Rafiul Islam
Digital/ Social Media Marketing & Sales Specialist
Professional Summary
I’m a Toronto-based digital marketing specialist with over five years of experience driving brand growth through integrated social media strategies, content marketing, SEO, and paid-media campaigns.
At UNICEF Canada, I led large‑scale digital campaigns, managing Facebook, Instagram, TikTok, and Google Search and PPC channels to support fundraising goals and advocacy initiatives. At the University of Calgary’s Shift: Project to End Domestic Violence, I optimized web content and user journeys in WordPress to increase engagement and conversions. I’ve also refined platform performance and launched targeted campaigns for Truphle, Chorki, and Pran RFL, utilizing Google Analytics and SEMrush to uncover audience insights, conducting A/B testing of landing pages to boost click-through rates, and leveraging Facebook Ads Manager and Mailchimp to scale email and social ads with a measurable ROI. By combining creative storytelling in Adobe Creative Suite and Canva with data‑driven analysis, I continuously iterate on messaging, segmentation, and user‑experience improvements to deliver authentic digital experiences that resonate, engage, and convert.
EXPERIENCES
Digital Marketing Specialist
September 2022 - December 2023
I specialized in creating, curating, and launching impactful ad campaigns with measurable KPIs across prominent social media platforms, including Instagram, Facebook, LinkedIn, TikTok, and YouTube. My efforts positioned Truphle as a leading platform for hiring private chefs in North America, resulting in an impressive 24% surge in the follower base and a substantial 30% boost in engagement across various social media channels.
In collaboration with cross-functional teams, I played a pivotal role in hiring chefs through direct calls and email marketing, redesigning Truphle's website, and enhancing the user experience and a notable increase in customer visits. I also managed the monthly organic content calendar, ensuring a consistent and engaging online presence.
Beyond marketing, my expertise extended to delivering outstanding customer service and effective team management. I was dedicated to enhancing the brand experience and contributing to Truphle's organizational success. Trusted in my ability to drive the brand's growth through strategic marketing initiatives, user-centric design, and a commitment to excellence.
Deputy Manager, Marketing
March 2021 - August 2021
As the Marketing Coordinator at CHORKI, I spearheaded comprehensive promotional efforts for our cutting-edge VOD platform. My responsibilities included overseeing strategic promotions on YouTube and the Google Display Network (GDN), managing the website, orchestrating impactful social media campaigns, and actively participating in various other marketing initiatives. My role also involved close collaboration with the content creation team to ensure seamless integration of marketing strategies with the platform's creative endeavors.
Deputy Manager, Digital Media
March 2017 - March 2021
I have successfully managed social media marketing for over 100 brands across Facebook, Instagram, Google, and YouTube, optimizing their online presence and driving remarkable results in brand engagement and conversions. Leading a high-performing team, I skillfully executed flawless campaigns for the extensive brand lineup, online sales and user acquisition, consistently meeting or exceeding targets and achieving outstanding returns on investment.
I played a pivotal role in driving substantial growth for the leading brands, securing a minimum of 30% annual growth in subscribers and a significant 20% increase in engagement. My knowledge and experience with Digital Content Management Systems were applied to streamline processes and enhance overall campaign effectiveness.
Senior Coordinator, Digital Marketing
September 2024 - December 2024 (Contract)
At UNICEF Canada, I spearheaded the execution and optimization of digital ad campaigns across PPC, paid social, and display channels for high-impact fundraising initiatives, including Survival Gifts, Year-End, and Halloween appeals. I managed performance tracking and A/B testing processes in Google Analytics and Raisers Edge to refine targeting and creative, then generated and presented detailed campaign reports with actionable insights that drove continual improvement. Working closely with internal teams, including marketing, creative, and analytics, as well as external media partners, I ensured seamless campaign delivery from launch through conversion. I also oversaw comprehensive budget management, including the reconciliation of platform invoices for Google Ads and Facebook Ads Manager, to maximize ROI and ensure financial accuracy.
Marketing Specialist
December 2023 - August 2024
As a Marketing Specialist at the University of Calgary, I was deeply involved in the "Shift: The Project to End Domestic Violence," where I channeled my passion for social change into impactful content creation and strategy development. Utilizing my academic background, I conducted extensive research to craft compelling materials that resonated with my target audience and effectively drove awareness.
Managing the project's social media presence was a key focus, where I worked diligently to engage the community and amplify our message across various platforms. Collaboration with interdisciplinary teams was crucial in ensuring that our goals and messaging were aligned, resulting in effective communication strategies.
Furthermore, my dedication to data-driven decision-making led me to rigorously analyze social media metrics, providing valuable insights that refined our approach and drove future initiatives forward. This experience solidified my commitment to using marketing as a tool for meaningful social impact, and I am excited to continue making a difference in this space.
EDUCATION
Marketing & International Business
Bachelor of Business Administration
North South University