As Marketing and Communications Advisor at Nova Scotia Community College, I planned and led marketing and communications work that turned underperforming digital channels into a steady source of enrolment interest for the programs that needed it most. This page covers the role, then one campaign in detail.
NSCC offers programs that lead to in-demand careers, but several were hard to fill: strong on outcomes, less known by the people who would benefit. My job was to help prospective students find those programs, understand them, and take the next step.
I built marketing and communications plans that tied web, email, social, video, and paid channels to clear targets for engagement, conversion, and return on spend. I rebuilt program pages and wrote content for subsites, landing pages, and newsletters so the message matched what prospective students were actually searching for.
I worked with Academic Chairs and other stakeholders to align messaging and timing, tracked results through analytics and dashboards, and adapted the message for different audiences, from students to government and industry.
Measured over my time in the role, the work produced steady improvement in the channels that feed enrolment.
After optimizing 13 hard-to-fill program pages, I ran a paid campaign to drive prospective students to them. It used responsive search ads on Google and static ads on Meta at the same time, with an agency handling execution. I set the strategy, led the review meetings, and made the optimization calls as the data came in.
I optimized 13 hard-to-fill program pages and defined which programs to support, the channel mix of paid search and Meta, and how success would be measured before any spend went live.
An agency partner executed the ad build and day-to-day management. I directed the strategy, set program priorities and messaging, and kept the work on track.
I led regular review meetings to check the campaign against its targets, reading the data on search terms, traffic sources, cost per action, and engagement.
When the data pointed somewhere, I acted on it: shifting the Meta objective from conversions to traffic when the funnel had too many landing pages for a single action, and concentrating budget where cost per result was strongest.
Running from late October to late November 2025, the campaign put the hard-to-fill programs in front of a wide provincial audience and drove qualified traffic to the pages I had optimized.
Engagement rate on search-driven sessions to the program pages.
Of paid sessions led to a meaningful on-site action on the Meta side.
Open to senior marketing roles and selective consulting work. Tell me what you are trying to grow.