Résumé

Hi! I’m Maliyah 💐

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

I have 5+ years of experience producing high-impact content and delivering top-notch client services to optimize brand visibility and achieve SEO-driven outcomes. I love to craft compelling narratives, manage diverse multimedia campaigns, implement digital strategies and stay ahead of industry trends to drive business growth and enhance user engagement.

In my current role as Copywriter 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!)

In 2023, Axonify gained a 53% increase in social media impressions, reaching 1.07M through targeted strategies on LinkedIn, Facebook and Instagram while I managed our digital community of 20K+ members. 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 up for an experiment, to grow a new skill, A/B test and adopt an out-of-the-box approach!

Core competencies

• Quality content creation

• Advertising and paid media

• Brand visibility

• Campaign optimization and A/B testing

• Storytelling

• Trends analysis

• Social media management

• Digital community engagement

• Cross-functional collaboration

• Research, editing and proofreading

• Stakeholder engagement and enablement

• Content strategy development

• Relationship building

• Rhetorical analysis/persuasive writing for targeted audiences

• SEO

Technical knowledge

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

Copywriter @ Axonify

Waterloo, ON

Feb 2021 — Present

Highlights:

• Develops SEO-optimized website content that aligns with the company's OKRs and brand guidelines while maintaining Axonify’s style, quality and tone of voice.

• Brainstorms content ideas and analyzes industry trends in collaboration with Subject Matter Experts, freelancers, and Senior Content, Creative and Brand Strategy Managers.

• Produces various marketing assets for online and offline channels, including customer newsletters, award submissions, social media posts and digital ads.

• Coordinates a range of marketing activities, including blog posts, tech award submissions, webinar promotions, pillar content support, website landing pages and pop-ups and speaking session transcripts, to enhance brand visibility and customer engagement.

• Surpasses B2B industry benchmarks in email nurture campaigns with a 31.17% open rate, 6.88% CTR, and 22.06% CTOR.

•  Increases conversion rates and audience engagement by enhancing the effectiveness of marketing campaigns through A/B testing, personalized copy and data-driven decision-making.

• Drives technology integration and gains market insights by nurturing strategic relationships with key industry partners, including SAP, Zebra Technologies and RedThread Research.

• Creates compelling narratives that communicate the product's value by developing a deep understanding of company offerings and aligning them with the company's mission and vision.

Media and Digital Content Assistant @ Durrell Communications

Waterloo, ON

Aug 2020 — Feb 2021

Highlights:

• Formulated and applied PR strategies for clients in diverse industries, including healthcare, technology, engineering, real estate and non-profit to increase their brand visibility and customer engagement. Authored and secured the publication of client-focused articles in prominent media outlets, including GreenBiz and Daily Commercial News.

• Attracted online readership of 83.2 M and garnered 5,410 social shares by securing 56 media placements for THEMUSEUM's Rolling Stones | UNZIPPED exhibit, as tracked by the CoverageBook PR reporting tool.

• Boosted client digital platform engagement through engaging content creating and executing social media strategies.

Graduate Research and Teaching Assistant @ University of Waterloo

Waterloo, ON

Sept 2018 — Aug 2020

Highlights:

• Promoted awareness and equity by transforming complex historical and social insights through anti-racist research for the University of Waterloo's English Department. Evaluated diverse student submissions, including business reports, email messages, marketing materials and public relations documents.

• Recognized by professors with a nomination for the departmental Teaching Assistantship Award for exceptional contributions to student learning and mentorship.

• 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.

•  Balanced teaching responsibilities for 103 undergraduate students alongside personal studies by providing personalized 1:1 conferences, refining essay feedback techniques, and devising effective strategies to support second-language English learners.

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.

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