically and personally with approval of applicants based on an ethical code of conduct.

Education

Jan 2001 - Dec 2005 4 years 11 months
Bachelor of Arts, Photography
College of Santa Fe

Portfolio

7 items