Febrina Arifin
Verified Expert in Marketing
Marketing Expert
Montreal, QC, Canada
Toptal member since July 28, 2024
Febrina is a skilled digital marketing strategist with 13+ years of experience designing and executing impactful customer journeys. She turns engagement into lasting connections and conversions, combining long-term strategic planning with the agility to meet immediate business goals. In 2021, Febrina launched a digital marketing consultancy, helping businesses craft and launch their brand identity from the ground up.
Project Highlights
Expertise
- B2B
- Branding
- Email Marketing
- Facebook Ads
- HubSpot
- Inbound Marketing
- LinkedIn Ads
- Social Media
Work Experience
Founder
The Digitalsmith
- Founded a digital marketing consultancy focused on email marketing, social media marketing, lead generation through Google and paid social ads, and transforming websites into a marketing powerhouse.
- Helped businesses craft their brand identity from the ground up, ensuring every element is aligned with their vision.
- Produced manual and triggered campaigns across the customer journey, including prospecting, win-back, nurturing, post-purchase, loyalty, retention, surveys, and transactional emails.
Senior Digital Marketing Specialist
Technology Evaluation Centers (TEC)
- Refreshed TEC's legacy email marketing initiatives.
- Produced manual and triggered campaigns across the customer lifecycle, including prospecting, win-back, nurturing, post-purchase, loyalty, retention, surveys, and transactional emails.
- Increased email traffic by 36% and resource downloads by 21% over three months. TEC also regained up to 10% of their inactive users.
Digital Marketing & PR Specialist
Adaware (formerly Lavasoft)
- Refreshed their tone and overall email marketing campaigns.
- Implemented a new lifecycle campaign strategy for their free users. Grew email traffic by 30% and engagement by 55% by optimizing sequence, segmentation, CTAs, subject lines, and copy.
- Increased downloads for their free software version and converted free users to paid users by upgrading them to different tiered service offerings.
Project History
Email & Lifecycle Marketing
http://www.nayya.com/Led Nayya Health's development launch of consumer email marketing efforts.
Nayya Health is an AI-powered platform designed to enhance how employees select, utilize, and maximize their health and wealth benefits.
I swiftly rolled out a new lifecycle campaign strategy to boost user engagement and designed an automated sequence through Braze that leveraged users’ past behavioral interactions.
Additionally, I handled the creation of email templates and copy, asset coordination, QA, and scheduling. I managed various one-time email campaigns throughout the customer lifecycle, including prospecting, win-back, nurturing, post-purchase, loyalty, retention, surveys, and transactional emails.
Website Design, Development, & Branding
https://cpa-rod.com/Led the branding, design, and development of CPA Rod.
CPA Rod is an online accounting firm located in California. They specialize in financial management, accounting, and tax planning services. They came to us wanting to redesign and have a brand new look for their website.
Corporate Branding & Website Design
https://discoverycpa.ca/Led corporate branding design and development for Discovery CPA.
Discovery CPA provides effortless accounting and advisory services dedicated to the financial well-being of small business owners and professionals. They wanted a modern, minimalist, yet professional website to kickstart their marketing efforts.
Social Media & Customer Lifecycle Marketing
Spearheaded the social media strategy and customer lifecycle marketing with a clear focus on boosting followers, engagement, website traffic, and customer acquisition and retention.
TEC is an impartial advisory firm helping organizations with their software selection and digital transformation journeys.
I spearheaded TEC’s social media strategy, focusing on boosting followers, engagement, and website traffic while driving downloads of business reports and ebooks. I developed and maintained a bi-weekly content calendar to achieve these goals, ensuring consistent posting across Facebook, LinkedIn, and Twitter. I also leveraged trending hashtags and interactive polls to spark conversations. By strategically sharing blog posts and resources, I drove a 13% uptick in website traffic.
Beyond social media, I revitalized TEC’s email marketing efforts, launching manual and automated campaigns across the customer lifecycle, including prospecting, win-back, nurturing, post-purchase, loyalty, retention, surveys, and transactional emails. By implementing behavioral segmentation, I significantly improved the open and click rates. Under my leadership, TEC’s email-driven traffic surged by 10%, resource downloads grew by 15%, and the company successfully re-engaged up to 10% of previously inactive users.
Education
Graduate Certificate in Marketing
McGill University - Montreal, QC, Canada
Bachelor's Degree in Communications
Curtin University - Perth, WA, Australia
Certifications
HubSpot Email Marketing Certification
HubSpot
HubSpot Inbound Marketing Certification
HubSpot
Skills
Core
Email Marketing, Digital Marketing, Email Automation, Email Campaigns, A/B Testing, Marketing Strategy, Email Marketing Automation, Customer Engagement, LinkedIn Marketing, Marketing Collateral Development, Marketing Automation, Content Marketing, Content Strategy, Product Marketing, SMS Marketing, Marketing Leadership, Marketing, Branding, Social Media, Facebook Ads, LinkedIn Ads, Copywriting, Public Relations (PR), Inbound Marketing, Conversion Rate Optimization (CRO)
Platforms & Tools
HubSpot, Mailchimp, Canva, Google Analytics 4 (GA4), Linkedln, Klaviyo, Adobe Photoshop, CRM Systems, Adobe Marketing Cloud, Google Analytics, HubSpot Marketing Hub, Monday.com, Instagram Ads, Braze
Business Models
B2C, B2B, Business to Consumer (B2C)
Other
Customer Journey, Lifecycle Marketing, Email Design, Email Template Design, Audience Segmentation, Analysis, Reporting, Customer Relationship Management (CRM), Sales & CRM Platforms, Drip Campaigns, Email Content, Customer Retention, B2B Marketing, B2B Lead Generation, Newsletters, Direct to Consumer (D2C), Startups, HubSpot CRM, Project Management, Strategy, Brand Positioning, Marketing Consulting, Strategic Communication & Messaging, Growth Strategy, WordPress, Figma, Web Design, Web Development, Journalism, Design, Software Consulting, Enterprise Resource Planning (ERP), Drip Email, Website Design, Customer Acquisition
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