Wajiha Suboor
Social Media Manager //
Digital Communications Strategist //
Influencer Relationships //
Paid Social Strategy //
Social media strategy and influencer partnerships that move people to act.
I'm a Toronto-based social media strategist with 12 years of experience leading organic social strategy, creator and influencer partnerships, and paid media campaigns for national organizations.
I've led social platforms for Plan International Canada and Islamic Relief Canada, and I have presented my strategies at Hootsuite and NetHope panels.
Most Recent Social Media Highlights
A recent series launched to tell in-depth stories in one minute on social. Achieving 137k views from just three videos so far.
Campaign: Gifts of Hope
200% YoY Increase in Reach
Our annual Gifts of Hope campaign is the biggest fundraising moment of the year. I make sure to include a combination of light-hearted reels, educational carousels and straight fundraising posts to move people through the marketing funnel.
Series: Minute of Possibility
137K Organic Views
Strategy: Micro-Influencer
Featured collaboration on CP24 Toronto
I launched our micro- and nano-influencer campaign to create authentic collaborations with local creators whose values matched the organization’s. Our Walk for Water Day successfully caught the attention of the media, highlighting our work to a broad audience - all through a reel!
What I lead:
Storytelling-focused organic content strategy that brings in +3.8% engagement rates; paired with a paid social strategy that can achieve 1 million views per post.
Built a micro-influencer program that resulted in a World Water Day Reel featured on CP24. Partnered with Lisa LaFlamme and the Jane Goodall Institute on key days to increase awareness.
Brand activations and events:
Led a social-first online launch for Islamic Relief Canada’s charity shop, then brought it into physical retail through five pop-ups, including Square One and a Night Market.
Strategy for organic social and paid social
Partnerships with influencers and organizations
Innovative social commerce and digital fundraising
Spearheaded the first Canadian charity launch on Meta shops, fundraising and in-app donation features. Our Meta shop raised $1800 in one month. Before this, raised $133,000 in a 24-hour Instagram Live at Islamic Relief Canada.
AI-enabled content workflows
Custom Microsoft Copilot agents that check content against social strategy, brand voice and neuro-giving principles before publishing, creating a consistent quality and governance step for the team.
A Strategy Based on REELS
A Strategy Based on REELS
Social Strategy
Ideating, creating and then implementing a Reels-first social strategy for Plan International Canada immensely paid off. Not only did the Reels launch our brand presence online, it opened us up to young audiences.
Project
Boost Brand Awareness
Organization
Plan International Canada
Outcome:
+100,000 plays in 9 months
Year
2023
24-Hr Instagram Live
24-Hr Instagram Live
24-Hour Instagram Live
For 24-hours we went Live on Instagram in 1-hour segments. The goal was to raise awareness by staying in our follower’s notifications for 24 hours.
To achieve this we brought in talent from university campuses to Tunisia. We had painters, chefs, international singers, dare-takers and sibling rivalry - resulting in calls(and funds) from parents.
Each segment demanded different uses of digital technology which I had to anticipate and plan for. This included a live cooking challenge requiring coordination behind the camera and with the online audience. Another segment had a well-known Tunisian singer logging on from his living room. So we had to make sure the audio was optimized for a smart-phone audience.
After 12 segments, 27 participants and many impromptu acts we raised $133,000 for the project!
Project
24-Hr Instagram Live
Outcome:
Raising $133,000
Year
2021
Organization
Islamic Relief Canada
A Conversation with Trevor Noah
Dream it
A Conversation with Trevor Noah Dream it
Event Promotion
Once pandemic restrictions lifted, it was time for in-person events again. So we hosted Trevor Noah in his first tour to Canada after the pandemic.
Trevor Noah’s stature as the host of the Daily Show brings his own press. My job as a social media manager was to make sure that everybody knew he was coming to Canada for our organization. We were monitoring all the social platforms, and liking, commenting, and linking our event page at every opportunity.
Within two weeks, we sold out 2000 tickets. And the stage was set.
Project
Trevor Noah Event
Outcome:
Sold out 2000 seats
Organization
Islamic Relief Canada
Year
2022
MY Voice Magazine
MY Voice Magazine
Social Media Advisor
I joined MY Voice as a Social Media Advisor to help the young team run their social platforms.
I ran two workshops with the team, one during their orientation for the larger team and one for the social media team. I helped them develop a social media calendar, develop posts and work cohesively as a team.
Project
Building Social Media Team
Outcome:
Rebranded social platforms
Client
MY Voice
Canada
Year
2021-2022
