Résumé

Hi! I’m Maliyah 💐

I specialize in creating user-centered, research-driven and human-sounding copy that builds community, engagement and trust.

I love to craft impactful narratives, conduct research, collaborate with internal and external SMEs and edit the work of junior content creators and freelancers.

In my current role as Content Writer at Axonify, the key audiences our team's content speaks to are frontline employees and their leaders, and L&D, HR and Operations professionals across various complex and global industries. I'm typically addressing the issues of retail, grocery, healthcare, finance and insurance, hospitality, telecommunications and manufacturing and distribution organizations. (But I have experience writing for many more industries - see below!)

Beyond the original scope of my role, I also actively contribute to our EDI committee as Social Chair.

3 words to describe me: Creative. Lifelong learner. I'm always down to experiment, A/B test and adopt an out-of-the-box approach!

Expertise overview

Top skills

  • Engaging, original content for global, multidisciplinary audiences

  • Adherence to brand guidelines, messaging and visual identity

  • Social media marketing, social listening and media monitoring

  • Website and blog SEO

  • Email nurture campaign optimization

  • Thorough research, editing and fact-checking

  • Collaboration with cross-functional teams, external influencers and a growing network of junior writers and freelancers

  • Empathetic leadership and teaching, with a focus on diversity, equity, inclusion and belonging

  • Award-winning customer stories

  • Effective time management and organization using project management software

Technical knowledge

WordPress | Google Workspace | HubSpot | Asana | Microsoft Office | CoverageBook PR | Wrike | Canva | Meltwater | LinkedIn | Meta (Facebook) | Instagram | X (Twitter) | YouTube | Figma | Grammarly | Adobe Creative Cloud | Marketo | Hootsuite

Work experience

Content Writer @ Axonify

Waterloo, ON

Feb 2021 — Present

Highlights:

As an in-house brand writer, I align with the Marketing's goals and the company’s OKRs to identify, write and edit content that follows brand guidelines and accurately reflects the company’s personality, style, quality and tone of voice. 

  • Contributing to the Axonify blog. Working closely with SMEs, a growing network of freelancers and the Senior Content and Creative Managers to discuss upcoming stories and industry trends.

  • Creating and executing social media strategies on major social media platforms (currently active on LinkedIn, Facebook and Instagram). Co-managing a community of 20,000+ followers. Over 1 million total social impressions in 2023.

  • Supporting strategic and analyst partner relationships.

  • Building a strong understanding of our product and company mission/vision to tell an impactful story.

  • Measuring success, A/B testing and personalizing copy to optimize and target all campaigns.

  • Acting Social Chair of the EDI Committee, launching new educational resources regularly. 

  • Producing online and offline marketing assets: customer marketing newsletters, copy to accompany social media graphics and videos, email nurture campaigns, SEO-optimized website content and blog posts, digital and paid social ads, annual social media content calendars and monthly analytic reports, trade show and partner sponsorship event collateral, internal and external enablement resources, tech and customer award submissions, webinar promotion, pillar content support, website pop-ups and speaking session transcripts. Email nurture campaign metrics exceed the B2B industry average.

Media and Digital Content Assistant @ Durrell Communications

Waterloo, ON

Aug 2020 — Feb 2021

Highlights:

In this global public relations agency role, I created and executed PR strategies for clients and startups in various industries, including healthcare, wealth management, investment, technology, engineering, manufacturing, non-profit, real estate development and sustainability.

  • Secured 56 pieces of coverage leading to an online readership of 83.2 million people and 5,410 social shares for THEMUSEUM’s Rolling Stones | UNZIPPED exhibit, measured with the CoverageBook PR reporting tool.

  • Led follow-through of social strategy, driving engagement to client social platforms and producing out-of-the-box content. Stories written on behalf of clients have been published in major media outlets, including GreenBiz and Daily Commercial News.  

  • Coordinated media interview pitching and scheduling for executive-level clients.

Graduate Research and Teaching Assistant @ University of Waterloo

Waterloo, ON

Sept 2018 — Aug 2020

Highlights:

  • Led anti-racist research for the University of Waterloo English Department to disseminate complex historical and social research in a digestible way.

  • Conducted a bias detection analysis for Crescendo on behalf of the University of Waterloo. Provided recommendations, solutions and flowcharts to help the company identify and address workplace bias.

  • Taught 103 undergraduate students while maintaining my studies. I conferenced 1:1, learned best practices for essay feedback, developed strategies to assist second-language English learners and marked various student submissions (like business reports, presentations, email messages, reading responses, marketing materials and public relations materials).

  • Nominated by professors for our departmental Teaching Assistantship Award. 

ENGL 108A: The Superhero (Dr. David Shakespeare)

Overview: Examined hero figures, ranging broadly from ancient characters such as Gilgamesh to the modern comic book superhero. Covered literary as well as non-literary materials (e.g., film, comics, games).

ENGL 119: Communications in Math and CS (Dr. Clive Forrester)

Overview: Built students' oral and written communication skills to prepare them for academic and workplace demands. Working independently and in collaboration with others, students analyzed and produced various written and spoken forms of communication.

Class preparation:
Read course material, essay topics, test questions, etc. 

Meet with the course instructor(s): Consulted with the instructor throughout the term on course delivery, student inquiries and grading issues.

Attend lectures and classes: Attended the first class for introductions.

Student consultations/office hours: Consulted individually with every student in the class to assist with strategies for writing their essays and/or rethinking prior submissions.

Grading: Marked 2 essays per student over the term.

Exams: Set up and proctored the final examination.

Other duties: Responded to student questions or concerns via email.

Attend lectures and classes: Assisted with video recording of student presentations.

Student consultations/office hours: Held 4 consultation sessions with each student over the term.

Grading: Marked 1 in-class writing exercise per student a week, for 6 weeks

Professional and pedagogical development: Developed strategies to assist students who are second-language learners of English. Learned best practices for essay feedback and student consultations and received guidance on grading essays.

Final papers marking: Assisted with 50% of marking final reports.

Supervision and mentorship: Managed student expectations, handled large classes while completing personal academic work and developed materials for use if teaching own section in the future.

ENGL 210F: Genres of Business Communication - Online (Dr. Bruce Dadey)

Overview: A simulated business environment designed to provide students with communication skills for their professional lives. Students in the course inhabit the role of an employee at Living4Learning (L4L).

Class preparation:
Prepared for required readings and assigned students to "Living 4 Learning" departments (Research and Development, User Experience, Marketing, Customer Relations, Human Resources and Operations) based on preferences expressed in the application process.

Meet with the course instructor and other teaching assistants: Consulted with the instructor and the course's other TAs throughout the term to discuss course expectations, student submissions and upcoming assignments/readings.

Grading: Used Dropbox and Learn to evaluate weekly activities, 5 major assignments, peer review workshops, student blog posts, quizzes and the final exam.

Teaching a diverse group of students: Helped students develop skills in working collaboratively and providing peer feedback on writing. The most commonly represented programs in 210F enrollments are math & computer science, accounting and financial management, engineering, biology, sciences, economics and arts & business. 

Student consultations/office hours: Communicated course messages and announcements to all students via an online Ask Your Manager forum, where they could also ask questions.

Professional and pedagogical development: Learned how to make a course interactive and accessible to students from all backgrounds and abilities. Practiced marking and editing in a professional teaching environment for the first time, while also being in control of my teaching philosophy about on-campus equity, tolerance and accessibility. 

Bar and Dining Room Server, Food Expeditor and Host @ Boston Pizza International

Waterloo, ON

Aug 2013 — Sept 2019

Highlights:

  • Worked within a long-term team, actively improving critical ‘soft’ skills like communication, empathy and collaboration.

  • Recognized with multiple MVP awards for achievements in sales and going above and beyond to create positive guest experiences. 

Undergraduate Research Assistant @ The Games Institute (University of Waterloo)

Waterloo, ON

Jun 2019 — Aug 2019

Highlights:

  • Collaborated with a PhD candidate mentor to co-lead an academic project in the field of gamification studies for Scotiabank FactoryU.

Education

Master of Arts: English Rhetoric and Communication Design 

University of Waterloo

Graduated Oct 2020 with Distinction

Dean's Honours List 

Bachelor of Arts: English Rhetoric, Media and Professional Communication

University of Waterloo

Graduated Jun 2019 with Distinction

Dean's Honours List

Etc.

Awards

Best Advance in AI and Machine Learning - GOLD WINNER (Axonify)

Brandon Hall Group Excellence Awards 2023

Best Advance in Onboarding Technology - GOLD WINNER (Axonify)

Brandon Hall Group Excellence Awards 2023

Best Digital Learning Transformation Programme - FINALIST MENTION (Axonify)

Learning Technologies Awards UK 2023

Achievements

Dean's Honours List, Graduation with Distinction - GRADUATE & UNDERGRADUATE

Issued by Dean of Arts, University of Waterloo
2020 & 2019

English Department Teaching Assistantship Award - NOMINEE

Nominated by University of Waterloo professors
2020

Walter R. Martin English 251A Award - FINALIST

Issued by Dean of Arts, University of Waterloo
2018

Faculty Entrance Scholarship

Issued by University of Waterloo
2016

Professional Development

Think Outside the Box: Email Marketing | Google

Foundations of User Experience (UX) Design | Google UX Design Professional Certificate

Start the UX Design Process: Empathize, Define, Ideate | Google UX Design Professional Certificate

Build Wireframes and Low-Fidelity Prototypes | Google UX Design Professional Certificate

Marketing Strategy: SEO Content Writing | LinkedIn

Marketing: Copywriting for Social Media | LinkedIn

SEO Foundations | LinkedIn

Email Marketing: Drip Campaigns | LinkedIn

Media Monitoring with Explore: Foundations | Meltwater

The Fundamentals of Digital Marketing | Google Digital Garage

Writing Emails People Want to Read | LinkedIn

Volunteering

EDI Committee Social Chair at Axonify (Feb 2021 – Present)

Rapid Testing Bus Volunteer at StaySafe by Communitech (Apr 2021 – Jun 2021)

Copywriter at CovidHealth (Mar 2020 – May 2020)

Content Writer at The Weekly Spoon (Apr 2018 – Jun 2018)