Social media resume Mark Farmer

Resume: Mark Farmer

Digital communications veteran with over 15 years’ experience online

  • Proven track record of building brand and audience through digital innovation.
  • Demonstrated success in creating digital strategies that boost reach and engagement.
  • Expertise leading small/mid-sized teams and larger cross-functional groups.
  • Deep understanding of the use of digital analytics in developing essential business intelligence.

Career Highlights

  • Reached an estimated 2.6 million Ontarians in the Ontario College of Teacher’s 2016 #Just1Word campaign.
  • Won gold at the 2016 CASE Circle of Excellence Awards and the 2015 CASE Accolades Awards.
  • Achieved almost 400% growth in engagement and 1400% growth in reach on Facebook over two years at York University.

Relevant Experience

Senior Digital Media Strategist
Aug 2016 – present
  • Leading a team of digital media specialists in building the College’s websites, intranets, social media, email communications and apps.
  • Reached an estimated 2.6 million Ontarians during the 2016 #Just1Word campaign.
  • Developed a comprehensive three-year institutional digital strategy.
  • Led projects to make over 3,100 pages of PDFs AODA (Accessibility for Ontarians with Disabilities Act) compliant, and to migrate six years of PDF content to HTML.
  • Technical lead on rearchitecture and redesign of the institution’s website in 2018/2019.
  • Technical lead on rearchitecture and redesign of the institution’s annual report microsite in 2017, resulting in a 300% increase in visits over 2016.
  • Successfully led a project to rearchitect and redesign the College’s mobile apps.
  • Key work areas include accessibility, AODA compliance and user / usability testing ( UX ).
Digital Strategist
Nov 2012 – Aug 2016
York University, Toronto ON
  • Led institutional digital communications and content marketing at Canada’s third-largest university, including a cross-functional team of over 100 digital media practitioners.
  • Responsible for managing institutional Facebook, Google+, Instagram, LinkedIn, Pinterest and Snapchat accounts, and for co-managing Twitter and YouTube. Over two years on Facebook alone, oversaw 127% growth in fans, 400% growth in engagement and 1,400% growth in reach.
  • Won gold at the 2015 CASE District II awards for a social media projection project. Achieved almost 6,000 social media mentions and 6.1 million in potential reach, with 97.5% positive sentiment.
  • Won “Top Instagram Account” at the 2015 Canadian University & College Social Media Awards. Tied for top engagement on Instagram in the 2016 Engagement Labs study.
  • Developed institutional strategies, guidelines and best practices for the institution, including an average of 20 major and minor online marketing campaigns per year. Led SEO / SEM strategy development for various units.
Social Media Manager
June 2012 – Oct 2012
  • Grew the social media marketing presence for Intuit’s Global Business Division in Canada.
  • Launched Intuit Canada’s Small Business Blog, and managed social media for Intuit’s small business week campaign, launching a webinar series that drew over 150 registrations for the inaugural event.
  • Managed institutional Facebook and Twitter accounts for the QuickBooks and GoPayment products.
  • Developed the online customer care apparatus for Intuit’s GoPayment product, leading a customer support team in triaging and resolving customer issues and crisis situations.
Web Redesign Manager
Aug 2010 – May 2012
  • Led a comprehensive website redesign project and the implementation of an institutional Drupal Content Management System.
  • Managed a cross-functional team of developers, designers and producers, two Ottawa-based web development and project management firms, and a New York design agency to redevelop the museum’s website, social media and online content.
  • Led social media efforts at the institution, including development of a governance structure, a cross-functional stakeholder team and a steering group.
  • Initiated the ROM’s participation in Google’s Cultural Institute.
Contractor – Online Communications and Web Development
Sept 2009 – Aug 2010
  • Eco Generation Services, Toronto ON
    • Designed a Google AdWords & SEO campaign, increasing site traffic by a factor of 35X.
  • Summerhill Group, Toronto ON
    • Redeveloped two large websites in less than two months as part of a company-wide rebranding.
  • Brightworks Interactive Marketing, Toronto ON
    • Produced Google Analytics & AdWords intelligence reports, and SEO / SEM recommendations for large pharmaceutical clients such as Bayer Canada, Purdue Pharma and Medicis Pharmaceutical.
  • Neighbourhood Almanac, Toronto ON
    • Designed and developed the prototype for a hyperlocal website system based on the Joomla CMS.
  • Give Green Canada, Victoria BC
    • Designed and managed email communications for BC-based fundraising organization.
Communications Specialist / Consultant
March 2008 – June 2009
  • Developed and managed the ACA’s two bilingual websites, including development of a competitor analysis and organizational needs assessment.
  • Increased website unique visits by 69% and page views by 50% year-over-year.
  • Implemented the first social media at the association, including blogs, streaming video, podcasts, Twitter and webinars. Increased seminar registration 70% through the introduction of webinars.
  • Redesigned the association’s monthly newsletter for electronic distribution, and cross-linked to a bilingual blog, resulting in a 65% increase in site traffic.
Webmaster / Creative Director
Feb 2003 – March 2008
Earth Day Canada, Toronto ON
  • Managed daily operations and development of eight main websites involving six programs, fifteen internal clients and thousands of web pages.
  • Oversaw an average annual increase in unique visitors of 436%.
  • Coordinated a Google AdWords campaign, resulting in a record 68 gigabytes of data served on Earth Day 2007 to over 67,000 unique visitors.
  • Led the organization’s electronic communications and jointly led its strategic communications and brand development in tandem with senior management.
Consultant – Online Communications and Web Development
May 1997 – Dec 2002
  • The Canada-UK Chamber of Commerce, London UK
    • Created an organizational web development strategy, and developed / maintained various website components.
  • egroup, inc., Toronto ON / London UK
    • Developed a website audit, communications plan and a competitor analysis for egroup property,
    • Redeveloped the site’s content and interface, and migrated it to a third-party ISP.
  • TransCanada PipeLines, Calgary AB
    • Web lead for several intranet projects
      • Developed intranet sites, usability & user surveys and communications plans for several internal clients.
      • Executed an information & training audit for a new project management initiative, and edited all training & promotional materials.
    • SAP database migration project
      • Led a team of associates, contractors, planners and clerks through a series of tight deadlines.
      • Coached and trained team members, coordinated workflows, and prepared status reports for management.



Computer Skills

  • Adobe suite
    Acrobat Pro, Dreamweaver, Fireworks, Illustrator, Photoshop.
  • Advertising
    DoubleClick, Facebook, Google, LinkedIn and Twitter ads.
  • Content management & UX
    Morae, Optimal Workshop, Sitecore, Siteimprove.
  • Microsoft
    Excel, PowerPoint, Project Professional, Visio, Word.
  • Social media and web analytics
    Google Analytics, Hootsuite, Meltwater, Salesforce Social Studio, Sprout Social, Sysomos Heartbeat.
  • Web design and development
    HTML, CSS, SharePoint, Team Foundation Server, Visual Studio, XHTML.

Additional Skills

Teaching & Lecturing

  • University of Toronto, Faculty of Information, Toronto ON: 2018
    • Guest lecturer on accessibility practices for a course in the Faculty of Information, “KMD 2002H: Technologies for Knowledge Media,” at the University of Toronto.
  • York University, Faculty of Graduate Studies, Toronto ON: 2016
    • Online & in-class lectures to graduate students on using social media for academia / research.
  • Schulich School of Business, York University, Toronto ON: 2015
    • Hands-on workshops for social media monitoring & measurement for Schulich’s MBA and BBA programs.
  • George Brown College, Centre for Continuous Learning, Toronto ON: 2014 – 2015
    • Taught a hands-on Facebook marketing course to post-graduate students.
    • Taught both online and offline versions of the course, and developed course curriculum and lesson plans.
  • Ryerson University, ADaPT program & School of Continuing Education, Toronto ON: 2013 – 2015
    • Lecturing and hands-on workshops in social media monitoring & metrics, and social media dashboards.
  • Seneca CollegeCentennial College, Toronto ON: 2013
    • Guest lecturer in social media monitoring & metrics, and writing for social media.

Speaking & Volunteer Highlights

Sample lecture / speaking engagement recordings

Slideshare presentations

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