Ryan Chan
Marketing and social media. Richmond Hill / Toronto.
ryanchann0831@gmail.com · 416-559-6659 · LinkedIn
I'm a marketing graduate from the University of Toronto. Here's some of the work I've done!
Some of my projects
University of Toronto Esports, social media
I rebuilt the content calendar around the stuff that was actually working, tested different post types and hooks, and ran the day to day community management so the voice stayed consistent across Instagram, TikTok, X, Twitch and Discord. I tracked all of it in GA4 so I wasn't just guessing. I also did live sponsor reads on stream during the BMO Campus Clash III Barrage broadcast. Engagement went up 50.5% after I rebuilt the calendar. In one 30 day stretch I pulled 5,000+ impressions, 21.9K views on a top post and 7.6K profile views. I was also the team manager for the 18 player roster, and we finished Top 6 out of 600+ college teams in North America.Channels: Instagram · TikTok · Marvel Rivals IG · X
Saucony "Move Ugly", brand rebrand
Rebrand case study, 2026 MOVE UGLY. View the full case study This one I did on my own. I took Saucony's "Move Ugly" idea and tried to build a whole brand around it instead of just a logo. I built the visual identity from scratch (the logo, the colour system, the type system), then pushed it into a three shoe lineup, out of home posters and social mockups so it actually held together as a campaign. It turned into a full case study page with the strategy, the new identity, the Move Ugly campaign, the three shoes, the posters and the social. You can open the full page here.Whole Body Care, brand launch campaign
Sample ad we made for the campaign.
A group project. We had to launch a new natural, eco friendly liquid soap in Toronto against the big CPG brands, with a $1M budget over six months. I helped size the market and map the competitors, build out four consumer segments, and shape the positioning (affordable, sustainability first, made in Toronto) along with a calmer, spa type creative direction. We set the media mix and budget against an 80% awareness goal. A full launch plan, from the market analysis all the way through to the creative and the media buy.Case studies
These are strategy cases from my marketing classes at UofT. Each one is me taking apart a brand and getting to a recommendation with a specific framework.
BMW Z3, the GoldenEye launch
I looked at BMW launching the Z3 through James Bond product placement instead of normal ads, and put together a Phase 2 built around personalization. The launch beat its target, with 9,000+ pre orders against a projected 5,000.
Starbucks, transformation and renewal
I dug into the 2007 to 2013 slump. Opening stores so fast was eating into Starbucks' own locations, and leaning on one revenue stream plus premium prices were the real weak spots. Expanding internationally was the way back.
Blue Mountain, the night skiing decision
I ran the numbers and the survey data on adding night skiing before the brochure deadline. Only about 30% of skiers said they would use it, so I said wait a year, get better research, and find other ways to make money at night first.
Nutrine and Mahalacto, line extension
Using perceptual data, I worked out whether two candy brands should move into mints and gum. I recommended Nutrine go into gum but skip mints, and the opposite for Mahalacto, with a target segment for each.
C-Tek, salesforce optimization
I read a sales response model to figure out where to move reps, out of the low return cities and into the high return ones, and built best, optimistic and worst case scenarios. Net margin went up 34.4% in the optimized version.
FLIP, customer segmentation
I picked apart the survey for bias, then ran a clustering analysis that gave four segments (Rookies, Seasoned, Veterans, Specialists) and suggested a different offer for each one.
L.L. Bean, service vs. margin
The question was how L.L. Bean keeps its customer first reputation without losing money on unlimited returns. I suggested a 3 to 5 year warranty window plus small shipping fees, free over $100.
Reebok, 1988 communications
I looked at why Reebok grew so fast and whether its 1988 plan made sense. I backed the UBU umbrella campaign to build the brand, with product specific ads (ERS) to keep performance credibility against Nike.
About
I work in digital marketing and social media, with hands on experience in paid social, email, content and reporting. I'm HubSpot certified and happy owning a channel from the strategy down to the numbers.
Digital Marketing and Social Media Intern, Paralimi
On page SEO and keyword research, helping out with paid social, and KPI and ROI reporting in GA4.
Digital Marketing and Social Media Coordinator, Marsquest Co.
Built an influencer outreach pipeline of 200+ creators across Instagram and TikTok.
Education
Honours BBA, Specialist in Marketing. University of Toronto Scarborough.
Skills and tools
Paid social, PPC, SEO and SEM, email marketing, content strategy, CRO, community management. GA4, A/B testing, ROI reporting, Excel. HubSpot, Google Ads, Meta Ads Manager, LinkedIn Ads, Hootsuite, Sprout Social, Canva, Photoshop, CapCut.
Certifications
- HubSpot Digital Marketing (2026)
- Social Media Marketing, LinkedIn Learning (2025)
- Introduction to Operations Management, LinkedIn Learning (2025)
- Digital Marketing, LinkedIn Learning (2024)