I am a versatile and hands-on creative leader with a strong interdisciplinary design background and over a decade of in-house B2B creative agency experience. I specialize in conceptualizing and executing comprehensive creative strategies that engage audiences and drive results. Known for my cross-functional team leadership and effective collaboration across disciplines, I deliver innovative creative solutions to shape brands. I have expertise in digital media, brand and concept development, experiential events, creative strategy, and proposal creation.…

Caelin Williams

I am a versatile and hands-on creative leader with a strong interdisciplinary design background and over a decade of in-house B2B creative agency experience. I specialize in conceptualizing and executing comprehensive creative strategies that engage audiences and drive results. Known for my cross-functional team leadership and effective collaboration across disciplines, I deliver innovative creative solutions to shape brands. I have expertise in digital media, brand and concept development, experiential events, creative strategy, and proposal creation.…

Available to hire

I am a versatile and hands-on creative leader with a strong interdisciplinary design background and over a decade of in-house B2B creative agency experience. I specialize in conceptualizing and executing comprehensive creative strategies that engage audiences and drive results.

Known for my cross-functional team leadership and effective collaboration across disciplines, I deliver innovative creative solutions to shape brands. I have expertise in digital media, brand and concept development, experiential events, creative strategy, and proposal creation.

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Language

English
Fluent
French
Intermediate

Work Experience

Director, Communication & Brand at Impact XM
November 14, 2022 - September 27, 2024
Lead development and management of omnichannel content strategy, campaigns, and budgets, ensuring consistent brand messaging across email, social media, web, and paid media. Achieved significant growth in social followers, website traffic, and engagement. Managed the organizational transition to Marketo/Adobe Marketing Cloud for marketing automation enhancements. Launched an employee swag store to reduce costs and environmental impact and led annual direct mailer campaigns with strong conversion results.
Director of Content Marketing & Design at ASTOUND Group
June 23, 2021 - October 28, 2022
Scaled and managed the marketing department with the hiring and leadership of three direct reports while overseeing agencies and freelancers. Overhauled media strategies to achieve a 250% engagement increase on LinkedIn. Led integrated campaigns, established content pillars and employee advocacy programs, and implemented project and social media management tools to improve efficiency.
Content Marketing Manager at ASTOUND Group
January 1, 2021 - August 19, 2025
Directed strategies that grew social media followers by 200% and produced top-performing social posts. Supported execution of 52 major custom RFP responses resulting in a 43% win rate and over $40 million in signed business opportunities.
Marketing Content Specialist at ASTOUND Group
January 1, 2018 - August 19, 2025
Created diverse content including photo, video, social, web, and copywriting. Produced most of ASTOUND’s top performing YouTube videos, including a sizzle reel that accrued over 400K views.
Marketing Coordinator at ASTOUND Group
January 1, 2016 - August 19, 2025
Responsible for email and marketing automation using Pardot and Salesforce.com and managed social media content creation. Launched a social/booth campaign at a trade show that was repeated for four years and trademarked the phrase associated with it.
Creative Director / Designer / Strategist at Freelance
January 1, 2015 - Present
Working independently since 2015 in Toronto, I collaborate with SMB and startup clients to develop creative briefs for content, web, brand, and print projects. I provide design consultation, strategic thinking, and produce custom designs or content per client briefs. I design and develop responsive websites using Squarespace and WordPress.
Brand Designer at ASTOUND Group
January 1, 2014 - August 19, 2025
Developed graphic design assets, proofed materials, and managed print production. Created RFP responses and presentations using InDesign and PowerPoint. Worked directly with the CEO and Marketing Manager to develop brand guidelines and company playbook.
Web / Graphic Designer at SHAH / DAY ONE
May 13, 2013 - August 15, 2014
Designed a logo for Shah and the Day One label increasing brand recognition. Developed the WordPress site structure optimized for constant updates and evolution by the internal team.

Education

Bachelor of Interdisciplinary Design at NSCAD University
September 8, 2009 - April 18, 2013

Qualifications

RGD Provisional Member - Association of Registered Graphic Designers
January 1, 2020 - December 31, 2020
Drone Pilot Certificate - Basic Operation
January 1, 2020 - August 19, 2025
Inbound Marketing Certificate
January 1, 2015 - August 19, 2025

Industry Experience

Professional Services, Media & Entertainment, Software & Internet, Retail, Financial Services
    Thought Leadership

    https://www.twine.net/signin

    Impact XM wanted to improve lead generation with an updated content calendar and design direction for their thought leadership publications ranging from trends reports and event audits to blog and social media posts.

    With a team of designers, strategists, copywriters, and in-house SMEs, I delivered an extensive content calendar for eight unique content pillars that were distributed via email marketing, social media, and gated landing pages. We created a series of new editorial and social templates to streamline the design process and offer a consistent look across all formats. The new template for the gated thought leadership content offered a dynamic and scalable multi-page format to accommodate varying content and layout.

    The updated design and content resulted in a significant increase in engagement rate, website blog traffic, and the most-downloaded thought leadership content to-date.

    Some of the top-performing documents include:

    Themes Report: SXSW 2023
    Themes Report: CES 2024
    Themes Report: ComicCon 2024

    Spotlight: Audience Engagement
    Spotlight: Brain Management
    Spotlight: State of Events
    Spotlight: Experiential Marketing Trends 2023

    Leap Into Success Campaign

    https://www.twine.net/signin

    As a component of their annual marketing plan, Impact XM was looking for a refreshed take on a direct mailer campaign to help secure meetings with new clients.

    Quite literally inspired by the foot-in-the-door technique, “Leap Into Success” encouraged top prospects to book and attend an introductory sales meeting with the reward of a fresh pair of custom kicks. These high-profile prospects were segmented across three key personas and each received a mini 3D-printed sneaker and personalized letter packaged inside a mini shoe box. Once the package was delivered, the prospects were further nurtured through an email drip campaign to ensure receipt of the exclusive offer.

    Overall, the success and feedback surpassed expectations with a conversion rate of 10% and the receipt of a substantial RFP from a key prospect.

    impact-xm.com/leap-into-success/