About

I am a big picture-thinking, strategy seeking, process improvement-loving, technology-embracing, results-driven marketing and creative professional with over ten years of wins and challenges under my belt.

With extensive experience in branding, communications, project management, graphic design, photography and database management, I offer a unique and well-rounded skillset to deliver and execute consistently impactful customer-centric, story-driven B2B and B2C marketing strategies

Work Experience

Marketing Manager - Demand Generation

2021 - PRESENT | Wagepoint

Reporting to the Chief Revenue Officer, my team and I collaborate with the Brand and Communications, Product Marketing, Community Marketing and Sales groups to lead the charge in strategizing and executing on demand generation initiatives including digital advertising, campaigns, events, lead nurturing, research, reporting and marketing innovations, while implementing best practices for CASL compliance, CRM data integrity, process improvement and knowledge management.



Marketing Manager

2017 - 2021| Westcorp Property Management Inc.

  • Leads team of three in-house marketers and liaises with on-site partners to strategize and execute on a full-stack marketing plan with a focus on lead generation, reputation management, and tenant engagement.

  • Champions technology, innovation and analytics for a “data first” approach to decision-making, as well as keen commitment to process improvement through workflow automation and knowledge management.

  • Consults in “ground up” brand-building initiatives and market research for upcoming development pro forma to understand tenant personas, valuegraphics profiles and revenue opportunities through marketing and storytelling.

  • Lead project manager for high profile branding initiatives across Westcorp’s portfolio including lead gen campaigns, website rebuilds, branding refreshes, lifestyle photo and video shoots and software training/onboarding.

  • Oversees media buys and negotiates vendor contracts to maintain an effective marketing mix



Freelance Marketing Consultant

2005 - PRESENT | Uryelle Dimailig Photography & Design

  • Professional portrait photographer with in-studio experience specializing in fashion, commercial and food photography.

  • Graphic designer with visual communication experience in print and website design.

  • Marketing consultant and branding facilitator; assists clients in finding their mission, vision and values, developing persona and voice, and executing marketing plans to reach their objectives and business goals.



Marketing + CRM Specialist

2012 - 2017 | Field Law

  • Rolled out new CRM solution to 300 users with 100% adoption within one year.

  • Maintained and cleaned client database of over 60,000 contacts.

  • Built client lists for firm initiatives and events and created strategies to drive client engagement and attendance.

  • Key team member in developing and rolling out firm policy regarding Canadian Anti-Spam Legislation.

  • Acted as a brand leader, working as in-house graphic designer as well as liaising with agency vendors for creative projects.

  • Assisted in planning and executing events.

Education

Bachelor of Design, Visual Communication Design

2005 - 2010 | UNIVERSITY OF ALBERTA

Developed a foundational skill set in graphic design including typography, visual identity, image-making, photography and fine arts. Minored in social sciences including Psychology, Sociology and Anthropology.


Thought Leadership

ARTICLE | The Balance Sheet Yardi Corporate Blog

Westcorp on Property Marketing: Leading the Market

"Marketing technology drives success that goes way beyond the marketing team. Ultimately, it’s your prospects and residents who benefit the most because, with the right tech, they’re going to get the customer experience they expect." Keep reading for tips on creating a strong marketing and leasing strategy from Uryelle Dimailig, marketing manager at Westcorp Property Management Inc.

“Recommending Uryelle is a no-brainer because she is the dream team member. You never have to ask Uryelle twice for anything, in fact, she is exceptional at anticipating next steps and proactively moving initiatives forward. Uryelle is a professional in photography, communications, marketing and in her daily interactions with people at all levels of an organization. Uryelle is strategic, practical and a delight to work with. ”

— Simone Hughes, MBA, CM - BD & Marketing Global Co-Leader, Gowling WLG

Skills

  • Graphic Design

  • Typography

  • Photography

  • Communications

  • Branding

  • Project Management

  • Digital Marketing

  • Process Improvement and Automation

  • HTML

  • Events

  • Art Direction

  • Training/Public Speaking

  • Ad/Media Purchasing

  • Reputation Management

  • Web Design

  • Vendor Relations

  • Social Media

  • Content Creation

  • Strategy Planning

  • Database Management

  • Customer Service

  • Net Promoter Score (NPS)


Case Studies

Leasing During COVID-19

Business Challenge

Being just four blocks from the University of Alberta campus, Windsor Park Plaza & Lofts’ tenant-base had historically consisted of 60-75% domestic and international students, with up to 70% of its 700+ doors turning over between the months of June and September. This staggering rate of seasonal turnover was further compounded by COVID-19, which forced not only the UofA to close its campus, but the country to close its borders as well. In response, our team was called upon to combat creeping vacancies and dwindling revenue while the rest of the real estate industry was rocked by the pandemic and a struggling market.


Process

  • Researched rental trends and customer journeys to identify ideal tenants to shift focus to in lieu of a student demographic.

    • In short, this ideal tenant would be employed with disposable income or a willingness to invest in their lifestyle, looking to rent for the long-term, takes care of their suite and acts as ambassadors to refer friends and family.

  • Advocated for significant shifts to operations to better align with the lifestyles of the ideal tenants we wished to attract including becoming a pet-friendly community and accelerating renovations to suites.

  • Developed new customer profiles and key messaging that moved away from a focus on demographics to instead target “valuegraphics”

    • Valuegraphics - a strategy developed and researched by David Allison - contends that factors that influence buying decisions the most, such as one’s values, emotions and virtues, are intersectional and follows an individual over a lifetime. As a result, customers are grouped by affinities and traits, rather than age, gender, etc.

  • Refreshed copy, images and visual identity to reflect new valuegraphics strategy.

  • Boosted digital spend and optimized campaigns to target new tenant profiles


Outcome

  • Maintained 92%+ occupancy throughout the entirety of the pandemic

  • Decreased incentives while simultaneously increasing rents

  • Achieved additional revenue via 40+ pet rents within three months of becoming pet-friendly

  • Offset a 11% decrease in full-time student tenants with a 6% increase in full-time employed tenants YoY

  • 30% increase in renewal rate YoY

Wellington Park Townhomes

Business Challenge

With rising vacancy, negative reviews and tenant dissatisfaction causing renewal challenges, our team was faced with the task of overhauling this aging, value-based rental community’s public perception to appeal to a more attractive, qualified target market.


Process

  • Worked with agency and internal and external stakeholders to develop key messaging and buyer personas that moved away from traditional “feature dump” marketing and instead employed an emotional storytelling approach

  • Oversaw production of lifestyle imagery and video including developing a shot list, casting models, pulling wardrobe and leading day-of-shoot logistics

  • Developed and project managed highly strategic omni-channel digital marketing campaign including Google Paid Search, Google Display Network, Facebook/Instagram advertising, and hyper-targeting/geo-fencing online ads

  • Expanded online listing program to additional platforms to maximize exposure and reach

  • Rolled-out a community rewards program to engage tenants and encourage resident reviews

  • Created property microsite

  • Developed and designed new collateral to support on-site leasing efforts including sales sheets, signage and branded templates


Outcome

  • Leasing experienced a 110% increase in traffic year over year

  • Decreased vacancy rate from 17% to 3% within 3 months

  • Google rating increase from 1.8 stars to 3.1 stars within 9 months

  • Increased the number of online reviews from 8 to 24 within 3 months

  • Eliminated the need for incentives, thereby allowing us to increase overall NER by 8.3%

  • Increase in overall NPS rating from 6.46 to 8.70 within 18 months

CRM Implementation

Business Challenge

With over 120 lawyers and 20+ practice groups, Field Law identified a need for a centralized client database to consolidate shared contacts, streamline marketing lists and better track the business development efforts.


Process

  • Developed comprehensive CRM training program designed to engage both lawyers and administration staff to exercise ownership over their clients’ data and integrate using the new CRM solution into their everyday workflow

  • Oversaw the import of all contacts within the Firm from individual Outlook lists into one centralize database

  • Oversaw an extensive database cleanup

  • Ongoing training and one-on-one technical support to shift the culture around data stewardship

  • Developed workflows for event list builds and group holiday cards


Outcome

  • 100% adoption of CRM solution to 300+ employees within 1 year

  • Cleaned, de-duplicated and standardized formatting for over 60,000 contacts

  • Decreased time spent on list builds from an average of six hours to under 30 minutes per lawyer.

    • With an average of three list builds per year, this streamlined process freed up approximately $594,000 worth of billable hours firm-wide per year which would have otherwise gone to administrative tasks