Shaiju Mathew

Partnered with early-stage startups, law enforcement agencies, and educational institutions to define and execute comprehensive brand strategies. Led client engagements across brand identity, recruitment marketing, employer branding, and internal communications. Designed custom go-to-market strategies tailored to niche sectors with limited brand visibility and constrained budgets. Built digital presence and visual identities from the ground up for 10+ new brands, including websites, brand kits, and launch assets. Conceptualized and executed sector-specific brand campaigns ranging from law enforcement diversity hiring to educational institution rebranding. Conducted in-depth brand audits and implemented storytelling-driven content plans to improve community engagement and recruitment results. Currently leading the development of Swipe Bluu, an innovative recruitment platform modeled after dating apps to streamline the recruiter-candidate match experience.

Owned end-to-end campaign strategy for B2B and B2C financial products, ensuring alignment with Vancity’s community-driven mission. Led integrated marketing campaigns spanning OOH, digital, social, and PR to promote financial products and community programs. Directed content creation, brand messaging, and storytelling across channels to strengthen brand equity. Worked cross-functionally with product, analytics, and creative teams to optimize performance and ROI. Key Achievement: Generated $600M in new revenue through a 3-month omnichannel campaign, increasing brand awareness by 45%.

Developed and led Shopify’s global brand marketing strategy, scaling the company’s presence across North America, EMEA, and APAC. Shaped the company’s brand narrative through deep audience insights, influencer partnerships, and creative campaigns. Managed a 15-person cross-functional brand team, overseeing brand identity, content strategy, and digital storytelling. Launched global brand campaigns across paid media, social platforms, and events to enhance Shopify's positioning in the tech and eCommerce space. Key Achievement: Increased global brand engagement by 4x and contributed to record-breaking talent acquisition and customer growth in 2021.