Skygaard Marketing & Design

I’m Krystle Holdegaard

Core Skills

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Key Achievements

Marketing Canada’s largest energy events end-to-end

Managed up to $1M campaign budgets | 30K max event attendees | 8 events marketed per year

As Head of Marketing, I oversaw end-to-end promotion for each event, from initial campaign strategy through to onsite. I wrote creative briefs, coordinated with internal designers and external vendors, and ensured brand consistency across digital, print, and video. I also owned the department’s finances, managing up to $1M in annual campaign budgets, reconciling monthly invoices, and keeping spend documentation tight. After each event, I led data analysis across surveys, social, and post-campaign reports to feed continuous improvement into the next cycle.

Email marketing & data governance

19% average open rate | 3% CTR | +4% YoY attendee conversion

I maintained and governed a contact database built for targeted outreach, not batch-and-blast. Using segmentation based on industry, role, and past event behaviour, I built campaigns tailored to where each audience was in their decision-making journey. I continuously tested subject lines, send cadences, and CTAs, using performance data to inform each campaign cycle. The result was an email program that performed consistently above industry benchmarks year after year.

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Content Marketing & B2B Storytelling

See examples of content and storytelling I created from end-to-end below. Every campaign I work on, I spend the time to ask the question “what is it we want this asset to achieve?” I don’t believe in doing something just to do it. I always want the work I do to impact the bottom line.

Videos

Developed ideation and storyboards, drafted scripts (if scripted), worked with suppliers on development, and managed marketing team on execution and promotion.

Impact: Average over 1K views per video | Development of “proof point” for business development & sales | +23% new market penetration

Brochures

Created overarching plan for brochures, drafted copy and layout for each page, briefed designers on branding and theme, lead edits and changes, managed marketing team on publishing to market.

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Brand Development & Strategy

I believe in a holistic approach to marketing, which includes short-term and long-term planning. Throughout my careers I have developed and managed multiple brands within the energy industry.

Brand Development

Logos were created by AI by somebody else. My role was to develop the story around these logos. This was done by choosing font, graphics, tone and voice that was used internally and externally.

Rebrand

All existed previously, but changed names and wanted to be modernized. I worked with internal stakeholders on what the brand should represent and briefed designers. Following the logo creation, I also developed the story around the logos and chose font, graphics, tone and voice that was used internally and externally.

Planning & Strategy

I ‘m a big believer in creating a strategy that impacts the business long-term, that can be adjusted once the data can determine if something is successful (or not). I’m an even bigger believer in creating a strategy that is realistic for the internal team to do, including considerations such as execution, chain of approvals, and understanding what success for the quarter looks like.

If you’re interested in seeing some examples of marketing and communications plans, please let me know!

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Education & Up-Skilling

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Tools & Platforms