Overview
Directed marketing campaigns and event initiatives that brought residents and visitors downtown, increased visibility for local businesses and attracted audiences ranging from 500 to 25,000.
I managed a team of employees and interns, setting campaign priorities, assigning responsibilities and overseeing marketing execution across billboard, radio, social media, the website and community outreach. I managed the BIA’s $50,000 marketing budget, reviewed promotional materials, coordinated event logistics and ensured information was communicated accurately and on schedule. I also worked with businesses, media and public partners while tracking campaign performance to improve how we reached different audiences.
Roles
Marekting and Communication Manager
1. niagara falls santa claus parade
The Niagara Falls Santa Claus Parade was one of the downtown’s largest family-focused seasonal events. The parade brought residents and visitors through Downtown Niagara Falls and connected with the city’s tree-lighting celebration and the opening of the Christmas Market.
The result
By connecting the parade with the tree lighting, Christmas Market and surrounding businesses, the campaign encouraged visitors to spend more time downtown and experience multiple activities during the same visit.
My role
I directed the promotional campaign leading up to the parade, coordinating marketing responsibilities across employees and interns and ensuring that event information was shared clearly and consistently.
I oversaw social media and website promotion, coordinated public and stakeholder communications and managed the release of important details such as the event schedule, location and related downtown activities.
2. Niagara Falls Christmas Market
The Downtown Niagara Falls Christmas Market was a multi-week outdoor holiday experience featuring local vendors, food, artists, handmade products, live entertainment and seasonal displays. It's purpose was to create a holiday destination that attracted visitors while generating visibility and economic opportunities for local vendors and downtown businesses.
The result
The Christmas Market strengthened Downtown Niagara Falls as a seasonal destination and created extended visibility for local vendors, artists and businesses.
The Downtown Niagara Falls Christmas Market later received an Ontario Business Improvement Area Association award for Special Events and Promotions – Large, recognizing the scale and quality of the initiative.
My role
I directed the market’s promotional strategy and coordinated the employees and interns responsible for carrying out the promotional calendar. The Christmas Market required one of the portfolio’s largest promotional pushes. I managed the campaign within the BIA’s broader $50,000 marketing budget, coordinating billboard, radio, website and social media promotion to maintain awareness throughout the season.
3. 15-Ribbon-Cutting Celebration
During the COVID-19 pandemic, 21 new businesses opened in Downtown Niagara Falls. The BIA organized a mass ribbon-cutting event celebrating 16 of those businesses alongside the Mayor, local dignitaries and community stakeholders.
The result
The event brought business owners, municipal leaders and community members together while creating media and promotional visibility for the participating businesses. The ceremony also gave the BIA an opportunity to tell a larger economic-development story: despite the challenges facing businesses at the time, new entrepreneurs continued to see potential in Downtown Niagara Falls.
My role
I worked with participating businesses to gather information, confirm event details and ensure each business received appropriate visibility. I also managed communications with the public, media, municipal representatives and other stakeholders involved in the event.
I directed employees and interns in creating promotional content, sharing business stories and communicating the event schedule. The campaign positioned the ceremony as both a celebration and evidence of renewed investment in Downtown Niagara Falls.
4. Community Movie Nights
The community movie nights provided accessible, family-friendly entertainment and gave residents another reason to spend time in Downtown Niagara Falls during the event season.
The result
The movie nights added recurring, low-barrier programming to the downtown event calendar and gave families repeated opportunities to return throughout the season. The series supported the BIA’s broader goal of creating regular downtown activity rather than relying only on a small number of major annual events.
My role
I developed and directed the promotional approach for the series, coordinating campaign responsibilities with employees and interns.
I managed the release of movie announcements, schedules, reminders and event information through the BIA’s website and social media channels. I ensured each date received enough individual promotion while maintaining a consistent identity across the complete series.
The Outcome
During my time as Marketing Communications Manager:
Across the event portfolio, attendance ranged from 500 to 25,000 people.
Website traffic increased by 40%.
Social media campaigns generated more than 10,000 engagements.
The business directory supported more than 100 businesses and received approximately 6,000 weekly views.
A $50,000 marketing budget was managed across billboard and radio campaigns.
The Christmas Market received provincial recognition for large-scale special events and promotions.
This role strengthened my ability to lead an event portfolio rather than focus on one campaign at a time. I learned how to direct a team, manage competing priorities, allocate a substantial marketing budget and use performance data while campaigns were still active.
SKills aquired
Event Portfolio Strategy
Directed marketing and communications across more than 50 events, balancing major seasonal experiences with recurring community programming.
Budget & Resource Management
Managed a $50,000 marketing budget and allocated campaign resources according to event priorities, audience needs and promotional opportunities.
Team Leadership
Managed employees and interns by establishing priorities, delegating campaign responsibilities and overseeing execution across a busy event calendar.
Performance Analytics
Tracked website traffic, social engagement and event performance to improve audience targeting and adjust active campaigns.
Integrated Marketing
Coordinated billboard, radio, website and social media campaigns to build awareness and reach residents and visitors through multiple channels.
Stakeholder & Media Communication
Managed communications with businesses, municipal representatives, media, community partners and the public throughout event planning and promotion.