Laura MacDonald

Laura MacDonald - Marketer

Toronto, ON, Canada

Passionate about all things Kids & YA | Social Media Campaigns • Influencer Campaigns • Branding + Design

Request a quote
Verified identity

Overview

Publishing person turned influencer marketing person.

I've been eating/sleeping/breathing all things books for about as long as I can remember. I have a couple degrees in literature (including a Master of Arts in Children's Literature, nbd) and I worked in Canadian publishing for about 5 years before making the jump to influencer marketing in fall 2021. And now I can't wait to help you market your book!

I have worked with a variety of big 5, mid-size, and indie publishers including:
• Marketing: Simon & Schuster, HarperCollins Canada (internship)
• Sales: MacMillan, Sourcebooks, DK Books, Chronicle Books, Wattpad Books, Annick Press, Owlkids
• Editorial: Penguin Random House Canada (internship)

✅ WHAT I CAN OFFER YOU:
• Full-scale marketing plan development (strategy + timeline)
• Author branding + platform building
• Title-specific digital asset creation for websites, social media, digital ads
• Influencer marketing campaigns
• Social media best practices coaching
• Social media content planning
• Copywriting (website content, social copy)
• Press release + media kit (writing + design)

✖️ WHAT I CAN'T OFFER YOU:
• Advertising services
• Publicity services (media contacts, pitches)

👩🏼‍💻 LET'S WORK TOGETHER:
• If you have no idea where to start
• If you've published (or are about to publish) a board book, picture book, middle grade novel, or young adult novel in any fiction genre
• If you're looking to work with someone detail-oriented, strategic, creative, and design savvy

💬 TESTIMONIALS:
"Thank you for being wonderful to work with and everything you've done for These Violent Delights + Our Violent Ends!! It's been such a joy!" —Chloe Gong, #1 NYT Bestselling author of These Violent Delights

"Thank you for helping Legendborn soar!" —Tracy Deonn, NYT Bestselling author of Legendborn

"You’ve been such a tremendous support and help to me and A Dark and Hollow Star and I’m just so grateful for having you on my side!" —Ashley Shuttleworth, author of A Dark and Hollow Star

"[S]o thankful for all the hard work and creativity you put into supporting and promoting [It Fell From the Sky]. Creating a book is always a team effort and we’re very grateful that you were part of our team." —Eric Fan of The Fan Brothers, bestselling author & illustrator
Fiction
Middle Grade
Middle Grade Fantasy
Picture Books
Young Adult

Certifications

  • BA Honours English Lit & Cultural Studies
  • MA Children's Literarure
  • Marketing to Generation Z (LinkedIn Learning)
  • Strategic Partnerships (LinkedIn Learning)

Work experience

Influencer Marketing Account Manager

The Shelf
November, 2021 – Present (about 1 year)

• Co-managing multiple campaigns form influencer hiring to post-mortum reporting
• Matching influencers to a variety of brand campaigns based on campaign requirements and client preferences
• Working closely with influencers - building relationships, answering questions, providing guidance, and helping complete content

Marketing Assistant

Simon & Schuster Canada
November, 2019 – October, 2021 (almost 2 years)

• Developed and executed full-scale marketing campaigns for all children's and teen titles
• Created, managed, and scheduled content for corporate Instagram & Twitter
• Digital content creation for organic social media and digital advertising campaigns
• Responsible for influencer management and growth, focusing on Instagram and TikTok

Account Manager (maternity leave contract)

Ampersand Inc.
March, 2018 – November, 2019 (over 1 year)

• Sales representative for SW Ontario independent bookstores
• Sales representative for Toronto + GTA special markets retailers
• Analyzed data from show sales and trends to report back to clients
• Social media coordinator

Operations Manager (maternity leave contract)

Ampersand Inc.
March, 2017 – May, 2018 (about 1 year)

• Regular communication with over 50 client publishers (Canada + US)
• Supported sales reps with sales materials, metadata
• Website management

Editorial Intern, Young Readers Group

Penguin Random House Canada
January, 2017 – March, 2017 (about 2 months)

• Fact-checked, proofread, copy edited
• Logged, read, and reported on all submissions

Marketing & Publicity Intern

HarperCollins Canada
October, 2016 – January, 2017 (3 months)

• Created press releases, marketing materials, and online content (photos, blog posts, tweets)
• Oversaw mass media mailings and individual influencer mailings

Projects

These Violent Delights - Bookstagram Tour

A surprise and delight PR mailing to 10 bookstagram influencers + a 5 day bookstagram tour with 2 in-feed posts per day—one from #TeamScarletGang and one from #TeamWhiteFlowers to mirror the rival gangs aspect of the story—featuring a photo & review of These Violent Delights by Chloe Gong.

> 10 influencers (potential reach 141.2k)
> 10 in-feed IG posts
> Campaign engagement rate of 5.3% (industry standard = 1.5%)

What I Like About You - Bookstagram Tour

A surprise and delight PR mailing to bookstagram influencers + a 5 day bookstagram tour with 1 in-feed post per day featuring a photo & review of What I Like About You by Marisa Kanter.

> 5 influencers (potential reach of 72.6k)
> 5 in-feed IG posts
> Campaign engagement rate of 2.42% (industry standard = 1.5%)

YA Fall Into Fantasy - Mailing + IG Activation

A month-long group campaign featuring four key YA fantasy titles with an autumnal twist!

Campaign components included:
• PR box mailing to 10 top YA Bookstagram and TikTok influencers (combined potential reach of over 225k!)
• Weekly IG in-feed posts featuring of one of the four focus titles
• Weekly IG story sets including exclusive of author videos and activations
• A custom landing page on simonandshcuster.ca
• A consumer newsletter
• An IG in-feed giveaway of all four titles (321 entries)

> IG in-feed engagement rate of 6.95% (industry standard = 1.5%)

*All digital assets designed by me

Simon & Schuster Canada x Indigo - Virtual Summer Camp & Author Panel

A week-long digital YA summer camp hosted on Instagram to highlight 3 key YA reads for the summer. In 2021, we partnered with Indigo to moderate and co-host the live author panel at the end of the week.

Campaign components included:
• Daily IG story sets including exclusive author videos and virtual camp activities
• A custom landing page on simonandschuster.ca
• Camp Ambassadors: 8 Bookstagram influencers (over 68k combined following) promoted the event and daily activities on IG stories
• Live author panel (22 attendees)
• Giveaways: 4 prize packs including books, swag, and $100 worth of Indigo gift cards

> FB + IG ad results: $0.60 cpc, 0.58% ctr (on par with similar S&S Canada event ads)

*All digital assets designed by me.

Portfolio (11 selected works)

Today Tonight Tomorrow

Solomon, Rachel Lynn

Blood Like Magic

Sambury, Liselle

It Fell from the Sky

Fan, Terry, Fan, Eric, Fan, Terry, Fan, Eric

What I Like About You

Kanter, Marisa

Explore the Reedsy Community

Reedsy is a community of top publishing professionals. Join Reedsy today to browse 1000+ profiles.

Ryan Zee

I've helped 5,000+ authors grow their email lists and sales through creative email book giveaways, Facebook Ads, and more.

United States

Tara Lewis

I am a children's, middle-grade, and YA book marketing expert with twenty years of experience in the Top Ten publishers and freelancing.

New York, NY, USA

To view 1,000+ more profiles, Join Reedsy